Should businesses be spending money on paid acquisition to promote their goods and services? Katherine Scarrow, general manager of The Globe and Mail’s Content Studio, discusses with Jane Lee, co-founder of Launch Pop, why B2B companies should rethink pouring advertising money into platforms like Facebook to acquire customers and instead focus on retention to grow their business in a more sustainable way.
For more on trends, challenges and opportunities for B2B e-commerce success, watch the full discussion here.
Advertising feature produced by Globe Content Studio. The Globe’s editorial department was not involved.