Development of the Customer acquisition strategy on B2B market for the company Wolfspin

The processes of digitalization of the economy and society in Russia, the impact of the pandemic and the crisis of 2022 have led to significant changes in the domestic advertising market. Russian companies, holdings and structures have become important players in the industry. After the departure of foreign companies, the audience actively changed their preferences in media content consumption. The corporate gifts market within the advertising industry accounts for 7% of the total volume according to the Association of Communication Agencies of Russia. In 2023, the Russian advertising market achieved notable success, exceeding the investments of previous years. The total volume of advertising investments amounted to almost 731 billion rubles, which is 30% more than in 2022. The explosive growth of the porn industry segment, which exceeded last year's figures by 62% and reached 53 billion rubles, and the departure of European suppliers of corporate gifts of premium quality and subsequent logistical difficulties with their delivery forced Russian companies to switch their attention to Russian manufacturers of business gifts. Thus, the significant growth of this segment and increased demand opens opportunities for the Wolfspin brand to attract new customers and increase its market share. This work is devoted to the development of a customer acquisition strategy for Wolfspin, a company engaged in the production and sale of tops made of various metals and offering a flexible approach to the design and branding of business gifts. The first chapter of the WRC examines the theoretical foundations and features of a customer acquisition strategy. The second chapter provides a description of Wolfspin and the market in which it operates, a description of the research methodology, analyses of the external and internal environment of the company, as well as current methods of attracting customers. In the third chapter, new positioning, recommendations for expanding customer acquisition channels and appropriate marketing activities are proposed. The third chapter also provides metrics for evaluating the effectiveness of the strategy and a plan for its implementation.