5 tactics for managing paid customer acquisition during a downturn

Brian Rothenberg
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Brian Rothenberg is a partner at Defy, a two-time former founder and growth executive.


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From 2011 to 2021, Facebook’s average revenue per user (ARPU) shot up at a nearly exponential rate. Companies across every sector were paying more per “eyeball” than ever as customer acquisition costs (CAC) rose at an unsustainable rate.
I shared this observation a couple years a

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