Anthony Scarpaci

Cohort 1

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 &amp; 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 &amp; channel testing roadmap so you can efficiently acquire more customers for the months &amp; 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 &amp; forecast template Day 2: Select Your Acquisition Channels- Digital channels: Paid Search, Paid Social (Meta, TikTok, YouTube), and Programmatic- "Offline" channels: Podcasts &amp; Radio, TV &amp; 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.&nbsp; 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&nbsp;- 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 &amp; 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?”)

Build an efficient & diversified customer acquisition marketing mix that scales

Course syllabus

Tuesdays & Thursdays

May 6th, 8th, 13th & 15th

3 Projects

Course schedule

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

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

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

Who is this course for

What you’ll get out of this course

Create your marketing financial reporting &amp; 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.

Build your data-driven channel-level customer acquisition model

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.

Select the right high-performance channels for your specific business

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.

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

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

Build your customer acquisition experiment roadmap

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.

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

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.

Build your customer acquisition "dream team" 

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

How To Segment Your Data To Acquire More Customers

Growth Advisor (former VP, Growth at Acorns)

We'll walk through where aggregate data can hide both opportunities and risks within your current growth efforts.

Why  "blended" metrics can be so dangerous

Learn the most valuable ways to cohort your customers & uncover those the "aha" moments you've been searching for.

How to properly segment your customer data for growth

How to apply this deaveraging framework through the entire customer lifecycle to optimize your return on investment.

Learn directly from Anthony Scarpaci

Anthony Scarpaci

Courses

B2C Customer Acquisition Marketing Playbook

Lightning Lessons

How To Segment Your Data To Acquire More Customers