Everyone is clamoring for the attention of your customers, and the commotion is making them tune out. How do you cut through all of the racket so you can reach the people who actually want what you have to offer? We surveyed 150 marketers to find out, and the results are in The State of Customer Acquisition, a report that outlines the strategies and tactics they found most effective. Hear from TOMS’ Director of Customer Experience, Stacy Carpenter, and SheerID’s Vice President, Bill Schneider, for a 45-minute webinar in which they share the report’s top findings and discuss: * New techniques to differentiate your message * Which type of promotions are most effective and why * How to lower your customer acquisition costs

1. Make Your Brand Voice Heard
November 9, 2018
WEBINAR
New Strategies for Acquiring Buyers in a
Noisy Marketplace

2. Speakers
Stacy Carpenter
Director of Customer Experience
Bill Schneider
Vice President of Product Marketing

3. Agenda
● State of Customer Acquisition Report Findings
○ Benchmarks (150 marketers)
○ Marketers key challenges
○ Strategies and tactics marketers plan in 2019
● TOMS Case Study
○ Recognizing customers in a new way
○ TOMS gated offer Campaign
○ Results
● 5 Customer Acquisition Tips for 2019

4. STATE OF CUSTOMER
ACQUISITION

5. About the study
SAMPLE
METHODOLOGY
Survey to 150 marketing leaders in retail, financial services,
travel, food services and consumer-packaged goods industries.
Survey conducted over the phone in late August through early September 2018.
WBR Insights is the custom research division of WBR (Worldwide Business
Research), the world leader in B2B focused conferences. From research-based
whitepapers to benchmarking reports, infographics and webinars, our mission is
to help global institutions across a variety of industries to inform and educate
their key stakeholders while achieving their strategic goals. For more information,
please visit www.wbrinsights.com

6. State of Customer Acquisition Survey
Category
Role
Industry Company Size
Retail
23%
Travel
19%
Financial Services
21%
Food Services
18%
CPG
17%
>$1 Billion
58%
<$100 Million
15%
$501 MM - $1 B
23%
$100 MM - $500 MM
17%
51%
25%
21% 2%
Mainstream Discount Specialty
Niche
Luxury
47%
27% 24%
2%
Customer
Experience
Customer
Acquisition
Customer
Retention
Other

7. Facebook
What are your greatest challenges?01
02
03
04
The study
answers
these four
primary
questions
Which promotion strategies are
working for you?
Which advertising channels are most
effective?
How do you plan to spend your
budget next year?

8. Invitation marketing
The study uncovered 5 key insights
Digital marketers are under increasing pressure.
Differentiating in a noisy marketplace is the greatest challenge.
Universal discounting is the go-to tactic for most brands.
In order to be heard, marketers plan to increase spend in all channels.
Marketers are eager to find new customer acquisition tools.
01
02
03
04
05

9. Do you feel your team is under more
pressure to meet acquisition and revenue
goals than last year?
POLL QUESTION:

10. Facebook
Digital marketers under increasing pressure
to acquire new customers
Do you feel your team is under more pressure to meet acquisition
and revenue goals than last year?
The most pressure:
Travel 97%
Retail 81%
The least pressure:
C-Suite 33%
Less Pressure
23%
More Pressure
77%

11. How does it feel to be a digital marketer trying
to acquire new customers?
“I feel like Bill Murray in
Groundhog Day - running
on a never-ending
hamster wheel.
40%
said

12. Facebook
What’s causing the pressure?
Digital marketers ranked the following as their #1 challenge
with customer acquisition.
1. Noisy Marketplace
2. Privacy Concerns
3. Increasing Costs
23% concerned about
differentiating from
competitors
16% concerned about
increasing channel costs
19% cited privacy and
privacy regulations
#1 challenge

13. What’s contributing to the noise?
61%Mass
Discounting
Tactics
Increasing
Promotions
More
Spending

14. Marketers heavily use mass discounting
Which of the following discount
strategies do you regularly use?
61%
Use universal price
discounting as a
customer acquisition
tool
of marketers
Retail Travel Financial
Services
47%
89%
34%
93%
63%
47%
Exclusive
Promotions
Universal
Discounts

