Lifecycle Marketing: How To Master Customer Engagement

Have you noticed what unites all resonating brands? I bet you have: the immersive experience and feeling that they understand your needs before you even know it. It’s not magic, though, but the result of strategic customer lifecycle marketing that applies throughout the customer journey.

Want to build the same magnetizing brand?

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What is Lifecycle Marketing?

It’s all in the name: lifecycle marketing engages customers at every stage of their buying journey while smoothly moving them down the sales funnel. As a result, whether a specific customer converts or not, they learn something about the brand and leave with a pleasant aftertaste.

The “Trigger, Message, Channel” framework is at the core of effective lifecycle marketing:

1. Triggers:

• First-time website visits
• Repeated visits to a specific product page
• Post-purchase reviews
• Downloading an e-book
• Hitting pause on emails, signaling time for reflection

2. Messages:

• Educational information for the curious
• Detailed comparisons for the cautious
• Special offers for the committed

3. Channels: I’ll dive deeper into this one later.

Lifecycle Marketing vs Growth Marketing: Key Differences and Benefits

Lifecycle marketing strategy focuses on managing the customer journey in all respects, from awareness to advocacy, so customers receive the right message at the right time. As for growth marketing, it takes a broader, integrated approach, focusing less on the sequential stages of the customer journey.

	Lifecycle marketing	Growth marketing
Scope and focus	Stage-by-stage optimization	Integrating the whole customer journey into a cohesive strategy
Approach	Segmented marketing campaigns	Unified approach
Goals	Nurture customer relationships and maximize lifetime value	Sustainable growth through optimizing every touchpoint
Framework	Aligns with stages like:AwarenessEngagementConversionRetentionLoyaltyAdvocacy	Operates within the AARRR framework:Acquisition ActivationRetentionReferralRevenue

Critical Stages of Customer Lifecycle Funnel

1. Awareness

During the first contact with the brand, potential customers aren’t ready to buy, but you can capture their attention and build brand recognition by distinguishing yourself from competitors. Overall, it’s best to focus on building trust by showcasing your expertise.

Take, for example, HubSpot. Their eBook “AI Trends for Marketers” exemplifies effective content marketing in the awareness stage. By capitalizing on the current AI trend, HubSpot not only highlights its marketing expertise but also positions itself as a thought leader.

Source: HubSpot

2. Interest

To nurture the growing interest, provide more detailed content about your products or services.

For instance, Ahrefs features engaging quotes that are direct and inspiring. I particularly appreciate the simple carousel format that makes it easy to access reviews from different industries.

Source: HubSpot

3. Desire

In this stage, consumers are evaluating which brand aligns best with their needs, and it’s your chance to convert this interest into actionable intent. For example, Basecamp prominently features a free trial on its website. This strategy invites visitors to experience their service firsthand, increasing the likelihood of conversion.

Source: OptinMonster

4. Intent

The Intent stage is the perfect moment to articulate your value proposition. Offer a simple, user-friendly purchase process. For instance, Uplers offers limited-time coupons — powerful sales boosters that drive conversions and fuel their e-commerce engine.

Source: Optimonk

5. Action

At this stage, the consumer finally makes a purchase, so make sure their experience is seamless and satisfying. For example, Trello’s onboarding email campaign effectively guides new users through the platform’s features in the most friendly way.

Source: ReallyGoodEmails

6. Loyalty

The Loyalty stage is where the long-term value of your customer relationships is realized. Satisfied customers are more likely to become repeat buyers and even brand advocates.

I believe The North Face’s XPLR Pass membership program is a great example. It rewards loyal customers with perks like discounts, competitions, and early product access.

Source: LoyaltyLion

Top 9 Channels for Successful Lifecycle Marketing Campaigns

1. Email marketing

Personalized email campaigns, grounded in a well-crafted lifecycle marketing strategy, are key to effective lead generation.

