Strategic Growth & Engagement

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Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

18 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

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Overview

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Apply your lifecycle marketing skills to complex, real-world scenarios in both B2B and B2C environments. In this course, you will learn specific strategies for lead qualification and sales hand-off in B2B contexts, and ecommerce conversion tactics in B2C settings using Klaviyo. You will also learn how to identify churn-risk signals in subscriber behavior, build reactivation and win-back programs, and design retention strategies that drive repeat purchase and long-term customer value. You will work across Klaviyo, HubSpot, and Mailchimp to implement growth-oriented lifecycle programs and evaluate their ROI. By the end of this course, you will be able to: execute B2B lifecycle strategies including lead scoring, qualification, and multi-touch nurturing sequences; implement B2C ecommerce lifecycle tactics in Klaviyo; identify churn-risk patterns and launch reactivation email programs; and design retention strategies for both business models. This course includes a project where you build a complete lifecycle retention program.

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.

B2B Lifecycle: Engagement Analysis

This module focuses on analyzing B2B engagement data to improve lead prioritization and lifecycle decision-making. Learners explore how intent signals, behavioral activity, and engagement patterns influence qualification readiness across longer and more complex B2B buying journeys. Through practical work in HubSpot, learners examine how lead scoring models support marketing and sales alignment while identifying which signals matter most during early qualification. By the end of the module, learners will be able to interpret engagement data, evaluate lead quality using behavioral indicators, and apply lead scoring workflows to support more informed B2B prioritization decisions.

B2B Lifecycle: Lead Qualification

This module focuses on applying B2B qualification frameworks to improve lead evaluation and sales handoff processes. Learners explore how frameworks such as BANT and MEDDIC combine with behavioral engagement data to support more accurate qualification decisions and reduce premature sales escalation. Emphasis is placed on workflow configuration, lifecycle management, and cross-functional alignment between marketing and sales teams. Through hands-on activities in HubSpot, learners develop practical experience building qualification workflows that operationalize scoring thresholds and lifecycle transitions. By the end of the module, learners will be able to implement structured qualification processes that improve lead readiness and sales efficiency.

B2B Lifecycle: Complex Nurturing

This module covers how to design and build multi-step B2B nurture sequences that adapt to engagement behavior across long sales cycles. Learners will explore multi-touch attribution, sequence design principles, and HubSpot configuration for branching logic and reenrollment.

B2C Lifecycle: Ecommerce Behavior

This module focuses on understanding how customers behave throughout the B2C e-commerce lifecycle and why timing plays a critical role in campaign performance. Learners examine key behavioral patterns such as browsing, cart abandonment, purchasing, and disengagement, and explore how marketers use behavioral data to trigger timely, relevant communication. The module introduces practical frameworks such as RFM analysis to prioritize audiences based on customer value and engagement activity. Through hands-on exercises in Klaviyo, learners apply behavioral triggers to e-commerce workflows. By the end of this module, you will be able to analyze customer behavior and prioritize lifecycle campaigns effectively.

B2C Lifecycle: Ecommerce Flows

This module focuses on translating customer behavior insights into automated lifecycle workflows that support engagement, conversion, and retention goals. Learners explore e-commerce flow architecture, including how triggers, timing, messaging, and customer outcomes work together across the lifecycle journey. Using Klaviyo, learners build practical automations such as abandoned cart, post-purchase, and reengagement flows while considering workflow sequencing and business objectives. The module emphasizes practical implementation and operational decision-making rather than platform navigation alone. By the end of this module, you will be able to design and implement e-commerce lifecycle flows aligned to customer actions and marketing goals.

B2C Lifecycle: Offer Evaluation

This module focuses on evaluating promotional offers within B2C lifecycle marketing using structured testing and performance analysis. Learners explore how different customer segments respond to discounts, incentives, and promotional messaging, and examine how marketers balance conversion performance with profitability and long-term customer value. The module introduces practical approaches for testing offer variations and interpreting campaign results to support informed marketing decisions. Through hands-on activities in Mailchimp, learners apply offer evaluation techniques within real workflow scenarios. By the end of this module, you will be able to assess and optimize lifecycle offers using testing frameworks that support sustainable conversion performance.

Retention: Signals and Patterns

This module focuses on identifying customer inactivity signals and churn-risk behaviors that impact retention outcomes. Learners explore how engagement trends, usage patterns, and customer analytics reveal early indicators of disengagement, and develop the ability to interpret retention data before customers are lost.

