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October 11, 2021 40 min
John Busby serves as Centerfield’s Chief Marketing Officer & Managing Director. In addition to corporate marketing, John leads the content, editorial, research, video and PR teams for the Consumer Guides division, which helps millions of in-market consumers choose and purchase the right product or service through brands like BroadbandNow and SafeHome. Prior to joining Centerfield, John was Head of Analytics for Amazon’s grocery delivery service and responsible for business intelligence, data science and automated reporting. Prior to Amazon, John was Senior Vice President of Analytics and Marketing at Marchex. John began his career in product management for InfoSpace, Go2net and IQ Chart. He holds a Bachelor of Science from Northwestern University.

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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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