Why you need to think about customer acquisition as an engine
When you think about customer acquisition as a set of tactics, you are seeing them independently.
Email marketing is email marketing, cold outreach is cold outreach, marketing is marketing, and sales is sales.
Something like this:
The biggest problem is that none of these particular tactics will bring you results.
And when I say results I think of something you can rely on – not just something randomly.
But, why don’t they bring results?
Easy – because those tactics alone are not aligned with the way people are buying.
People who spend time on socials, read emails, attend webinars, go to offline events, and the list goes on.
And this is how you may end up doing marketing or sales, but without the expected results.
Probably now you get the analogy with the word “engine”.
An engine will never work properly (or at all) if there’s one piece missing.
And let’s make it clear, you don’t need to do the same marketing as a $100M company.
You don’t need that level of sophistication, yet.
But you need to have the basics done right and later work and improve your “vehicle”.
P.S.: A broken car won’t drive you anywhere, but a working bicycle will.
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