Marketing by subtraction: what should you stop doing in 2026?
As a new year approaches, most businesses focus on what to add to their marketing mix. New campaigns. New tools. New ideas.
But there’s another question that can make a bigger impact: what should you stop doing?
In a time of tight budgets, overworked teams and overwhelming digital noise, removing what’s not working is just as important as adding new layers of complexity. Perhaps even more so.
This blog explores how to review your marketing activity through a “subtraction lens” and build a more focused, strategic plan for 2026.
Why marketing gets bloated
Over time, marketing plans tend to grow by default, not by design. New initiatives are layered on top of existing ones without evaluating what’s still delivering value.
You end up with a cluttered content calendar full of low-engagement blog posts, a social media strategy that ticks boxes but doesn’t generate leads, email campaigns that continue because they always have, and marketing technology tools that nobody is actually using.
The result? A lot of activity, but not enough impact.
The case for subtraction
There are three key reasons to focus on subtraction as part of your 2026 strategy.
It frees up time and budget
Marketing teams are under constant pressure to “do more”. Removing underperforming tactics gives you breathing room to double down on what works, or test something new without stretching the team thinner.
Think about it this way: if you’re currently posting three blog articles a week that generate minimal traffic and even less engagement, cutting back to one high-quality, strategically planned piece frees up significant time. That time could be redirected to nurturing existing leads, building stronger client relationships, or finally launching that webinar series you’ve been putting off.
It improves strategic clarity
When you’re doing too many things, it’s hard to know what’s actually moving the needle. By stripping away clutter, your metrics become clearer and your strategy sharper.
You’ll be able to see which channels are genuinely driving leads, which content is resonating with your target audience, and where your marketing budget is delivering the best return. This clarity makes it easier to make confident decisions about where to invest your efforts going forward.
It builds internal confidence
When marketing efforts feel purposeful, leadership teams are more likely to stay engaged. A leaner plan that’s easier to measure and explain often gets better buy-in from boards and partners.
Instead of presenting a sprawling list of activities that might confuse stakeholders, you can demonstrate a focused strategy with clear goals and measurable outcomes. This approach positions marketing as a strategic function rather than a cost centre.
Where to look for waste
Use these six areas as a starting point when reviewing your existing marketing.
Content that doesn’t serve a clear goal
Is your blog still targeting the right audience? Are your articles aligned with your current positioning and services?
Take a hard look at your content library. If you’ve pivoted your services or refined your target market, you may have content that’s now working against you rather than for you. Cut or repurpose anything that doesn’t support your business goals. This might mean archiving outdated case studies, updating service descriptions, or consolidating multiple blog posts into one comprehensive resource.
Campaigns with poor follow-up
A one-off webinar or event that never gets repackaged into content. A lead generation campaign with no nurture sequence.
These incomplete campaigns represent wasted effort and missed opportunities. If you don’t have the capacity to follow through properly, it’s better not to run the campaign at all. Instead, focus on fewer campaigns that you can execute fully, from initial promotion through to post-event nurture and conversion.
Social channels that don’t convert
You don’t need to be everywhere. Focus on the platforms where your clients actually engage and where you can consistently show up with useful, strategic content.
If you’re a B2B professional services firm, for instance, and your Instagram account has 200 followers who never engage, it’s time to be honest about whether that platform deserves your time. LinkedIn might be where your clients actually are. Concentrate your efforts there instead of spreading yourself thin across multiple platforms.
Martech tools no one uses
Are you paying for software that duplicates effort, confuses the team, or delivers vague data?
Audit your stack and cancel or consolidate tools that aren’t supporting your goals. Many businesses end up with overlapping subscriptions for email marketing, CRM, social media scheduling and analytics tools. If your team isn’t using a tool consistently, or if it’s creating more work than it saves, it’s time to let it go.
Vanity metrics
If you’re spending time chasing impressions or likes that don’t translate into leads or relationships, it might be time to rethink your reporting focus.
Instead of celebrating high page views that don’t convert, shift your attention to metrics that actually matter for your business. Things like qualified leads generated, conversion rates, client acquisition cost, and the quality of enquiries you’re receiving. These metrics tell you whether your marketing is genuinely contributing to business growth.
Old habits
Sending monthly newsletters because “that’s what we’ve always done”. Posting blogs no one reads.
Challenge internal habits that feel automatic rather than strategic. Just because you’ve always done something doesn’t mean it’s still serving you. If your monthly newsletter has a 5% open rate and generates no responses, it might be time to either completely overhaul the format or stop sending it altogether.
How to decide what to stop
Try running a “start, stop, continue” exercise in your December strategy meetings. Ask what you’re doing now that’s no longer useful, what you’re continuing out of habit, and what activity is still aligned with your strategic goals.
Pair this with clear data (conversion rates, engagement, ROI), honest internal feedback (is it working or just time-consuming?), and client input (what content or touchpoints do they value?).
Here’s how to make this practical: create a spreadsheet listing all your current marketing activities. For each one, note the time investment, cost, and measurable results. Then rate each activity on whether it directly supports your business goals. The activities that score poorly on all counts are your prime candidates for removal.
Don’t forget to ask your clients what they actually find valuable. You might discover that the quarterly report you spend hours creating isn’t as appreciated as the quick email updates you send. This insight can guide your decisions about where to focus your efforts.
Subtraction is not failure, it’s focus
Letting go of outdated tactics is not a sign that something “didn’t work”. It’s a mark of marketing maturity.
The most effective marketing plans aren’t bloated with activity. They’re focused. Intentional. Measurable.
As you plan for 2026, ask yourself: what can we remove to make space for better marketing?
It might be the most strategic decision you make all year.
Need help?
If you would like help with your marketing, bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, the UK, and Europe, specialising as a legal marketing consultant. Please get in touch or book a free 30-minute consultation.
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