When planning nurturing programmes, what percentage of your activity is focused on leads/acquisition v's existing clients/retention?

The allocation between focusing on lead acquisition versus client retention in nurturing programs truly depends on the company's stage and objectives. For startups or businesses with few customers, the emphasis should be on creating bottom-of-funnel (BoFu) content to drive acquisitions. Once this is established, the top-of-funnel (ToFu) content can be designed to add value for existing and potential customers, supporting a more balanced approach between acquisition and retention.

This is a pretty open ended question. It's dependent on the product being sold, but for our campus we plan for about 70% focus on leads and aquisitions.

It depends strongly on the products and on the current campaigns. Generally speaking it is on average about 70% for new clients.

There is no fixed percentage that applies universally. It's essential to assess your specific situation, set clear objectives, and adapt your nurturing program's focus based on your goals and the factors mentioned above. Flexibility and the ability to pivot your strategy as needed are key to achieving a balance between lead acquisition and client retention.