In a recession, people research purchases more carefully. They do this on the internet. If you don’t have a strong web marketing strategy – it should be your top priority. Period.

It baffles me that so many b2b marketers have still not recognized that they are missing the single greatest opportunity that exists today in marketing. I see it every day. People pay lip service to the internet, but they don’t do anything about it. Which of these things have you heard in your organization?

“We have to do more online!” or “We have to get our website up to date” or, my personal favorite, “We really need to tie-in the web.” All of these things mean the same thing to me. “There is no web strategy.”

Wake up and smell the coffee people. Marketing is already web centric for your customers, it is high-time you show up at the dance?

If you are guilty as charged, there is a silver lining – your competitors are probably asleep at the switch too. And since we’re entering a recession, their spending is about to dry up. Your budgets are probably not growing either, so it may seem like a tough time to address this problem. I think the opposite is true. Now is exactly the time. Put all of your resources against this problem until it is fixed. If you do, you can at least be sure of one thing – your company will evolve while most of the competitors simply limp along. Do you agree that you could get ahead of your competitors in this way?

Scott LoSasso is President of LoSasso Advertising Inc., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands. (See more posts by Scott)