Customer Acquisition - grow customer base
Core questions:
Who are my most valuable customers?
Where can I find these customers in different marketing channels?
How can I engage with them to turn them into customers?
Consulting service lines
analytics, free up 15%-20% of marketing spend, reinvest this 15%-20% to drive the incremental sales
building teams and capabilities
agency relationships
procurement
Signals that the client need customer acquisitions
overall growth of the company, growth challenge
marketing specific signals: agency reviews, marketing tech challenges, tracking marketing performance challenges
Initiate customer acquisition client conversation:
ask acquire new customers
just ask growth
ask about marketing measurement, such as digital marketing ROE
Agile Marketing
Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.