E3: How to Combat Rising Customer Acquisition Costs with Guest Rory Capern

The Advocacy Channel: A Customer Marketing Podcast

2020 made a lot of marketing tactics more complicated, and customer acquisition was 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 are up nearly 60% compared to 5 years ago.

Competition in the online ad space has been growing for many years due to increased saturation and new channels being created and filled with content. Because of the pandemic that defined most of 2020, more fuel was added to this fire and digital advertising costs have only continued to increase 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 adjust your marketing strategy to combat rapidly increasing customer acquisition costs, get creative with other avenues of acquisition, and 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/

Connect with us:

Get more customer marketing insights and strategies at https://www.saasquatch.com/blog/

Connect with host Will on LinkedIn – https://www.linkedin.com/in/wifraser/

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