Adapting to Rising Acquisition Costs with Rory Capern

The Advocacy Channel: A Customer Marketing Podcast

2020 made many marketing tactics more complicated, and customer acquisition costs were no exception.

While it’s no secret to anyone who has managed a paid ads campaign before, a 2019 report from Profitwell indicated that customer acquisition costs for both B2C and B2B have increased nearly 60% compared to five years ago. Competition in the online ad space has been growing for many years due to increased saturation and new channels filled with content. The pandemic that defined most of 2020 only added fuel to this fire, causing digital advertising costs to continue rising as nearly all businesses were forced to transition online.

As a marketer, how do you adapt?

Today we’re joined by Rory Capern, advisor to Canadian SaaS companies with over 20 years of executive leadership experience at companies like Google, Twitter, and Microsoft. Rory and host Will Fraser discuss market trends and how you can focus on marketing adaptation to combat rapidly increasing customer acquisition costs. They also explore creative approaches to customer acquisition and how to get the most value out of the customers you already have.

Connect with Rory:

• On Twitter – ⁠https://twitter.com/rorycapern⁠
• Or on LinkedIn – ⁠https://www.linkedin.com/in/rorycapern/

Want to learn more about customer marketing?

• Get more customer marketing insights and strategies at ⁠impact.com/blog/
• Connect with host Will on LinkedIn: ⁠www.linkedin.com/in/wifraser/⁠

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