Go-to-market (GTM) channels can either scale your business fast or drain your budget without results. That’s why it’s so important to compare channels by two key metrics: Customer Acquisition Cost (CAC) and Return on Investment (ROI).
1. Paid Search CAC: $150 | ROI: 200%
What it means
Paid search refers to ads on search engines like Google or Bing. You bid on keywords your audience searches for and pay when someone clicks.
At $150 CAC, this channel is costly. But a 200% ROI makes it profitable when used the right way.
How to use paid search effectively
Start by narrowing your keywords. Avoid broad terms. Instead, focus on buyer-intent keywords. These are phrases people use when they’re close to buying. For example, “best CRM for startups” is better than just “CRM.”
Next, build landing pages that match the ad message. If your ad talks about free trials, the landing page should mention that clearly. Keep the path to conversion short. Fewer clicks means lower CAC.
Use negative keywords to prevent wasted spend. For instance, if you’re selling premium software, exclude terms like “free” or “open-source.”
Test different ad copies weekly. Look at click-through rate (CTR) and cost per conversion to spot winners. Even small tweaks can lower CAC over time.
Finally, track lifetime value (LTV) of paid search customers. If LTV is much higher than CAC, keep scaling. If not, pause and revise.
2. Organic Search CAC: $14 | ROI: 550%
What it means
Organic search is about ranking high in search engine results without paying for clicks. It’s usually driven by SEO and content marketing.
At $14 CAC and 550% ROI, this is one of the most efficient long-term GTM channels.
How to win at organic search
The key here is consistency. You won’t see results overnight. But if you stick with it, this becomes your best-performing channel.
Start by researching keywords your audience is actually searching. Don’t chase traffic for the sake of traffic. Focus on terms that show intent to buy, compare, or explore your product.
Create content around those keywords. Write blog posts, guides, and landing pages. Make sure your content answers real questions. Use simple, helpful language.
On-page SEO matters. Include the keyword in the title, URL, and first paragraph. Add internal links to your other posts. Keep paragraphs short for better readability.
Build backlinks by promoting your content. Reach out to relevant blogs, offer guest posts, and join online communities.
Use tools like Google Search Console to monitor what pages are ranking and what terms people use to find you. Adjust content accordingly.
It’s slow at first, but once your pages rank, you get traffic and leads for free. That’s why CAC stays low and ROI grows over time.
3. Paid Social CAC: $115 | ROI: 160%
What it means
Paid social includes platforms like Facebook, Instagram, LinkedIn, and Twitter. You pay to show ads in users’ feeds, stories, or sidebars.
The CAC is $115, and ROI is 160%. This means returns are decent if you target well.
How to use paid social the smart way
First, define your target audience clearly. Most paid social platforms allow you to target based on job title, interests, behavior, and more. The more precise you are, the better your ROI.
Use visuals that stop the scroll. This could be a bold image, short video, or animated graphic. Your creative matters as much as your targeting.
Keep your copy short and direct. Tell them what the offer is and what they’ll get. Include a clear call to action like “Book a demo” or “Get a free trial.”
Always A/B test your creatives. Test different images, messages, and formats. You’ll often find a 2X difference between top and bottom performers.
Start with smaller budgets and scale only after you find what works. Track conversions—not just clicks. High CTR with low conversions means your funnel is broken.
Finally, retarget visitors who don’t convert. These users are more likely to buy on the second or third visit, and that brings your CAC down.
4. Email Marketing CAC: $8 | ROI: 420%
What it means
Email is one of the oldest digital channels, but it still works. With a CAC of just $8 and ROI of 420%, it’s incredibly efficient.
Building an email machine
Start by building a strong list. Don’t buy lists. Instead, create lead magnets like free templates, ebooks, or checklists that people actually want.
Use a simple tool like ConvertKit, Mailchimp, or HubSpot to manage your list and send emails. Segment your list by interest or funnel stage to personalize better.
Your subject lines matter. They should create curiosity or promise value. Avoid spammy words like “Buy now” or “Limited offer.”
In the email body, keep it short. One idea per email. Use simple language and a clear CTA.
Automate follow-ups. Set up drip campaigns that guide users from awareness to consideration to decision. For example, a 5-email series that ends with a special offer or demo invitation.
