Customer Acquisition Playbook equips you with strategies to attract, engage, and convert ideal customers. This course covers tactics to build a strong pipeline, optimize touchpoints, and drive high-quality leads. You'll master persuasive messaging and key metrics to boost customer value. Unlock growth pathways tailored to your startup and position your brand for success!
key topics
EFFECTIVE STRATEGIES: Learn to identify, target, and attract high-value customers via proven techniques and channels
OPTIMIZATION OF DIGITAL TOUCHPOINT: Master skills to enhance customer interactions, and improve engagement and conversion rates
PERSUASIVE MESSAGING: Craft impactful, customer-centric messages that resonate and drive action
KEY METRICS FOR GROWTH: Using metrics for data-driven decisions that enhance customer value and sustainable growth
STARTS: May 28th
LENGTH: 5 Weeks
FORMAT: Self-paced + Live Office Hours
OFFICE HOURS: Wednesdays from 5:00 - 6:30 ET
OFFERED: Once a year
PRICE
HarvardAE Members $399
Non Members $499
Does not include transaction fees. No refunds.
Who should TAKE THIS COURSE
EARLY-STAGE FOUNDERS
Why: Founders need effective strategies to attract and retain customers, ensuring sustainable growth and market traction.
GROWTH MARKETERS
Why: Marketers play a key role in driving customer acquisition through targeted campaigns, brand awareness, and lead generation.
sales & business development teams
Why: Sales and Biz Dev teams must understand how to convert leads into loyal customers and align acquisition efforts with business goals.
FEATURES
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This course provides a comprehensive and engaging learning experience, combining pre-recorded sessions, expert presentations, thought-provoking case studies, and interactive group discussions. Designed to deliver practical insights and actionable strategies, this immersive program equips you with the knowledge and confidence to navigate complex challenges and propel you toward success.
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This course emphasizes the power of peer learning through collaborative, small-group sessions. By engaging with fellow entrepreneurs and business leaders, you’ll exchange insights, tackle challenges, and refine strategies in real time. These peer group discussions foster diverse perspectives, offering fresh ideas and practical solutions to complex problems. This collaborative approach not only deepens your understanding but also builds a supportive network of like-minded professionals to help you succeed long after the program concludes.
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This course features expert guest speakers who bring real-world experience and deep industry insights to the table. By learning directly from accomplished professionals, you’ll gain valuable perspectives on navigating challenges, seizing opportunities, and achieving success. These sessions provide a unique chance to hear practical advice, ask questions, and connect with leaders who have excelled in their fields. This access to expertise not only enhances your knowledge but also inspires new strategies to apply in your own journey.
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As part of this course you’ll gain exclusive access to a dedicated learning portal, where all course materials, insights, and resources will be available for 30 days after the program concludes. This extended access allows you to revisit key learnings, dive deeper into the content, and apply what you've learned at your own pace. It’s an invaluable tool to reinforce your knowledge and ensure you maximize the impact of the course on your journey.
GUEST SPEAKERS
To be announced.
INSTRUCTOR
Tom Thompson brings over 20 years of experience in behavioral economics and advanced analytics to help brands achieve measurable results in a rapidly changing market. He specializes in understanding the motivations and biases that drive consumer behavior, using data-driven insights, macroeconomic analysis, and emerging technologies like AI and machine learning to optimize audience targeting and messaging. His passion lies in helping businesses navigate uncertainty, harness innovation, and uncover growth opportunities.
Rob Greenbaum is currently the Chief Marketing Officer with AAFMAA Mortgage Services LLC (AMS) and has 34+ years of experience in financial services, primarily in the mortgage sector. He leads the marketing, communications, and business development functions to ensure servicemembers and Veterans get the affordable mortgages they need to build, buy, or refinance a home. Before joining the AMS team, he was Senior Director of Marketing and Communications with Fannie Mae for 10 years. Prior to that, he was the Senior VP of Marketing for 10 years at Nationstar Mortgage (a/k/a Mr. Cooper). Additionally, he served as a branch manager with several consumer finance companies and banks. Rob graduated with a B.S., Applied Economics and Business Management, from Cornell University.
Dave Azer is the Vice President of Marketing at Jacuzzi Group Worldwide, driving multimillion-dollar growth in the home improvement and building materials industries. He is known for pioneering national lead generation, call center, and field marketing training programs that have significantly increased sales revenue, including a 500% growth in Jacuzzi Bath Remodel’s annual manufacturer sales. Azer is recognized as a thought leader in marketing strategy, specializing in lead generation, dealer training, and brand evolution, and has been featured in prominent industry publications and conferences.
Christopher Stanvick is the head of Performance Marketing at DAT with a distinguished career optimizing complex conversion journeys to accelerate business growth and enhance customer engagement. He combines deep expertise in performance marketing with a data-driven approach to design and implement strategies that directly impact top-line results. A commitment to customer-centric innovation, operational excellence, and measurable business outcomes defines his leadership.
Richard Thomas Hill is a seasoned sales and marketing executive with over 25 years of experience leading growth in consumer home services. As Chief Marketing Officer at American Residential Services, he oversees strategy and operations across 40 brands in 70 markets, driving record-breaking lead volume and innovative direct response marketing. His prior roles include SVP of Marketing at ADT and CMO of DEFENDERS, where he delivered sustained double-digit growth. Known for building high-performing teams and scalable marketing capabilities, Richard brings a sharp focus on predictable, profitable results. He lives in Zionsville, Indiana, with his wife and two children.