19 Customer Acquisition Channels: Which Ones Drive the Best ROI?

How to Choose Your Customer Acquisition Channels

Customer Acquisition Channels: B2C & B2B

1. Brand Partnerships

2. Referral Programmes

3. Loyalty Programmes

4. Affiliate Marketing 

5. Influencer Marketing

6. Social Media

7. Paid Social

8. Mobile Apps

9. SEO

10. PPC

11. Email Marketing

Customer Acquisition Channels: B2B Focus

12 Content Syndication

13. Virtual and In-person Events

14. Account-based marketing (ABM)

Other Offline Acquisition Channels

15. Cold Calling

16. Television and Radio

17. Pop Up Shops

18. Print Advertising

19. Direct Mail campaigns

1) Understand Your Target Audience:

Define your ideal customer personas based on demographics, preferences, behaviour, and purchasing patterns. The intrinsic value of truly understanding where they spend their time and how they consume information cannot be overstated.

Your marketing strategy must be built on this foundation if you want to create messaging that genuinely resonates with your target audience.

2) Set Clear Acquisition Goals:

Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for customer acquisition. Determine not just the number of new customers you want to acquire within a given period, but also the quality of these relationships and their potential for long-term engagement.

3) Consider Your Budget and Resources:

Determine the budget you can allocate to customer acquisition efforts. Different channels have varying customer acquisition costs, so choose ones that suit your financial budgets.

Also, consider the human resources and expertise required for each channel. Your sales teams need to be properly equipped for each opportunity.

4) Evaluate Existing Channel Effectiveness:

Research and analyse the effectiveness of each existing acquisition channel in reaching and engaging your target market. Consider factors like cost per acquisition (CPA), conversion rates, and potential reach.

Use case studies from your industry to benchmark performance expectations.

5) Assess Alignment with Your Audience and Goals:

Evaluate how well each channel aligns with your target audience's preferences and behaviours. Choose channels that not only reach your audience but are hugely valuable in converting them into paying customers based on your specific business objectives.

6) Research Additional Available Channels:

Identify various customer acquisition channels such as digital (social media, email marketing, paid search, SEO), content marketing, reciprocal brand partnerships, events, referrals, influencer marketing, and more. Each offers distinct advantages depending on your industry and audience.

7) Test and Experiment:

Conduct small-scale tests or pilot campaigns on different channels to evaluate their performance. Use A/B testing to optimise strategies and identify the most effective ways to connect with potential customers without excessive initial investment.

8) Track and Measure Results:

Implement tracking mechanisms to monitor the performance of each acquisition channel. Analyse metrics such as customer acquisition cost (CAC), conversion rates, and customer lifetime value (CLV) for each channel to ensure you're getting maximum value from your investment.

9) Prioritise Based on Channel Performance:

Prioritise channels that have historically performed well for your industry or that match your audience's preferences. Focus on channels that not only help you acquire new customers but also support opportunities for customer retention and brand loyalty.

10) Optimise and Refine Strategies:

Regularly review the performance data and make data-driven decisions to optimise strategies for each channel. Allocate resources to high-performing channels and adjust approaches for underperforming ones to ensure your acquisition strategy remains efficient.

11) Leverage Multi-Channel Approach:

Implement a multi-channel strategy to diversify your customer acquisition efforts and reach a broader audience. You can create a more robust acquisition funnel.

By integrating channels like organic search, blog posts, and website optimisation.

12) Stay Updated with Trends:

Keep yourself updated with industry trends and emerging channels. Adapt and incorporate new channels that align with changing customer behaviours and preferences.

Pros:

• Access to audiences that would otherwise cost substantial time and budget to reach.

• Credibility boost through association—like having a respected friend introduce you at a party.

• Shared resources and talent pools that expand what's possible for both partners.

• Distinctive co-created value propositions that stand out in competitive spaces and give customers genuine reasons to engage.

For more info see our blog: How Can These Top 10 Benefits of Brand Partnerships Revolutionise Your Marketing?.

Cons:

• Value misalignment can create friction that damages both brands if not carefully managed.

• Commitment imbalances frequently emerge when one partner invests more energy than the other.

• Bureaucratic hurdles that slow down decision-making when you need to move quickly.

• Reputation spillover—when your partner faces public criticism, some inevitably splashes onto you.

Use Case: Industries

The versatility of partnerships spans virtually every sector. Whether you're selling gym memberships, meal subscriptions, or insurance policies, there's always another brand with complementary offerings that make sense to your target audience. The magic happens when these connections feel natural rather than forced.

Cost Effectiveness

From a pure economic standpoint, partnerships often deliver extraordinary efficiency compared to traditional acquisition channels. Barter arrangements, for instance, allow you to trade value without depleting marketing budgets. This approach works particularly well for businesses with impressive products or services but limited cash for acquisition campaigns.

ROI

While partnership returns vary dramatically depending on execution, strategic alliances consistently deliver exceptional ROI when done right. The dual impact of reduced customer acquisition costs and higher conversion rates creates a compelling financial case.

The most successful partnerships transform from mere marketing tactics into substantial revenue streams in their own right.

Pros

• Creates instant trust through personal connections - something no paid search campaign can achieve.

• Delivers leads that convert at dramatically higher rates than cold acquisition channels.

• Effectively outsources lead qualification by tapping into the personal relationships between advocates and their networks.

• Strengthens relationships with existing customers who become more invested in your success.

• Simultaneously drives customer acquisition and customer retention, improving overall lifetime value metrics.