Track open rates, click rates, and replies. Prune your list regularly to keep deliverability high.
Email is great for nurturing and converting leads you’ve already captured. The low cost and high return make it a must-have.
5. Content Marketing CAC: $25 | ROI: 600%
What it means
Content marketing includes blogs, whitepapers, videos, and more. Anything that educates or engages your audience without a direct sales pitch.
At $25 CAC and 600% ROI, it’s a long-term winner.
Doing content right
Content is not just writing. It’s solving problems. Before you write, ask: what does my customer struggle with? Build content that helps them solve that.
Create different types of content for each funnel stage. Top-of-funnel could be educational blog posts. Middle-of-funnel might be comparison pages. Bottom-of-funnel could be customer case studies.
Don’t just publish—promote. Share your content on social media, email newsletters, and community groups. Outreach to get backlinks and mentions.
Update older content regularly. A small refresh can boost rankings and keep traffic flowing.
Track performance using Google Analytics and heatmaps. See what content leads to conversions, and double down on those topics.
Consistency wins. Whether you publish once a week or once a month, stick to a schedule.
6. Affiliate Marketing CAC: $20 | ROI: 300%
What it means
Affiliate marketing means paying others a commission for referring customers. You only pay when you get a sale.
At $20 CAC and 300% ROI, it’s a cost-effective channel when you have the right partners.
Building a winning affiliate program
Start by identifying potential partners. These could be bloggers, influencers, or niche review sites in your industry.
Offer attractive commissions. Make it worth their time. 20–30% is common in SaaS, for example.
Give them tools—banners, content samples, and tracking links. The easier you make it for affiliates, the better they’ll perform.
Track everything. Use platforms like PartnerStack or Impact to manage your affiliates, track conversions, and avoid fraud.
Keep communication open. Share what’s working, run affiliate-only promotions, and reward your top performers.
Affiliate marketing is scalable and low-risk. But it only works if your partners believe in your product.
7. Influencer Marketing CAC: $75 | ROI: 220%
What it means
Influencer marketing means paying people with an audience to talk about your product. These could be social media personalities, bloggers, or niche experts.
The CAC is $75, and ROI stands at 220%.
Making influencer marketing work
Don’t chase follower counts. Focus on engagement and relevance. A smaller account with a loyal following often performs better.
Look for influencers already talking about your space. Their audience is more likely to care.
Set clear deliverables—number of posts, story mentions, video reviews. Make sure messaging is aligned with your brand.
Track results with custom discount codes or tracking links. That’s how you measure CAC and ROI.
Start with micro-influencers (under 50k followers). They’re often cheaper and more effective per dollar.
Influencer marketing builds awareness fast. It works best when combined with retargeting and email.
8. Referral Programs CAC: $10 | ROI: 450%
What it means
Referrals come from your existing users or customers. You reward them for bringing in new users.
With a CAC of $10 and ROI of 450%, this is a low-cost channel with huge upside.
How to build referral loops
The key is timing. Ask for referrals when your user is happiest—right after a successful onboarding or support experience.
Offer simple rewards—credits, discounts, or cash. Make sure it’s easy to share with a link or email invite.
Use tools like ReferralCandy or Viral Loops to automate tracking and rewards.
Keep it front and center. Add referral prompts in your dashboard, emails, and thank-you pages.
Highlight social proof. Show how many users have already referred friends.
Referral programs can run on autopilot once you set them up right.
9. Direct Mail CAC: $40 | ROI: 150%
What it means
Direct mail is sending postcards, brochures, or letters to a list of prospects.
CAC is $40, and ROI is 150%. It’s often overlooked but works well for B2B or high-ticket offers.
How to get results from direct mail
Start with a clean, targeted list. Only send to people who are a good fit.
Design matters. Use clear visuals and a simple message. One call to action per mailer.
Include something tactile—a sticker, QR code, or even a handwritten note. These details boost response rates.
Combine with digital. Follow up by email or retargeting ads to warm up the lead.
Measure success. Use unique URLs or discount codes to track conversions.
Direct mail stands out in a digital world. Use it to grab attention and start conversations.
10. Webinars CAC: $50 | ROI: 400%
What it means
Webinars are live or recorded sessions where you educate your audience about a topic, often with a soft pitch at the end.
