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, content, sales, and customer success.
In B2B organisations, acquisition strategies often include a mix of inbound, outbound, ABM, paid media, 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.