Pick a Customer Acquisition Model that Makes Sense

David Cummings on Startups

Earlier today I was talking with an entrepreneur who was trying to figure out a repeatable customer acquisition process. After digging into his model, I asked the question, “How do you want to acquire customers?” He replied that he preferred an inbound marketing model with self-service customer onboarding and paying. In other words, he wanted a model that didn’t require humans selling to other humans. After thinking about it further, it gave me more clarity around the importace of playing to the strength of the founding team and/or the talent available to bring on to the team. If the model requires building an amazing inbound marketing engine, and the talent’s not on the team, it either needs to learned, recruited, or the idea needs to change.

Thinking about it, there are three commmon customer aquisition models:

1. Pure Marketing – Tons of storytelling, content marketing, brand building, and campaigns to…

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