I’ve watched founders burn through tens of thousands each month.
The #1 mistake in customer acquisition?
Running a single campaign for completely different buyers.
One size fits none.
Most B2B companies have two motions:
🚀 Self-serve (trials)
🤝 Enterprise (sales team)
Different audience. Different solution. Different cost to acquire.
👉 Would you pay the same for a free trial .. and a $90K deal? 🧐
Yet they run both through the same campaign - and wonder why it’s not working.
Smart acquisition starts here
If you’re driving both trials and demos, start by asking:
What % of revenue comes from each motion?
Which are you prioritizing right now?
You can’t budget for ads until you know which side of the business you’re growing. From there, it’s simple, you just back into the math - from CAC to conversion at every stage of your funnel.
Then you run ads.
(Not hundreds of thousands of dollars later 😅)
🎯 Define your ICP for each motion.
🧭 Map two separate journeys - each with its own conversion event.
🗣️ Craft distinct ads, messaging, creative, and CTAs.
Key Takeaway
Funding doesn’t fix strategy. It amplifies it.
Don’t scale chaos. 🤪
If you need help scaling customer acquisition the right way…
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Happy scaling!