GoKawiilVeraData founder says customer acquisition fails on targeting, not volume
Writing for Entrepreneur, VeraData founder recounts the firm's 2007 start with a nonprofit client that pursued broad, high-volume outreach to grow its donor base and converted few lasting supporters. Drawing on roughly 900 subsequent client engagements, the piece argues the core issue was a lack of precise, data-backed understanding of who the organization's best customer actually was.
GoKawiil's interpretation of the reporting above, not reported fact.
The argument suggests many businesses misdiagnose growth problems as a need for more leads when the real gap is identifying which specific people are most likely to stay and refer others. Treating first-time, repeat and best customers as separate profiles, as the author recommends, could reshape how marketing budgets and messaging are allocated. This is one practitioner's interpretation based on his firm's client history, not an independently verified industry-wide finding.
- VeraData's founder argues acquisition is fundamentally a targeting problem, not a volume problem.
- First-time, repeat and best customers should be treated as distinct segments requiring different messaging.
- The claim is based on experience with about 900 client organizations since VeraData's 2007 founding.
Source: entrepreneur.com — Michael Peterman, 2026-10-28
Published there as: “Your Best Customers Are Already Out There. Here’s Why You Keep Missing Them.”
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