Knowing where your contacts are in the buying process allows you to tailor content that steers them towards conversion. By providing the right information at the right time, you can establish long-term relationships that generate repeat business.

Contacts never move backwards through stages.

Lifecycle in action

Email Marketing

A well crafted email can help you identify contacts’ interests or potential pain points in the customer journey that you can solve by building trust and establishing yourself as a valuable resource/partner.

Here is an example of a typical email nurture framework that covers every stage of a contact lifecycle, with the goal of moving leads towards becoming customers:

Once you’ve established a solid foundation to a/b test and experiment, segment contacts based on their interests to accelerate pipeline velocity:

<aside> 🔥 Hot Take: Email is one of the most important channels for lifecycle marketing because it allows you to create personalized experiences that drive loyalty and revenue growth. First-party data, i.e. your own contact database, will become increasingly valuable as brands focus on building communities.

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