CAC is $50, and ROI is 400%. That’s strong for a mid-funnel channel.
Hosting webinars that convert
Pick a topic your audience cares about. Solve a real problem. Make it educational, not promotional.
Promote your webinar via email, social media, and your website. Start 2–3 weeks before the event.
Use a tool like Zoom, Livestorm, or WebinarJam. Keep it simple and interactive. Allow questions and include polls.
Have a follow-up sequence. Send the recording, answer common questions, and offer a CTA—like booking a demo or signing up.
Webinars build trust. They let your audience learn and engage before making a decision.
11. Podcast Advertising CAC: $90 | ROI: 180%
What it means
Podcast advertising involves placing your brand message within audio content that people actively listen to. This could be pre-roll, mid-roll, or custom host-read ads.
At $90 CAC and a 180% ROI, it’s a solid performer when targeted right.
How to make podcast ads work
Start by choosing the right shows. Don’t just pick the biggest names. Look for niche podcasts with a loyal and relevant audience.
Ask for media kits. Look at download numbers, listener demographics, and past advertiser results. The host’s influence matters more than the podcast’s size.
Go for host-read ads. Listeners trust the host, and a genuine recommendation performs far better than a generic spot.
Keep your message simple. Focus on one key benefit and a clear CTA. Use trackable links or offer codes so you can attribute results.
Consider sponsoring a full episode or a mini-series if budget allows. This gives your brand more exposure and deeper storytelling opportunities.
Test and iterate. Run a few smaller sponsorships, measure CAC, and scale the winners.
Podcasts build brand affinity, and when done right, they bring in warm leads who already trust your message.
12. SEO CAC: $12 | ROI: 650%
What it means
SEO, or search engine optimization, helps your website rank higher in search results organically.
With a CAC of just $12 and a 650% ROI, this is one of the most powerful long-term GTM channels.
Tactics for long-term SEO success
Start with a technical audit. Make sure your site loads fast, works on mobile, and has clean URLs. Google ranks pages that work well.
Find the right keywords. Go for medium-difficulty terms with commercial intent. Use tools like Ahrefs, SEMrush, or Ubersuggest.
Create quality content. Not long for the sake of it, but genuinely useful. Answer questions better than anyone else.
Optimize your pages. Include the main keyword in your title, headers, and URL. Use descriptive meta tags.
Get backlinks by reaching out. Offer value, not spam. Collaborate with other content creators and guest post where relevant.
Build internal links. They help Google understand your site and keep users engaged.
Track your rankings and refine over time. SEO takes time to pay off but gives you compounding returns.
13. Display Ads CAC: $130 | ROI: 140%
What it means
Display ads are visual banners shown on websites and apps across the web. They’re often used for brand awareness and retargeting.
The CAC is $130, and ROI is 140%, so results are modest unless targeted sharply.
Improving display ad performance
Use high-quality visuals. The design should be clean, professional, and attention-grabbing. Include your logo, headline, and a CTA.
Choose the right placements. Use contextual targeting to show ads on relevant sites. Avoid random placements that waste budget.
Use retargeting. People who visited your site but didn’t convert are prime candidates. Show them reminders and offers.
Frequency matters. Don’t bombard people with the same ad. Cap impressions to avoid fatigue.
A/B test different creatives and formats—horizontal vs vertical, animated vs static.
Use display ads as a support channel. They’re rarely the final touchpoint but can keep your brand top of mind.
Measure view-through conversions to understand impact even when users don’t click right away.
14. YouTube Ads CAC: $80 | ROI: 200%
What it means
YouTube ads let you target video viewers based on interests, behavior, or search history. Formats include skippable in-stream, bumper ads, and display overlays.
At $80 CAC and 200% ROI, this is a strong channel when paired with the right creative.
Keys to winning on YouTube
Grab attention in the first 5 seconds. That’s all you get before the viewer hits skip. Start with a hook or bold claim.
Keep your videos short—15 to 30 seconds is ideal for conversions.
Speak directly to the viewer. Call out their problem and show how you solve it.
Use strong visuals. Don’t rely only on narration. Show the product in action or use subtitles if needed.
Target precisely. Use Google Ads to target by search intent, custom audiences, or even placements on specific channels.
Track performance by view rate, click-through rate, and conversion cost. Optimize based on what drives real results, not just views.
