Lifecycle Marketing Foundations

Modern marketers work with buyers who have a wealth of information and options at their fingertips at all times. Lifecycle marketing—which forces you to carefully examine each stage of the customer journey—can help you work smarter in this evolving landscape by allowing you to organize behavior in a way that results in profit, customer loyalty, and referrals. In this course, marketing expert John Jantsch reviews the fundamentals of lifecycle marketing. John explains what lifecycle marketing and its benefits are. He covers the marketing hourglass framework, demonstrating how to recruit and find customers, serve them effectively, and retain them over time. John also helps you build a custom hourglass for your organization and see it through the lens of marketing, sales, and service.

Learning objectives
Establishing a lifecycle baseline
Understanding lifecycle thinking
Beginning with the end in mind
The marketing hourglass method
Mapping the journey's touchpoints
Setting goals for the journey
Reverse engineering your marketing hourglass
Engaging your team in the journey
Overview of the lifecycle stages
Using content to guide your journey
Customer experience in the first 90 days
Getting customers to re-enter the journey