In the first few months of a startup, every marketing decision counts. And if there's one thing that can make the difference between scaling or stagnating, it's making the right choices. acquisition channels.
It's not about doing everything. It's about doing what works. And doing it well.
In this article we explain how to design a customer acquisition strategy that really works, without burning budget and energy.
What are procurement channels?
These are the means through which a start-up attracts and converts customers. Choosing them well is fundamental in order not to disperse resources.
They can be classified into:
- Organicssuch as SEO, evergreen content or referrals. They take time, but are sustainable in the long term.
- Paidsuch as Google Ads, Meta or LinkedIn Ads. They allow you to scale quickly, but need constant CAC control.
- Directsuch as outbound sales, cold calling or LinkedIn messaging. They work very well in B2B if the message is fine-tuned.
- Events and networkingto build relationships, schedule meetings or position yourself as an expert.
Each channel has its own logic and associated effort. The challenge is to prioritise according to your resources and stage.
Why so many startups fail to choose them
Because they try to do them all. Or because they follow fads. Or because they delegate without understanding how each channel aligns (or not) with their product, buyer persona and sales cycle.
It's a common mistake: instead of designing a coherent strategy, many startups adopt a "more is better" mentality. They open channels because "you have to be everywhere" or because "I saw it in a startup that raised a round". But more is not always better.
The problem arises when:
- No focusYou invest a little in each channel, but you don't master any of them.
- No understandingexternalisation of the channel without having validated it internally.
- No alignmentThe channel is chosen without considering whether it really connects with how the customer chooses.
The result? Scattered effort, wasted resources and marketing that does not generate business.
Step 1: Define your context
Before choosing channels, you need clarity on 3 points:
- Average ticketIt is not the same to sell something worth €20 as something worth €20,000.
- Sales cycleIs it a quick sale or does it need several touches?
- Buyer personaWhere do you find out and how do you decide?
Step 2: Apply a prioritisation model
- Make a broad list of possible channels.
- Choose 2-3 that you consider most promising.
- Test for 4-6 weeks with KPIs (CAC, leads, conversions).
- Duplicate what works. Close what doesn't.
Step 3: Assess the cost/impact ratio
Some channels are cheap but slow (SEO). Others are fast but expensive (paid). Still others require a lot of human effort (partnerships, outbound).
Make a matrix:
- High impact / low cost (TOP)
- High impact / high cost
- Low impact / low cost
- Low impact / high cost (discard)
Real examples:
Vitaance
- High average ticket and very specific target
- Core channel: paid + SEO combined
- Result: lead growth and CAC optimisation without blowing the budget.
Bamboo Energy
- B2B with long cycles
- Key channel: events + pre- and post-event email marketing
- Outcome: scheduled meetings with decision-makers, nurturing and closure
KPIs to find out if a channel is worthwhile
For an acquisition channel to be sustainable, it is not enough that it "generates leads". You have to measure its real profitability and efficiency. These are the three key KPIs you should always keep an eye on:
1. CAC (Customer Acquisition Cost)
This is the total cost of acquiring a new customer. It includes everything: campaigns, tools, team time, etc.
Formulatotal investment in the channel / number of new customers generated.
A healthy CAC depends on your average ticket and margin. If the CAC is too high relative to the LTV (customer lifetime value), that channel is not profitable in the long run.
2. Conversion rate
There are two levels to measure:
- From channel to leadHow many people who enter from this channel leave their details?
- From lead to customerHow many of these leads end up buying?
This tells you whether your channel is attracting the right people... and whether your funnel is well designed to convert.
3. Time to convert
How long does it take from the time a person first enters that channel until they become a customer?
If your sales cycle is long, you need channels that allow you to maintain interest and nurturing. If it is short, you need channels that make a strong impact from minute one.
Having many channels open is not strategy. It is noise.
A customer acquisition strategy effective starts with focus, builds with data and adjusts with judgement.
If your startup is growing and you need support to prioritise and scale your channels intelligently, Lebowski can help.
Schedule a discovery call and see together how to move from chaos to real growth.