You need to put resources and time into customer acquisition because you can\u2019t assume your customers will always stick around. It’s possible to describe the three primary reasons for B2B customer churn like this:<\/p>\n
- \n
- Marriage<\/strong>: This happens when one of your customers acquires another, or two merge into a new company. For them, it might mean more money \u2014 for you, it means the loss of an account.<\/li>\n
- Divorce<\/strong>: Some of your customers will leave you. They’ll find a lower-priced competitor to try instead or go back to a more familiar product.<\/li>\n
- Death<\/strong>: Some of your customers just won’t be able to pay you. This usually happens when their company goes out of business or experiences financial hardship.<\/li>\n<\/ul>\n
Because some level of “marriage, divorce, and death” are inevitable \u2014 no matter how good your retention strategy<\/a> is \u2014 you need to have plans in place to fill the gaps left by these lost accounts and sustain your business long term.<\/p>\n
Customer acquisition starts with your product<\/h2>\n
The first plan you need to make is your product roadmap. The best marketing in the world can’t help you if your product or service isn’t up to scratch.<\/p>\n
At Intercom, a lot of our customers come to us after experiencing our products on other websites. When people go to a website that has our Messenger, they experience the power of receiving instant answers<\/a> through live chat. By default, our Messenger shows a small “We run on Intercom” message that links out to more information. That’s why we prioritize high product standards above all else \u2014 it helps our product market itself.<\/p>\n
![\"Intercom](\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/intercom-messengers.jpg\")
\nIntercom Messengers around the web<\/em><\/span><\/p>\nPaid vs. organic customer acquisition strategies<\/h2>\n
Of course, we support the product experience with other customer acquisition activities. Typically customer acquisition strategies fall into two buckets: paid and organic.<\/p>\n
You\u2019re using paid customer acquisition strategies if you’re actively investing money to get a potential customer to take action. This may mean that you pay a fee when they click a link or ad or that you send money to another business in exchange for a customer referral.<\/p>\n
Some of the most common paid customer acquisition methods are:<\/p>\n
- \n
- \n
Pay-per-click (PPC) ads<\/h3>\n
Small, text-based ads on Google and other search engines to drive direct response or brand awareness. You pay every time someone clicks your ad. It\u2019s a cost-effective way to get your brand \u201cabove-the-fold\u201d if your website content is not ranking highly enough.<\/li>\n
- \n
Display ads<\/h3>\n
Similar to PPC ads, except these ads run on websites. Typically used for brand awareness, you can choose to pay every time someone clicks or views your ad<\/li>\n
- \n
Affiliate marketing<\/h3>\n
The practice of paying other website owners (your \u201caffiliates\u201d) to recommend your product or service<\/li>\n
- \n
Referrals<\/h3>\n
Programs where you pay existing customers to recommend your product or services<\/li>\n
- \n
Promoted social media<\/h3>\n
Promoted posts in your Facebook, Twitter, or Instagram feeds. Some social media platforms charge you only if they help you acquire a customer, while others may charge you based on the number of views or clicks your ads get.<\/li>\n<\/ul>\n
Organic customer acquisition strategies also cost your business money but only in that you have to pay your team to do it. It doesn’t cost you anything to put that marketing online. It\u2019s sometimes called \u201cinbound marketing\u201d because it’s meant to bring people \u201cinbound\u201d to your website.<\/p>\n
Most of the activities related to organic customer acquisition also take place solely on your own site, not so-called \u201crented territory\u201d like social media or search engines. This gives you more control over how your inbound marketing activities look and feel.<\/p>\n
Organic customer acquisition methods you might try include:<\/p>\n
- \n
- \n
Content marketing<\/h3>\n
Development of blog posts, guides, infographics, videos, podcasts and more to answer questions, solve problems, and introduce readers to your business<\/li>\n
- \n
Search engine optimization (SEO)<\/h3>\n
Optimization of your website content to boost its rankings on Google and other search engines for relevant searches<\/li>\n
- \n
Email marketing<\/h3>\n
Simply put, sending emails to potential customers<\/li>\n
- \n
Social media marketing<\/h3>\n
