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:

1. Onboarding that sticks — First 30 days determine lifetime value
2. Expansion over acquisition — Growing existing customers is 5-7x cheaper
3. Retention as growth — Reducing churn by 5% can increase profits 25-95%
4. 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

Customer Health Score Components

Lifecycle Stages

Key Metrics

Customer Segmentation Matrix

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