The Paradigm Shift of the Acquisition Model: The Best Customers Are the Ones That Last a Lifetime



Author: Matt Zilli

Companies spend the majority of their marketing budgets on customer acquisition, but once acquired, those hard-won customers tend to languish. Marketers invest their hard work and precious dollars in pay-per-click ads, online promotions, and electronic coupons in an effort to get customers to make that first purchase, but once those customers are in the door, they’re left largely to their own devices. And this is particularly prevalent with companies marketing exclusively to consumers.

Yet, nurturing customer relationships is a crucial element of marketing, and budgets need to start accounting for this. One of the biggest trends I see happening now is that companies are finally starting to emphasize this over acquiring new customers. Now marketers are turning their attention to investing in the customer lifetime value (CLV): acquiring new buyers, growing their lifetime value, and converting them into advocates. And thanks to advances in technology, marketers can listen and respond to customers at every stage of their journey, keeping them engaged and helping accelerate them toward purchase decisions.

A Strategic Shift Is in the Air

Companies pour money into attracting new customers with creative campaigns. But up until now, for a lot of companies, the ensuing retention marketing strategy has largely consisted of a lazy combination of phoned-in loyalty programs and generic discounts (10% off for signing up for your daily newsletter? No thanks). Even automated emails have traditionally been one-size-fits-all.

Quite frankly, a lot of this has had to do with the lack of good tools. But as better customer nurturing technology has hit the marketplace with advancements in marketing automation, it’s driving a more intense focus on engagement marketing strategy. In the great nurturing versus acquisition debate, it’s largely about metrics. Today, marketers can finally justify their investments in nurture campaigns because we can measure and track the results of these efforts precisely. That allows marketers to shift focus from just the first click to the entire relationship lifecycle.

Email Is Your Best Retention Ally

One of the biggest drivers of this new focus on the value of the entire customer lifecycle is the introduction of more sophisticated email marketing tools over the last few years. Why the fixation on email marketing? Because it works. When it comes to building relationships with customers over time, email marketing trumps social media: 91% of US consumers use email every day. Furthermore, email has been proven to prompt purchases three times more often than social media—and the average order value is about 17% higher, according to McKinsey.

Email is the perfect medium for retaining customers and nurturing relationships—if (and it’s a big if) done right. With the right tools, email marketing allows you to create custom content series, respond in real-time to customer behavior, and offer each individual customer deals and information about products and services he is looking for at that moment. While other digital marketing mediums can do these things too, email remains the singular medium for marketers to reach consumers when it’s most convenient for the consumer.

Marketers may argue that mobile trumps email these days, but we found in a recent survey that 30% of people disable all mobile push notifications and 50% of people only allow push notifications from apps they love. So while mobile should be a core component of any customer engagement strategy, email still wins as the best place to start.

Over time, the right answer is to combine your nurturing efforts across email, mobile, the web, paid media, and social. Email works best when combined with mobile push notifications and web messages to deliver true convenience for the customer. Almost half of marketing emails are opened on a mobile device—and that number is sure to grow—so optimizing both emails and landing pages for mobile is no longer an option but rather a necessity. Consumers have no patience for poorly-performing pages. They’ll simply switch brands in a heartbeat if they can’t reach a page on their smartphone.

Happy Customers = Loyal Brand Advocates

It’s far easier (and cheaper) to sell to happy, existing customers than to find new ones. When you gain the loyalty of a current customer, you don’t just reap the rewards of continued purchases from that person; you also get his vocal advocacy as he endorses your brand to his peers and social networks. Every “Like” you get on Facebook is potentially viewed by that person’s entire social network, acting as a digital stamp of approval.

The takeaway: it’s not acquisition versus engagement. It’s acquisition as a first step to better engagement. Shift your mindset away from having to choose between these two paradigms, and instead start focusing on the big picture, and you can have it all.


The Paradigm Shift of the Acquisition Model: The Best Customers Are the Ones That Last a Lifetime was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. |

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Entertaining Recipe: Turkey Wrap Appetizers with Healthy Ones (Sponsored)

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Turkey Wrap Appetizers with Healthy Ones

Disclosure: This is a sponsored post on behalf of Healthy Ones deli meats. All thoughts and opinions are my own. 

No matter the time of year, entertaining is always in order. And if you’re anything like me, you like to have fun and fab appetizers and finger foods for your guests to enjoy. In partnership with Healthy Ones deli meats, I’ve created hors d’oeuvres that you can make all year ’round. I call them Turkey Wrap Appetizers.

You’ve probably had your share of turkey wraps, and my recipe is a twist on them. By using high fiber low carb tortilla wraps and adding a little zesty kick to them with Smoky Horseradish Sauce, you will have a treat that you and your guests will love and is so simple to make. If you aren’t a fan of horseradish, you can replace it with your favorite sandwich spread or sauce.

This recipe can also double as a lunch menu item for your family as well. Use the whole wrap as a meal for lunch for work and/or school—it’s healthy for you too without sacrificing taste. In fact, it’s full of flavor and will leave you satisfied until dinner.

Check out my Turkey Wrap Appetizers with Healthy Ones deli meats. Not your traditional appetizer, it is low in carbs and high in nutrition. It will quickly become one of your favorite things to serve when you entertain.

Here’s what you will need:

Healthy Ones Oven Roasted Turkey Breast



Shredded Cheese

Grey Poupon Mustard (optional)

Horseradish (optional)

Vinegar and oil (optional)

Pepper (optional)


Healthy Ones recipe

**you can also add more veggies like lettuce, onions, and beansprouts, but remember, the more you fill the wrap up with, the larger it will be, which makes the wrap harder to roll and cut into sections.

Making the wrap is easy. Just take the wrap and coat with a knife first with the horseradish or spread. Once done, put on two to three pieces of turkey, then cover it with the toppings you’d like to add. Then douse with vinegar and oil and then sprinkle pepper on top and voila!

Turkey Wraps

Heathy Ones Turkey Wraps

You have your Turkey Wrap. Refrigerate it for about an hour so it will stiffen, and then slice the wrap into small sections. Hold it together with a toothpick and put an olive on top to garnish.

Turkey Wrap Appetizers with Healthy Ones

If you prefer to eat it as a meal, you can enjoy the wrap cold, or if you prefer it warm, stick it in the microwave or toaster oven for some heat. You can add a side of fruit or veggies to complete the meal.

Healthy Ones Oven Roasted Turkey

The epic flavor is served when the horseradish and vinegar and oil connect on the wrap. Together, they are a powerful combo that compliments the turkey well.

Turkey Wrap Appetizers

Healthy Ones deli meats are certified Extra Lean by the American Heart Association, and they use only the finest cuts of meat and are minimally processed with no fillers and no artificial flavors. And they are easy on the pockets cost wise as well.

You can get more recipes on the Healthy Ones recipe page.

Make sure to also visit their website at and ‘like’ them on Facebook at To find out where Healthy Ones are sold in your area, click here.

The Cubicle Chick