Lifecycle audit
A review of your existing journeys, automations, data and reporting, with the quick wins and the structural gaps called out.
Lifecycle Marketing
Build a lifecycle marketing strategy that drives growth.
Most brands have plenty of emails and automations, but no joined-up plan behind them. We define your lifecycle stages, find where customers drop off, and build a prioritised roadmap of journeys across email, push and in-app, with measurement that shows what each programme really adds.
Overview
Lifecycle marketing is a system, not a series of campaigns.
Acquisition gets the budget and the attention, but most growth is won or lost after the first conversion: in the first two weeks of onboarding, at the moment a customer is ready to upgrade, or in the months before they quietly churn. A lifecycle strategy gives every one of those moments a clear goal, an owner and a programme designed to move customers forward.
We bring a framework that works for subscription, SaaS, B2B and ecommerce models, then adapt it to your data, your platforms and your team. The result is a plan your marketing, product and sales teams can all work from, and a set of metrics that show whether it's working.
Services
What's included
Every engagement is shaped around where you are today, but most strategy projects cover:
Stage definitions
Clear lifecycle stages, such as Acquire, Activate, Adopt, Expand and Retain, each with entry criteria, one primary goal and a time window.
Leakage analysis
Funnel analysis to find exactly where customers drop off, what it costs you, and which fixes will have the biggest impact.
Journey roadmap
A prioritised plan of programmes for each stage, from onboarding and nurture to upsell, retention and win-back, mapped to channels and audiences.
Data and event planning
The behavioural events, attributes and segments your journeys need, written up as a specification your developers can implement.
Measurement framework
Holdout groups, testing plans and dashboards that show the incremental revenue each programme adds, not just opens and clicks.
Process
How we work
- 01
Discover
Workshops with your marketing, product, sales and data teams, plus a review of your platforms, journeys and performance data.
- 02
Define
Lifecycle stages, goals and metrics agreed across teams, with the leakage points and opportunities sized and prioritised.
- 03
Plan
A phased roadmap, typically covering the first 180 days, with programme briefs, data requirements and a measurement plan.
- 04
Launch and optimise
We hand over to your team, or build and run the programmes with you, reviewing results and refining the plan each quarter.
What you get
- Lifecycle audit and recommendations
- Lifecycle stage definitions and KPIs
- Customer journey maps for each stage
- Prioritised 180-day rollout plan
- Behavioural event and data specification
- Measurement and holdout testing framework
- Executive summary for stakeholders
A good fit if
- You have automations running but no overarching plan
- Signups are healthy, but activation or retention isn't
- Marketing and sales disagree on lead definitions
- You can't show leadership what lifecycle marketing adds
- You're launching a new product, market or platform
Resources
Related reading
Practical guides from our Resources section, written from real client work.
A lifecycle marketing framework for sustainable growth
A five-stage lifecycle marketing framework for B2B and B2C: Acquire, Activate, Adopt, Expand and Retain, with goals, time windows and example programmes.
Read article →
Finding lifecycle leakage: six points where customers drop off, and how to fix them
The six most common lifecycle leakage points in B2B and B2C, from undefined funnels to single-product customers, with the friction, cost and fix for each.
Read article →
Your first 180 days: a lifecycle marketing rollout plan
A phased six-month plan for launching lifecycle marketing across data, B2B and B2C, from audit and stage definitions to scoring, nurture, upgrades and dashboards.
Read article →
Proving lifecycle marketing works: holdout groups and incremental uplift
Measure what lifecycle marketing really adds with global and programme holdout groups: sizing, worked examples, A/B testing with holdouts, metrics and dashboards.
Read article →FAQs
Frequently asked questions
What is lifecycle marketing?
Lifecycle marketing is planning your communications around where each customer is in their relationship with your brand, from first visit to loyal advocate, rather than around a campaign calendar. Each stage has its own goal, and messages are triggered by customer behaviour.
How long does a lifecycle strategy project take?
It depends on the number of products, markets and teams involved. We'll agree a clear timeline after an initial conversation, and the output always includes a rollout plan for the six months that follow.
Do you only work with email?
Email is usually at the core, but we plan across email, push, in-app, SMS and sales touchpoints, choosing the right channel for each message.
Can you implement the strategy too?
Yes. We can build journeys and email design systems in your existing platform, run campaigns through our campaign management service, or support your in-house team as they deliver the plan.
Which platforms do you work with?
All of the major platforms, including Braze, Klaviyo, HubSpot, Adobe Marketo Engage, Salesforce Marketing Cloud, Dotdigital and Emarsys.
Contact
Let us take the stress out of managing your lifecycle marketing.
If you are interested in hearing how our lifecycle marketing services can help maximise your email channel and wider customer journey, fill in the form below and receive a FREE consultation. In our initial consultation, we will dive deeper into your unique requirements and learn how we can maximise your email channel for increased performance and conversions.