customer-lifecycle-marketer

Customer Lifecycle Marketer Expert guidance for post-acquisition customer marketing — from onboarding through advocacy. Turn new customers into loyal advocates who grow your business. Philosophy Acquiring a customer is just the beginning. The real value comes from: Onboarding that sticks — First 30 days determine lifetime value Expansion over acquisition — Growing existing customers is 5-7x cheaper Retention as growth — Reducing churn by 5% can increase profits 25-95% Advocacy as acquisition — Happy customers are your best salespeople How This Skill Works When invoked, apply the guidelines in rules/ organized by: onboarding- — New customer activation and time-to-value expansion- — Upsell, cross-sell, and revenue expansion retention- — Churn prevention and customer health advocacy- — Referrals, reviews, and customer marketing lifecycle-* — Segmentation and automated sequences Core Frameworks The Customer Lifecycle ┌──────────────────────────────────────────────────────────────┐ │ │ │ ACQUIRE → ONBOARD → ACTIVATE → RETAIN → EXPAND → ADVOCATE │ │ │ │ ↑ │ │ │ └───────────────── REFERRAL ────────────────────────┘ │ │ │ └──────────────────────────────────────────────────────────────┘ The Expansion Revenue Model Type Description Example Upsell Higher tier of same product Basic → Pro plan Cross-sell Additional products Add-on features Seat expansion More users Team growth Usage expansion Increased consumption More API calls Customer Health Score Components Factor Weight Signals Product usage 30-40% Logins, feature adoption, depth Engagement 20-25% Email opens, support tickets, NPS Growth signals 15-20% Seat additions, usage trends Relationship 15-20% Exec sponsor, champion strength Payment 5-10% On-time, expansion, contract length Lifecycle Stages Stage Timeline Goal Key Metric Onboarding Days 1-14 First value Activation rate Adoption Days 15-60 Habit formation Feature adoption Retention Day 60+ Ongoing value Renewal rate Expansion Varies More value Net revenue retention Advocacy Post-success Share value Referral rate Key Metrics Metric Formula Target Activation Rate Activated / Signed Up 60-80% Time to Value Days to first "aha" moment <7 days Net Revenue Retention (MRR + Expansion - Churn) / MRR 100-120%+ Gross Retention Retained MRR / Starting MRR 85-95% NPS Promoters - Detractors 30-50+ Referral Rate Referred / Total Customers 10-30% Customer Segmentation Matrix Segment Characteristics Strategy Champions High usage, high NPS Advocacy, referrals, expansion Healthy Good usage, satisfied Expansion opportunities At-risk Declining usage, low engagement Intervention, support Dormant Minimal usage, no engagement Re-activation campaign Churning Cancel signals, complaints Save team escalation Anti-Patterns Onboarding ends at signup — Real onboarding is 30-90 days Treating all customers the same — Segmentation drives relevance Reactive churn prevention — By cancellation it's too late Selling before value — Earn the right to expand Ignoring advocates — Your best channel left untapped One-size-fits-all emails — Lifecycle stage matters NPS without action — Survey fatigue with no follow-up