Source: Statista

Here are the top 3 practices to increase the effectiveness of your lifecycle marketing campaigns:

Segmentation	Send targeted messages by segmenting your email list based on demographics, behavior, purchase history, and engagement levels. Keep the ball rolling by refining these segments.
Personalization	Instead of using only the recipient’s name, go deeper and create meaningful interactions, primarily in real-time.
Automation	To maintain consistent communication, use automated workflows for welcome emails, drip campaigns, and re-engagement strategies. Test, optimize, and repeat.

Leverage lifecycle email marketing effectively with these examples:

• Welcome series
• Reminders for cart abandonment
• Limited-time or first-purchase discounts
• Post-purchase confirmations, instructions on how to use
• Re-engagement campaigns targeting inactive subscribers

With E-Delivery, marketers can enhance engagement and earnings through advanced features. You receive a progressive tool for efficient multi-channel distribution, behavioral segmentation, and seamless integration with major email service providers.

2. SEO and PPC

SEO enhances organic search visibility when your content ranks higher on search engines, while PPC allows for targeted advertising, reaching specific audiences.

Here’s how they work in customer lifecycle marketing:

Stage	SEO	PPC
Awareness	Gathering relevant keywords	Running display/search ads targeting keywords to capture users
Consideration	Offering content that answers questions	Using retargeting ads to reach users who haven’t yet converted
Decision	Filling product pages with detailed descriptions, reviews, and compelling CTAs	Running targeted campaigns with this content to drive immediate conversions
Post-purchase	Continuing engaging customers with content, like how-to guides	Using PPC campaigns to promote loyalty programs, upsell opportunities, or request feedback

3. Content Marketing

Blogs, videos, webinars, and infographics are instrumental in educating and engaging potential and existing customers.

Here’s how content marketing works in the marketing lifecycle:

Engaging visuals is key to making a memorable impression, so use color theory. Choosing the right colors ensures a strong first impression and supports your brand’s message throughout the marketing lifecycle. Experiment with fonts and brand elements like logos and taglines as well.

Each color represents a specific emotion, so select ones that align with the feelings you want to evoke — like green for harmony or orange for creativity, but use them wisely.

Source: HuddleCreative

4. Social Media

Create high-quality, engaging content to encourage repeat visits from your audience. Focus on one platform at a time; don’t juggle too many channels in lifecycle marketing to avoid burnout.

Here’s how lifecycle marketing and social media can work together:

• Awareness: Introduce your brand by presenting a product upgrade.
• Consideration: Share informative content, like hosting live Q&A sessions on Facebook, to detail product features.
• Purchase: Encourage customers’ purchases with exclusive offers, discounts, or coupons via WhatsApp.
• Retention: Keep customers engaged post-purchase by sharing personalized tips, guides, or tutorials on Instagram.
• Advocacy: Turn customers into advocates by encouraging them to share their experiences on Facebook or YouTube.

5. Retargeting Ads

Use multiple marketing channels to avoid losing customers. Google found that combining retargeting with existing ads can increase sales by 50%. Phonexa provides all the tools needed for integrated campaigns in one place.

Drive traffic with email, Facebook, or Instagram ads, and retarget visitors who don’t purchase with follow-up ads or product retargeting emails.

97% of first-time visitors to your site leave without buying, potentially never returning. Retargeting helps bring them back by showing relevant ads on other sites after they’ve gone. Platforms like Google Ads, Facebook, and LinkedIn facilitate these retargeting campaigns.

Aim to deliver your message at least seven times to boost customer decisions, as familiarity often drives purchases. Retargeting enhances brand visibility and reconnects with audiences who’ve already shown interest.

Source: Semrush

Remarketing focuses on using email to target past customers. Google remarketing ads are a powerful tool for converting visitors into customers after they leave your site. With just a few clicks, you can automate these ads to recapture sales while concentrating on other business tasks.

6.Mobile Marketing

Did you know that mobile buyers make up 67.2% of all online purchases, so they want responsiveness, too?

Mobile marketing tactics for connecting with potential customers can include:

• SMS and MMS marketing: Send promotional or informational messages directly to users’ mobile devices.
• Mobile apps: Engage users through branded apps that offer value, such as discounts, loyalty programs, or exclusive content.
• Mobile websites: Ensure your websites are optimized for mobile browsing, with responsive design and fast loading times.
• Location-based marketing: Target users based on geographic location, often using GPS or Wi-Fi data.
• In-App Advertising: Place ads within mobile apps that users frequently use.

