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Alex MacCaw

How to Acquire More Users - The growth guide by DemandCurve.com and Julian Shapiro

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This is an in-depth guide to creating ads, writing landing pages, and running A/B tests.

Written by DemandCurve.com — the premiere growth marketing training course. We also match companies with vetted growth agencies/contractors.

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Julian Shapiro
Maker
Hey everyone! Thanks for hunting, Alex. My goal with Julian.com is to write handbooks that are exhaustive and insightful. So it made sense I finally wrote a guide to growth marketing — as it's how I've earned a living over the past three years by running the bellcurve.com marketing agency. Let me know if you guys have any suggestions for additional pages!
Jithin Raj
@shapiro Wonderful work. Do you have a PDF version to share?
Julian Shapiro
Maker
@jithinraj Hey Jithin! Thinking of putting together an ebook this week to make it easier for people to read. I'll announce it on my mailing list. Thanks for asking.
Kevin Lou
@shapiro Thanks a ton! Looking forward to the pdf version as well 👍
Julian Shapiro
Maker
@kevinbryantlou Thanks, Kev! Hope you get value out of it.
Michael Xander
@shapiro This is really great, and yes I’d love to highlight away on my Kindle.
Alex MacCaw
Hunter
This is the most comprehensive guide to user acquisition I’ve ever read. Every founder, marketer, or early growth hire should know this stuff.
Abhilash Jain
@maccaw I second that, great read.
Toni Gemayel
Julian knows his stuff - he's one of the best growth marketers I have ever met. He's an excellent writer, and is a true full stack marketer who gets customer behavior, development & design. Must read for anyone running a startup/online biz
Altryne
@shapiro - do you have any experience in growth for small businesses based companies? If so, what are the major differences in your opinion from marketing to consumers vs SMBs?
Julian Shapiro
Maker
@altryne hey alex! smb's need to ensure their average revenue per user is high enough to warrant linkedin ads. linkedin ads are often your best bet. (fb ads can work great for b2b to be too.) li ads cost about $5-8/click, so you want to work backwards from there (consider your conversion rate) to see what CPA you can afford. in other words, if you're selling a really cheap product, rethink your business. beyond that, b2b SaaS co's have to take retention more seriously than any other step in the growth funnel. (amplitude wrote a guide on retention. i recommend googling for it.) because churn is your real enemy. the lower it is, the higher your ltv, and the more you can afford to experiment with ad spend. and, the last thing that comes to mind is sales: ads many not work for you. but sales always will. so long as you have a good pipeline setup. i'd put more energy into sales than ads. read the close.io and clearbit.com blogs for some ideas there.
Uzair Ahmed
Everything Julian posts is great and this is no exception. Highly recommended and I've sent it all my friends who are starting up.
Richard Hayes
I waited for something like this for a long time
John Schenk
@shapiro I've been hacking my own version of this, but have had no time to summarize all of it. You've done that here... and very nice job to boot. Thanks.
Julian Shapiro
Maker
@johnschenk my pleasure, john. if you have any ideas for what to add, i'm all ears. i encourage you to publish your work too if you get around to it :) the more the merrier.
Product Pearson
Wow, awesome guide, very uniquely laid out.
Pascal Briod
This guide is awesome, both for product and marketing people. I've already read quite a few sections and shared it internally. Thanks for sharing !
Mike Fiorillo
You had me at "Most growth advice is not worth reading". Very true
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