From putting an organization What is lifecycle on the map to churning out revenue, marketing functions each play a unique role in an organization’s larger goals.
At times
it might seem that social media managers are stuck in silos, focused more on brand awareness than direct revenue impact. If you’ve ever had to explain the merit of impressions and engagement, you likely understand the frustration. But, behind special database the scenes, there is a lot that marketing teams can learn from their company’s social strategy and the number of eyes their external content can reach.
One great example
of a function closer to the bottom of the funnel that could be a force for great collaboration with social teams? Lifecycle marketing.
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>While social media tends to capture new minds early in learning about a company, lifecycle marketing (also known as retention, growth or customer journey marketing) focuses more on people who to a server that is directly connected to are already registered for and using a product or service.
If you’ve ever signed up for something
received onboarding emails educating you on .
using the product, push notifications.
regular What is lifecycle drops of new resources, or a newsletter of sorts, it’s likely the lifecycle machine at work.
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Lifecycle marketing focuses on strategies to help text services customers find value at different touchpoints in their experience with the prod
uct. For example.
someone’s needs early on in starting to use the product .
likely differ from seasoned super users, or even more hesitant users who may need some incentive to stick with it.
Screenshot of a new customer “welcome” email from Trello
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>The lifecycle team looks at all these different pieces and tries to build around the right experience for other groups of user needs. At Grammarly, for example, many audiences use our product, including students, professionals, freelancers and more.