Cons

• Lives and dies by your incentive structure - without compelling rewards that scale with participation, even loyal customers won't bother.

• Requires patience to build momentum - unlike paid search, you can't simply increase budget for immediate results.

• Highly contextual in nature - success depends on perfect alignment of advocate, potential customer, timing, and motivation.

• Will never engage your entire target market - identifying which segments won't participate saves wasted effort and resources.

Use Case: Industries

While particularly effective in retail and ecommerce environments, robust referral programmes can thrive across almost any sector where customer satisfaction creates natural advocacy opportunities. The key isn't industry-specific but rather understanding the unique social dynamics of your particular target audience.

A large cross section of B2B businesses also deploy this approach.

Cost Effectiveness

From a pure ROI perspective, referrals frequently outperform other acquisition channels due to:

• Attracting higher-quality prospects without the premium costs associated with traditional advertising.

• Generating advocates who typically demonstrate above-average customer lifetime value.

• Creating leads who arrive pre-qualified and trust your offering based on personal recommendations, dramatically shortening the path to first purchase.

ROI

The numbers tell a compelling story: 86% of companies with well-implemented referral programmes report revenue growth within just 2 years. Few other customer acquisition strategies can boast such consistent performance across different business models and industries.

Pros

• Creates a compelling value proposition that differentiates you instantly from competitors lacking similar offerings.

• Delivers multi-dimensional impact by simultaneously driving new customer acquisition, engagement, customer retention, and referrals.

• Demonstrably increases customer lifetime value through repeated engagement.

• Offers flexibility in design—there's a loyalty framework perfectly suited to your specific target audience and acquisition objectives.

Cons

Building effective programmes in-house demands substantial resources, technical expertise, and ongoing management. Without specialised knowledge, your programme risks failing to resonate with your target audience or becoming financially unsustainable over time.

Use Cases: Industries

While loyalty programmes deliver value across virtually every sector, the optimal structure varies significantly by industry.

Instant reward programmes, for instance, naturally align with businesses that offer a subscription, membership or operate a recurring revenue model, where added value is critical. Not only for retaining but persuading new customers. The key lies in aligning programme mechanics with the intrinsic motivations of your target market. 

Cost Effectiveness

Evaluating the financial impact of loyalty programmes requires a straightforward calculation: subtract incremental costs from incremental revenues.

Cost factors include:

• Experiential benefits like exclusive events and personalised perks.

• Initial platform development and integration.

• Ongoing maintenance and technical support (if done in house).

• Marketing strategy execution and sales teams alignment.

• Continuous optimisation and evolution.

• Operational overhead.

• OR partnership with specialised loyalty platform providers.
  
  

Revenue gains typically come from:

• Affiliate advertiser commission or revenue share.

• Fees if operating a paid for / premium loyalty programme

• Enhanced cross-selling and upselling opportunities

• Reduced churn and extended customer lifetime value.

• Amplified word-of-mouth and referrals from engaged members.

The programme's ability to genuinely resonate with your target audience ultimately determines its cost-effectiveness. Working with experienced loyalty platform providers significantly increases your chances of creating a compelling programme that drives acquisition while avoiding common pitfalls.

ROI 

As an acquisition channel, a well-designed loyalty programme attracts new customers through the promise of meaningful value. The beauty lies in its flexibility, allowing you to calibrate objectives based on changing business needs, whether that's increasing upsell conversion or generating more word-of-mouth advocacy.

By simultaneously boosting engagement, conversion, retention, and referrals, loyalty programmes create a virtuous cycle of positive ROI. This multi-dimensional impact makes them among the most financially efficient customer acquisition strategies available to modern marketers.

Pros

• Cost-Effective: The beauty of affiliate marketing lies in its pay-for-performance model—you only compensate partners when desired actions occur, whether that's generating leads or completing sales.

• Rapid Deployment: Unlike complex marketing channels that require extensive setup, affiliate programmes can be launched quickly, letting you start acquiring customers almost immediately.

• Expanded Reach: Affiliates introduce your products or services to audiences you might never reach through your own marketing strategy.

• Global Presence: The right affiliates can help you transcend geographical limitations, connecting with potential customers worldwide without the typical overhead.

• Channel Diversity: Top affiliates operate across multiple platforms—from content-rich blogs to targeted email marketing and specialised social media communities.

• Dual-Purpose Impact: Well-structured programs simultaneously drive new customer acquisition while encouraging repeat purchases, enhancing lifetime value.

• Precision Targeting: Niche affiliates bring you pre-qualified prospects already interested in your category, dramatically improving conversion efficiency.

• Flexible Scaling: Adding more affiliates or expanding into new territories happens with minimal friction as your business grows.
  
  

• SEO Advantages: Quality backlinks from reputable affiliate sites boost your organic search presence, compounding your marketing efforts.

• Behavioural Insights: Affiliate performance data reveals valuable patterns about consumer preferences and purchasing behaviour.

• Real-Time Optimisation: Advanced tracking tools let you monitor performance instantly, helping you double down on what's working. 

Cons

While affiliate marketing offers tremendous advantages, it comes with challenges that require attention. Many of these hurdles can be addressed by partnering with specialised networks like previously mentioned, Awin:

• Competitive Landscape: Standing out in a crowded affiliate space demands a compelling value proposition for both consumers and potential affiliates.
  
  

• Commission Complexities: Creating fair, sustainable compensation structures becomes increasingly complex as your programme scales.
  
  

• Attribution Hurdles: Accurately crediting conversions within multi-touch customer journeys presents ongoing analytical challenges.
  
