[Subscription strategy] Acquisition strategy for subscription companies – a complete guide for CMOs

Attracting new customers in a saturated market, where every company seeks to capture the attention of new prospects, is a colossal challenge.

Yet for CMOs of companies with a subscription-based business model, it’s not just about making noise, but creating a lasting, measurable and profitable impact.

So how do you build an acquisition strategy that turns every marketing action into a powerful lever for growth? How can you optimize your channels while keeping your costs under control?

In this guide, we reveal the keys to a successful acquisition strategy, reviewing best practices, essential tools and the most effective channels.

You’ll discover how to explode your results while keeping a keen eye on your ROI. 😄

What is an acquisition strategy?

An acquisition strategy covers all actions aimed at attracting and converting new customers.

It relies on a combination of varied channels, adapted marketing tactics, and targeted offers to capture prospects’ attention.

The objective? To convert them into customers. This approach is in line with the customer lifecycle and the AARRR model, and has a direct impact on company growth.

The importance of KPIs (key performance indicators):

To assess the effectiveness of an acquisition strategy, you need to rely on performance indicators such as conversion rate, customer acquisition cost (CAC), or lifetime value (LTV).

Tracking these KPIs enables you to identify the best-performing channels and adjust your strategy to optimize results.

The different acquisition channels

One of the major challenges lies in choosing the most appropriate acquisition channels to reach your target.

Each channel has its own strengths and must be mobilized according to the objectives set by the company.

SEO (search engine optimization)

SEO is a fundamental pillar of any long-term strategy.

It aims to optimize your website so that it rises to the top of the results on search engines such as Google, without having to pay for advertising (e.g. Google ads).

Successful SEO relies on a careful selection of keywords, the production of relevant content, and rigorous technical optimization of your site (loading speed, responsive design, well-worked tags, etc.).

This channel enables you to attract organic, qualified traffic ready to explore your products or services.

By adopting a robust SEO strategy, it becomes possible to acquire leads without relying on heavy advertising investments.

Paid advertising

Paid advertising allows you to rapidly gain visibility by purchasing space on platforms such as Google or social networks (Facebook, LinkedIn, Instagram, etc.).

Unlike SEO, which takes longer to produce results, it offers immediate exposure, by precisely targeting your prospects according to demographic, geographic and behavioral criteria.

This channel is particularly effective for specific campaigns: product launches, promotions or events.

Although its cost is high, mastering this lever can guarantee a quality return on investment.

Campaigns require constant adjustment: A/B testing, optimization of keywords, messages and audiences.

Social networks

Social networks have become an essential acquisition channel, including for companies offering subscription-based offers.

Thanks to Facebook, Instagram, LinkedIn and TikTok, you can create and grow communities, exchange directly with your prospects and highlight your offers.

Marketing here takes two forms: organic content, such as posts, videos and stories, or paid advertising like Facebook Ads and Instagram Ads.

This channel offers a major advantage: the ability to weave an authentic relationship with users, responding to their expectations in real time.

By 2024, 5.04 billion people, or 62.3% of the world’s population, will be using social networks (source: Smart Insights).

E-mail marketing

E-mail marketing remains the most effective means of acquiring new customers.

With an ROI close to 38:1, it directly reaches those who are already interested in your brand.

Thanks to this channel, it becomes possible to design precise campaigns, tailored to users’ behaviors, preferences or stage in their buying journey.

Platforms such as Hubspot or Pardot facilitate database management while automating the sending of messages, boosting their effectiveness and reach.

Sponsorship

Word-of-mouth remains one of the most effective and natural acquisition channels.

According to a global Nielsen study, 88% of consumers trust recommendations from friends and family, far more than any other form of advertising.

This process is based on customer satisfaction and the sharing of positive experiences.

By encouraging your customers to tell their network about your products, you can generate a steady stream of new prospects at low cost.

Sponsorship or reward programs can multiply this effect tenfold, increasing the impact of word-of-mouth.

Affiliation

Affiliation is another effective acquisition channel. Companies work with partners (called affiliates) to promote their products or services.

In exchange, these partners receive a commission on every sale they make. This model is performance-based, guaranteeing costs only in the event of conversion, which makes it particularly profitable.

It is the preferred choice for e-commerce and digital marketing. In fact, nearly 20% of marketing experts consider affiliation to be their most valuable channel.

Partnerships

Strategic partnerships open up vast new horizons for attracting new customers.

By combining the strengths of two companies with complementary offerings, these alliances reach a wider audience.

Well orchestrated, they not only expand your customer base, but also strengthen your market position.

Offline media

Despite the predominance of digital, offline media still have an essential value, particularly in sectors where direct contact with the customer is essential.