Retention: Win-Back Programs

This module focuses on developing win-back and reactivation strategies for inactive customers. Learners explore how incentives, personalized messaging, and automated outreach campaigns can rebuild engagement and develop judgment for selecting the right intervention approach based on customer behavior and retention goals.

Retention: Intervention Planning

This module focuses on creating proactive retention intervention plans that support repeat purchase behavior and long-term engagement. Learners explore how triggers, workflows, and communication tracks are structured across retention platforms, and develop the ability to design coordinated retention strategies that improve customer loyalty and reactivation outcomes.

Project Module: Lifecycle Retention Program

Acquiring customers is only half the equation — keeping them is where sustainable growth is won or lost. This project module places learners in the role of a Lifecycle Lead for a high-growth subscription service facing a measurable drop in retention, with the task of designing a complete, business-ready program to diagnose the problem and address it at every level. Rather than applying generic tactics, learners work through a disciplined sequence: identifying two specific, observable churn triggers from customer behavior data, designing a three-email reactivation sequence that escalates strategically from awareness to action, and building a proactive retention strategy with loyalty initiatives directly tied to the risks uncovered in the analysis. The emphasis throughout is on alignment — every recommendation must trace back to a behavioral insight, and every component must reinforce the others as a coherent system rather than a collection of isolated tactics. By the end of this module, you will be able to identify measurable churn triggers, design a targeted reactivation sequence with clear strategic progression, and develop retention initiatives that address the root causes of disengagement rather than simply rewarding loyalty.

Capstone Project: Project Vision & Setup

Every lifecycle marketing strategy begins with two foundational decisions: who you are building for, and what you are trying to achieve. This module establishes the project foundation before any strategy is built or content is created. Learners confirm their brand choice, develop two distinct customer personas grounded in real audience goals and barriers, and connect those personas to the stages of the buyer journey they will map in the milestone ahead. The emphasis is on specificity — a vague persona produces a vague strategy, and every downstream decision from segmentation to automation logic depends on the clarity of the work done here. By the end of this module, you will be able to select a brand with sufficient lifecycle complexity, develop two meaningfully distinct customer personas, and articulate where each persona enters the buyer journey as the foundation for your Milestone 1 submission.

Capstone Project: Strategy & Audience Architecture

Knowing your audience is only useful if you can translate that knowledge into a system that delivers the right message at the right time. This module moves from persona development into the strategic architecture that makes lifecycle marketing operational: buyer journey mapping, behavioral segmentation, and funnel logic that defines how contacts enter, progress through, and exit each stage. Learners build an integrated strategy map that connects their personas to lifecycle stages, key messages, channels, and triggers — producing a document that drives every automation and content decision in the milestones ahead. By the end of this module, you will be able to produce a visual buyer journey map, document segmentation logic with defined entry points, progression rules, and exit conditions, and demonstrate coherence across your personas, segments, and lifecycle stages.

Capstone Project: Content, Automation & AI Implementation

A lifecycle strategy only creates value when it executes — when the right email reaches the right person at the right moment, triggered by their behavior rather than a calendar. This module covers the execution layer of the Capstone: documenting automation logic that governs how sequences run, and producing AI-assisted email copy that is specific enough to actually work. Learners build two complete automated sequences — one for nurture, one for retention or re-engagement — and use a structured brief-draft-refine-document workflow to generate and evaluate AI-assisted copy for each. The module addresses a discipline that applies beyond this project: knowing how to direct AI tools with enough precision that the output reflects your brand and your audience, not a generic approximation of both. By the end of this module, you will be able to document automation logic maps with triggers, branching conditions, and exit rules, produce AI-assisted email copy for two complete sequences, and demonstrate deliberate strategic judgment in how GenAI tools were used.

Capstone Project: Final Integration & Submission

Individual deliverables become a strategy when they connect — when the personas in the journey map drive the segmentation logic, the segmentation logic shapes the automation sequences, and the retention strategy traces back to the barriers identified in the persona work. This final module brings all prior milestones together into a single, portfolio-ready lifecycle marketing strategy document, adding two new components that complete the picture: a retention strategy grounded in specific audience risks, and a performance measurement framework that defines how success will be evaluated at each lifecycle stage. The executive summary, written last and read first, must make the entire strategy legible to a stakeholder encountering it for the first time. By the end of this module, you will be able to synthesize journey mapping, segmentation, automation, and retention planning into a coherent, professionally formatted portfolio that demonstrates your ability to build a complete, data-driven lifecycle marketing system.

Career Development: Launching Your Marketing Career

Prepare to launch your career in digital marketing. You will translate the technical skills you've gained, like automation, AI prompting, and lifecycle strategy, into a professional brand that resonates with hiring managers.