The practice of posting, responding, and engaging with people on Facebook, Twitter, LinkedIn, Instagram. and more to drive loyalty and awareness<\/li>\n
- \n
Events<\/h3>\n
Face-to-face marketing to attract, convert, educate, nurture, and delight your audience<\/li>\n<\/ul>\n
So which one is better? It depends \u2014 the strategies in these two groups have varying costs and rates of success based on what kind of business you’re running and the kinds of customers you’re trying to acquire.<\/p>\n
Our customer acquisition strategies starting out<\/h2>\n
Here\u2019s what we did early on (and still do on a very regular basis) to attract potential customers.<\/p>\n
Content marketing<\/h3>\n
If you haven\u2019t noticed, we\u2019re big advocates of content here at Intercom. That\u2019s how we kept the momentum going in the early days, when our co-founder Des wrote two to three blog posts per week and ran regular webinars. And to this day, we invest heavily in evergreen blog posts<\/a>, books<\/a>, podcasts<\/a>, guides, and videos to attract people looking to do things that Intercom can help them with.<\/p>\n
Like this blog post that you\u2019re reading right now on customer acquisition? It\u2019s our way to helping you learn more on the topic and introduce you to the ways Intercom can help (more on that later).<\/p>\n
Keep in mind content does not come cheap. The companies producing high-ranking content all seem to have one thing in common: they’re investing time and money to create quality content. Research backs this up. Backlinko<\/a> found that the longer and more in-depth your content is, the more likely it is to rank highly in search.<\/p>\n
Email marketing<\/h3>\n
Early on, Des also wrote ~100 emails<\/a> every day to tell potential customers about Intercom, show them what Intercom might look like for them, and get their feedback.<\/p>\n
![\"Intercom's](\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/12\/Des-Inbox@2x.png\")
\nDes’s daily emails<\/em><\/span><\/p>\nThese days, we run more scalable email marketing campaigns<\/a> in addition to sending personal emails. Our sales team sends automated follow-up emails<\/a> to keep smaller accounts warm most efficiently. We also send a weekly \u201cInside Intercom\u201d newsletter<\/a> to subscribers to highlight our newest blog posts, upcoming webinars, and other events. It’s a nice way to keep customers engaged with us, and it also shows people who aren’t yet customers how much value we bring.<\/p>\n
Live events<\/h3>\n
We started hosting small events in 2015 as a way to personally build relationships with our customers, users, prospects, and the industry at large. Now, we could have chosen to run advertising or attend established conferences to connect with these groups, but our homegrown events had a distinct advantage<\/a> in that they connected us with people that we specifically wanted to meet. We had the ability to speak directly to them and hold their attention for a longer period of time in a space that we specifically designed and created.<\/p>\n
![\"Intercom](\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/11\/SF-venue-space.jpg\")
\nThe 2017 Inside Intercom World Tour<\/em><\/span><\/p>\nLater on, these cupcake<\/a> events grew into larger Intercom World Tours<\/a> where we intentionally went to cities that are known, growing tech hubs and home to many of our paying customers as well as users who were simply trialling Intercom. By continuing to share the lessons we\u2019ve learned growing Intercom as a product and as a company, we\u2019ve been able to capture the attention of other businesses \u2014 our potential customers \u2014 in a similar stage of growth.<\/p>\n
Nowadays, live events are a little trickier (but on the way back, we hope!). With that in mind, we’ll be hosting our first global virtual launch event on March 23rd, 2022 \u2013 New at Intercom<\/a>! We’re inviting professionals across marketing, sales, and support to hear trends, gain insights, network with peers\u2014and be first to see our new products.<\/p>\n
Determine the ROI of your acquisition tactics<\/h2>\n
To identify the tactics that are the most effective for your business, look at your customer acquisition cost, or CAC. Customer acquisition cost is the budget required to acquire a new customer, either overall or from specific marketing channels.<\/p>\n
How to calculate your CAC<\/h3>\n
To find your CAC, you can either calculate the average CAC or the CAC for a specific acquisition method.<\/p>\n
To find your overall CAC, first choose a period of time (for example, a month). Divide the total amount of money you spent on your customer acquisition efforts in this period of time by the number of customers acquired during this same period. The result will be your average cost to acquire a single customer (average CAC).<\/p>\n
