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The Optimove 2023
Survey of B2C Marketers
Insights and trends on marketing strategies and
technologies impacting customer loyalty
retention
acquisition
churn
CLV
personalization
zero-party data
?rst-party data
campaign automation
customer loyalty
marketing ROI
The Optimove 2023 Survey of B2C Marketers2 EXECUTIVE SUMMARY
Reports reveal that ?nding a new customer can cost ?ve times more than retaining an
existing one. In addition, selling an existing customer has a 60-70% success rate versus a
5-20% of selling a new customer.
Yet, the survey results in this report show that marketers continue to allocate more budget
to acquisition marketing versus retention marketing in the face of economic uncertainty.
The U.S. Federal Reserve commented in March 2023 that “Consumer spending was
generally seen as ?at to down slightly amid continued reports of moderate price growth.”
Plus, trend results of three recent Optimove surveys show that consumers’ planned
shopping budgets are unpredictable. In August 2022, nineteen percent (19%) of
consumers planned on spending more, in February 14%, and 22% in March 2023.
This survey reveals issues that could hold marketers back from shifting more。。。以下略