When times get harder, the first instinct is to cut marketing. It feels safe. But when competitors go quiet, the customers you want to win hear from fewer businesses than usual, and the attention you do earn costs less.

The Downturn Discount sets out why a slowdown can be the cheapest time to win a buyer's attention, why cutting tends to cost more later than it saves now, and why reaching named decision-makers directly can work especially well while others hold back.

Corpdata supplies the data for that direct approach: continually verified contact details for named decision-makers at UK businesses.

Read The Downturn Discount - written separately for company leaders, marketers and agencies.