Move beyond campaign-based marketing and learn how to build structured lifecycle programs that drive customer growth over time. In this course, you’ll develop the skills to organize marketing around customer stages, analyze funnel performance, and deliver the right message at the right moment.

You’ll start by defining lifecycle stages - Awareness, Acquisition, Activation, Retention, and Reactivation and learn how to structure your marketing programs around them. You’ll apply these frameworks in tools like HubSpot to set up stage definitions and automate customer progression. Next, you’ll analyze lifecycle funnel performance using key metrics such as conversion rates, time-in-stage, and drop-off rates. You’ll learn how to identify bottlenecks, diagnose where customers stall, and prioritize improvements that have the greatest business impact. Finally, you’ll build lifecycle messaging matrices that align communication with customer needs at each stage. Using tools like Klaviyo, you’ll design automated flows, segment audiences, and create targeted messaging that improves engagement and conversion. This course is designed for growth marketers, CRM specialists, lifecycle marketers, marketing operations professionals, and other marketing practitioners responsible for customer acquisition, engagement, and retention. A basic understanding of digital marketing concepts and familiarity with customer acquisition and engagement metrics is helpful for success in this course. By the end of this course, you’ll be able to design, analyze, and optimize lifecycle marketing systems used by modern growth and CRM teams.