B2B customer acquisition strategies are evolving

For a long time, it has been difficult for B2B marketers to meet prospects face-to-face or at in-person events. Customer acquisition has in many ways become a digital process, although it is now being supplemented again by the human touch.

While social media and digital advertising have been the main customer acquisition channels since the beginning of the pandemic, live events and affiliate programs are gaining importance again. That’s the message of the 2024 State of B2B Customer Acquisition report from identity and data-centric marketing solutions provider Stirista.

Bigger budgets. In a survey of approximately 200 senior B2B marketers, 31% predicted significant increases in their affiliate budget in the next two years. In-app strategies will also see budget increases, as will video (30% and 29% respectively). Customer acquisition budgets are expected to increase across channels overall, and in-person channels such as live events will regain their importance.

Customer acquisition strategies rated as most effective were more likely to focus on social media and digital advertising rather than email. Live events were rated as extremely effective by 55% of respondents, but a much smaller number – 11% – considered them the most effective customer acquisition strategy.

Why do we care. A round of golf, drinks and dinner? A week in Las Vegas? A string of unwanted emails? Of course, these things are still with us or, in the case of personal contact, are gradually resuming. But the reality is much more complex. Today’s B2B marketer – and, more importantly, their potential customers – are likely to be digital-first, likely to use social media and able to work remotely. Participating in an event remotely may be more attractive to them than going to the airport. Even email may seem like an archaic way of communicating.

B2B marketers understand this and are looking for a holistic approach to customer acquisition, where a deep investment in digital is complemented by appropriate meetings and events.

The report is here (we require registration).