![\"calculating](\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2018\/11\/Inline-1.png\")
<\/p>\nIf you want to find the CAC of something like PPC ads or content marketing, the steps are the same, except you’ll divide the amount you spent on that specific acquisition method by the customers it brought in.<\/p>\n
If you do this for each of your marketing channels, you’ll learn exactly how much it costs to acquire a customer from one source versus another.<\/p>\n
Optimizing for CAC<\/h3>\n
When you\u2019re just starting out with limited capital, acquiring new customers at any cost \u2014 especially to fill the gaps caused by closed accounts \u2014 is one of the worst things you can do<\/a>.<\/p>\n
Knowing your CAC helps you calibrate your investment in different acquisition channels. With it, you’ll know that the marketing channels you use are actually contributing to your growth, plus exactly how many new customers they’ve brought in compared to other channels.<\/p>\n
“Knowing your CAC helps you calibrate your investment in different acquisition channels”<\/p><\/blockquote>\n
For example, if PPC is effective but costly, you might just reduce your ads to a few high-converting keywords. If your cost to acquire a customer via content is low and content has the highest return on investment out of all your acquisition methods, that’s a sure sign that it’s time to invest in your content marketing team.<\/p>\n
Ultimately, calculating your CAC will help you develop and document a successful customer acquisition strategy<\/a>. Armed with this data, you’ll know which channels you’re using, what you’re spending on each one, and how much each customer costs to bring in through each channel.<\/p>\n
Turn acquired visitors into acquired customers<\/h2>\n
Getting potential customers to your website is just step one of customer acquisition. You need a way to convert those onlookers into paying customers. That’s where Intercom can help. Our chat window is not just a great messaging tool \u2014 it can be a powerful acquisition driver as well.<\/p>\n
When used on your marketing website, our Messenger<\/a> can help you proactively engage with visitors with the highest purchase intent and accelerate lead generation<\/a>.<\/p>\n
![\"Intercom](\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2018\/12\/ElegantThemes.png\")
\nExample of visitor auto messages on Elegantthemes.com<\/a><\/em><\/span><\/p>\nOnce a visitor engages with the Messenger, you can use chatbots<\/a> to automatically qualify people who respond and instantly route the best leads to the right salesperson.<\/p>\n
![\"lead](\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/08\/file-1.gif\")
<\/p>\nMore and more businesses are seeing improved customer acquisition using live chat and chatbots:<\/p>\n
- \n
- Housecall Pro saw a 35% lift in lead to paid conversation rate for live chat<\/a> versus other channels.<\/li>\n
- By using live chat software<\/a> instead of forms, Copper saw a 13% increase in capturing their leads\u2019 details<\/a>.<\/li>\n
- Showing visitor auto messages helped Unity increase their visitor to paid conversion rates by 45%<\/a>.<\/li>\n<\/ul>\n
Acquire more customers with cost-effective marketing strategies<\/h2>\n
You may already be acquiring new customers at a steady clip, but there’s always room to improve your customer acquisition strategy. Sit down, take a hard look at your CAC, and decide what to scale up, scale down, or stop. Doing this will make a big difference, not only in the cost of your marketing, but also in how effective you are at driving long term business growth.<\/p>\n","protected":false},"excerpt":{"rendered":"
Even the best businesses in the world lose customers. That\u2019s why you need to find a strategy to steadily bring in new customers in order to survive \u2013 and thrive.<\/p>\n","protected":false},"author":261,"featured_media":19839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[122],"coauthors":[571],"class_list":["post-19831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-acquisition"],"yoast_head":"\n
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- By using live chat software<\/a> instead of forms, Copper saw a 13% increase in capturing their leads\u2019 details<\/a>.<\/li>\n
- Housecall Pro saw a 35% lift in lead to paid conversation rate for live chat<\/a> versus other channels.<\/li>\n
- \n
- Divorce<\/strong>: Some of your customers will leave you. They’ll find a lower-priced competitor to try instead or go back to a more familiar product.<\/li>\n