5 min read
Opinions expressed by Entrepreneur contributors are their own.
2020 cast many unprecedented obstacles for businesses. From the mass exodus of in-office work because of the Covid-19 pandemic to quantum shifts in consumer buying behavior, we saw many businesses struggling to stay afloat while managing a mostly remote workforce.
Other businesses, however, experienced growth. Companies in the SaaS, marketing and healthcare sectors found their services in high demand, inspiring a massive surge in traffic and revenue.
But there was a hidden downside to this rapid expansion. Unexpected growth can also breed complacency. So while 2020 was a lucrative year for many, neglecting to have the right future-oriented systems in place could mean a painful downturn in 2021.
Here’s why you should never become complacent with your marketing — and how to set your business up for sustainable success.
Diversify your prospecting
After nearly 13 years of business, our marketing agency was heavily dependent on in-person conferences for lead generation. But once the pandemic forced most events to go virtual, we were pushed to adapt to keep our sales pipeline full.
Our efforts to stay on top of virtual events paid off, and we saw a 97 percent increase in growth in 2020. However, our complacency caused us to assume this source of leads would sustain…