To put it simply, your CAC is the amount of money you spend to acquire a new customer.

Measure your CAC by taking your total sales and digital marketing expenditures for a period of time divided by the number of new customers acquired during that same period. The lower your CAC, the more efficient your acquisition efforts are. If your CAC is too high, you’re likely overspending to acquire customers and not generating enough revenue from them to justify those costs.

To reduce your CAC, start by looking at where you’re spending the most money to acquire customers. If you’re spending a lot on paid advertising, see if you can decrease those costs while maintaining or increasing your customer acquisition rate. You can also work on converting more qualified leads into paying customers by improving your sales process or offering a free trial or demonstration of your product.

Finally, make sure you’re retaining the customers you acquire by Purchasing Directors Email Lists providing them with excellent customer service and continuously delivering value.

Lifetime value

In business, a customer’s lifetime value (LTV) is the predicted net profit attributed to the entire future relationship with a customer. In other words, LTV is a projection of how much revenue you can reasonably expect from a single customer relationship – including upsells, cross-sells, and renewals – over the lifetime of that relationship.


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LTV is an important metric for B2B companies because it helps them make informed decisions about where to invest their resources. By understanding which customers are most valuable, businesses can allocate their marketing and sales efforts more efficiently and focus on acquiring and retaining customers with the highest LTV. Additionally, you can use LTV to assess the profitability of different customer segments and inform pricing decisions.


While LTV is a useful metric for any business, it is especially important for B2B companies with longer sales cycles and higher customer acquisition costs. For these businesses, LTV provides insight into whether or not their marketing and sales efforts are paying off – and how they can improve them to generate more revenue in the long run.

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