Customer acquisition; the practice of bringing in new customers/clients that fit the ideal customer profile (ICP) for your company.
A familiar business axiom is that as a business, you’re either growing or shrinking. There is no neutral. If we subscribe to this belief, then your customer acquisition strategy is the lifeblood of your company or organization.
Furthermore, suppose we are to believe in the grow or shrink model. In that case, one of the primary goals for your marketing efforts is to present your brand positively to potential customers/clients that represent who you want to do business with.
