Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

Syllabus

Lifecycle Growth: Funnel Analysis

This module focuses on analyzing lifecycle funnel performance to identify the growth levers that most strongly influence acquisition, expansion, and retention outcomes. Learners examine how customer movement through the funnel reveals friction points, conversion gaps, and opportunities for lifecycle intervention. Through funnel analysis, lifecycle signals, and applied data interpretation, learners develop the ability to distinguish between surface-level metrics and meaningful indicators of growth potential. By the end of the module, learners will be able to evaluate lifecycle funnel performance and identify where targeted lifecycle strategies can drive measurable business growth.

Lifecycle Growth: Acquisition and Expansion

This module focuses on designing lifecycle growth programs that drive customer acquisition and expansion through strategically timed engagement. Learners explore how referral programs, triggers, incentives, sequencing, and suppression logic work together to create scalable lifecycle campaigns that align with customer readiness and business goals. Through practical workflow design and program planning, learners apply lifecycle growth tactics to realistic business scenarios while balancing conversion opportunity with customer experience. By the end of the module, learners will be able to design lifecycle marketing programs that support qualified acquisition, customer expansion, and long-term relationship growth.

Lifecycle Growth: ROI and Scalability

This module focuses on evaluating lifecycle marketing strategies through the lens of ROI, operational scalability, and long-term business impact. Learners explore how revenue attribution, efficiency metrics, scalability constraints, and lifecycle reporting frameworks influence strategic decision-making. Through ROI analysis, platform-based reporting interpretation, and leadership-focused communication exercises, learners develop the ability to assess whether lifecycle programs are generating sustainable growth. By the end of the module, learners will be able to evaluate lifecycle initiatives using revenue-based performance measures and recommend strategies that balance growth potential with operational feasibility.