Learning how to persuade internally is the most important skill you can have in marketing.

Episode Summary

John Busby, Chief Marketing Officer and Managing Director at Centerfield, joins Connor to talk about customer acquisition, essential marketing skills, and the impact of market research. Learn the ins and outs of the customer acquisition business model, the critical role of innovation and technology, and how to get straight to the [pain] point when you reach out to potential customers.

Key Takeaways

• Customer acquisition combines B2B and B2C marketing. B2B comes in when the company pursues new brand partners to sell the customer acquisition service, and then they deploy B2C techniques to pursue new business for their brand partners. Strategies include paid searching, social media marketing, paid ads, and leveraging an established web presence for the brand partner’s benefit.
• The customer acquisition business model demands constant innovation because it requires improved performance every month to maintain the brand partner relationship. Creativity is necessary, but you also need technology and data analytics.
• Initial contact efforts should directly address a potential customer’s problem or industry pain point right off the bat. If the subject line of an email doesn’t inspire them to open it, your future emails are automatically relegated to the junk folder.

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