Acquisition marketing is sometimes viewed as a necessary evil - a way to replace customers who have left or a way to meet corporate growth targets by spending large amounts of money. We take a different view - acquisition marketing is vital to the health of any brand, if it is an integrated part of customer lifecycle management.

But acquisition done badly - by over-reliance on discounting or by attracting the wrong customers - is a sure path toward eroding customer value.

Fulcrum helps companies identify the best prospects for creating valuable customers and then creates and manages marketing programs to increase acquisition and conversion rates. For example, our tri-modal models offer a revolutionary way of leveraging the information you have about your customers to find the best prospects for marketing. And we work with you to develop marketing programs that are relevant and effective.

• Building better online and offline lead generation programs, because getting one prospect to indicate interest is a hundred times more valuable than indiscriminately mailing suspects;
• Taking an integrated approach to list acquisition and testing;
• Advanced analytics for better targeting and segmentation that lead to higher conversion rates from more relevant and timely communications;
• Media mix optimization to ensure that your budget is being spent on channels and media that are most effective at attracting new customers;
• Data warehousing that links the customer and prospect bases, which promotes better targeting, more effective marketing programs, and an integrated approach to managing the entire customer lifecycle;
• Superior acquisition and conversion programs that maximize the ROI on your acquisition dollar.

As with every part of marketing that we touch, Fulcrum works to achieve significant gains in marketing programs. Like the acquisition campaign we recently launched for a health insurance provider that produced so many leads in the first week that the head of sales had to completely re-engineer the company's sales. Or an acquisition program for a lender that led to significantly higher bookings of loans, generating millions in additional profits.