B2C Customer Acquisition Marketing Playbook

New
·

10 Days

·

Cohort-based Course

Build a profitable acquisition strategy that scales — using proven frameworks from a leader who's spent $400M+ in marketing 

Customer Acquisition Leader At

Acorns
NerdWallet
Blue Apron
Betterment
DISH

Course overview

Build an efficient & diversified customer acquisition marketing mix that scales

The modern marketing landscape is chaotic. Endless "shiny objects" compete for your budget, attribution gets murkier by the day, and it's hard to focus on what actually will drive impact.


Most businesses respond by:

- Chasing viral tactics without understanding ROI potential

- Spreading their time and budgets too thin across too many channels

- Failing to build proper measurement frameworks to understand what is working

- Making short-sighted decisions that don't account for long term impact


In this course, I'll teach you the exact frameworks I used to scale $400M+ in profitable marketing spend while cutting through the noisy distractions to drive results like 125% ARR growth & improving campaign ROI by 65%+ at companies like Acorns and NerdWallet.


Whether you are a Product Manager, Marketing Individual Contributor, or even a Founder of an early-stage startup, I will help you find the best way to acquire more customers for your business beyond organic growth.


Get support building a customer acquisition engine that works - from someone who has been there before, made all the mistakes, learned from them to drive real results.


With my course, you will build your own customer acquisition financial model & channel testing roadmap so you can efficiently acquire more customers for the months & years ahead.


WHAT WE'LL WORK ON TOGETHER


Day 1: Build Your Acquisition Model

- Map your full customer journey from ad → long-term retention

- Create your unit economics calculator for channel-level goal-setting

- Build your acquisition marketing model & forecast template


Day 2: Select Your Acquisition Channels

- Digital channels: Paid Search, Paid Social (Meta, TikTok, YouTube), and Programmatic

- "Offline" channels: Podcasts & Radio, TV & Streaming, Direct Mail, and OOH

- Partnerships: Influencers, Affiliates, Referral Programs, and Channel Partners

- Organic channels: SEO, Content Marketing, and Organic Social


Day 3: Optimize and Maximize Channel ROI

- Deploy proven frameworks to boost creative, targeting, and offer performance

- Construct a high-converting acquisition funnel for onboarding and conversion

- Design channel-specific customer journeys for mobile, web, referral, and affiliate marketing campaigns


Day 4: Measure Impact and Scale Your Team

- Implement measurement plans to track marketing channel performance

- Apply and refine attribution methods to interpret results, identify diminishing returns, and properly segment your data

- Design your high-performance team using in-house talent, freelancers, agencies, and AI


Each of the first three days will include a project to work on that applies directly to your business that you can submit for feedback.


At the end of this course, you will have developed a full toolkit of everything you need - from your financial models, messaging frameworks, customer journey maps, channel experiment and expansion roadmaps, measurement strategies, and team designs - to unlock your next phase of growth.


This course is designed to be a resource you will keep coming back to as you continue to scale your business.


The frameworks and methodologies we will conver are built to last even as the marketing and technology landscape continues to change. 


This course is for:

- Those who have a hand in acquiring customers for their business, whether they are a PM, marketer, or founder

- Those who manage a part of their company’s acquisition marketing, but want to know how their work fits into the broader mix 

- Those who want to more holistically advocating for and execute the highest leverage opportunities to scale their customer acquisition

- Those who want to confidently develop strategies their executive stakeholders will understand

- Those who feel like they struggle to properly map the strategy to the right tactics & visa versa


This course is NOT for:

- Those who are not spending, or intending to spend at least $10,000/mo. on customer acquisition marketing beyond organic SEO and content marketing

- Those seeking very specific digital advertising platform user interface questions (e.g. “Should I select feature X in Meta Ads Manager?”)

Who is this course for

01

Product Managers looking to better partner with their marketing counterparts to drive better customer acquisition outcomes

02

Brand, Product, & Lifecycle Marketers looking to expand their skillsets so they can take on broader marketing leadership roles in the future

03

Founders responsible for marketing that need more confidence leading their agency or freelancers to make the best decisions to drive results

What you’ll get out of this course

Build your data-driven channel-level customer acquisition model

Create your marketing financial reporting & channel-level CAC and ROI targets that align with your business economic so you can confidently allocate your marketing budget and track your performance over time.

Select the right high-performance channels for your specific business

Evaluate the true capabilities and constraints of each B2C marketing channel to identify which ones will deliver the best returns for your specific product and audience.

Create your messaging hierarchy to apply across the funnel to maximize conversion

Define your pillars for your creative messaging at each stage of the funnel and find your wedge through the "land-and-expand" framework to build a customer journey that attracts customers and maximizes LTV.

Build your customer acquisition experiment roadmap

Rank and prioritize your marketing tests within and across your marketing mix, from ad-> advocacy, based on risks, potential impact, & effort, to build your testing calendar for the year ahead.

Develop your measurement frameworks to evaluate your marketing channel performance as you scale spend

Select the right measurement tools and frameworks available (from multiplier factors to media mix models to post-registration surveys to hold-out experiments) you will use for your marketing mix.

Build your customer acquisition "dream team"

With the plan you've developed during this course, map out the capabilities you have in-house, what gaps you need to fill, and what options are best for you to pursue (hires, freelancers, agencies) to build your customer acquisition coalition.

