Acquiring a customer is only the beginning. What happens next — how you segment, nurture, retain, and grow that relationship — determines your long-term revenue. Most marketing programs teach acquisition. This one teaches what comes after.
Applied Lifecycle Marketing is an intermediate program designed for lifecycle marketers, CRM specialists, growth marketers, ecommerce marketers, and marketing automation professionals who want to build a complete, data-driven customer lifecycle skill set. Across nine focused courses, you will master the full lifecycle marketing workflow: segmenting audiences using behavioral, demographic, and profile-based rules, optimizing CRM data quality for reliable campaign execution, building and diagnosing automation workflows, designing B2C ecommerce flows and B2B nurture sequences, executing qualification frameworks for long sales cycles, driving growth through upsell and referral programs, and building proactive customer retention strategies that reduce churn.
You will work with tools including HubSpot CRM, Klaviyo, and Mailchimp throughout, applying hands-on techniques to realistic B2B and B2C marketing scenarios drawn from ecommerce and SaaS environments.
By the end of the program, you will be equipped to design, automate, and optimize customer lifecycle strategies that improve retention, increase lifetime value, and deliver measurable revenue growth.
Projet d'apprentissage appliqué
Throughout this program, you will complete hands-on projects that reflect real lifecycle marketing workflows. You will build audience segments using behavioral, demographic, and profile-based rules in Klaviyo and HubSpot, and audit CRM datasets for deduplication, standardization, and enrichment. You will configure automation workflows with triggers, branching logic, and nurture sequences, and diagnose issues including audience mismatch and flow drop-off. You will build B2C ecommerce flows including abandoned cart, post-purchase, and win-back sequences, and evaluate offers based on conversion, margin impact, and segment fit. You will design AI-enhanced lead nurturing workflows, analyze Customer Lifetime Value, and build B2B qualification workflows using BANT and MEDDIC frameworks in HubSpot. You will also create customer retention intervention plans with churn-risk triggers and win-back sequences. Each project produces a portfolio-ready lifecycle marketing artifact.
