Applied Lifecycle Marketing

Learn how to turn automation and analytics into powerful marketing tools. In this beginner-friendly course, you’ll design AI-enhanced email automation workflows that convert leads into customers and analyze Customer Lifetime Value (CLV) to uncover which audiences deliver the highest returns. Through realistic case studies, hands-on labs, and guided reflections, you’ll gain the confidence to build smarter campaigns, interpret data like a strategist, and communicate insights that drive measurable business growth.

Ready to move from chasing lapsed customers to proactively retaining them? Segment and Retain Customers is an intermediate-level course for marketing professionals who want to master two of the most powerful strategies in modern customer relationship management. If you're familiar with basic marketing concepts and comfortable with data in spreadsheets, this course will equip you to turn customer data into measurable retention wins. You will learn to segment your audience into precise lifecycle stages using HubSpot smart lists and design automated win-back workflows that re-engage users at the perfect moment. We’ll go beyond segmentation to uncover the why behind customer churn by conducting a cohort analysis, a technique used by industry leaders like Amazon to drive loyalty. Through hands-on activities, you will analyze churn drivers and develop compelling, data-backed retention tactics. By the end of this course, you won't just understand the theory; you'll have a complete, actionable toolkit to cut churn and cultivate a more loyal customer base.

Marketing automation can save time, but only when it’s built and managed correctly. This course teaches you how to design workflows that behave as intended, deliver relevant experiences, and improve over time. You’ll start by learning how automation actually works. You’ll configure triggers, actions, and branching logic to control who enters a workflow and what happens next. Then, you’ll design multi step sequences that guide subscribers through onboarding and nurturing journeys with the right timing and message flow. Next, you’ll move beyond setup and focus on performance. You’ll learn how to interpret automation metrics, identify issues like trigger drift or audience mismatch, and diagnose why workflows succeed or fail. Throughout the course, you’ll apply your skills using HubSpot and Klaviyo in a consistent e-commerce scenario. You’ll build workflows, create sequences, and analyze real performance data, developing both technical and strategic automation skills. This course is best suited for email marketers, marketing automation specialists, CRM marketers, and other marketing professionals responsible for designing, managing, or optimizing customer communication workflows. Basic familiarity with digital marketing concepts or email marketing tools is helpful for success in this course. By the end of the course, you’ll have the skills to design, evaluate, and improve marketing automation workflows that support more effective customer engagement and business outcomes.

Growth doesn’t come from acquisition alone, it comes from how customers move through the entire lifecycle. In this course, you’ll learn how to identify growth opportunities across acquisition, expansion, and retention, and activate the right strategies at the right time. You’ll start by analyzing lifecycle funnels to uncover where growth is stalling. Using real-world frameworks and HubSpot reports, you’ll diagnose issues using metrics like conversion rates, time-between-purchases, and referral velocity. From there, you’ll move into execution designing and implementing lifecycle programs such as upsell, cross-sell, and referral campaigns. The course then focuses on what matters most: revenue impact. You’ll evaluate program performance using ROI, revenue per recipient, and scalability frameworks like CAC-to-LTV and payback period, using tools like Klaviyo. Through hands-on activities and role-based scenarios, you’ll step into the role of a lifecycle marketing manager, building programs and defending your strategy with data. This course is for early- to mid-career lifecycle marketers, CRM marketers, growth marketers, marketing managers, and customer marketing professionals who want to strengthen their ability to drive customer acquisition, retention, and expansion. It is best suited for learners with a basic understanding of marketing concepts and customer journeys who are looking to develop practical, data-driven lifecycle marketing skills.

Customer retention is one of the most powerful drivers of long-term business growth. In this course, you’ll learn how to identify churn-risk signals, design win-back campaigns, and build structured retention plans that keep customers engaged over time. You’ll begin by analyzing behavioral signals such as declining email engagement and extended purchase intervals to detect churn risk early. Using frameworks like RFM (Recency, Frequency, Monetary), you’ll learn how to prioritize customers based on both engagement and revenue impact. Next, you’ll design targeted win-back programs that re-engage lapsed customers. You’ll explore how to structure multi-step email sequences, balance incentives with content, and personalize outreach based on customer history. You’ll also work with tools like HubSpot and Mailchimp to build churn reports and automated reactivation journeys. Finally, you’ll move from reactive campaigns to proactive retention planning. You’ll create intervention plans that map signals to actions, define trigger thresholds, and measure outcomes across different customer segments. This course is designed for CRM specialists, lifecycle marketers, retention marketers, email marketers, and other marketing professionals responsible for customer engagement and retention. A basic understanding of marketing concepts and familiarity with email or CRM tools is helpful for success in this course. Through hands-on labs and real-world scenarios in an e-commerce context, you’ll build retention strategies that improve customer lifetime value, reduce churn, and support sustainable business growth.

