Customer acquisition costs a lot more than customer retention. Whether it’s 5-fold or 25-fold, that’s one of the most commonly cited facts in marketing. And more often than not, it’s completely true. But that doesn’t mean you should ditch customer acquisition altogether. After all, businesses need new customers to grow.
What it does mean, however, is that companies should be looking to get the most out of the money they spend on customer acquisition – also known as their Customer Acquisition Cost (CAC) – and understand how they can maximize their customers’ lifetime value (LTV).
Download the paper to dig a little deeper into the LTV:CAC ratio, and discover what sort of figure you should be aiming for, and how to improve it.