Small business owners say customer acquisition is both the biggest marketing challenge they face and the top area they need to improve to achieve their marketing goals this year, according to recent research from Constant Contact and Ascend2.

The report was based on data from a survey conducted in February and March 2024 among 1,335 owners and operators of small business (i.e., fewer than 250 employees) globally.

Some 60% of respondents say finding new customers is one of the top challenges they face when marketing their business.

Some 54% of respondents say growing their customer base is an area they need to improve the most to achieve their marketing goals this year.