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Having a strong plan in place allows them to look beyond monthly breakdowns.

The author recommends some initiatives B2B companies must take to prepare for 2020. They must study the ‘Auction Insights’ report to know when competitors have come into and out of auction during the year.

This further helps in conducting keyword research with tools like SEMrush and SpyFu. Re-evaluating budgets comes next and once a strong plan is in place, businesses could look beyond monthly breakdowns. They must budget based on historical performance and anticipated seasonality.

Businesses must review the audiences they’ve been targeting over the last few months. Poorly performing audiences could be kept on hold and new audiences could be identified. Also, re-engage qualified leads, increase account-based marketing efforts and test new lookalike audiences. 

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