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Financial Technology companies report annual churn around 12% for leading platforms, with acceptable performance falling between 15% and 24%. Software and IT companies serving enterprise customers maintain the lowest churn rates in B2B SaaS, between 3% and 5% annually. Churn varies dramatically depending on your target market and industry. While involuntary churn seems small, fixing payment failures alone can boost revenue by 8.6% in the first year. According to recent industry data, the average B2B SaaS company experiences 3.5% monthly churn, split between 2.6% voluntary and 0.8% involuntary churn.

This data can impact what products get made, how a company communicates with potential customers, and more. It may sound small, but a simple popup assuring potential customers that you’re there to help can go a long way. A chatbot can proactively welcome visitors to your website or app, and easily connect them to sales or support if they have questions or need help. Sometimes, potential customers are interested enough to move down the funnel. That means there are lots of opportunities to connect with customers this way, but it requires the mobile website to be responsive and designed with customers in mind.

The best results come from combining the model's predictions with the strategic insights of your marketing team. Video marketing is a dynamic customer acquisition strategy that uses engaging video content to attract, educate, and convert an audience. It's a powerful way to expand your reach without a significant upfront investment in traditional advertising.

Benefits of a strategic customer acquisition process

Discover how Performance TV delivers revenue, conversions and more through the power of Connected TV. With AI-driven targeting, real-time optimization, and precise attribution, you can maximize impact without overspending. Your CPA calculation will ultimately vary based on whatever industry, products, and prices you are working in. This formula helps businesses evaluate the cost-effectiveness of their customer acquisition strategies. That action can be defined as a click, purchase, lead, or a multitude of other options, and will depend on your performance marketing goals.

If you’d like to request a PDF copy of this report or discuss reducing your customer acquisition costs, contact us here. This table shows how small, mid-market, and enterprise companies allocate digital advertising budgets in 2026. This decline is not sustainable; platforms with reduced advertiser demand will raise minimum bids to maintain revenue.

Salesforce says the acquisition is about speed and reach in a fast-moving AI market where enterprise software companies are racing to embed autonomous agents into customer workflows. MNTN’s platform helps you reach high-intent audiences on premium CTV inventory, ensuring every ad is optimized for efficiency and conversions. These partnerships let you borrow trust instead of buying attention, and the economics can approach negative CAC through revenue-share structures.

• It will feel like the right next step to take—and that’s the ultimate goal of each customer acquisition strategy.
• Workplace collaboration tool Slack is an excellent PLG customer acquisition strategy example.
• It works best for mid-market and enterprise SaaS, where deal sizes justify the investment in highly targeted outreach.
• For instance, SaaS companies often face higher costs due to long sales cycles.

What is the Customer Acquisition Cost (CAC) metric?

In 2025, customer acquisition costs (CAC) vary widely across industries, shaped by marketing approaches and market Customer acquisition. conditions. Analytics tools and predictive insights help optimize marketing campaigns and improve customer targeting. Below are key approaches to future-proofing customer acquisition strategies for long-term success.

The lead-to-customer rate (LCR) is the percentage of prospects that become paying customers. Customer lifetime value (CLV) is the total revenue you expect to earn from a single customer over the entire time they do business with you. Paid ads give you the ability to reach specific groups of people based on things like location, interests, and behavior. This can be an effective way to stay in touch with prospects and customers, promote new products or services, and build traffic to your online store. Email marketing lets you connect directly with people who have shown interest in your business. Customer acquisition gets easier when you know where your potential customers spend their time.

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Hilton and Navan have launched a direct booking connection that skips distribution middlemen, giving the hotel group more control over retailing. The travel industry has owners for issuance, verification, and conversion. The emergence of AI platforms such as Perplexity, ChatGPT and others could see the travel industry redirect a huge chunk of marketing spend away from Google. States that have implemented consolidated billing, where community solar credits appear directly on utility bills, report improved customer satisfaction and reduced churn compared to dual-billing structures.

Businesses implementing the right customer acquisition strategies can gain a competitive edge, drive growth, and build lasting customer relationships. The customer acquisition landscape in 2025 is shaped by AI-driven personalization, privacy-first marketing, community engagement, and omnichannel experiences. Embracing automation enables brands to stay ahead of competitors and enhance long-term customer engagement. Businesses integrating AI-powered tools can improve efficiency, reduce costs, and scale acquisition efforts more effectively.

The veteran pasta brand worked with Compass Marketing to reach new customers for their legume pasta business using Sponsored Brands and display ads. The specifics of the CAC formula for your business depends on your customer acquisition strategy. You should measure the success of your customer acquisition strategy not just by the number of new customers you gain. You can partner with an influencer and have them demonstrate your product for their community of followers. Your social media channels can help you reach potential new customers, particularly in the interest stage of the funnel when they are getting to know your brand.

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