What do companies get wrong about Lifecycle Marketing?
Call it what you will. Lifecycle Marketing, Customer Marketing, Retention Marketing, Customer Growth, Account Based Marketing…Your company probably has its preference, but these are just different names for most of the same mechanics.
Here’s four ways most companies get it wrong:
Narrow Tactical Focus: most companies approach lifecycle marketing as tactical campaign management instead of building thoughtful customer growth experiences. They spend all their time sending manual campaigns or tweaking email and sms sequences. The true unlock is switching the mindset towards turning every customer interaction into a coaching or growth moment.
Scarcity Mindset: When teams do reach out to existing customers they treat them like they're about to leave. They’ve missed the boat and have to send "Don't churn!" emails instead of "Here's how to get more value" coaching flows.
Reactive Firefighting: Most teams only engage customers when usage drops(if they’re even tracking that) or renewal risk appears.
Fragmented Ownership: Product owns onboarding, CS owns renewals, Sales owns expansions, Marketing owns… what? content? Nobody owns the holistic journey experience.
Any of this sound familiar?
