- Next, consider those prospects who, before the downturn, were close to reaching a deal. Keeping them aware of updates relevant to their project may help them work their schedules around your own plans, becoming a low-key beta site while things are quiet, for example.

- Don’t neglect the more casual contacts – maybe longer-term enquirers – who can be kept aware of your company’s opinions on trends, future technologies and your strategies to meet these developments.

- A common aim throughout is a balanced relationship with your audience – after all, an honest appraisal of the situation is likely to be far better received than either no communication or messages that are unrealistically up-beat.

- If you use external agencies for event management or PR, consider bringing some of the more basic projects in-house. Besides reducing costs, this also helps build your team’s skills and their understanding of how to manage the agency in the future.

The first signs of spring At some point we will finally start to see the first signs of recovery (OK, more likely government stats showing some degree of stability). All your efforts working with your clients mean they have trusted you to track any market or technology changes on their behalf – positive or negative – and, when the commercial climate suits, will be ready to work with you. By preparing for this phase, we will have prepared our ‘recession exit strategy’ with each individual client and can commit resources to their previously shelved projects.

The result is a managed marketing slowdown in conjunction with your clients, eventually leading on to a jointly defined schedule for a return to ‘business as usual’. And all for a reduced marketing spend combined with a collaborative approach to client management.

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