  

• Quality Control: Not every affiliate will represent your brand with the same standards, potentially creating reputation risks.
  
  

• Relationship Management: Maintaining productive partnerships with diverse affiliates requires consistent attention and support.
  
  

• Partner Dependency: Your acquisition success becomes partially tied to affiliate performance, creating some vulnerability.

Use Cases: Industries

According to recent research, the most fertile ground for affiliate marketing in 2025 includes:

• Technology (particularly SaaS).

• Financial services.

• Health and fitness.

• Fashion and beauty.

• Lifestyle niches (home decor, self-development, sustainable living).

• Hobby markets (DIY, art, photography, automotive).

• Pet care.

• Travel and tourism.

Cost Effectiveness

The commission-based structure of affiliate marketing creates inherent efficiency compared to many traditional acquisition channels. With payment tied directly to performance, you're essentially eliminating wasted ad spend and ensuring every marketing dollar produces measurable results.

ROI 

The financial case for affiliate marketing is compelling: 84% of businesses rate its ROI superior to other marketing channels. With an average return on ad spending (ROAS) of 12:1 across industries, few customer acquisition strategies can match its efficiency in converting marketing investment into tangible revenue.

Pros

• Opens doors to previously inaccessible target market segments through authentic personal connections.

• Catalyses social media growth whilst driving tangible revenue outcomes.

• Shortcuts the lengthy process of building credibility through borrowed trust—essential for acquiring skeptical new customers.

• Creates foundation for enduring partnerships that evolve beyond transactional promotions.

• Transforms influential voices into genuine advocates who champion your brand from conviction rather than compensation.

Cons

• Partnership misalignment can severely undermine customer acquisition when influencers fail to resonate with your target audience.

• Absence of clear guidelines, expectations, and formal agreements invites costly miscommunications.

• Attribution challenges complicate accurate performance measurement compared to more straightforward acquisition channels.

• External risks—from influencer controversies to algorithmic changes on platforms—introduce variables beyond your control.

Use Case: Industries

While virtually any sector can leverage influential voices, certain industries have pioneered particularly effective approaches:

• Beauty and fashion.
• Food and beverage.
• Travel and tourism.
• Technology and gaming.

The common thread? Categories where trust, personal experience, and demonstrated results impact purchasing decisions.

Cost Effectiveness

Influencer marketing elegantly sidesteps many traditional production expenses like professional photoshoots, studio time, and complex campaign infrastructure. The efficiency advantage is substantial. Research published on LinkedIn suggests conventional social media advertising runs approximately three times more expensive than equivalent influencer collaborations.

ROI

While performance varies widely based on execution, most industry experts consider a 1:1 return (generating equal revenue to investment) a solid baseline benchmark. Platform selection is without a doubt integral to outcomes, with Instagram consistently delivering superior results for brands pursuing this acquisition strategy.

The visual nature and engagement patterns of Instagram make it particularly conducive to authentic influencer content that drives measurable results through the entire customer journey from awareness to conversion.

Pros

• Creates opportunities for real-time, two-way conversations with prospects—something traditional advertising simply cannot match.

• Enables precision targeted advertising based on interests, behaviours, and demographics to deliver personalised messaging that resonates with your target audience.

• Provides invaluable insights into prospect preferences and pain points through their engagement patterns.

• Dramatically expands your reach beyond geographical limitations, connecting with potential customers globally.

• Offers unparalleled flexibility to test, learn, and optimise your approach based on immediate performance feedback.

Cons

• Platform saturation makes achieving meaningful cut-through increasingly challenging without exceptional creativie.

• Declining organic visibility often necessitates paid promotion to maintain reach to your target market.

• Dependency on third-party platforms introduces vulnerabilities, from algorithm changes to policy shifts and technical outages—that can disrupt carefully planned acquisition strategies.

Use Case: Industries

While virtually any business can leverage social media within their acquisition strategy, certain sectors see particularly strong results:

• Ecommerce and retail: Perfect for showcasing products, sharing promotions, and facilitating direct conversion through integrated shopping features.

• Fashion and beauty: Visual-first platforms like Instagram create natural showcases for products where aesthetic appeal drives purchase decisions.

• Food and beverage: Appetite-inducing imagery and behind-the-scenes content create emotional connections that drive trial.

• Fitness and wellness: Multi-dimensional content—from transformation stories to workout demonstrations—builds authority and trust in a highly competitive space. 

Cost Effectiveness

Organic social media offers exceptional efficiency, particularly when leveraging user-generated content, costing nothing and delivering authentic social proof for convincing skeptical potential customers.

Even when supplemented with targeted paid promotion, social channels typically deliver more personalised engagement per dollar than traditional acquisition channels.

ROI

Industry benchmarks suggest a healthy social media marketing programme should deliver approximately 3:1 return on investment. However, this varies significantly based on platform selection, content strategy, and how effectively your approach aligns with your specific target audience and business objectives.

Pros

LinkedIn Advertising (B2B)

• Surgical targeting based on professional attributes like job title, industry, skills, and company size—reaching decision-makers with remarkable precision.

• Streamlined lead capture through native forms that eliminate friction in the conversion process.

• Enhanced credibility through association with professional content in an environment where business decisions happen.

• List-based targeting that allows you to serve ads directly to your highest-value prospects by uploading custom audiences and even more

  benefits. 
  

Facebook / Meta (B2C & B2B)

• Exceptional cost efficiency with complete control over budgets, bidding strategies, and campaign pacing.

• Powerful retargeting capabilities that re-engage prospects who've already shown interest in your products or services.

