Acquiring Customers
For CMOs and B2B/high-ticket business leaders grappling with skyrocketing customer acquisition costs and stagnant growth, *Acquiring Customers* delivers a data-backed, actionable playbook to turn marketing from a cost center into a profit driver. The book opens by addressing urgent industry pain points: 60% of B2B CMOs still waste time on outdated traditional tactics, while 40% face blame for missed revenue targets. It introduces the game-changing "Fishpond Nurturing Model"—framing customers as fish, businesses build dedicated pools to attract, qualify, and nurture leads instead of casting wide, inefficient nets. Dive into step-by-step strategies: build multi-channel content matrices tailored to buyer journeys, leverage inbound marketing and Account-Based Marketing (ABM) for targeted reach, use SCRM tools to unify lead data, and implement scientific lead scoring and nurturing to boost conversion rates. Real-world case studies from Microsoft China, Budweiser APAC, and Sigma prove these tactics work, showing how to cut acquisition costs by 67%, boost lead conversion by 47%, and align marketing and sales teams for seamless, sustainable growth.