---
title: Acquisition
description: Acquisition refers to the process of gaining new customers through marketing and sales efforts. It spans the entire journey, from initial awareness to conv
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Acquisition](https://mixology-digital.com/glossary/acquisition)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 11:41:06 AM

Acquisition refers to the process of gaining new customers through marketing and sales efforts. It spans the entire journey, from initial awareness to conversion, and requires alignment across [demand generation](https://mixology-digital.com/glossary/demand-generation), [content](https://mixology-digital.com/glossary/content), sales, and [customer success](https://mixology-digital.com/glossary/customer-success).

In B2B organisations, acquisition strategies often include a mix of [inbound](https://mixology-digital.com/glossary/inbound), [outbound](https://mixology-digital.com/glossary/outbound-sales), [ABM](https://mixology-digital.com/glossary/abm), [paid media](https://mixology-digital.com/glossary/media-plan), and partner-driven activity. Each channel contributes differently depending on the audience and buying cycle.

Effective acquisition focuses not just on volume but on quality and long-term value. When done well, it generates predictable pipeline, supports sustainable growth, and feeds into retention and expansion strategies.

[View full post](https://mixology-digital.com/glossary/acquisition)

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