User Acquisition
Detailed Explanation
User Acquisition is the process of gaining new users or customers through marketing and sales channels. Effective user acquisition requires understanding which channels deliver the best ROI, tracking attribution accurately, and optimizing conversion funnels. Different channels work better for different products and audiences.
Example
Facebook ads + blog content marketing + webinar campaigns → generating 500 new users per month with blended CAC of €80.
Why User Acquisition Matters
User acquisition drives growth, but it must be balanced with retention and monetization. Spending heavily on acquisition with poor retention creates unsustainable growth. The best companies master multiple acquisition channels to reduce dependency on any single source and continuously optimize their CAC payback period.
User Acquisition in B2B outbound
For a B2B product sold to companies, outbound is the acquisition channel where you choose the accounts instead of waiting for them. Email and LinkedIn in one sequence reach the same person on two channels, and a reply on either should stop the other. Deliverability decides whether the email half arrives at all.