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The step-by-step guide to the customer lifecycle
Level up your customer lifecycle marketing with these five follow-up steps
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Free guide
The step-by-step guide to the customer lifecycle
Level up your customer lifecycle marketing with these five follow-up steps
Fill out the form to get your free download.
settings
settings
By submitting this form, I agree to the terms in Ontraport's Privacy Policy.

Years of sales and marketing automation research has found that communicating with leads and customers is a lot like communicating in personal relationships. Just as you wouldn’t ask someone to marry you on the first date, you shouldn’t ask your customers to buy your main product the first time they come across your brand.

In The Step-by-step Guide to the Customer Lifecycle, you’ll learn how to implement customer lifecycle marketing strategies for following up appropriately at every relationship phase.
  • How to capture your leads’ attention with valuable content so they’ll provide you with their contact information

  • Tactics for turning qualified leads into loyal customers so they’ll come back to spend money with your business time and time again 

  • How to use tiered product lines so you can warm up leads to buying your core offer

  • Ways to delight your customers throughout the customer lifecycle so they’ll never want to leave

  • How to immerse customers into your brand with upsells and cross-sells so they become loyal superfans and referrers

  • Tips for connecting your CRM to each funnel so your customers are guaranteed to be nurtured and cared for at every stage

Years of sales and marketing automation research has found that communicating with leads and customers is a lot like communicating in personal relationships. Just as you wouldn’t ask someone to marry you on the first date, you shouldn’t ask your customers to buy your main product the first time they come across your brand.

In The Step-by-step Guide to the Customer Lifecycle, you’ll learn how to implement customer lifecycle marketing strategies for following up appropriately at every relationship phase.
  • How to capture your leads’ attention with valuable content so they’ll provide you with their contact information

  • Tactics for turning qualified leads into loyal customers so they’ll come back to spend money with your business time and time again 

  • How to use tiered product lines so you can warm up leads to buying your core offer

  • Ways to delight your customers throughout the customer lifecycle so they’ll never want to leave

  • How to immerse customers into your brand with upsells and cross-sells so they become loyal superfans and referrers

  • Tips for connecting your CRM to each funnel so your customers are guaranteed to be nurtured and cared for at every stage

Convert more leads with these proven customer lifecycle marketing strategies

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Get the guide

“To be able to create an outstanding customer experience that is automated, that takes care of our folks no matter where they are around the world … really allows us to create outstanding customer experiences.”

- Marie Forleo, Founder of B-School and Marie Forleo International

Convert more leads with these proven customer lifecycle marketing strategies

“To be able to create an outstanding customer experience that is automated, that takes care of our folks no matter where they are around the world … really allows us to create outstanding customer experiences.”

- Marie Forleo, Founder of B-School and Marie Forleo International

Frequently Asked Questions

What is marketing automation and why is it so important?

Marketing automation is technology that manages repetitive marketing tasks and complex campaigns so you don’t have to. This software allows you to automate your communication with leads and customers throughout the customer lifecycle, from their first touchpoint to post-purchase.

When paired with a CRM that collects data about your leads and customers, your marketing automation software can use that data to deliver engaging, effective experiences across multiple channels. Whether you use email marketing, SMS messages, postcards or a combination of them all, marketing automation will give you the power to turn more leads into customers — without managing the whole process manually.

What is a digital marketing funnel?

Digital marketing funnels are like road maps that your prospects follow until they eventually convert into loyal customers. You can create all kinds of funnels depending on your business and strategy, however most center around the five customer lifecycle stages: Attract, Convert, Fulfill, Delight and Refer.

With marketing automation, your leads and customers will move from one stage to the next based on their interactions with your business. For example, your marketing platform can bump a contact to their next lifecycle stage automatically after they reach milestones like signing up for your newsletter or making a first purchase. The best part is, it all runs on autopilot after you set it up, which gives you the power to scale faster.


Why is customer lifecycle marketing so important?

Whether you’re building onboarding systems, lead nurturing funnels or sales processes, the best way to organize and think about your business’s systems is through the lens of your customer lifecycle. That way, you can design every process, campaign and interaction in a way that builds long-term relationships with leads and customers.

When you can track prospects’ progress through your lifecycle and work to improve your conversion rates between each stage, you’ll have a solid foundation on which to build your business.


How can I apply my research about marketing strategy to the customer lifecycle?

Once you have a solid grasp on how to use the customer lifecycle in your marketing, you’ll find that most marketing automation research fits naturally into the stages of your lifecycle. When you can see where a certain strategy lands in your customer journey, it’s easier to build it into your overall plan to create longer-lasting relationships.

For example, say you’re collecting a lot of new leads but aren’t seeing many new customers. Using the customer lifecycle as a basis for your marketing research, you’d know right away that you need to strengthen your Convert stage. That would narrow down your research to strategies that address your leads’ problems, position your business as a solution, and maybe even offer a discount for their first purchase.

Or maybe you are getting a lot of new customers, but they aren’t sticking around. In that case, you’d use the customer lifecycle to home in on your Delight stage and research strategies that introduce customers to your other exciting products, events or services.

By using the customer lifecycle to frame your marketing research, you’ll be able to prioritize and execute new strategies more efficiently — and you’ll have peace of mind that it all works together to boost your bottom line.


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