Overview

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This course develops the relationship management and cross-functional collaboration skills essential for customer-focused marketing roles. You'll learn to segment customers by lifecycle stage, design win-back campaigns in HubSpot, and conduct cohort analysis to identify churn drivers. By the end of this course, you'll be able to facilitate effective brainstorms, communicate campaign progress to stakeholders, and deploy brand tracking systems to monitor competitive positioning. These skills prepare you for customer marketing, CRM, and marketing operations roles where retention and collaboration drive business results. Who this is for: Marketing coordinators, CRM specialists, customer marketing professionals, and emerging leaders looking to develop advanced customer relationship skills. Basic marketing experience is helpful but not required.

Syllabus

Segment and Retain Customers

Ready to move from chasing lapsed customers to proactively retaining them? This intermediate module is for marketing professionals comfortable with data. You will learn to segment your audience into precise lifecycle stages using HubSpot smart lists and design automated win-back workflows to re-engage them. Go beyond theory by conducting cohort analysis to uncover the "why" behind customer churn. Through hands-on activities, you will develop data-backed retention tactics and leave with a complete, actionable toolkit to reduce churn, drive loyalty, and prove your impact on the bottom line.

Communicate Campaign Updates

Are your critical campaign updates getting lost in the noise? This intensive module transforms your stakeholder communication from a routine report into a powerful tool for action. You will master a simple, effective framework: lead with performance (KPIs), identify what's in your way (blockers), and clarify how your team can help (asks). This module goes beyond just writing; you’ll master the complete feedback loop. You will learn to design effective surveys, analyze the results, and use that data to continuously improve your communication process, ensuring that your message always hits the mark.

Lead Creative Brainstorms

This intermediate module is for team leads, project managers, and marketers who need to transform chaotic meetings into powerful engines for innovation. If you want to move beyond unproductive brainstorming, this module provides a facilitator’s playbook grounded in methods from creative companies like Pixar and IDEO. You will learn to design, facilitate, and, most importantly, measure brainstorms effectively using digital tools like Miro. The module culminates in analyzing collaboration KPIs to propose concrete improvements. You'll leave with the skills to foster a more inclusive and productive creative culture, turning great ideas into tangible results.

Track Brand Awareness

This intermediate module is for marketing professionals, brand managers, and data analysts who want to translate brand tracking data into a competitive strategy. You will learn to configure a brand awareness tracker simulation using methodologies from tools like the YouGov BrandIndex and to integrate data into a dynamic Looker Studio dashboard. Using real-world case studies from brands like Airbnb and Oatly, you'll learn to analyze key metrics, differentiate between minor fluctuations and significant trends, and formulate data-driven strategic actions. By the end, you won't just report on numbers; you'll shape the narrative, building a more resilient brand.

Customer Retention and Engagement Strategy

This capstone project challenges you to synthesize CRM, communication, collaboration, and brand awareness skills into an integrated customer retention strategy. You'll develop a comprehensive 90-day plan that addresses churn through targeted segmentation, stakeholder engagement, and brand initiatives coordinated across teams.