Mobile marketing can be a crucial component of lifecycle marketing:

• Awareness: Social media campaigns with mobile ads can attract more new customers.
• Acquisition: SMS campaigns or in-app promotions convert leads into paying customers.
• Engagement: Push notifications or mobile app updates keep your clients engaged with your brand.
• Retention: Mobile loyalty programs or personalized offers help retain customers.
• Advocacy: Testimonials from satisfied customers via mobile platforms boost word-of-mouth marketing.

7. Customer Relationship Management (CRM)

Here’s how CRM can be used in each stage of lifecycle marketing:

	Function
Awareness	CRM collects and stores information from initial interactions (e.g., form submissions, social media)You can group leads based on criteria (e.g., interests, location) for targeted marketing.Use automated emails or SMS to nurture leads and build brand awareness.
Acquisition	With CRM, tailor communications based on lead data to increase conversion rates.Monitor lead progress and manage follow-ups efficiently.Assess which acquisition strategies are practical and adjust as needed.
Onboarding	Send personalized onboarding emails or welcome messages to new customers.Track and support customers through their initial use of your product or service.
Engagement	Use CRM to send relevant updates, offers, or content to keep customers engaged.Analyze customer interactions, behavior, and preferences to tailor engagement strategies.
Retention	Manage and track customer loyalty initiatives and rewards.Identify at-risk customers and implement strategies to retain them.
Advocacy	Automate and manage customer referral campaigns.Use CRM to gather and act on customer feedback.

8. Events and Webinars

Webinars and virtual events are also great examples of channels for lifecycle marketing, as you can engage with clients in real-time.

In the awareness stage, host educational webinars or participate in industry events to attract new leads with your spectacular expertise. As you move into the acquisition stage, exclusive webinars that delve into your products can help convert interested leads into customers. In contrast, events that offer product demos or special promotions can encourage immediate purchases.

During the onboarding phase, webinars can guide new customers through your product, addressing their initial questions and setting them up for success. Additionally, organizing training sessions or workshops can enhance their first-hand experience.

To maintain engagement, regularly hosting seminars on industry trends keeps your customers informed and connected. Events such as user groups or networking meetups can further strengthen the relationship with your customer base.

For retention, offering exclusive webinars with ongoing value, updates, or advanced tips helps reinforce the customer’s decision to stick with your brand. Organizing appreciation events can also show loyalty and reward ongoing patronage.

Finally, in the advocacy stage, encourage customers to share their experiences during webinar sessions for tighter communication. Hosting exclusive events for top advocates helps build community and promotes word-of-mouth referrals.

Enhancing Your B2B Lifecycle Marketing with Phonexa

If you utilize efficient lead generation tools like Phonexa, you can elevate the value of your brand in this dynamic field. Its comprehensive analytics and automation capabilities will help you get deeper insights into customer behavior and streamline your lifecycle marketing processes.

 

Phonexa offers a comprehensive suite of advanced tools for only $100 monthly:

 

Build your plan to start enhancing your strategy today, or book a demo to explore how Phonexa can maximize your potential.

Frequently Asked Questions

What is customer lifecycle marketing?

Customer lifecycle marketing is a strategy that targets customers at different stages of their journey, from awareness to retention, using tailored messaging and tactics to guide them through each phase. The goal is to build long-term relationships by delivering relevant content and experiences that meet customers’ evolving needs.

What are the main marketing life cycle stages?

• Awareness: Attracting potential customers by making them aware of your brand, products, or services.
• Engagement: Building interest and connection with potential customers through relevant and personalized content.
• Conversion: Encouraging prospects to take action, such as making a purchase or signing up for a service.
• Retention: Maintaining relationships with existing customers by keeping them satisfied and engaged.
• Advocacy: Turning satisfied customers into brand advocates who promote your products or services to others.