The Contractor
Do you think you will grow your B2B brand by focusing on consumer engagement? According to the law of double jeopardy, you are incorrect, which has ramifications for everything from growth KPIs to marketing technique.
A major new study by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute, Professor John Dawes and Sahar Faghidno for the LinkedIn B2B Institute confirms that the marketing law of double jeopardy applies to B2B brands just as much as it does to B2C , and for this reason, the only clear path to growing B2B brands is through customer acquisition.
It also explains how B2B marketers can use these lessons virtually for their growth methods.
The law of double jeopardy, first discovered in the 1960s, shows that loyalty is primarily a predictable function of market share, increasing as brands increase the size of their customer base. So it's typical for smaller brands to suffer twice as much compared to their bigger rivals, by having fewer users who are also less loyal.
Read the full article on The Contractor.