B2B Customer Acquisition Strategy: Balancing Digital and Traditional Approaches

Social media and digital advertising have been the primary channels for customer acquisition since the onset of the pandemic. However, live events and partner programmes are also regaining some of their importance. The 2024 State of B2B Customer Acquisition report from Stirista, an identity and data-focused marketing solutions provider, highlights this trend.

B2B marketing organisations have developed holistic approaches to acquiring customers that no longer rely heavily on personal contact. These modern b2b customer acquisition strategies embrace a diverse mix of digital and traditional channels, reflecting the evolving landscape of business interactions. From leveraging social media and digital advertising to revitalizing the role of live events and partner programmes, companies are adapting their tactics to meet the changing preferences of today’s B2B buyers. This shift in b2b customer acquisition strategy emphasizes the importance of a multi-faceted approach that balances the efficiency of digital outreach with the enduring value of personalized, face-to-face connections.

Social media and digital advertising were rated as the most successful customer acquisition strategies, rather than email. Live events were rated highly effective by 55% of respondents, but a much smaller number – 11% – considered them their most effective acquisition strategy.

Today’s B2B marketers are likely to be digital natives, social media savvy and may be remote workers. Attending an event from a distance may be more appealing to them than making the trip to the airport. Even email can seem archaic when trying to communicate.

B2B marketers recognize this and seek holistic approaches to prospecting that combine deep investment in digital with the right face-to-face meetings. This balanced b2b customer acquisition strategy reflects a nuanced understanding of modern buyer preferences. By integrating various touchpoints, from digital interactions to in-person engagements, companies are crafting more effective b2b customer acquisition strategies that resonate with today’s diverse business landscape.