After you reach out to get the attention of a potential customer, you need to bring that person or company into the fold. This is the customer acquisition process.
How do you acquire new customers? The process is part marketing-driven, part sales-driven—which means there’s a significant role for digital media.
Customer acquisition typically involves capturing a prospect’s name and contact information, and getting their okay to actually contact them about your products and services. That enters you into their purchasing decision-making process; it gets you into the game, which hopefully leads to a sale at some point in the future.
In the B2B buying continuum, ...