Bet you’ve never heard this one before: an economic downturn can be the best time to try breaking into a new market, especially in B2B. Yes, I’m serious. It’s a surprisingly well-documented fact that customers are less brand-loyal and more sensitive to making a measurable impact during economic downturns. Twelve years ago, the Harvard Business Review documented that brands accelerating their marketing during recessions ended up with a 27% higher chance of turning into market leaders in their categories after the recession