Activation vs Acquisition: What Is the Activation Stage of Marketing?

Stat to Start:
95% of marketing dollars are spent on acquisition (ads, billboards, etc.),
only 5% go toward activation, retention, and referral.

What is Activation?

Activation = Getting users to take a desired action
This could be:

• Filling out a web form
• Starting a chat
• Making a phone call
• Completing a purchase

Top Tools for the Activation Stage

🛠️ Tool 1: Heatmaps (e.g., Hotjar)

• See how far users scroll
• Discover where they focus attention
• Adjust content layout to guide user behavior

🌎 Tool 2: Website Personalization (e.g., Geolify)

• Show different content by location (e.g., NY vs. CA)
• Personalize:
  • Testimonials
  • Images
  • Video

🎥 Tool 3: Interactive Lead Gen (e.g., Revel Forms)

• Add interactivity to your videos
• Example: Ecology Project
  • Users meet a host → choose a program → meet relevant expert
• Instead of passive views, generate real leads

🔀 Tool 4: A/B Testing (e.g., Optimizely)

• Split test 50/50 website versions
• Determine which layout, CTA, or message performs best
• Make data-driven decisions on conversion flow

🧠 Tool 5: Expert Feedback (e.g., Wynter)

• B2B-specific testing and feedback
• Get fast insights from experts in:
  • UX
  • CRO (Conversion Rate Optimization)
  • Web design

Honorable Mentions:

• Unbounce – Landing page builder
• Instapage – Post-click optimization
• Carrd – Lightweight, fast, one-page sites

These tools help maintain message match between ad copy and landing page content.

Conclusion:
Acquisition gets them in the door.
Activation gets them to act.