#153 - Myth-busting Acquisition vs Retention with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute

In this FINITE Podcast episode, we aim to challenge the prevailing thoughts held by many B2B marketing professionals, backed by research from the renowned Ehrenberg-Bass Institute. We’ll uncross your wires around customer loyalty, net-promoter score, and price sensitivity. Jodi speaks with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute, who shares insights from his extensive research into whether B2B businesses should prioritise acquisition or retention.