Gartner Research

Survey Analysis: Marketers Balance Their Investments to Acquire and Retain Customers

Published: 27 November 2017

ID: G00345272

Analyst(s): Anna Maria Virzi


Marketers rely on different tactics for customer retention and acquisition. To drive success, marketing leaders must understand customer value and develop the right strategy based on business goals.

Table Of Contents

Survey Objective

Data Insights

  • CMOs Estimate That for Every $1 They Spend to Retain a Customer, It Would Cost $3 to Acquire a Customer
    • Recommendations
  • CMOs Figure That a Larger Budget Share Actually Goes to Customer Retention and Growth Initiatives
    • Recommendations
  • B2B Marketers Lag B2C in Their Use of Social Marketing Techniques for Customer Acquisition
    • Recommendations
  • Effective Customer Retention Relies on Strong Analytics and Customer Intelligence
    • Recommendations
  • Methodology

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