Course Overview
In today’s hyper-competitive marketplace, attracting new customers is just one side of the equation—keeping them is the real challenge. This course provides a comprehensive roadmap for mastering both customer acquisition and retention. Participants will explore proven strategies, behavioral insights, customer lifecycle stages, digital marketing tactics, CRM systems, and more.By combining theory with real-world case studies and interactive exercises, the course empowers participants to build cost-effective, high-impact strategies that create long-term customer value and business growth.
Duration
5 days
Target Audience
This course is ideal for:
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Marketing Managers and Executives
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Customer Success and Retention Teams
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Sales Managers and Business Development Leads
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Entrepreneurs and Small Business Owners
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Growth Hackers and Digital Marketers
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Product Managers working on user growth
Personal Impact
Participants will:
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Gain practical skills in building marketing funnels
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Develop a strategic mindset focused on customer value
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Learn to use CRM and automation tools effectively
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Enhance career prospects in marketing, growth, and customer success
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Improve data literacy in customer behavior and conversion tracking
Organizational Impact
Organizations will:
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Acquire new customers more efficiently and at a lower cost
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Improve customer satisfaction, loyalty, and lifetime value
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Reduce churn and improve retention with targeted programs
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Align marketing and sales strategies with measurable results
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Strengthen brand equity and customer trust
Course Level:
Course Objectives
By the end of the course, participants will be able to:
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Design targeted acquisition strategies for specific audiences
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Use data and customer insights to improve marketing performance
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Build retention programs that increase customer loyalty and lifetime value
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Identify the right channels and messaging for each stage of the customer journey
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Measure and optimize both acquisition and retention efforts
Course Modules
Module 1: Customer Acquisition Fundamentals
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Understanding the customer lifecycle
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Defining your ideal customer profile (ICP) and buyer personas
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Customer acquisition funnel: Awareness → Interest → Conversion
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Channel selection: SEO, PPC, social, referrals, events, influencer marketing
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Measuring CAC (Customer Acquisition Cost)
Outcome: Develop a detailed acquisition plan for a specific product or service.
Module 2: Digital Tools and Tactics for Acquisition
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Inbound vs. outbound marketing strategies
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Content marketing and lead magnets
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Email marketing and automation
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Landing pages, CTAs, and conversion optimization
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Paid media: Google Ads, social ads, and retargeting
Outcome:Design a customer acquisition campaign using digital channels and automation tools.
Module 3: Customer Retention & Loyalty Strategies
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Why retention matters: CLV vs CAC
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Customer onboarding and engagement journeys
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Building loyalty through personalization and support
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Retention strategies: Rewards, subscriptions, loyalty programs
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Net Promoter Score (NPS) and customer satisfaction metrics
Outcome:Create a retention program blueprint for an existing customer segment.
Module 4: CRM, Data & Measuring Success
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Introduction to CRM systems (HubSpot, Salesforce, Zoho)
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Data-driven customer segmentation and targeting
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Email drip campaigns and lifecycle triggers
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Key metrics: Churn rate, CLV, CAC:LTV ratio
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A/B testing and optimizing acquisition/retention efforts
Outcome:Build a mini dashboard or reporting framework for customer analytics.
Module 5: Strategy Simulation & Final Presentations
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Applying what you've learned in a real-world simulation
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Group project: Build an acquisition + retention strategy for a mock business
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Presenting strategic recommendations with data
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Feedback, peer review, and instructor critique
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Wrap-up and action planning for participants’ real businesses
Outcome:Deliver a complete acquisition and retention strategy in a final presentation.
Related Courses
Course Administration Details:
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
- Email: [email protected]
- Phone: +254715 077 817
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
- Email: [email protected]
- Phone: +254715 077 817
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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