This course includes

16 interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

3 projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

May 6—May 11

    💰 Course Day 1: Building Your Customer Acquisition Model

    • May

      7

      Day 1: Map Your Customer Journey

      Wed 5/712:00 AM—12:30 AM (UTC)
    • May

      7

      Day 1: Construct Your Unit Economics Calculator

      Wed 5/712:30 AM—1:00 AM (UTC)
    • May

      7

      Day 1: Build Your Integrated Marketing Financial Performance Report & Forecasts

      Wed 5/71:00 AM—1:30 AM (UTC)
    • May

      7

      Day 1: Bonus Q&A with Anthony Scarpaci (optional)

      Wed 5/71:30 AM—1:45 AM (UTC)
    1 more item

    📺 Course Day 2: Selecting The Right Marketing Channels & Tactics

    • May

      9

      Day 2: Paid Search, Paid Social (Meta, TikTok, YouTube), and Programmatic

      Fri 5/912:00 AM—12:30 AM (UTC)
    • May

      9

      Day 2: Influencers, Affiliates, Referral Programs, and Channel Partners

      Fri 5/912:30 AM—1:00 AM (UTC)
    • May

      7

      Day 2: Podcasts & Radio, TV & Streaming, Direct Mail, OOH

      Wed 5/71:00 AM—1:30 AM (UTC)
    • May

      7

      Day 2: SEO & Content Marketing

      Wed 5/71:30 AM—1:45 AM (UTC)
    1 more item

Week 2

May 12—May 15

    🛠️ Course Day 3: Optimizing Your Campaigns & Conversion Rates

    • May

      14

      Day 3: Building Ad Creative That Performs

      Wed 5/1412:00 AM—12:30 AM (UTC)
    • May

      14

      Day 3: Targeting The Right Audiences Through Eventing, Keywords, & Messaging

      Wed 5/1412:30 AM—1:30 AM (UTC)
    • May

      13

      Day 3: Constructing A Customer Acquisition Funnel That Converts

      Tue 5/131:00 AM—1:30 AM (UTC)
    • May

      13

      Day 3: Bonus Q&A with Anthony Scarpaci (optional)

      Tue 5/131:30 AM—1:45 AM (UTC)
    1 more item

    🚀 Course Day 4: Measuring Results & Scaling Your Marketing Mix

    • May

      16

      Day 4: Applying The Right Measurement Frameworks (MMM, Surveys, Incrementality Experiments, and more)

      Fri 5/1612:00 AM—12:30 AM (UTC)
    • May

      16

      Day 4: How To Run A Diminishing Returns Analysis & Diversity Your Channel Mix

      Fri 5/1612:30 AM—1:00 AM (UTC)
    • May

      16

      Day 4: How To Deaverage Results & Evaluate Cohorted Performance

      Fri 5/161:00 AM—1:30 AM (UTC)
    • May

      13

      Day 4: Building Your Dream Team

      Tue 5/131:30 AM—1:45 AM (UTC)

What people are saying

        It’s incredible how much value someone can bring in as little as an hour a week. His guidance was both practical and transformative.
Caleb Frankel

Caleb Frankel

Co-founder & COO | Earlybird
        Thanks to his expertise, we’re now acquiring customers at a cost that aligns with our long-term growth goals. He’s just an amazing human and is super collaborative and fun to work with.
Mike Mayer

Mike Mayer

Co-founder | Windmill
        Working with Anthony was a transformative experience. His ability to distill complex ideas into clear, impactful messages helped us define our place in a competitive landscape with confidence.
Katie Merth

Katie Merth

Co-Founder & Head of Product | Olomon
        Working with Anthony has been a game-changer for our growth strategy. His unique blend of high-level strategy and tactical bias for action has been invaluable.
Jame Kim

Jame Kim

CMO | Magnifi
        We have thoroughly enjoyed working with Anthony. He provides us amazing outside perspective. He’s just a great person and fun to be around.
Chris Porter

Chris Porter

President & Co-founder | GOHUNT
        I am so grateful to have Anthony as a growth advisor. His expertise around user acquisition and growth marketing is unparalleled. I can’t recommend him enough!
Aabesh De

Aabesh De

Founder & CEO | Flora

Meet your instructor

Anthony Scarpaci

Anthony Scarpaci

I am a growth-obsessed marketing advisor with over a decade of in-house experience driving revenue growth, market expansion, and customer acquisition at brands like Acorns, Nerdwallet, and Betterment.


I've led teams with budgets up to $100+ million to achieve results ranging from 125% ARR growth to 3x market share expansion through referral, affiliate, offline & digital media, and organic owned growth levers & analytics.

A pattern of wavy dots

Join an upcoming cohort

B2C Customer Acquisition Marketing Playbook

Cohort 1

$795

Dates

May 7—16, 2025

Payment Deadline

May 5, 2025
Get reimbursed

Course schedule

4-6 hours per week

  • Tuesdays & Thursdays

    5:00pm - 7:45:pm PST


  • May 6th, 8th, 13th & 15th

  • 3 Projects

    2 hours per week


Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

A pattern of wavy dots

Join an upcoming cohort

B2C Customer Acquisition Marketing Playbook

Cohort 1

$795

Dates

May 7—16, 2025

Payment Deadline

May 5, 2025
Get reimbursed

$795

10 Days