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

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.