Segment and Retain Customers

Overview

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.

Syllabus

Segment and Retain Customers

This module provides a comprehensive, hands-on journey into modern customer retention. You will start by understanding why personalized segmentation is critical and then learn how to identify lifecycle stages using HubSpot. You’ll also master cohort analysis to diagnose customer churn drivers, drawing inspiration from real-world examples like Netflix and Amazon. The module culminates in applying these skills to build a complete Customer Retention Toolkit, equipping you to create and execute data-driven strategies that re-engage lapsed users and foster long-term loyalty.