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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, join marketing expert John Jantsch as he goes into the fundamentals of lifecycle marketing. John explains what lifecycle marketing is, and the benefits of using a lifecycle approach. 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.