---
title: "Episode 92: What is your customer acquisition strategy?"
description: In this episode, Rich and Dave from Wellmeadow dive deeper into customer acquisition strategies, building on their previous discussion of GTM approaches.
image: https://www.smegrowthpodcast.com/hubfs/Landscape%20(4).png
---

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###### 3 min read

# Episode 92: What is your customer acquisition strategy?

By: [Pete Johnson](https://www.smegrowthpodcast.com/episodes/author/pete-johnson) on  Oct 31, 2024, 10:21:37 AM

[The SME Growth Podcast](https://www.smegrowthpodcast.com/episodes/tag/the-sme-growth-podcast)

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In this episode of the SME Growth podcast, Rich and Dave from Wellmeadow dive deeper into customer acquisition strategies, building on their previous discussion of Go-to-Market approaches. They explore how technology is transforming traditional sales and marketing roles, while emphasizing the continued importance of relationship-building and personal connections in business development.

 

You can listen to the full episode [here](https://youtu.be/SBFhb0tD2JM?si=cjYXkjr0NEGXmwnV)

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##### Listen to the full episode now

[![https://open.spotify.com/episode/0f2ySwQHwCU3vUiZLTCsNT?si=4c7UkeV7QzG9v\_Kt6gIRaw](https://www.smegrowthpodcast.com/hs-fs/hubfs/sme-growth-podcast-home-spotify.png?width=238&height=128&name=sme-growth-podcast-home-spotify.png)](https://open.spotify.com/show/7CGj5aUBcOwY3rqd5Ud1FJ)[![https://podcasts.apple.com/us/podcast/the-sme-growth-podcast-by-wellmeadow/id1654715808](https://www.smegrowthpodcast.com/hs-fs/hubfs/sme-growth-podcast-home-icons-apple.png?width=221&height=119&name=sme-growth-podcast-home-icons-apple.png)](https://podcasts.apple.com/us/podcast/the-sme-growth-podcast-by-wellmeadow/id1654715808)[![https://www.youtube.com/@TheSMEGrowthPodcast](https://www.smegrowthpodcast.com/hs-fs/hubfs/sme-growth-podcast-home-icons-youtube.png?width=228&height=123&name=sme-growth-podcast-home-icons-youtube.png)](https://www.youtube.com/@TheSMEGrowthPodcast)

### Key Topics Discussed:

Sales and Marketing Collaboration

The hosts address the imbalance in many SMEs where lead generation is seen solely as marketing's responsibility. They discuss how sales teams need to take a more active role in customer acquisition, while marketing teams should engage more directly with customers through advisory boards and focus groups.

Technology-Enabled Prospecting

A detailed exploration of new tools and technologies that are transforming customer acquisition, including:

- Browser extensions for LinkedIn data capture
- Buyer intent tracking tools
- AI-powered prospecting agents for personalized outreach
- CRM integration and automation capabilities

Traditional Networking and Referrals

Discussion of the continued importance of traditional business development methods, particularly in service industries where up to 95% of new business comes from referrals and recommendations. The hosts explain how to map and analyze referral networks to better understand business growth patterns.

### Quotes to Remember:

*"Sales is everyone's responsibility - from marketing to customer service, everyone in the company has a role to play."*

*"Marketing should get out more. They should be talking to customers, doing customer advisory boards, doing focus groups."*

*"In a service industry setting, 95% of your work is going to come from either existing customers or referrals."*

*"CRM is there to help sales people and help marketing people, not as a tool to beat them up with."*

### Top Takeaways:

- **Balance Technology and Human Touch**  
  While embracing new technologies for efficiency, maintain the personal connections and relationship-building that drive business growth, especially in service industries.
- **Strategic Data Capture**  
  Implement systematic approaches to capturing and enriching contact data, ensuring all customer interactions are tracked and leveraged effectively in your CRM.
- Referral Network Mapping  
  Document and analyze your referral networks to understand patterns and opportunities, treating this as a strategic asset for business development.
- **Marketing Evolution**  
  Encourage marketing teams to engage directly with customers through advisory boards and focus groups, moving beyond just digital campaign management.
- **Process Automation**  
  Leverage new AI and automation tools to scale customer acquisition efforts while maintaining personalization and authenticity in communications.
- **Sales Enablement**  
  Provide sales teams with the right tools and technology to efficiently research, connect with, and nurture prospective customers.
- **Data Quality**  
  Maintain high-quality CRM data to enable effective automation and personalization in customer outreach efforts.
- **Continuous Learning**  
  Stay informed about new technologies and tools while remaining grounded in fundamental business development principles.

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##### Who we are

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Dave Parry and Rich Buckle are founders/directors of Wellmeadow.  Having chaired over 3,000 board meetings, and worked with over 100+ companies, they wanted to share their knowledge with a wider audience. The SME Growth Podcast is a vehicle to share insights and practical tips with people working at all levels of SME businesses.

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