Trade shows, events, direct marketing (flyers, posters, catalogs), TV or radio advertising are effective ways of reaching specific audiences, often difficult to reach online.

These channels reinforce brand image and credibility. A 2024 Gartner study reveals that 43% of corporate budgets are still allocated to these traditional media.

How can we build a high-performance acquisition strategy? Our best practices

To build a successful acquisition strategy, you need to follow sound practices, guided by clear objectives and reliable data.

1. Understand your audience

Before investing in a channel, it’s essential to identify your target audience.

Develop precise personas based on demographic, behavioral and psychographic data.

This will help you effectively segment and tailor your messages to the specific needs of each group.

Tools such as Google Analytics, HubSpot or your CRM are invaluable for gathering this information and refining your marketing approaches.

One of the great advantages of segmentation is that it enables you to anticipate prospects’ expectations.

You’ll then be able to provide them with an offer that perfectly matches their needs, maximizing the impact of your acquisition campaigns.

2. Choosing the right acquisition channels

Understanding your audience opens the door to strategic choices. Select your channels according to your target’s preferences and your objectives.

SEO is essential over the long term to generate organic traffic, while paid advertising (Google Ads, Facebook Ads) ensures immediate visibility.

E-mail marketing and social networks, depending on your audience’s habits, remain key pillars.

Performance analysis: Tools such as Ahrefs or Supermetrics enable you to track performance precisely. Measure the customer acquisition cost (CAC) for each channel, and adjust your budgets according to observed results.

3. Segment and personalize messages

Segmenting your audience is a must. Group your prospects according to their behavior, stage in the sales tunnel or demographic profile.

Each group should receive targeted messages to maximize conversions.

A SaaS company can, for example, divide its leads according to the type of subscription envisaged.

The e-mails sent are then adapted to the specific needs of each user, boosting efficiency. Automating this process maximizes impact.

4. Multi-channel approach with consistent integration

Using multiple channels is necessary, but it’s important to ensure consistency. Whether you use SEO, paid advertising, social networks or e-mail marketing, each message must echo the same story. This harmony enhances the user experience.

For example, a Facebook ad can redirect to a landing page that develops the same message, creating a narrative continuity that lends credibility to the brand.

5. Automating marketing workflows

Finally, automation plays a central role in optimizing acquisition. By automating e-mail campaigns, segmentation or follow-ups, you gain in efficiency while remaining relevant.

Platforms such as Marketo, Plezi or ActiveCampaign track leads at every stage of the sales tunnel, adapting content to the precise moment.

Acquisition strategy and retention: a winning duo

Acquiring new customers requires significant investment, but this effort really pays off when accompanied by a well-thought-out retention strategy.

According to Harvard Business Review, an improvement of just 5% in the retention rate can generate an increase in profits of between 25% and 95%.

Extending the relationship with each customer amplifies customer lifetime value, maximizing return on investment.

To succeed, it is essential to offer an exceptional customer experience from the outset, to create attractive loyalty programs and to personalize every offer.

Final thoughts on sustainable growth

Successful acquisition goes far beyond the act of attracting new customers. It’s a subtle dance, where every move is part of a long-term vision.

Precisely segmenting your prospects, grasping their deepest expectations, and choosing the right tools form the basis of a solid strategy.

But this success can only be fully realized if retention is mastered. A loyal customer becomes more than just a number: he embodies continuity and commitment.

This loyalty, when well orchestrated, amplifies the value of each conversion, reducing costs while boosting profitability.

As you can see, every step of the way must be seamless and free of obstacles.

This is where SlimPay comes into its own, as a discreet but essential mechanism that takes the friction out of recurring transactions.

With tools like electronic signature and automatic replay of failed payments, SlimPay transforms the customer experience into a seamless process.

Offering your customers a seamless experience ensures that every interaction contributes fully to your sustainable growth.

Acquisition marketing FAQs

What is an acquisition strategy?

An acquisition strategy covers the methods and actions designed to turn prospects into customers.

It is based on several marketing axes, such as SEO, online advertising, social networks and e-mailing.

Its effectiveness relies on a detailed analysis of consumer behavior, to adapt each lever to their expectations and needs.

What are the most effective acquisition channels?

The most effective channels vary according to sector and target, but some are unavoidable.

SEO guarantees lasting visibility, paid advertising delivers rapid results, while e-mail marketing offers personalized follow-up.

The challenge is to choose the right balance between these levers, according to your objectives and resources.

Why is it essential to combine acquisition and retention?

Acquiring new customers remains a growth driver, but without a retention strategy, your acquisition costs rise and your profitability plummets.

Retaining your customers maximizes their value over the long term and forges stronger links with them, ensuring a lasting and profitable relationship.