B2B sales cycles are complex, involving multiple stakeholders, long timelines, and non-linear decision paths. In this course, you’ll learn how to execute lifecycle strategies that help marketing and sales teams prioritize the right leads and move them forward effectively. You’ll begin by analyzing engagement data to identify intent signals and prioritize leads based on real behavior, not guesswork. You’ll learn how to interpret patterns across actions like pricing page visits, content downloads, and email engagement to determine readiness. Next, you’ll apply structured qualification frameworks such as BANT, MEDDIC, and behavioral fit to improve lead quality and ensure accurate hand-offs from marketing to sales. You’ll also configure lead scoring models and automated workflows in HubSpot to operationalize your strategy. Finally, you’ll design adaptive nurture sequences for long B2B sales cycles. You’ll learn how to use multi-touch attribution insights and engagement signals to deliver the right content at the right time, keeping prospects engaged and improving conversion outcomes. Through hands-on activities, you’ll analyze real CRM data, build qualification workflows, and design multi-step nurture sequences. This course is designed for B2B marketers, demand generation specialists, CRM professionals, marketing operations professionals, and sales professionals who support lead management and pipeline growth. A basic understanding of marketing funnels or CRM tools is recommended, and familiarity with digital marketing concepts is helpful. By the end of this course, you’ll be able to execute scalable, data driven B2B lifecycle strategies that align marketing and sales.

B2C lifecycle marketing helps brands respond to customer behavior at the right moment. In this course, you’ll learn how to analyze ecommerce behavior, build automated flows in Klaviyo, and evaluate promotional offers for conversion and margin impact. You’ll start by studying key lifecycle signals, including cart abandonment, recent purchases, and customer inactivity. You’ll use RFM analysis to assess recency, frequency, and monetary value, then match each customer segment to the right flow. Next, you’ll build core ecommerce flows, including abandoned cart, post-purchase, and win-back sequences. You’ll learn how to configure triggers, time delays, conditional splits, and exit conditions so customers receive relevant messages based on real behavior. You’ll also evaluate B2C offers such as discounts, free shipping, flash sales, and early access. Through structured testing in Mailchimp, you’ll learn how to compare offer performance using revenue, conversion, margin impact, and segment fit. This course is for lifecycle marketers, ecommerce marketers, CRM specialists, and growth marketers who want practical skills for building behavior-based customer journeys.

CRM data quality directly shapes marketing performance. In this course, you’ll learn how to optimize your CRM to ensure campaigns reach the right audience, workflows trigger correctly, and results can be trusted. Using a real-world B2B marketing scenario, you’ll analyze CRM data health and understand how incomplete, inaccurate, or outdated data impacts campaign outcomes. You’ll identify common data issues such as missing fields, duplicate records, inconsistent values, and stale lifecycle stages, and learn how to diagnose them before they affect performance. You’ll then apply practical data cleaning techniques, including deduplication, standardization, and enrichment, using tools like HubSpot CRM. Through hands-on activities, you’ll practice auditing datasets, prioritizing fixes, and executing structured cleanup workflows. Finally, you’ll design automated CRM workflows to maintain data quality over time. You’ll learn how to build triggers, update properties, and configure re-enrollment logic so your data stays accurate without constant manual effort. This course is designed for CRM administrators, marketing operations professionals, CRM specialists, database managers, and marketers responsible for maintaining customer data and supporting campaign execution. Basic familiarity with marketing campaigns and CRM tools, such as HubSpot, is helpful for understanding the concepts and completing the hands-on activities. By the end of this course, you’ll be able to manage CRM data as a core driver of marketing success by improving targeting, personalization, reporting accuracy, and campaign ROI.