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Sep 2024
7m 10s

Nerd Alert: Growth Potential by Buyer Gr...

Marketing Architects
About this episode
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth.

Topics covered:   
  • [00:45] "Where is the Brand Growth Potential? An Examination of Buyer Groups"
  • [01:00] Converting light buyers to regular customers
  • [02:15] Breaking down growth potential across buyer groups
  • [03:00] Why light buyers and non-buyers offer more growth opportunity
  • [03:50] Challenging the "retention is cheaper than acquisition" mindset
  • [04:45] Applying findings to real-world brand strategies 


 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Trinh, G.T., Dawes, J. & Sharp, B. Where is the brand growth potential? An examination of buyer groups. Mark Lett 35, 95–106 (2024). https://doi.org/10.1007/s11002-023-09682-7 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 
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