• Unified campaign management across Facebook and Instagram, maximising reach while simplifying execution.

• Unparalleled demographic and psychographic targeting options for reaching your target market, as well as other benefits. 
  
  

YouTube (B2C & B2B)

• Multi-dimensional targeting combining demographics, interests, and previous engagement behaviours.

• Unprecedented scale with 2 billion monthly users—approximately one-third of all internet users worldwide.

• Format flexibility from skippable in-stream ads to brief non-skippable bumpers, allowing message matching to campaign objectives, in addition to other

  benefits. 

Pinterest (B2C & B2B)

• Seamless native integration where promotional content blends naturally with organic discovery.

• Intent-rich environment where users actively seek new products, brands, and ideas.

• Interactive formats from shoppable pins to "try on" experiences that bridge the gap between discovery and conversion and even more

  benefits. 

 Cons

LinkedIn Advertising (B2B)

• Premium pricing reflects the platform's professional audience and high-value targeting capabilities.

• More constrained creative formats compared to consumer-focused platforms.

• Audience limited primarily to professional contexts, potentially missing decision-makers when browsing casually.
  

  
  

Facebook / Meta (B2C & B2B)

• Algorithms prioritise user engagement over commercial content, requiring exceptional creativity to break through.
• Ad fatigue among users increasingly desensitised to promotional content.
• Ongoing privacy concerns and regulatory changes that impact tracking and attribution capabilities.
  
  

YouTube (B2C & B2B)

• Intense competition for attention in a platform where millions of videos are uploaded daily.

• Rising costs as advertisers compete for the same high-value audience segments.

• Constantly evolving platform policies and features requiring perpetual strategy adaptation.
  
  

Pinterest (B2C & B2B)

• Content demands exceed other platforms, with best practices suggesting multiple daily pins.

• Higher bar for compelling messaging as users are actively evaluating multiple options.

• Better suited for niche offerings than mass-market products targeting general audiences. 

Use Cases: Industries

Paid social delivers particularly strong results for:

• Ecommerce businesses with visually compelling products.

• Local businesses targeting specific geographic areas.

• Travel and hospitality companies showcasing experiences.

• SaaS providers demonstrating product capabilities.

• Educational institutions recruiting students.

• Financial services targeting life-stage transitions.

• Health and fitness brands leveraging aspirational content.

• Real estate professionals showcasing properties.

• Legal services connecting with clients in need.

• Home improvement businesses during seasonal peaks.

• Automotive dealerships driving local awareness.

• Entertainment and media promoting content.

• Consumer goods brands building preference.

Cost effectiveness

Evaluating the efficiency of paid social involves numerous variables, including industry competition, targeting precision, creative quality, landing page performance, and geographic focus.

When strategically planned and executed, social campaigns typically deliver stronger cost-per-acquisition metrics than many traditional customer acquisition channels.

ROI 

Well-optimised paid social campaigns consistently deliver impressive financial returns. While results vary by platform and execution quality, properly managed campaigns average a 2:1 return—generating $2 in revenue for every $1 invested. This makes paid social one of the most financially efficient components of a comprehensive customer acquisition strategy.

Pros

• Creates a direct communication pipeline for delivering time-sensitive promotions, product launches, and updates directly to prospects' devices.

• Enables hyper-personalised experiences based on individual preferences, behaviours, and purchase history – creating interactions that genuinely resonate with your target audience. 

• Maintains brand presence even offline, keeping your offering top-of-mind regardless of connectivity status.

• Supports engagement-driving gamification elements that transform mundane interactions into compelling experiences that motivate conversion.

• Bridges digital and physical experiences through integration with offline touchpoints via QR codes and in-store activations.

Cons

• Platform fragmentation across devices and operating systems creates technical challenges and potentially limits reach to certain target market segments.

• Development demands upfront investment in both financial resources and specialised technical expertise.

• Ongoing costs including app store fees, maintenance, updates, and technical support create financial overhead before generating revenue; particularly challenging for free apps focused primarily on customer acquisition.

Use Case: Industries

While apps have penetrated virtually every sector, certain industries have been fundamentally transformed by mobile-first acquisition strategies:

• Travel and hospitality: Hotels, airlines, and booking platforms leverage apps to deliver location-specific offers and time-sensitive deals that drive immediate conversion.

• Subscription services: Content marketing platforms, subscription boxes, and streaming services use apps as frictionless entry points, offering free trials and exclusive content to new subscribers.

• Real estate: Property apps create urgency through immediate notifications about new listings, price changes, and availability—perfect for decision-making in competitive markets.

Cost Effectiveness

The financial equation for apps extends beyond initial development costs to include ongoing maintenance, user acquisition campaigns, and competitive positioning within app stores. With millions of apps competing for attention, achieving visibility often requires additional marketing investment that can impact overall acquisition costs.

ROI

As an acquisition channel, mobile apps present different value propositions depending on business scale. Established enterprises with substantial resources typically see strong returns through enhanced customer experience and increased purchase frequency. Smaller businesses with limited budgets may find better ROI focusing on less resource-intensive acquisition channels that don't require significant technical infrastructure.

When evaluating apps as part of your acquisition strategy, consider not just their potential for bringing in new customers but also their role in elevating lifetime value through improved engagement and retention.

Pros

• Creates a perpetual flow of targeted traffic that continues working nights, weekends, and holidays without additional investment.

• Compounds in value over time as content authority and domain strength increase.

• Aligns perfectly with search engine objectives to deliver relevant, high-quality answers to user queries.

