Customer acquisition strategy: choose the right channel before spending money

Protocolo de resolución

1. 01

   Audit your existing customer base

   For your last 20 customers: how did they find you? What was the timeline from first contact to purchase? What was their average deal size? Group by source. The source with the shortest timeline and highest deal size is your primary channel — double down on it before exploring others.

2. 02

   Match channel to product and buyer

   High ACV B2B ($5K+): outbound sales + referrals + account-based marketing. Low ACV B2B ($500–5K): content SEO + PPC + email nurture. B2C high consideration: content + social proof + retargeting. B2C impulse: paid social + influencer + viral loops. The worst strategy is applying B2C tactics to a B2B sales process.

3. 03

   Calculate true CAC before scaling

   CAC = (all sales + marketing costs in period) ÷ new customers acquired. Include: ad spend, headcount, tools, agency fees. Run this per channel. A channel with $200 CAC and $2K LTV is 3× better than a channel with $50 CAC and $300 LTV. Always evaluate CAC alongside LTV.