Jay Weintraub starts his next company: Grow.co.
Jay Weintraub, who founded and later sold the popular LeadsCon conference for the lead generation industry, has started a new company called Grow.co.
Weintraub was an early employee at Oversee.net/DomainSponsor prior to founding LeadsCon.
Grow.co aims to be a community for “customer acquisition marketers.” Weintraub describes this as a “nascent community,” but he has a habit of jumping on trends that explode in the future. Here’s how he describes customer acquisition marketing:
Customer acquisition is what most companies focus on, but as marketing discipline it is new. You could call customer acquisition an evolution of traditional direct response marketing discipline, or a more structured way to describe performance-based marketing initiatives.
I tend to see the customer acquisition professional as what every marketing professional will become. It is a traffic channel agnostic approach, highly metrics driven, and focuses heavily on lifetime value, enabled by better tracking and attribution. Is it performance-based? Yes. Does it often involve the purchase of media? Yes. But, it is the whole picture – all touch points and being in command of multi-levers with a laser focus on a long-term outcome. It is the lifecycle from impression to lifetime value. We are talking about marketing, but only a handful of companies today have oriented themselves in this manner…
You can read a full description and why he is making the move in this blog post.
Grow.co is holding a sort of conference/meetup (sans service providers) called Unlocked in New York on February 25.
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