Marketing (including SEO and lead generation) is typically seen as a luxury for companies. So this is often one of the first things to be cut when a business experiences budgetary constraints.
For companies with a well-established customer base or a unique (specialty) product that has limited competition, business can subsist for a few months without marketing. However, most commercial ventures are highly susceptible to customer attrition; and so feel obliged to curtail marketing campaigns in an effort to mitigate costs. Innovative technological solutions may be implemented to address this paucity of demand. The key, then, is to find more innovative ways to generate business in the long term–as with “smart” technologies like SEO and lead generation.