Leadership & Decision-Making
Why does customer acquisition cost keep rising and how do you keep customers?
Answered independently in 2 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Customer acquisition cost only rises the longer you're in business, so keeping existing customers matters more than chasing new ones — Ben's team keeps all customer service in-house and trains reps to 'start with a yes.' source →
02Treat cost of acquisition as everything you spend externally AND internally to turn a lead into revenue, not just the ad spend that got the click. source →
In their words
What 2 people actually said
Because what happens? What happens when you focus on acquisition only and you forget about customer relationship management? That is the title of the book and it's so true because referrals, people don't understand the cost of acquisition.
Who's the perfect customer for Unbounce? For us, it's folks that are pretty acquisition oriented. They are really focused on increasing customer count, top line.
The episodes
2 episodes answer this
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