• Forces strategic thinking about competitive differentiation and content value through keyword research.

• Establishes credibility and trust with potential customers who find you through natural discovery rather than paid promotion.

Cons

• Demands specialised expertise that typically takes significantly longer to develop than skills for platforms like paid search.

• Requires patience with typical timelines of 3-6 months before meaningful results materialise—challenging for businesses seeking immediate impact.

• Necessitates constant adaptation to evolving search algorithms and ranking factors to maintain visibility. 

Use Case: Industries

Virtually any business with an online presence stands to benefit from SEO as a cornerstone acquisition channel. The universal applicability makes it particularly valuable for:

• Information-driven purchase decisions where research precedes buying.

• Local businesses serving specific geographic areas.

• Niche products with specific search intent.

• Complex offerings requiring educational content.

• Businesses seeking to reduce dependency on paid acquisition.

Cost Effectiveness

With organic search generating over 50% of all web traffic according to WebFX, SEO provides access to an enormous prospect pool without the per-click costs of paid channels.

While implementation requires investment in expertise—either through internal specialists or agency partnerships—the long-term efficiency typically outperforms most other acquisition channels on a cost-per-acquisition basis.

ROI

The industry standard ROI benchmark for mature SEO programmes sits at an impressive 5:1—generating five pounds or dollars for every one invested. This exceptional return reflects the compounding nature of organic visibility, where early investments continue delivering value for years while requiring only incremental maintenance rather than ongoing per-click payments.

For businesses committed to sustainable growth rather than just quarterly spikes, SEO represents one of the most financially efficient components of a comprehensive customer acquisition strategy.

Pros

• Delivers immediate visibility and traffic—perfect for time-sensitive offers or competitive market entry.

• Generates valuable performance data that informs broader marketing strategy and SEO initiatives.

• Maintains consistent positioning despite algorithmic changes that regularly impact organic rankings.

• Enables precise targeting based on search intent, demographics, location, and device—putting your message in front of your ideal target audience.

• Creates brand presence in competitive search results even for new websites or businesses with limited domain authority.

Cons

• Competition for high-value keywords in popular industries can drive up customer acquisition costs dramatically.

• Benefits terminate immediately when campaigns end, unlike the residual value of content-based approaches.

• Growing ad fatigue and blocker adoption create increasing challenges for visibility and engagement.

• Success ultimately depends on post-click experience, even the most perfectly targeted ad fails without compelling landing pages and conversion paths.

Use Case: Industries

While virtually any business can leverage paid search, this acquisition channel has become prevalent in certain sectors:

• Finance and insurance - where high customer values justify competitive bidding.

• Retail - especially for seasonal promotions and new product launches.

• Travel and tourism - capitalising on high-intent booking searches.

• Education and training - connecting with prospects actively seeking skill development.

• Tech and SaaS businesses - leveraging the channel as part of their lead generation strategy.

Cost Effectiveness

According to industry research from Studio98, paid search typically costs between $45 and $70 per qualified lead depending on sector and competition. While this may seem substantial compared to some acquisition channels, the quality of intent-based leads often justifies the investment through higher conversion rates and values.

ROI

Google reports an average Return on Ad Spend (ROAS) of 200% across PPC campaigns—generating $2 in revenue for every $1 invested. This impressive return reflects the fundamental advantage of connecting with prospects actively searching for solutions rather than interrupting passive browsing.

For businesses seeking rapid market entry, seasonal promotion, or competitive positioning, PPC offers unmatched speed and precision within a comprehensive acquisition strategy.

Pros

• Enables highly personalised communication that resonates with your target audience at an individual level.

• Builds and strengthens relationships over extended time frames, particularly valuable in lengthy B2B sales processes.

• Maintains engagement during periods when prospects aren't actively in buying mode.

• Expands brand visibility through regular touchpoints.

• Provides a proprietary audience asset you fully control, unlike social media followers.

• Creates direct feedback loops that help refine messaging and offers.

• Supports multiple objectives from product promotion to engagement to abandoned cart recovery.

Cons

• Misalignment between message and recipient needs can damage relationships and trigger unsubscribes.

• Complex deliverability challenges as email services implement increasingly sophisticated filtering.

• Technical limitations around design and size that can impact performance.

• Requires specialised skills spanning copywriting, design, list management, and technical implementation.

Use Case: Industries

While effective across virtually all sectors, these industries see particularly strong results from email marketing:

• Retail and ecommerce.

• Financial services.

• Travel and hospitality.

• Beauty and personal care.

• Fitness and wellness.

• Consumer electronics.

• Entertainment and events.

• Home and garden.

• Telecommunications.

Cost Effectiveness

Email marketing offers exceptional efficiency by eliminating traditional costs like print production, advertising fees, and distribution expenses. The direct nature of the channel removes intermediaries, allowing more of your budget to drive actual engagement rather than platform fees.

ROI

The financial performance is remarkable, averaging $40 returned for every $1 invested, according to industry benchmarks. This extraordinary 40:1 return makes email marketing not just one of the most effective acquisition channels but potentially the single most profitable component within a comprehensive marketing strategy.

For businesses seeking to build sustainable, direct relationships with prospects throughout extended customer journeys, email marketing provides unmatched efficiency and control compared to other acquisition channels.

Pros

• Expands brand visibility far beyond your existing reach, connecting with precisely defined segments of your target audience.

• Generates quality backlinks that strengthen SEO performance and domain authority.

• Borrows credibility from established publications to enhance your brand's perceived expertise.

