The Customer Lifecycle

Format: online, available on B2B Marketing e-campus

Duration: 90 minutes

Designed for: junior marketers

This module explores lifecycle of the customer, from acquisition to renewal and beyond, examines the role of marketing in engaging at each stage, and of maximising their customers value to the organisation, and leveraging relevant opportunities for revenue generation. Topics include:

  • Customer ownership – sales or marketing?
  • The principles of customer lifetime value.
  • Cross-selling or upselling.
  • Generating feedback.


All B2B Marketing training and events are CPD accredited, discover how to make the most of it.

On Demand

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