#93 - To focus on acquisition or retention? That is the question. With John Dawes, Associate Director at Ehrenberg-Bass Institute for Marketing Science
Description
"Grow grow grow!" is what all B2B marketers in early stage tech companies are told. This demand lends itself to acquisition marketing, where net new customers mean more revenue and a bigger brand.
But what happens when your acquisition activities work? Should you re-prioritise your efforts towards customer retention?
Our guest on this episode has all the answers, and they're not just backed up by experience, they're backed up by science. We spoke to Professor John Dawes, Associate Director at Ehrenberg-Bass Institute for Marketing Science. You'll want to pay close attention to the findings of his recent research on acquisition vs retention in B2B marketing.
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