Unless you’ve been living under a rock, times are tough for B2B marketers.Every buying decision, whether it’s a new purchase or renewal, is under serious scrutiny right now. The best place to start for B2B marketers is to recession-proof your messaging. You need to make sure whatever your company sells is positioned as a must-have product or service in any type of economy.On DGU this week, get an inside look at we’re adjusting our messaging in a down economy at Metadata.Listen to the full episode to hear what Mark and Alex learned so far, or keep reading for the show notes.PS give episode 13 of Demand Gen U a listen (How To Develop Your Positioning and Messaging (And Make It Stick) if you missed it last yearFind out: Why B2B companies need to adjust their messaging in a down economyWhen, where, and how to get started at your own companyHow to work with your Sales team on new messaging 0:00 – 1:32 Intro 1:32 – 4:31 Why many companies neglect to change their messaging  4:31 – 5:42 How to define messaging  5:42 – 7:06 What you need to think about when changing your messaging 7:06 – 9:06 How to start tweaking your messaging  9:06 – 11:58 Signs you need to rethink your messaging  11:58 – 13:13 A quantitative look at company messaging  13:13 – 14:41 Where to start  14:41 – 16:21 Why Metadata is starting small with company messaging 16:21 – 21:46 How to talk about messaging and ask the right questions  21:46 – 23:58 How to account for non-traditional personas  23:58 – 26:56 Testing out your new messaging  26:56 – 30:56 How often you should revisit messaging  30:56 – 32:21 Outro