YouTube is great for brand lift and product explanation—especially if you have a visual product or story.
15. Community Building CAC: $18 | ROI: 500%
What it means
Community building means creating a space for your users or audience to connect, share, and learn together—forums, Slack groups, Discord servers, or LinkedIn groups.
At just $18 CAC and a 500% ROI, communities are powerful for engagement and organic growth.
How to grow a thriving community
Start small. Invite your most active users or early customers. Get their input on what the group should be.
Choose the right platform. Slack and Discord are good for real-time chat. Facebook or LinkedIn groups work better for asynchronous posts.
Give the group a purpose. Whether it’s support, networking, or learning—make it clear why people should join and stay.
Seed content regularly. Share tips, answer questions, and ask for feedback. Encourage members to do the same.
Celebrate wins. Highlight user success stories. Run small challenges or events.
Over time, your community becomes a source of product feedback, referrals, and evangelists—all at a low cost.
16. Partnerships CAC: $22 | ROI: 350%
What it means
Partnerships mean teaming up with other businesses to co-market, co-sell, or create content together. It could be integrations, webinars, or shared offers.
CAC is $22, and ROI is 350%, making this a high-leverage play.
Building strong partnerships
Look for complementary products, not competitors. For example, if you offer CRM software, a partnership with an email marketing tool makes sense.
Reach out with a clear win-win proposal. Show what your audience looks like and how they can benefit too.
Start with content. Co-author a blog post, host a webinar, or create a joint toolkit.
From there, explore deeper opportunities like cross-promotions, affiliate agreements, or even bundling products.
Keep communication clear. Set expectations, timelines, and promotion channels.
Track results with UTM links or shared dashboards. If a partnership works, invest more. If not, move on.
The right partnerships multiply your reach without multiplying your costs.
17. PR Campaigns CAC: $60 | ROI: 250%
What it means
Public relations involves getting media coverage, interviews, and mentions in relevant outlets. It helps build credibility and awareness.
CAC is $60, and ROI is 250%. That’s strong when your story resonates.
Getting results from PR
Start by crafting a real story. It could be your origin, a bold claim, or a unique angle on your market. Journalists care about stories, not products.
Build a list of relevant journalists, bloggers, and editors. Use tools like Hunter or Muck Rack to find emails.
Write short, personalized pitches. Reference their past work and why your story fits.
Don’t spam. One thoughtful follow-up is enough.
Consider using a PR agency if you want scale, but test results on your own first.
Leverage coverage once it lands. Share it on your site, social, and email. Media coverage boosts trust and often leads to organic traffic.
18. Retargeting Ads CAC: $35 | ROI: 300%
What it means
Retargeting shows ads to people who visited your site but didn’t convert. These ads follow them across websites and apps.
At $35 CAC and 300% ROI, retargeting is one of the most cost-effective ways to recover lost traffic.
Setting up retargeting that converts
Place a pixel from Facebook, Google, or LinkedIn on your website. This lets you track and build audiences.
Segment your audience. Show different ads to cart abandoners vs blog readers vs demo watchers.
Use urgency in your creatives. Remind users of limited-time offers or fast setup.
Keep the message aligned with their last interaction. If they viewed a pricing page, show a discount. If they read a guide, offer a follow-up resource.
Don’t overdo it. Cap the frequency to avoid ad fatigue.
Measure conversions, not just clicks. Retargeting works best when paired with a strong landing page or funnel.
19. Native Ads CAC: $95 | ROI: 170%
What it means
Native ads look like the content of the site they appear on. They blend in and often appear on news sites or content recommendation widgets.
CAC is $95 and ROI is 170%, so they work well when storytelling is strong.
Crafting great native ads
Use curiosity-based headlines. Think in terms of problems and unexpected solutions.
Your landing page must deliver on the promise. If your ad talks about cutting costs, the page must explain how.
Use platforms like Outbrain or Taboola for distribution. Start small and test headlines and images.
Native works best for top-of-funnel. It drives traffic into your world. Make sure you have a nurturing process (email, retargeting, etc.) to capture and convert.
Storytelling is key. Native ads are more like mini articles than traditional ads. Focus on education and emotion.
