Customer Marketing and SaaS Growth Fundamentals

In modern subscription and software businesses, sustainable growth is driven not just by acquisition, but by keeping and expanding existing customer relationships. This text-based course introduces you to the core principles of customer-centric marketing, showing you how marketing and customer success work together to maximize lifetime value and advocacy. You will explore the key frameworks used by growth leaders to engage users throughout their lifecycle, turn satisfied customers into brand advocates, and support predictable revenue expansion. What you'll learn: - Understand foundational terms and metrics, including Net Revenue Retention, churn rate, and customer lifetime value - Learn how to map and optimize the post-onboarding customer lifecycle - Align marketing initiatives directly with customer success and product adoption goals - Design effective customer advocacy, reference, and referral programs - Explore modern communication workflows that encourage product engagement and cross-sell opportunities - Apply data-informed feedback loops to continually improve customer satisfaction The course begins with fundamental concepts and strategic definitions before moving into practical frameworks for lifecycle campaigns, retention strategies, and advocacy programs. Designed for beginners, aspiring growth marketers, and customer success professionals, this guide requires no prior marketing leadership experience. Start reading today to master the foundations of customer-driven growth.