Customer Acquisition Strategy Course

Lesson 1 • What Customer Acquisition Really Means

Defines acquisition beyond simple lead generation, covering the full scope from awareness to first purchase. Establishes shared vocabulary used throughout the course.

Lesson 2 • Ethical and Regulatory Considerations

Covers consent, data privacy principles, and fair marketing standards that govern acquisition activities. Ensures students build compliant strategies from the start.

Lesson 3 • Core Acquisition Metrics and KPIs

Introduces the essential metrics used to evaluate acquisition performance. Provides the measurement foundation required for every subsequent chapter.

Lesson 4 • Acquisition Channels Overview

Surveys paid, owned, and earned channels at a high level so students can orient themselves before deep dives. Introduces channel selection criteria used later in the course.

Lesson 1 • Market Sizing and Opportunity Assessment

Teaches TAM, SAM, and SOM calculations to quantify the realistic acquisition opportunity. Students use sizing data to prioritise segments and set credible growth targets.

Lesson 2 • Market Segmentation Principles

Teaches demographic, psychographic, behavioural, and firmographic segmentation methods. Students learn to select the segmentation approach that best fits their business context.

Lesson 3 • Jobs-to-Be-Done and Pain Point Mapping

Applies the Jobs-to-Be-Done framework to uncover the real motivations driving purchase decisions. Outputs feed directly into messaging and offer design in later chapters.

Lesson 4 • Primary and Secondary Market Research

Covers interviews, surveys, and observational research alongside desk research methods. Students learn to gather and synthesise insights that sharpen targeting decisions.

Lesson 1 • Positioning Against Competitors

Teaches perceptual mapping and positioning statement construction to claim a defensible market position. Students learn to articulate why their offer wins against specific alternatives.

Lesson 2 • Messaging Hierarchy and Copy Architecture

Builds a layered messaging system from headline to proof points that supports all acquisition channels. Students learn to adapt core messages without losing consistency.

Lesson 3 • Frameworks for Value Proposition Design

Introduces structured tools including the Value Proposition Canvas and gain-pain mapping. Students apply at least one framework to their own product or service context.

Lesson 4 • Testing and Validating Your Message

Covers rapid message testing methods including concept tests, five-second tests, and copy experiments. Students learn to use feedback loops to sharpen messaging before full campaign launch.

Lesson 1 • Search Advertising Fundamentals

Covers keyword strategy, match types, ad copy structure, and quality score optimisation for search ads. Students learn to build campaigns that capture high-intent demand efficiently.

Lesson 2 • Campaign Structure and Budget Allocation

Teaches how to architect campaigns with logical account structures and allocate budgets across channels. Students apply portfolio thinking to maximise total acquisition efficiency.

Lesson 3 • Landing Page and Conversion Path Design

Covers the principles of landing page design that convert paid traffic into leads or customers. Students learn to align page content with ad messaging for maximum relevance.

Lesson 4 • Social and Display Advertising

Explores audience targeting, creative formats, and bidding strategies across social and display networks. Students learn to match platform mechanics to acquisition objectives.

Lesson 1 • Content Strategy for Acquisition

Defines how content maps to acquisition stages and customer intent levels. Students learn to prioritise content types that drive discovery and conversion, not just engagement.

Lesson 2 • Search Engine Optimisation for Growth

Covers on-page, technical, and off-page SEO factors that drive organic discovery by target customers. Students learn to build an SEO strategy aligned with ICP search behaviour.

Lesson 3 • Measuring Organic Acquisition ROI

Addresses the attribution challenges unique to organic channels and teaches proxy metrics for ROI estimation. Students build a reporting framework that justifies organic investment.

Lesson 4 • Community and Partnership-Led Acquisition

Explores how communities, co-marketing, and strategic partnerships generate organic customer flow. Students learn to identify and activate partnership opportunities systematically.

Lesson 1 • Outbound Metrics and Pipeline Management

Establishes the metrics and management practices that keep an outbound engine healthy and predictable. Students learn to diagnose pipeline gaps and adjust outbound inputs accordingly.

Lesson 2 • Cold Outreach Copywriting and Sequencing

Teaches the principles of effective cold email and cold call scripts that earn responses without being spammy. Students write and sequence multi-touch outreach campaigns.

Lesson 3 • Discovery Calls and Qualification Frameworks

Covers structured qualification methodologies to assess prospect fit and buying readiness efficiently. Students learn to run discovery calls that advance pipeline without wasting resources.

Lesson 4 • Outbound Strategy and Target List Building

Covers the logic of outbound sequencing and how to build high-quality prospect lists from ICP criteria. Students learn to prioritise outreach targets by fit and timing signals.

Lesson 1 • Experimentation and A/B Testing

Establishes a rigorous testing methodology including hypothesis formation, test design, and result interpretation. Students learn to run valid experiments that produce actionable insights.

Lesson 2 • Personalisation and Dynamic Content

Explores how personalisation at the funnel level increases relevance and conversion rates for different segments. Students learn to implement personalisation without excessive complexity.

Lesson 3 • Offer and Incentive Optimisation

Examines how pricing structures, trials, guarantees, and bonuses affect conversion decisions. Students learn to design and test offers that lower perceived risk and increase urgency.

Lesson 4 • User Experience and Friction Reduction

Covers UX heuristics and friction audit methods that reveal barriers preventing conversion. Students learn to apply quick wins and structural fixes to improve user flow.

Lesson 1 • Scaling Acquisition Without Losing Efficiency

Addresses the common efficiency degradation that occurs when acquisition spend scales rapidly. Students learn to identify saturation signals and apply tactics that extend channel capacity.

Lesson 2 • Channel Mix Strategy and Portfolio Thinking

Teaches how to select and balance channels based on stage of growth, budget, and competitive context. Students apply portfolio logic to build a diversified, resilient acquisition mix.

Lesson 3 • Growth Loops and Viral Acquisition Mechanics

Introduces compounding growth loops and viral coefficient concepts that reduce marginal acquisition cost. Students identify and design growth loops applicable to their business model.

Lesson 4 • Attribution Modelling and Budget Decisions

Covers attribution models from last-click to data-driven and their implications for budget allocation. Students learn to choose attribution approaches that reflect true channel contribution.