 A new year is a time to start a fresh page on the calendar, turn over a new leaf, set new goals and approach business challenges with renewed energy. If you want your business performance to improve, you'll need to rethink your marketing and sales strategy. The new year is an excellent opportunity to do some things differently. Try new tactics or branch out into new markets. Here are three ways to re-energize your business performance for the new year ahead. One, reevaluate your mix of outbound and inbound lead generation. What are you doing to find new business leads and where are your new prospects coming from? Take time to analyze your lead generation results or even create a simple spreadsheet to keep track of your most significant client accounts. Every business needs to strike the right balance between reaching out to customers directly, outbound lead generation and helping customers find you inbound lead generation. Are you getting better results from one tactic or another? In the new year ahead, do more of whatever tactics are working for you and devote fewer resources to the tactics that haven't generated results. It sounds simple, but many companies never take the time to evaluate what's working and what isn't. Utilize CRM and analytics tools like Salesforce, HubSpot and Google Analytics to comprehensively analyze your lead generation results. These tools can help create a simple spreadsheet to keep track of your most significant client accounts and understand the origin of each client. Be it referral, online inquiry or proactive outreach. Two, consolidate your social media and online marketing. Many businesses find themselves getting spread too thin by trying to do too many social media activities. Do you have a Twitter account, LinkedIn profile, Facebook page, YouTube channel, podcast or Pinterest page? Are they all active? Or are some not getting any engagement? Sometimes social media can become a time suck without any good results to show for it. Instead of trying to cover every social media platform, declutter your online presence. Spend time evaluating where your prospects active on social media. From my experience in B2B marketing, most B2B decision makers are on LinkedIn, the best platform for performing company research and networking. Depending on your industry, you might also get value out of Twitter. Use social media management tools like Hootsuite, Buffer or Sprout Social to streamline your online presence. These tools can help manage multiple accounts, schedule posts and analyze engagement. For B2B marketing, LinkedIn sales navigator is an excellent resource for targeting potential clients. You can also use tools like Shorby to create a social media landing page and interlink your leading platforms to grow your presence everywhere. Let the new year be a time to simplify. Quit putting time, energy and resources into underperforming marketing tactics. Three, reconnect with old customers. Word of mouth marketing is still one of the most effective forms of marketing and your best customers are often your best marketers. Refocus your new year efforts on being more proactive about drumming up repeat business and referrals. Re-engage with past customers through targeted email marketing campaigns using tools like MailChimp. These strategies can help remind your customers why they chose your business in the first place and encourage them to return or refer new clients. Word of mouth doesn't always happen on its own. Sometimes you must do something to remind people why they like doing business with you. The new year is an ideal time to reconnect with customers you might not have contacted in a while. Business success in the new year is not always about doing things that are new and different. Sometimes it's a simple matter of looking back at the tactics that brought you to this point and deciding which ones to continue and which to cease. Hopefully you already have a good foundation for sales success and you don't have to hit the reset button. Instead you can use the new year to reevaluate and adjust your marketing processes and reconnect with your customers.