Lifecycle Marketing Foundations

Learn about the fundamentals of lifecycle marketing, including what it is, why a lifecycle approach is beneficial, and how to build a custom hourglass for your organization.

Introduction

• The promise of lifecycle marketing

1. Getting Started with Lifecycle Marketing

• What is lifecycle marketing?
• What problem do you solve for customers?
• Establish a lifecycle baseline

2. Understanding Lifecycle Thinking

• Begin with your customer goal in mind
• The customer journey as behavior

3. The Marketing Hourglass Method

• The marketing hourglass framework
• The marketing hourglass as a marketing strategy
• The marketing hourglass as a campaign
• The marketing hourglass as a product or service launch
• The marketing hourglass as an internal initiative

4. Designing Your Lifecycle Hourglass

• Map the journey touch points
• Set goals for the journey
• Reverse engineer your marketing hourglass
• Engage your team in the journey

5. Stages of the Lifecycle

• Overview of the lifecycle stages
• Which team is responsible for which customer behaviors?
• Use content to guide your journey

6. Building Your Lifecycle Hourglass

• Fill the marketing hourglass
• Customer experience in the first 90 days
• Retention is the key to momentum
• Get customers to reenter the journey
• The CRM connection
• Use the 80/20 rule to fuel profitability

Conclusion

• Optimize the customer journey