In today's competitive landscape, acquiring new customers is vital for sustained success. With our data-driven insights and comprehensive consultancy services, GfK can help you navigate the intricacies of customer acquisition, optimize your strategies, and propel your business forward.

What is customer acquisition?

Customer acquisition refers to the process of attracting and converting prospects into paying customers. It involves various tactics and strategies aimed at increasing brand visibility, engaging with potential customers, and driving conversions. Here are the key aspects of customer acquisition:


Identifying and targeting individuals or organizations that align with your target audience profile.


Captivating prospects through compelling marketing initiatives, establishing a connection, and nurturing relationships.


Persuading prospects to take a desired action, such as making a purchase, signing up for a service, or subscribing to a newsletter.


Developing strategies to retain acquired customers, fostering loyalty, and encouraging repeat business.
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Customer acquisition strategies

Effective customer acquisition strategies vary based on the target market and business objectives. Let's explore some popular approaches for both B2B and B2C scenarios:

B2B Customer Acquisition Strategies

Account-Based Marketing (ABM)

Tailoring personalized marketing efforts to key accounts and decision-makers within those organizations.

Thought Leadership

Establishing industry expertise through thought leadership like content marketing, white papers, and thought-provoking insights to attract high-value B2B clients.

Partnerships and Alliances

Collaborating with complementary businesses to access new customer segments and expand market reach.

Lead Nurturing

Implementing automated lead nurturing campaigns to guide prospects through the sales funnel and build relationships.

B2C Customer Acquisition Strategies

Search Engine Optimization (SEO)

Optimizing website content to improve organic visibility on search engines and attract relevant consumer traffic.

Social Media Advertising

Leveraging platforms like Facebook, Instagram, and Twitter to reach and engage with target consumers through targeted ads.

Influencer Marketing

Partnering with social media influencers to endorse products or services and reach their dedicated fan bases.

Referral Programs

Encouraging satisfied customers to refer friends and family through incentives, discounts, or rewards.

Channels for customer acquisition

Choosing the right channels to reach and engage your target audience is crucial. Here are some effective B2B and B2C customer acquisition channels:

B2B Customer Acquisition Channels

  • Industry conferences and events
  • Webinars and virtual conferences Professional networking platforms (e.g., LinkedIn)
  • Email marketing and newsletters targeting key decision-makers

B2C Customer Acquisition Channels

  • Paid search advertising (e.g., Google Ads)
  • Social media platforms (e.g., Facebook, Instagram, Pinterest)
  • Content marketing through blogs and articles
  • Online marketplaces and e-commerce platforms

How GfK can help improve and increase your customer acquisition rate

At GfK, we offer a range of solutions to enhance your customer acquisition efforts and drive growth:

Data-Driven Insights

Our comprehensive consumer and shopper intelligence provides valuable market research, consumer behavior analysis, and market segmentation, enabling you to make informed decisions and target the right customers effectively.

Consultancy Services

Our team of experts can guide you in developing and optimizing customer acquisition strategies tailored to your specific business needs. We provide actionable recommendations, industry benchmarks, and best practices to maximize your results. gfknewron Consumer: Leverage our innovative product, gfknewron Consumer, to gain real-time insights into consumer trends, preferences, and behaviors. This AI-powered solution equips you with the intelligence needed to adapt and align your customer acquisition efforts.


In today's dynamic business environment, customer acquisition is a vital component of sustainable growth. By implementing effective strategies and leveraging the right channels, businesses can expand their customer base and boost revenue. With GfK's data-driven insights and consultancy services, you can unlock new growth opportunities, optimize your customer acquisition efforts, and stay ahead of the competition. Contact us today to discover how GfK can help drive your business's success.