20. Product-Led Growth CAC: $5 | ROI: 700%
What it means
Product-led growth (PLG) means letting users experience the product first—through free trials, freemium models, or self-serve onboarding.
At $5 CAC and 700% ROI, it’s the most cost-effective channel when it fits your model.
Making PLG work
Your product must deliver value fast. If users can’t get to a “wow” moment in minutes, PLG becomes hard to scale.
Remove friction. No credit card for free trials. Clear onboarding. Tooltips and tutorials to guide users.
Track user behavior. Use tools like Mixpanel or Heap to see what features get used and where drop-offs happen.
Let users upgrade inside the product. Don’t push them to call sales unless needed. Offer in-app upsells, unlocks, or usage-based tiers.
PLG isn’t just for SaaS. Even service businesses can offer free tools or trials to drive engagement.
Once a user gets value, they’re more likely to pay—and to refer others.
21. Events/Trade Shows CAC: $300 | ROI: 100%
What it means
Events and trade shows involve in-person marketing where you exhibit, network, and pitch your product face-to-face. They often have high upfront costs.
At $300 CAC and 100% ROI, you’re essentially breaking even. But the real value can come later through relationship building.
Making event marketing worth it
Choose events that align with your target customer. Don’t go for size—go for relevance.
Plan ahead. Don’t just show up. Book meetings before the event. Use social posts or emails to let people know you’ll be there.
Your booth matters. Make it visually clean and welcoming. Have a simple message and call to action.
Train your team. They’re not just handing out brochures—they’re selling. Make sure they know how to qualify leads quickly.
Collect leads efficiently. Use QR codes or tablets. Have follow-up emails ready to send within 24 hours.
Events are expensive. But for high-ticket items or B2B relationships, the connections can pay off months down the line.
22. Cold Email CAC: $20 | ROI: 320%
What it means
Cold email involves reaching out to potential customers via email without a prior relationship.
With $20 CAC and a 320% ROI, it’s one of the leanest direct outreach methods when done well.
How to cold email properly
Start with a good list. Use tools like Apollo or ZoomInfo to get verified, relevant contacts.
Personalize every message. Use their name, company, and something specific about them. Don’t sound like a mass email.
Keep it short. 3–5 sentences max. Your goal is to spark interest, not sell immediately.
End with a soft CTA. Instead of “Book a demo,” say, “Would it make sense to chat next week?”
Follow up. Most responses come after the second or third email. Space them out by a few days.
Use an email tool to track opens and replies. That helps you refine messaging and timing.
When cold email is respectful and helpful, it converts surprisingly well.
23. SMS Marketing CAC: $15 | ROI: 380%
What it means
SMS marketing sends promotional or transactional messages via text.
With a $15 CAC and 380% ROI, it’s fast, direct, and cost-effective when not abused.
Doing SMS right
Only message people who’ve opted in. Always get permission. Compliance matters.
Use SMS for time-sensitive offers, reminders, or updates. It’s not for long messages—keep it tight.
Personalize with name, product info, or order status. Add a short link to your CTA.
Don’t overdo it. 1–2 messages per week is plenty. Too many, and people will unsubscribe.
Track click rates and conversion. Use UTM links to measure the impact.
SMS feels personal. If you respect the channel, you’ll get great results.
24. Video Content CAC: $28 | ROI: 450%
What it means
Video content includes product explainers, how-tos, testimonials, and brand stories. It can be hosted on YouTube, your site, or social media.
At $28 CAC and 450% ROI, video is both affordable and high-performing.
How to use video effectively
Start with short videos. Under 2 minutes is best for top-of-funnel.
Focus on one message per video. Explain a feature, tell a customer story, or answer a question.
Use captions. Many people watch on mute, especially on social media.
Use YouTube for discoverability and your website for conversion. Embed videos on key pages.
Repurpose. A single video can be chopped into clips, gifs, and social posts.
Track watch time, clicks, and conversions. If viewers drop off early, revisit the script.
Video builds trust fast. It shows real people and real results.
25. Social Selling CAC: $26 | ROI: 330%
What it means
Social selling means using personal social accounts (like LinkedIn or Twitter) to build relationships and drive sales conversations.
With $26 CAC and 330% ROI, it’s a powerful channel for B2B and high-trust sales.
How to social sell well
Don’t pitch right away. Start by engaging. Comment on posts, answer questions, and share useful insights.
