Marketing Facts
The conclusion: 'There's only one viable path, which is increasing customer acquisition' does not reflect practice
When Marketing Science Institute Ehrenberg-Bass shares results of a new study, we prick up our ears. One of the largest research institutes in the field of marketing has already shared many interesting insights in recent years. In any case, the headline in MarketingWeek, where their most recent research was recently published, immediately draws attention: ' Customer acquisition is the only viable growth strategy in B2B.'
According to Professor Jenni Romaniuk of Ehrenberg-Bass , B2B marketers who focus on existing customer loyalty as the basis for growth would be completely wrong . Romaniuk refers, among other things, to recent research on ' the law of double jeopardy ', whereby brands with a lower market share in a market have both fewer buyers in a certain period of time, as well as lower brand loyalty. The research shows that this 'law' does not only apply to B2C brands - as described in detail in the classic How Brands Grow by Byron Sharp -, but also to B2B.
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