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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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4. Planning for Customer Acquisition

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.

Understanding the Customer Acquisition Process

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, ...

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