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Customer acquisition vs retention: Where should B2B marketers focus their efforts? | B2B Marketing

Alex Clarke

argues B2B marketers need to re-weigh the balance between customer retention and acquisition to ensure they’re maximising returns

Over two-thirds of your customer base is ready and willing to take its business elsewhere. Let that sink in for a second. On average, 71 per cent of buyers are either indifferent towards the companies they buy from or are actively disengaged. Grab a paper bag, take some deep breaths and try not to panic. So, where should marketing allocate its time and budget? Let’s find out.

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