10 Days
·Cohort-based Course
Build a profitable acquisition strategy that scales — using proven frameworks from a leader who's spent $400M+ in marketing
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
Course overview
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?”)
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
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.
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.
B2C Customer Acquisition Marketing Playbook
May
7
Day 1: Map Your Customer Journey
May
7
Day 1: Construct Your Unit Economics Calculator
May
7
Day 1: Build Your Integrated Marketing Financial Performance Report & Forecasts
May
7
Day 1: Bonus Q&A with Anthony Scarpaci (optional)
May
9
Day 2: Paid Search, Paid Social (Meta, TikTok, YouTube), and Programmatic
May
9
Day 2: Influencers, Affiliates, Referral Programs, and Channel Partners
May
7
Day 2: Podcasts & Radio, TV & Streaming, Direct Mail, OOH
May
7
Day 2: SEO & Content Marketing
May
14
Day 3: Building Ad Creative That Performs
May
14
Day 3: Targeting The Right Audiences Through Eventing, Keywords, & Messaging
May
13
Day 3: Constructing A Customer Acquisition Funnel That Converts
May
13
Day 3: Bonus Q&A with Anthony Scarpaci (optional)
May
16
Day 4: Applying The Right Measurement Frameworks (MMM, Surveys, Incrementality Experiments, and more)
May
16
Day 4: How To Run A Diminishing Returns Analysis & Diversity Your Channel Mix
May
16
Day 4: How To Deaverage Results & Evaluate Cohorted Performance
May
13
Day 4: Building Your Dream Team
Caleb Frankel
Mike Mayer
Katie Merth
Jame Kim
Chris Porter
Aabesh De
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.
Join an upcoming cohort
Cohort 1
$795
Dates
Payment Deadline
4-6 hours per week
Tuesdays & Thursdays
5:00pm - 7:45:pm PST
May 6th, 8th, 13th & 15th
3 Projects
2 hours per week
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
Join an upcoming cohort
Cohort 1
$795
Dates
Payment Deadline