A marketing approach that tailors messaging and offers to a customer's specific stage in their relationship with a business — onboarding, active use, risk of churn, and so on — rather than treating all customers the same regardless of tenure or behavior.
Why it matters
A brand-new customer and a two-year loyal customer need very different things from marketing communication. Lifecycle marketing recognizes that and adjusts messaging accordingly, which tends to produce more relevant, better-performing communication at every stage.
In a sentence
"Our lifecycle marketing program shifts a customer from onboarding emails to feature-adoption tips to renewal messaging, depending on where they are in their journey."
Related terms
- Often confused with: Nurture sequence (lifecycle marketing is the broader, ongoing strategy across a customer's entire relationship; a nurture sequence is typically a specific, bounded sequence used pre-purchase).