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.