• Offers flexibility across paid partnerships and organic sharing relationships.

• Works across diverse content formats from in-depth whitepapers to visual infographics and interactive webinars.

• Creates multiple access points to your expertise across various platforms where your target market already engages.

Cons

• Risks potential SEO penalties when syndication partners publish duplicate content without proper canonical tags.

• Surrenders control over content presentation and contextual framing.

• Limits direct monetisation and first-party data collection compared to owned channels.

• Complicates performance tracking across distributed platforms without partner cooperation.

• Creates potential competition with your original content in search rankings.

Use Case: Industries

While content syndication delivers value across sectors, these industries have pioneered particularly effective approaches:

• Technology companies establish thought leadership around emerging innovations.

• Media organisations extend reach beyond their primary platforms.

• Financial services sharing market insights and regulatory guidance.

• Insurance providers educate consumers on risk management and coverage optimisation.

Cost Effectiveness

The efficiency equation for content syndication balances several key variables:

• Content quality—exceptional, research-backed content attracts premium distribution partners.

• Audience alignment—partner publications with precisely matching audience demographics maximise relevance.

• Distribution model—options range from free community sharing to premium paid placements.

The most cost-effective approach typically combines high-quality cornerstone content with a mix of both organic sharing relationships and strategic paid placements.

ROI

While there's no universal benchmark for content syndication ROI, success stories demonstrate its potential impact:

• BazaarVoice documented a $599,000 revenue increase and 1,360% growth in review volume for Samsonite through syndication across major retail partners including Target and Walmart.

• Moz's collaboration with Stacker.com generated over 1 million monthly organic visits through strategic content distribution.

The approach varies meaningfully between business models:

• B2B content syndication typically prioritises thought leadership to nurture longer sales cycles.

• B2C applications generally emphasise product awareness as components of broader public relations strategies.

For organisations with valuable expertise to share, content syndication creates multiple entry points to your brand while simultaneously strengthening your authority within your industry—a dual benefit few other acquisition channels can match.

Pros

Virtual events

• Transcends geographical limitations to reach global target audiences without travel constraints.

• Scales effortlessly from intimate gatherings to massive conferences without proportional cost increases.

• Enables comprehensive data collection on attendee engagement, content interactions, and participation patterns.

• Provides unmatched convenience for prospects, reducing friction in initial brand interactions.
  
  

In-person events

• Creates authentic human connections through face-to-face interactions that build genuine trust and rapport.

• Facilitates organic networking that connects decision-makers, industry experts, and potential partners.

• Offers tactile product experiences that leave lasting impressions far beyond what's possible in digital environments.

• Establishes tangible credibility when your team shares expertise alongside recognised industry authorities.

Cons

Virtual events

• Struggles to replicate the natural relationship-building that occurs through physical presence.

• Competes for attention in an environment of increasing digital fatigue and distraction.

• Risks technical disruptions that can undermine the experience for potential high-value prospects.

• Limits hands-on product demonstrations that might be crucial for complex offerings.
  
  

In-person events

• Restricts reach to those willing and able to travel to physical locations.

• Demands complex logistical planning from venue selection to on-site management.

• Vulnerability to external disruptions from weather events to travel restrictions.

• Requires distinctive presence to stand out in competitive exhibition environments.

Use Case: Industries

Virtual Events excel for:

• Financial services and banking showcasing complex solutions.

• Educational institutions and e-learning platforms demonstrating capabilities.

• Professional services firms establishing thought leadership.

• Manufacturing businesses highlighting product features without physical logistics.
  
  

In-Person Events deliver particular value for:

• Automotive companies create immersive brand experiences.

• Fashion brands showcasing products that benefit from sensory appreciation.

• Consumer electronics manufacturers demonstrating cutting-edge innovations.

• Construction and building firms connecting with long-term development partners. 

Cost Effectiveness

Virtual Events offer exceptional efficiency with small gatherings (10-100 attendees) typically costing $50-$250 to produce, while larger virtual conferences (500-2,500+ attendees) range from $650 to $8,000 according to Markletic research.

In-Person Events require significantly higher investment but deliver corresponding impact through deeper engagement and relationship building.

ROI

While precise benchmarks vary by industry and execution, research by Marketingcharts surveying primarily B2B marketers provides valuable context on event effectiveness.

For in-person events specifically, 44% of marketers report achieving a 3:1 return on investment—generating $3 for every $1 spent on event execution.

For organiSations seeking to build meaningful connections with prospects rather than simply generating transaction volume, events offer a unique opportunity to demonstrate expertise, build relationships, and create memorable brand experiences that passive digital marketing channels simply cannot replicate.

Pros

• Drives exceptional conversion rates through hyper-personalised approaches tailored to specific target audience needs and priorities.

• Creates natural alignment between marketing and sales teams, creating unified messaging and coordinated outreach that eliminates the traditional handoff friction.

• Significantly compresses typically lengthy B2B sales cycles by focusing efforts exclusively on accounts pre-qualified as ideal fits.

• Creates memorable impressions through bespoke experiences that dramatically increase brand recall and preference among decision-makers.

• Enables precise measurement and optimisation due to the controlled scope and clearly defined target accounts.

Cons

• Demands significant investment in research, content creation, and cross-functional coordination that may strain limited resources.

• Requires sophisticated understanding of target accounts including industry dynamics, organisational structure, and specific pain points.

• Limits total addressable opportunity by design, potentially missing unexpected prospects that fall outside defined parameters.

• Raises stakes considerably—with fewer targets, each missed opportunity carries greater proportional impact on overall acquisition strategy success.

