Good morning, do you feel like you’re approaching stable ground yet? 

COVID-19’s impact on the U.S. economy has been staggering, with record unemployment rates and countless businesses shutting down across industries. To help marketers plan for what’s next, Forrester has laid out three possible U.S. marketing spend recovery scenarios: A late 2020-recovery, a mid-2021 recovery and a late-2021 recovery. 

Of the three, the research firm predicts the most probable recovery will come during the end of Q2 2021. In the meantime, CMO budgets are forecasted to drop by $222 billion, with cuts happening across media, martech investments, marketing services and headcounts

The martech most likely to get cut according to Forrester’s report: Demand-side platforms and data management platforms. But, marketing automation investments are expected to see a slight (3%) increase as CMOs shift their focus to solutions that deliver efficiency and optimization.

“With budgets and headcount reduced for the foreseeable future, marketers are focusing on conversion rate optimization, lead nurturing and customer retention campaigns,”said Benjamin Shapiro, a brand development and growth marketing consultant and host of the MarTech Podcast. 

He says the smart play is to focus on doing what you already do better as a marketing organization and try to reduce the impact of decreased lead volume.

Don’t stop reading yet, we have more news below, including a new partnership for Fluent. 

Amy Gesenhues,
Senior Editor


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MarTech Minute

Fluent brings Zendesk on board to improve customer support programs

Performance marketing company Fluent has partnered with the CRM platform Zendesk. According to Fluent, integrating Zendesk into its systems will help optimize processes for tracking, prioritizing and resolving customer service tickets for its more than 150,000 customers. “Our integration of Zendesk will allow us to deliver more meaningful experiences to existing users while also helping us to better serve the needs of new audiences as we expand into international markets,” said Fluent CEO Ryan Schulke. 

Why we care: Fluent’s services are centered on data and performance marketing solutions — two areas that play a prime role in digital transformation efforts.The integration itself is more of a boon for Fluent’s existing user base as the Zendesk integration aims to elevate customer support issues. But on a broader level, the partnership points to the importance of customer experience (CX) across the industry. 

In other martech news …


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