CUSTOMER
ACQUISITION
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FACTORS OF CUSTOMER ACQUISITION
FEATURES �What distinguish our product(s) or service(s)? What are covetable features that make us stand out?
ASSURANCE�What is our brand image and how do current and potential customers perceive us?
BENEFITS �What are the exact benefits that our products/services deliver to customers?
PRICING�How is our pricing strategy determined? And is it within a practical range of affordability for target customers?
RELATIONSHIP�How is our CRM? And do we have partnerships with other companies that can help us?
PRESENTATION�For physical products, how are they packaged? For digital products, how is the user interface?
EXPERIENCE�What is the customer journey like throughout the purchase journey and what about post-sale follow-ups?
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CUSTOMER TARGET AUDIENCE
Behavioral
Geographic
Demographic
Psychographic
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$7.0B
$5.8B
$3.5B
$1.3B
MARKET SIZE
The entire potential market independently regardless if we have the ability to reach and serve it.
TOTAL ADDRESSABLE MARKET
The part of the TAM that we can actually serve and potentially reach with appropriate marketing
SERVICEABLE OBTAINABLE MARKET
Portion of the market that we can capture after considering other players/competitors in the space
SERVICEABLE AVAILABLE MARKET
Number of leads our sales and customer acquisition team aims to acquire and reach out to
POTENTIAL LEADS
7.0
5.8
3.5
1.3
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CUSTOMER SEGMENTATION
Target Market
15 Million
Unaware
1.75 Million
Target Market
3.25 Million
Not Tried
1.35 Million
Tried
1.9 Million
Negative Opinion
0.35 Million
Neutral
0.65 Million
Favorable Opinion
0.35 Million
Rejected
0.15 Million
Not Yet Repeated
0.75 Million
Repeated
1 Million
Light User
0.05 Million
Loyal To Other Brand
0.10 Million
Switcher
0.15 Million
Loyal to Our Brand
0.75 Million
Regular User
0.15 Million
Heavy User
0.55 Million
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CUSTOMER SEGMENTATION BY REGION
90%
NORTH AMERICA
Expected to grow at rate 17.1% from 2021
60%
AFRICA
Projected to rise to $2.1 trillion by 2025
75%
EUROPE
It keep pace with global trend
50%
ASIA
poll 7,1568 consumers across 12 markets
$68M
$56M
$60M
$60M
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TARGET PROSPECTS DASHBOARD
TARGET AGE GROUP
50%
50%
DEVICE USAGE
90%
70%
80%
50%
Mobile
Tablets
Laptop
Desktop
Minimum Income
$60K
Married Couples
60%
White-collar workers
90%
30-45
46-55
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CUSTOMER NEEDS ANALYSIS
As an overview, who would be the most ideal, typical customer profile for us?
WHO THEY ARE
What do they do professionally and on their own free time?
WHAT THEY DO
Under what circumstances do they start to consider a purchase?
WHEN THEY BUY
Are purchases made on a whim? In the store? As add-ons? On website?
HOW THEY BUY
What level of pre and post sale support and customer service is expected?
WHAT THEY EXPECT
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CUSTOMER ACQUISITION FRAMEWORK
MARKETING TEAM
SALES TEAM
CUSTOMER SUCCESS TEAM
Loyal customer
Leads (inbound/outbound)
Closed
Onboarding
Renew / upsell
Sales qualified lead (SQL)
Opportunity
Proof of concept (POP)
Customer
Activated customer
Visitor
Prospect
Marketing qualified lead (MQL)
Activated user
SALES FUNNEL
CUSTOMER LIFECYCLE
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CUSTOMER ACQUISITION PROCESS
Clients visit web-presence
Social Media
No Response
Positive Response
Call Center
No Response
Positive Response
Email Campaign
No Response
Positive Response
Events/ Pop-ups
No Response
Positive Response
Try to call again
Follow Up Process
Follow Up Process
Send �Email Again
3000 new customer acquired
Customer relationship manager
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01
04
02
03
CATCH
CHASE
COME
CO-CREATE
DEMAND CREATION STRATEGY
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NEW CUSTOMER BY SOURCE
EVENT
SEO
DIRECT EMAIL
WEBSITE
SOCIAL
ADVERTISING
75
35
80
55
50
65
40
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CUSTOMER ACQUISITION LIFECYCLE
Visitors�Conversion
Prospect�1st Value Unit Delivered
Activated User�Paid
Customer�Daily Monthly User
Active Customer�Renew / Upsell
Loyal Customer�Net Promoter Score
9,500
8,500
7,500
6,500
5,500
Conversion
Activation
Close
DAU
Renewal
PEOPLE
RATE
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LEAD GENERATION STRATEGY
CONVERSION STRATEGY
ANALYSIS STRATEGY
PROMOTION STRATEGY
CONTENT STRATEGY
SEO STRATEGY
Keywords
Off-Page SEO
On-Page SEO
Landing page
Blog posts
Web pages
Call to action
Nurture leads
Leads
Segment list
Prospects
Page visit
Competition
Source
Reach
Blog analysis
Manage emails
Social media
Publish social
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AIDA SALES FUNNEL
1
2
3
4
ACTION
DESIRE
INTEREST
AWARENESS/ATTENTION
15
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LEAD NURTURING LIFECYCLE
GET CUSTOMERS
GROW CUSTOMERS
Acquire
Activate
Keep�Customers
Up-Sell
Next- Sell
Cross-Sell
Renewal
Blog, RSS�emails
Contests, events
Loyalty�programs
Outreach�programs
Product�updates
SOCIAL MEDIA
MEDIA CHANNEL
ARTICLES
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LEAD SCORING
PROSPECTS
Returning visitor
Time on site > 5 min
Country is USA
SCORE
YES
YES
YES
YES
NO
NO
NO
YES
YES
75%
90%
55%
AGE:18-30
MALE
AGE:31-45
MALE
AGE:18-30
FEMALE
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CUSTOMER ACQUISITION COST
COST OF CUSTOMER ACQUISITION | |
Without headcount costs | $10,000 |
With headcount costs | $1,090.00 |
INPUT VARIABLES | |
Total web visitors | 10,000 |
SEM cost per click | $0.50 |
Conversion to trail % | 5% |
Trail conversion % | 10% |
No of sales & marketing staff | 3 |
Cost per employee per month | $16,500 |
FLOW | QTY | CONVERSION % |
Total paid web visitors | 10,000 | - |
Trails | 500 | 5% |
Customers | 50 | 10% |
SEM marketing spend | $5,000 | - |
Total headcount costs | $49,500 | - |
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CUSTOMER ACQUISITION COST (Cont.)
FOR A DIRECT SALESFORCE | SALES |
Team composition | 1 |
On target earnings | $230,00 |
Salary cost | $230,00 |
Salary + overhead | $310,00 |
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Total team cost | $560,00 |
Average Team failure rate | 25% |
Adjusted team cost | $747,00 |
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No. Of marketing people | 0.5 |
Average cost per person | $200,00 |
Marketing program spend | $150,00 |
Total marketing costs | $350,00 |
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Total sales & marketing spend | $1,097,000 |
No. Of deal per team per year | 10 |
Cost of customer acquisition | $109,700 |
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