Use Case: Industries

Account-based marketing delivers particular value in sectors characterised by complex sales processes, high transaction values, and limited buyer pools:

• B2B technology and enterprise software.

• Financial services.

• Manufacturing and industrial equipment.

• Professional services including consulting and legal.

• Telecommunications infrastructure.

• Energy and utilities.

• Aerospace and specialised automotive.

Cost Effectiveness

When properly aligned with business model and customer value, ABM delivers exceptional efficiency. The focused nature eliminates wasted spend on unqualified prospects, while the collaborative approach between marketing and sales ensures resources concentrate exclusively on opportunities with genuine potential.

ROI

While no universal benchmark exists due to varying implementation approaches, organisations deploying mature ABM programmes consistently report extraordinary returns. The combination of higher win rates, larger deal sizes, and accelerated sales cycles creates compelling economics that often outperform traditional broad-reach acquisition channels.

For organisations selling complex solutions to clearly defined markets where individual customer relationships drive significant lifetime value, account-based marketing offers a sophisticated alternative to conventional volume-driven approaches.

Pros

• Creates genuine human connections in an increasingly automated marketing world.

• Delivers real-time feedback that lets you quickly pivot away from uninterested prospects.

• Allows for on-the-fly personalisation based on prospect responses and conversational cues.

• Functions as a valuable research tool, providing insights about target audience needs that can inform your broader marketing strategy.

Cons

• Delivers substantially lower conversion rates compared to warmer acquisition channels.

• Often perceived as intrusive, particularly in a business environment where time is precious.

• Swims against the cultural current as preferences shift toward self-directed digital research.

• Requires specialised skills that take time to develop and aren't transferable to other channels.

Use Case: Industries

Cold calling shows particular strength in environments where complex solutions require explanation and dialogue. It works well for businesses with underdeveloped digital presence, where decision-makers tend to prefer traditional business development approaches.

The method particularly shines when selling products with sufficiently high margins to justify the labor-intensive approach needed to make cold calling successful.

Cost Effectiveness

The efficiency equation for cold calling isn't straightforward. While it doesn't require technology investment, it demands substantial human resources, from training and script development to the actual calling time. When measured against typically modest conversion rates, the cost per acquisition often exceeds many digital acquisition channels.

ROI

Cold calling typically delivers modest returns compared to other customer acquisition methods. The high touch nature of the approach combined with generally low conversion rates creates an economic challenge that makes it difficult to scale effectively.

That said, for businesses selling high-ticket items where a single conversion justifies hundreds of calls, the maths can work in your favour.

For organisations considering cold calling as part of their acquisition strategy, it's worth weighing whether your resources might deliver stronger returns through alternative channels, or if the personal touch of voice connection uniquely suits your value proposition and target market.

Pros

• Creates unparalleled mass awareness, transforming unknown entities into household names through consistent exposure.

• Builds powerful brand recall through repeated impressions that lodge in consumers' memory, keeping you top-of-mind during purchase decisions.

• Lends instant credibility through association with established media where consumers expect to see legitimate, trustworthy brands.

• Delivers sensory impact, whether through compelling visuals on TV or catchy audio signatures on radio that digital platforms often can't replicate.

Cons

• Offers limited audience precision compared to the surgical targeting available through digital acquisition channels.

• Constraints messaging to brief windows that challenge complex value propositions requiring detailed explanation.

• Faces growing audience fragmentation as younger demographics migrate to ad-free streaming services and personalised audio options.

• Lacks the visual dimension (for radio) or interactive capabilities that help prospects evaluate offerings more thoroughly.

Use case: Industries

Television and radio deliver particularly strong results for certain sectors. 

• Retail and consumer goods businesses leverage these channels to build widespread recognition with mass audiences.

• The automotive industry capitalises on television's visual storytelling to showcase new models in aspirational settings.

• Food and beverage companies use sensory triggers—from sizzling sounds to mouthwatering visuals—to create immediate cravings.

• Travel brands transport viewers to exotic destinations.

• While financial services and utility companies build trust through professional production values and consistent messaging that reinforces stability and reliability.

Cost effectiveness

While often perceived as premium options, these channels can deliver surprising efficiency. Research published by CampaignUK suggests radio outperforms many alternatives, delivering 20% greater cost effectiveness for brand-building campaigns. A crucial foundation for any customer acquisition effort.

ROI

The financial return from these channels often exceeds expectations. UK econometric analysis shows radio generating approximately £7.70 for every pound invested, placing it second only to television among traditional media channels. Hency why savvy marketers continue allocating budget to these platforms despite the allure of newer digital options.

For businesses seeking widespread recognition rather than just targeted conversions, traditional acquisition channels deliver value that more narrow digital approaches struggle to match. I suppose the key lies in understanding when mass awareness trumps precision targeting in your overall marketing strategy.

Pros

• Delivers remarkable revenue boosts, with nearly half of brands reporting significant sales increases.

• Places your brand directly in the path of high-volume foot traffic, creating natural discovery opportunities.

• Creates genuine human connections through face-to-face interactions that digital acquisition channels simply cannot replicate.

• Provides a low-risk environment to test new products, messaging, and experiences before wider rollout.

Cons

• Time-bound nature makes building lasting relationships challenging without solid follow-up strategies.

• Demands considerable planning resources—from location scouting to design, staffing, and daily management.

• Success hinges on unpredictable factors like weather, local events, and pedestrian patterns.

• Data collection can feel intrusive in casual browsing contexts, limiting your ability to capture contact information.