Optimize your profile. Make sure it clearly says what you do and who you help.
Post regularly. Share stories, advice, and results. Don’t just link to your product.
Reach out with relevance. Mention mutual connections, shared interests, or recent posts.
Use DMs sparingly. Ask questions. Offer value. Move to a call only when it makes sense.
Social selling works because it’s human. Focus on conversations, not conversions, and the sales will follow.
26. Review Sites CAC: $30 | ROI: 280%
What it means
Review platforms like G2, Capterra, Trustpilot, or Yelp drive traffic from users actively researching products.
With a $30 CAC and 280% ROI, it’s a solid source of qualified traffic.
Optimizing review site presence
Claim your profile and complete it. Add descriptions, logos, screenshots, and links.
Encourage happy users to leave honest reviews. Send follow-ups after success moments.
Respond to reviews—both good and bad. This shows you care and adds credibility.
Track traffic and conversions from your review profiles. Most platforms offer dashboards.
Use badges and reviews in your marketing—emails, landing pages, and ads.
Review sites act as high-intent touchpoints. Make sure yours tells the right story.
27. Online Communities (e.g., Reddit, Slack) CAC: $12 | ROI: 500%
What it means
Participating in online communities—forums, Slack groups, Reddit threads—can build brand trust and organic leads.
With $12 CAC and 500% ROI, it’s one of the lowest-cost ways to grow.
How to do it right
Join communities where your target users already hang out. Lurk first. Learn the tone, culture, and rules.
Add value before promoting. Answer questions, share resources, and participate in real conversations.
When you do share your product, frame it as a solution, not a pitch.
Track engagement. See what types of posts or answers drive traffic to your site.
Communities work because they’re about trust. Play the long game, and you’ll build a loyal audience.
28. Direct Sales Outreach CAC: $45 | ROI: 260%
What it means
Direct outreach includes cold calls, LinkedIn messages, and personalized DMs. It’s one-to-one selling.
CAC is $45, and ROI is 260%, which means it works when highly targeted.
How to succeed with direct outreach
Start with good targeting. Know who you’re reaching and why they’re a fit.
Be concise and respectful. Introduce yourself, mention a relevant detail, and ask a simple question.
Don’t sell right away. Focus on starting a conversation.
Follow up 2–3 times. Many people miss the first message but respond later.
Keep track of responses. Use a CRM to avoid duplication or over-messaging.
Direct outreach is human, not automated. The more real you sound, the better it works.
29. Mobile Ads CAC: $100 | ROI: 150%
What it means
Mobile ads include in-app banners, interstitials, and push notifications delivered through apps or mobile websites.
CAC is $100 and ROI is 150%. So it’s viable, but results depend heavily on targeting and creative.
Making mobile ads effective
Design for small screens. Big fonts, strong contrast, and simple layout.
Use clear calls to action. Tap-friendly buttons work better than links.
Target by behavior, location, or device. Use platforms like AdMob or Facebook to refine.
Avoid intrusiveness. Too many pop-ups or forced ads hurt brand trust.
Measure results beyond clicks. Mobile users often take time to convert.
Mobile ads work well for apps, games, or local offers—but need smart creative to perform.
30. Interactive Tools/Calculators CAC: $32 | ROI: 370%
What it means
Interactive tools—like ROI calculators, quizzes, or graders—engage users by giving them a result based on input.
CAC is $32, and ROI is 370%. These tools convert well because they offer value upfront.
Building tools that convert
Solve a real pain point. What’s a question your customer always asks? Build a tool around that.
Keep it simple. Users should get to the result in under 2 minutes.
Ask for an email in exchange for the result. But make sure the result is worth it.
Use the data collected to personalize follow-ups.
Promote the tool via content, social, and email. Interactive tools make great lead magnets.
They feel like help—not marketing—and that’s why they convert.
Conclusion
There’s no perfect go-to-market channel that works for every business. What matters most is how well each channel fits your audience, your offer, and your goals.
Some channels like SEO, content marketing, and product-led growth offer unbeatable ROI and scale—if you’re patient. Others like paid search or direct sales can drive faster results but at a higher CAC—if you’re precise. And channels like referrals, communities, or influencer partnerships can amplify growth—if you build trust first.
