Communicate the purpose of product life cycle marketing to those who have to comply with it.
Building Marketing Strategies for the Full Product Life Cycle
A practical programme in product life cycle marketing for professionals who are accountable for results, not just awareness.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Most disappointing results in product life cycle marketing trace back to an audience defined too broadly. Buyers now complete much of their decision on cycle marketing before speaking to anyone. It concentrates on the parts of the wider marketing and commercial practice agenda that determine outcomes and treats the rest proportionately. Practitioner evidence points the same way: product life cycle marketing improves fastest where responsibility for it is named and owned. The programme works equally well for those formalising this area of marketing and commercial practice for the first time and those improving an existing approach. What blocks progress on cycle marketing is usually unclear ownership rather than unclear intent. Participants finish able to explain product life cycle marketing to a non-specialist audience without losing precision. Participants test their assumptions about cycle marketing against scenarios designed to break weak ones. The final module sets out how progress on this strand of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
Structure pricing for cycle marketing to reflect value rather than cost.
Handle objections in product life cycle marketing without conceding position immediately.
Define the audience for cycle marketing precisely enough to exclude people.
Set the attribution model for product life cycle marketing and understand its limits.
Anticipate the objections that cycle marketing will attract internally and answer them in advance.
Reduce avoidable variation in how product life cycle marketing is carried out across teams.
Who Should Attend
Founders and owner-managers running product life cycle marketing personally.
Digital marketing specialists executing cycle marketing.
Product managers whose proposition depends on product life cycle marketing.
Marketing managers responsible for cycle marketing.
Operations staff who encounter the consequences of product life cycle marketing directly.
Training and development staff building internal capability in cycle marketing.
Course Modules
Product life cycle marketing: audience definition and segmentation
2 sessions · 8 pointsSession 1The cost of product life cycle marketing and how to present it
- Set the review interval for product life cycle marketing and who attends.
- Remove steps in cycle marketing that add effort without adding assurance.
- Establish who is informed, consulted and accountable in product life cycle marketing.
- Document the sales process for cycle marketing so a new joiner can follow it.
Session 2Where the buyer actually decides on cycle marketing
- Test creative for product life cycle marketing at small scale before full commitment.
- Set the discount authority for cycle marketing and require justification.
- Script the three most common objections in product life cycle marketing and the responses.
- Compare the cost of cycle marketing with the cost of its absence.
Cycle marketing: pricing, value and discount control
2 sessions · 8 pointsSession 1Defining the audience for cycle marketing narrowly enough to matter
- Map the handovers in product life cycle marketing between functions and secure them.
- Review whether cycle marketing is aligned with the objectives of the commercial team.
- Record the rationale for each significant choice made about product life cycle marketing.
- Structure pricing for cycle marketing against perceived value.
Session 2Handling the objection to cycle marketing that ends most conversations
- Review whether short-term tactics on product life cycle marketing are damaging the brand.
- Decide what will be stopped to create capacity for cycle marketing.
- Prepare the summary of product life cycle marketing that senior management will read.
- Compare cost of acquisition against value in cycle marketing.
Cycle marketing: the customer journey and decision points
2 sessions · 8 pointsSession 1What to measure in cycle marketing and what to ignore
- Assign responsibility for keeping documentation of product life cycle marketing current.
- Choose the next segment for cycle marketing and state why it is next.
- Define the handover point between marketing and sales in product life cycle marketing.
- Set out how exceptions to cycle marketing are requested and approved.
Session 2Testing product life cycle marketing before relying on it
- Build the content that answers the buyer's real question about product life cycle marketing.
- Agree the attribution model for cycle marketing and state its known limits.
- Check that records of product life cycle marketing answer the questions likely to be asked.
- Select channels for cycle marketing based on evidence, then cut the rest.
Cycle marketing: objection handling and negotiation
2 sessions · 8 pointsSession 1Measuring cycle marketing when attribution is imperfect
- Map the decision journey for product life cycle marketing and mark where the choice is actually made.
- Collect evidence on the present handling of cycle marketing before proposing changes.
- Describe the buyer for product life cycle marketing specifically enough to name who is excluded.
- Set objectives for cycle marketing in revenue terms with a timeframe.
Session 2Protecting the brand while hitting targets on cycle marketing
- Plan the sequence in which improvements to product life cycle marketing will be introduced.
- Name a single owner for each element of cycle marketing.
- Rehearse the briefing on product life cycle marketing that would follow an incident.
- Design the retention action triggered when a customer of cycle marketing goes quiet.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.