Use case: Industries

Pop-up shops create particularly powerful opportunities for certain sectors. 

• Ecommerce brands gain physical touchpoints that complement their digital presence.

• Fashion and beauty companies let customers experience products through all senses before purchasing.

• Consumer electronics brands demonstrate product features in ways that online descriptions never could.

• Food and beverage businesses create tastings that forge emotional connections.

• Creative industries showcase artistry in contextual settings that online galleries can't match.

• Luxury brands craft exclusive environments that reinforce premium positioning.

• Even energy companies find value in creating tangible experiences around otherwise invisible services.

Cost effectiveness

Compared to permanent retail spaces, pop-up shops typically cost about 80% less to operate! However, when measured against purely digital acquisition channels, the logistics of physical setup, staffing, and space rental create higher overhead.

The value equation depends largely on how effectively you convert these temporary interactions into lasting customer relationships.

ROI

With average conversion rates hitting 11.09% according to OptMonk research, pop-up shops substantially outperform typical retail conversion benchmarks. Which is why it’s important brand experiences engage multiple senses and tap into the excitement of limited-time offerings.

For brands seeking to complement their digital marketing strategy with high-impact physical experiences, pop-up shops offer a flexible approach to creating memorable interactions with your target audience without the long-term commitment of traditional retail.

Pros

• Establishes immediate credibility. Physical presence in established publications or prominent public spaces lends legitimacy that digital ads often struggle to achieve.

• Faces decreasing competition as marketing budgets shift online, creating opportunity for brands willing to swim against the current.

• Creates powerful local connections, particularly valuable for businesses serving specific geographic communities.

• Complements digital efforts by reinforcing messaging across multiple touchpoints, creating a more cohesive impression with your target audience.

Cons

• Offers limited testing capabilities compared to the rapid iteration possible with digital acquisition channels.

• Provides minimal targeting precision, relying on broad demographic alignment rather than behavioural or interest-based segmentation.

• Presents attribution challenges, particularly for outdoor formats where tracking direct response proves difficult.

Use Case: Industries

Print advertising delivers particularly strong results for certain sectors. 

• Luxury brands leverage the premium feel of high-quality magazines to reinforce exclusivity.

• Telecommunications companies use billboards to promote coverage advantages in specific areas.

• Real estate professionals connect with local buyers through targeted publications.

• Travel companies inspire wanderlust through vivid destination imagery.

• Food and beverage brands trigger cravings with mouth-watering visuals.

• Healthcare providers build community presence through local publications.

• Charities evoke emotion through storytelling in formats that allow deeper engagement.

• Consumer electronics companies showcase innovation through attention, grabbing outdoor displays that capture public imagination.

Cost Effectiveness

The investment spectrum ranges widely from a few hundred dollars for local publications to six-figure sums for premium placements. Traditional billboards typically command between £200-£2,000 weekly, with pricing reflecting visibility, traffic volume, and location prestige.

While unit costs exceed many digital options, the impact per impression often justifies the premium for brands seeking to make distinct impressions.

ROI

Despite challenges in direct attribution, traditional billboard advertising delivers approximately 40% return on investment according to industry analyses. This impressive performance reflects the enduring power of physical presence in creating brand recognition that influences purchase decisions, even when consumers don't immediately act on the specific call to action.

For brands seeking to complement their digital marketing strategy with high-impact visual anchors, print advertising offers a way to stand out in a world where consumers increasingly tune out digital messages. The key lies in understanding when physical presence creates value that pixel-based alternatives simply cannot match.

Pros

• Cuts through digital noise with physical presence, while everyone battles for attention online, physical mailboxes face far less competition.

• Enables precise targeting of specific neighbourhoods, demographics, or even individual decision-makers based on sophisticated list selection.

• Enjoys extended lifespan compared to fleeting digital impressions. Recipients often keep compelling mailers visible for days or weeks.

• Provides measurable results through various tracking methods, from unique QR codes to personalised URLs that link offline outreach to online behaviour.

Cons

• Faces response rate challenges despite reduced competition. Chron reports typical response rates around 2% without sophisticated targeting and messaging.

• Risks being lost among other mail without breakthrough creative that commands immediate attention.

• Demands substantial preparation time, from list acquisition to design, printing, and delivery, making it less nimble than digital acquisition channels. 

Use Case: Industries

Direct mail delivers particularly strong results for specific sectors. 

• Charity organisations leverage emotional storytelling through personalised appeals that digital formats struggle to match.

• Real estate professionals create lasting impressions with property showcases that highlight visual details.

• Travel companies inspire wanderlust through vivid destination imagery.

• Local businesses build community presence through neighbourhood-targeted offers.

• Telecommunications and utility companies use personalised communications to highlight service advantages for specific addresses.

Cost Effectiveness

The investment varies considerably based on quality, complexity, and volume. More often than not costs will encompass design, list acquisition, production, and postage. While this exceeds the per-impression cost of many digital channels, the higher engagement rates often justify the premium for reaching high-value prospects.

ROI

The performance metrics tell an interesting story: up to 79% of recipients keep promotional mailers rather than discarding them immediately, creating multiple exposure opportunities. While response rates typically range from 1-2%, the overall ROI reaches an impressive 112% when integrated effectively across multiple channels.

For businesses seeking to complement their digital acquisition strategy with high-impact physical touchpoints, direct mail offers a way to stand out in a landscape where digital fatigue increasingly diminishes online messaging effectiveness. The key lies in understanding your target audience's receptivity to physical media and crafting pieces compelling enough to warrant attention.