“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? How much does customer loyalty impact your growth?

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.

Listen to the episode to learn:

  • Can B2B marketers build loyalty? Or is loyalty innate? 
  • Does customer marketing sustain a B2B business? 
  • Is customer churn driven by dissatisfaction? 
  • Why should B2B companies be physically and mentally available to their audiences? 
  • Does mental and physical availability translate to brand marketing? 
  • Is word-of-mouth marketing valuable to B2B tech companies? 
  • Are loyal customers more or less sensitive to price changes? 
  • Is cross selling and up-selling a reliable tool for growth? 
  • How difficult is acquisition marketing? 

Find the full episode here:

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