Brand, Acquisition & Retention: Stop Looking at Them Separately

Of course brand, acquisition and retention affect each other.

Each team can be doing good work. But each area tends to focus on its own decisions, goals and problems.

So no one may be asking: What did that acquisition decision just do to retention? What are we learning from our best customers that could make acquisition better?

But they’re often managed as separate parts of marketing.

Your customers can help you see what’s getting missed.

What they tell you about why they bought, what almost stopped them, how they use the product and why they come back can inform decisions across brand, acquisition and retention.

I put together a simple 5-minute exercise to help you find those clues in your customer reviews. You may uncover a message to use more, a reason customers come back, a barrier to trial or an occasion you haven't been marketing around.