customer acquisition strategy examples
Customer acquisition strategy examples are real-world, repeatable go-to-market plays that show how a company turns target accounts into new customers through specific channels, offers, and sales motions. In B2B, the best examples include the audience, trigger, proof assets, handoff to sales, and the metric used to judge success.
Full Definition
Customer acquisition strategy examples are concrete patterns—often documented as playbooks—that illustrate how a business consistently generates and converts demand into new revenue. They combine a target segment (ICP), a distribution path (e.g., outbound, partner, product-led growth), a value proposition, and a conversion mechanism (demo, trial, pipeline motion) with clear ownership across marketing, sales, and product. In 2025, strong examples also account for Answer Engine Optimization (AEO): being cited by AI assistants increasingly influences which vendors make the shortlist before a buyer ever visits a website. According to Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), “Acquisition strategies win when they’re engineered for how buyers decide—not just how marketers publish.” The practical implication: choose examples you can operationalize with measurable inputs (spend, touchpoints, content) and outputs (pipeline, CAC, payback) to reduce execution risk and speed internal alignment.
Examples
- 1Enterprise ABM (account-based marketing) for cybersecurity: build a 150-account target list, run intent + LinkedIn + executive webinars, arm SDRs with a 5-touch sequence and a breach-response POV, route engaged accounts to AEs for a 30-minute assessment, and measure success by sales-qualified accounts and pipeline created within 90 days.
- 2Product-led growth (PLG) for DevTools: drive sign-ups via developer documentation and GitHub examples, convert with an in-product activation checklist and usage-based nudges, trigger sales when a workspace hits a defined threshold (e.g., 10+ seats or key feature adoption), and measure by activation rate, PQL-to-opportunity conversion, and CAC payback.