The Marketing Architects

Nerd Alert: Growth Potential by Buyer Group


Listen Later

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.
...more
View all episodesView all episodes
Download on the App Store

The Marketing ArchitectsBy Marketing Architects

  • 4.8
  • 4.8
  • 4.8
  • 4.8
  • 4.8

4.8

42 ratings


More shows like The Marketing Architects

View all
Social Media Marketing Podcast by Michael Stelzner, Social Media Examiner

Social Media Marketing Podcast

1,448 Listeners

The Learning Leader Show With Ryan Hawk by Ryan Hawk

The Learning Leader Show With Ryan Hawk

1,291 Listeners

Why That Worked  – Presented by StoryBrand.ai by StoryBrand.ai

Why That Worked – Presented by StoryBrand.ai

1,925 Listeners

Marketing School - Digital Marketing and Online Marketing Tips by Eric Siu and Neil Patel

Marketing School - Digital Marketing and Online Marketing Tips

1,260 Listeners

The Futur with Chris Do by The Futur

The Futur with Chris Do

849 Listeners

2Bobs—with David C. Baker and Blair Enns by David C. Baker and Blair Enns

2Bobs—with David C. Baker and Blair Enns

260 Listeners

Nudge by Phill Agnew

Nudge

170 Listeners

The CMO Podcast by vYve & Jim Stengel

The CMO Podcast

348 Listeners

Uncensored CMO by Jon Evans

Uncensored CMO

36 Listeners

The Marketing Millennials by Daniel Murray

The Marketing Millennials

147 Listeners

The Exit Five CMO Podcast (Hosted by Dave Gerhardt) by Dave Gerhardt

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

40 Listeners

Marketing Against The Grain by Hubspot Media

Marketing Against The Grain

352 Listeners

HBR On Strategy by Harvard Business Review

HBR On Strategy

84 Listeners

HBR On Leadership by Harvard Business Review

HBR On Leadership

155 Listeners

How I AI by Claire Vo

How I AI

4 Listeners