15. How important are promotions and
discounts in your customer acquisition
strategy?
POLL QUESTION:

16. Marketers promotions
69%
of retail
said increasing
promotions
would increase sales
75%
of retail
run promotions
continuously
&
93%
of travel
Nothing
Prevents
62% of travel & 50%
of retail from
running more
promotions
80%
of marketers
say promotions
are important
How important are promotions and discounts in your customer
acquisition strategy?
55%
19%
1%
Extremely
important
Not
important
at all
25%
Somewhat
important
Not
important

17. Marketing spend is increasing
Marketers plan to sustain or increase spend across all channels
Social
50%
47%
Broadcast
43%
53%
Affiliates
39%
58%
Display
35%
60%
Print Search Direct
Mail
Email Out-of-
home
61%
32%
67%
30%
64%
24%
78%
19%
75%
16%
Increase
spending
Same
spending

18. Marketers seek opportunities in new channels
VS
are looking to
differentiate through
new ad channels
71% 51%
believe investing in
existing ad channels
is most effective

19. POLL QUESTION:
What prevents you from running more
promotions and discounts?

20. The downside of promotions
What prevents you from running more promotions and discounts?
are concerned
that running more
promotions will have a
negative impact.
Conditions
Customers
Nothing
Devalues
brand
Reduces
margin
21%
23%
21%
35%
65%
35%
Only
believe
more promotions and
discounts will have a
positive effect.

21. Would you be interested in using a gated
offer to improve conversion rates?
Gated offers
provide an
alternative

22. What is a Gated Offer?
Gated offers are promotions designed
to target members of a particular
group based upon their occupation,
life stage or affiliation, like students,
the military or teachers.

23. Would take advantage of a gated,
exclusive offer not typically offered
to the general public
Say being provided a gated offer
would increase how often they
shopped with a brand
Would share a gated offer with
friends or familyConsumer
about gated
attitudes
offers
94%
82%
91%
Say gated offers are more important
than coupons available to everyone68%

24. Would you be interested in using a gated
offer to reach targeted customer segments?
POLL QUESTION:

25. CASE STUDY:
TOMS’ GATED OFFER
CAMPAIGN

26. TOMS’ Mission
TOMS is always looking for new
ways to give back to the
community and serve
customers — a winning formula
for all stakeholders.
Consistent with this mission,
TOMS decided to create
exclusive online programs for
students, teachers and the
military.

27. Gated Offer Program
● Attract new customers
● Increase online conversion rates
● Uphold dedication to corporate social responsibility
Program Goals
What is it?
A protected offer for eligible students,
teachers and all branches of the military.

28. How it works
01 02 Develop a
landing page
for customers
to “Raise their
Hand”
Create offers for each
customer segment
✓ Military
✓ Student
✓ Teacher
03 Have customer verify
eligibility to receive
the offer
04 Present reward
05 Re-market and
build relationship

29. 46%
of rewardsGated offers
deliver results
went to
customers that
were new to file.
10%
of eCommerce
sales from new
demand channel.
ROAS
20:1 ENGAGED
CUSTOMERS
Teacher program.
TOMS’ gated offer program delivered real
results across all segments. Below are
results from our

30. Gated offers tap into natural desire to be recognized
and to share with members of your own tribe.
share rewards
with other
teachers
Why it works
PERSONAL
Recognizes
person’s unique
status
EXCLUSIVE
Scarcity drives
action
SHARED
Because its
exclusive its
shared
82%
of teachers
share with other
members of the
military
85%
of military
Gated offers

31. 5 ACQUISITION TIPS
FOR 2019

32. Tap into your customer’s tribe01
02
03
04
05
Use exclusivity to drive action
Turn on the referral flywheel to drive down costs
Acquisition
Tips
Use promotions surgically -- blunt force is a
zero-sum game
Go deep -- customers want more than just a
one-time promo
Five

33. Q & A

34. Facebook
Invitation marketing
The State of Customer Acquisition Report
In The State of Customer Acquisition, we surveyed digital
marketers at leading brands to learn how they are confronting
acquisition challenges in a noisy marketplace. We wanted to know
what was working and what wasn’t. A few insights from the report
include:
● 8 out of 10 marketers are under more pressure this year
● The #1 challenge is differentiation from competitors
● 80% of marketers say discounts are important part of strategy
● Marketers are interested in trying Gated Offers to increase conversion
rates
Download the report today to find out how your brand
compares.
Download the report today