I’ve spent the last five years coaching B2B marketing teams through Growth Mentor, and there’s one conversation I have more than any other: “Stuart, should we focus on acquisition or retention right now?” My answer is always the same. Retention. Not later. Now.
Most marketing directors think it depends on stage. Early-stage startups chase new logos while mature companies optimise churn. This staged approach sounds logical, but it’s fundamentally wrong. Strong retention always enables more sustainable growth, regardless of where you are in your journey.
The data is stark. By month three, the median product has lost 96% of new users, according to Amplitude’s latest benchmark report. I’ve seen similar numbers at almost every B2B company I’ve worked with. We keep overpromising and underdelivering to customers, fuelled by misaligned goals between product and marketing teams.
The Maths That Changes Everything
The compounding effect of churn is brutal. Imagine you add £1 million in new revenue in 2025. If those customers retain and still contribute £1 million in 2026, you only need roughly £200,000 of net-new revenue to grow 20% year over year. But if you leak half of that £1 million by 2026, you need £500,000 just to stay flat, then another £200,000 to grow 20%. Acquisition must now drive £700,000 in new revenue.
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Why Teams Chase the Wrong Metric
Retention work is slow, complex, and cross-functional. It’s easier to launch a paid campaign or buy traffic than improve onboarding or deepen product value. Marketing teams face pressure for quarterly numbers, and acquisition provides immediate wins. New logo count goes up. Dashboard looks healthy. Board is happy.
But as Brian Balfour explains in his framework above, this creates fundamental misalignment. In traditional B2B companies without dedicated growth teams, retention falls to marketing by default. You’re making your own life harder by ignoring it.
Amplitude’s benchmark data reveals there’s zero correlation between strong acquisition and strong retention. You can be brilliant at filling the top of the funnel and terrible at keeping customers. These are separate muscles requiring different approaches.
From my coaching sessions, roughly 70% of marketing directors say their team prioritises acquisition over retention. When I ask why, the answer is almost always: “We need growth this quarter.” But growth this quarter that churns next quarter isn’t growth. It’s expensive churn with extra steps.
Every customer comes with operational overhead: customer care, tooling licences, onboarding resources, account management time. These costs multiply with higher acquisition volumes. Recent data from Invesp shows customer acquisition costs have surged by 60% over the last five years. This isn’t temporary. Rising competition and algorithm changes mean CAC only goes one direction: up.
The Amplitude Wake-Up Call
At the median level, products show a three-month retention rate of just 3.8%. The top 10% of products retain 18.5% by month three – nearly five times better. This gap compounds ruthlessly.
Products in the top decile for retention at seven days showed a 69% chance of also being in the top decile for three-month retention. Your first week matters more than almost anything else.
The most successful growth companies earn 80% of their value from existing customers. Four-fifths of your company’s value comes from retention, not acquisition. Yet most B2B marketing teams spend 80% of their time and budget on the opposite end of the funnel.
One of my Growth Mentor clients, a Series B marketing automation platform, discovered this painfully. They’d grown from 2,000 to 5,000 customers in 18 months by aggressively scaling paid acquisition. Their board celebrated. Their CFO calculated they’d need 4,200 customers the following year just to maintain revenue, because monthly churn sat at 8%. Reducing churn to 6.5% meant they only needed 3,100 new customers. The £440,000 difference in marketing spend could fund an entire customer success team.
The Retention-First Framework
Step 1: Define your activation metric What action predicts retention? For marketing analytics, it might be “created first report”. For CRM software, “imported contacts and sent first email”. Get specific about what value looks like.
Step 2: Establish your retention baseline Run a cohort analysis grouping customers by acquisition month. Track activity over 90 days. If the curve trends toward zero, you haven’t found product-market fit yet.
Step 3: Identify drop-off points Where do customers churn most? First to second month? Third to fourth? After a year? Each drop-off point suggests different root causes requiring different solutions.
Step 4: Talk to the right cohorts Interview customers who churned at your critical drop-off point and similar customers who stayed. The contrast reveals what actually drives retention versus your assumptions.
Step 5: Build systematic improvement Create quarterly retention improvement targets. Maybe reduce three-month churn from 15% to 12%. Break this into specific initiatives: improve onboarding documentation, add in-app guidance, introduce customer health scoring.
The LTV:CAC Multiplier Effect
A healthy LTV:CAC ratio for most B2B SaaS companies sits around 5.5:1. When your LTV increases through better retention, your maximum allowable CAC increases proportionally. This creates breathing room to test more expensive acquisition channels or invest in brand building.
In the retention-focused scenario, maximum CAC rises to £43.36. In the CAC-focused scenario, it drops to £36.85. That £6.51 difference per customer compounds massively. On 30,000 annual acquisitions, it’s £195,300 in additional acquisition capacity.
Customers who stick around longer also refer others, creating organic growth that reduces dependency on paid channels. One client saw their referral rate jump from 8% to 23% after implementing systematic retention. Those referred customers had 40% higher LTV than paid acquisition customers.
Where to Focus Your Efforts
The choice isn’t binary. You need both acquisition and retention to build a healthy business. But if you’re a marketing director at a B2B company wondering where to focus next, the answer is overwhelmingly retention.
| Approach | Short-term Impact | Long-term Value | Compounding Effect | Strategic Advantage |
|---|---|---|---|---|
| Acquisition-first | High visibility, immediate logo count increase | Limited, requires constant spend | None, leaky bucket | Expensive, competitive |
| Retention-first | Slower to show results | Exponential LTV growth | Compounds quarterly | Sustainable, defensible |
| Balanced | Moderate visibility | Strong foundation | Builds over time | Most realistic path |
Start by calculating your current three-month retention rate by cohort. If you’re below 10%, acquisition is pouring water into a leaky bucket. Fix the leak before increasing the flow.
CACs will only climb higher. Competition intensifies. Algorithms change. Ad costs rise. Focusing on retention and improving LTV makes growth easier and more sustainable. The mathematics are irrefutable, even if the work is harder.
Create a retention improvement plan that looks beyond this quarter’s results. Measure on longer timeframes – retention improvements take 6-12 months to show up meaningfully in the data. Resist the pressure to judge initiatives on 30-day windows.
The teams that win in B2B aren’t those with the flashiest acquisition campaigns. They’re the ones who make retention their number one priority from day one.