Start Here You outgrow the competition by acquiring more customers

Why is it that some marketing teams crush their goals every quarter while most of us have almost no room for error?

Is it their product? Are they doing ads better? Do they have a better market? Is it the messaging?

There’s one key difference—they have a system for repeatable customer acquisition.

But we feel pressured to scale, right?

So we answer the call by continually doing more. We add more paid channels, we create more content, we shift our strategy from lead generation to demand generation, we send one more webinar reminder email.

With each new tactic, campaign, and channel our acquisition costs rise and our marketing effectiveness drops.

That’s because…

B2B marketing has changed in a big way

In the late 90’s and early 20’s it was all about generating leads through gated assets and passing them to sales. Sales would reach out, shift buyers beliefs, help buyers understand the value of the product, craft an offer, and close the sale.

From 2015 to 2020 there was a surge in affordable customer acquisition channels (Google Ads, LinkedIn Ads, etc). During this phase it was all about demand generation. Marketing would build awareness, educate on buyer pains, and then focus on capturing intent with demos and trial offers.

2000-2015 Lead Generation

Marketing would capture and score leads and pass them over to sales for marketing influenced revenue.

2015-2020 Demand Generation

Marketing would build awareness and capture demand driving marketing sourced revenue.

Both of these approaches center around building a B2B marketing funnel. You build awareness, educate the market on a POV and pain points, offer up a solution, and they convert.

You purposely add friction throughout to move buyers to different stages, but the approach no longer works.

You know it’s not working because…

  • You spend money on ads that continually increase in costs and diminish in returns
  • You create great content that never gets found or never ranks. You continually create more and results never improve.
  • You run social media campaigns but you get no engagement, no comments, and you don’t know why

We desperately need to understand what it really takes. Especially during tough times.

It’s no longer a funnel that adds friction—winning B2B marketing teams are using Low Friction Acquisition that creates repeatable and compounding results.

The winning formula for repeatable customer acquisition

Assuming, of course, there is product/market fit, the rest of the organization is set up to deliver, etc. You know, the stuff outside marketing’s control.

There’s three ingredients winning marketing teams are leveraging to win and outgrow the competition with customer acquisition:



A primary way you get in front of your target customer that builds habits of consumption and compounds on itself.


‘Aha’ Moments

A brand narrative target customers consume (similar to this page) about a monumental shift in their world that makes them want to change.


Core Value

Ways for target customers to taste the value of what you’re offering before they buy, continually reducing friction over time.

The Low Friction Acquisition Formula

This is why it’s about understanding your formula for acquiring new customers, not just “how do I spend more efficiently in paid acquisition”.


“More than an agency – a true extension of your team!”

– Dana Dohse, VP of Marketing, Cleartrace

“Elevate Demand is the real deal! Having hired MANY digital agencies  who push the usual guidance of more ads, better landing pages, etc., I have finally found an agency that can deliver on business growth.”

The B2B Customer Acquisition Agency

Now what you do next depends on you.

Stuck with customer acquisition? Book a 1-on-1 call with our founder and let’s start building your Low Friction Formula and determine next steps.

Want to know more? Check out how we can help you and more about our approach.

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