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Mastering Lifecycle Marketing: Real-World Tactics from Leading B2B Teams

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Manage episode 487704223 series 3290771
Content provided by Exit Five and Dave Gerhardt. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Exit Five and Dave Gerhardt or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

#253 Lifecycle Marketing | In this episode, we’re joined by two expert lifecycle marketers: Charlotte Hardin, Lifecycle Marketing Manager at Rebuy Engine, and Naomi West, Senior Product Manager at Customer.io. Charlotte and Naomi bring years of hands-on experience running email, onboarding, and retention programs inside B2B SaaS companies.

They break down how B2B teams can use lifecycle marketing to drive more revenue, boost product engagement, and strengthen customer relationships, without needing a massive team.

Charlotte and Naomi cover:

  • How top B2B teams build high-performing welcome sequences, and why they’re constantly worth revisiting
  • The role of experimentation and how to prioritize AB tests that deliver learnings (even with small audiences)
  • Strategic ways to keep users engaged post-onboarding, including behavior-based triggers and surprise-and-delight moments

Timestamps

  • (00:00) - – Intro
  • (02:38) - – Meet Charlotte and Naomi
  • (04:23) - – How they define lifecycle marketing
  • (06:08) - – What they’ve changed their minds about recently
  • (09:18) - – Plain text vs. designed emails
  • (11:08) - – Their frameworks for experimentation
  • (13:38) - – How to test in low-volume environments
  • (15:58) - – Common mistakes in A/B testing
  • (17:08) - – What a day in lifecycle marketing looks like
  • (19:18) - – How they (actually) use AI in their workflows
  • (23:08) - – Building a reporting foundation for lifecycle
  • (27:19) - – Naomi’s example of measuring aha moments
  • (29:19) - – Quick definitions of lifecycle marketing
  • (30:49) - – Tips for writing lifecycle campaigns that actually matter
  • (31:19) - – Favorite lifecycle campaigns they’ve run
  • (33:19) - – Why revamping welcome flows is always worth it
  • (35:19) - - Frameworks they use for building new flows
  • (38:19) - – What to do *after* onboarding ends
  • (39:49) - – Using behavior-based triggers and milestones
  • (41:49) - – Surprise and delight moments in B2B
  • (43:19) - – Creating assets with a lean team
  • (46:19) - – Systems and templates that save time
  • (48:19) - – Navigating multi-year sales cycles with lifecycle content
  • (51:19) - – Why benchmarks are often misleading
  • (53:19) - – Final advice: audit often, talk to your team, and keep learning
  • (55:19) - – Wrap-up and where to find Naomi and Charlotte

Send guest pitches and ideas to [email protected]
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today's episode is brought to you by Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

  • Frustrated by clunky email builders? You need Knak.
  • Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
  • Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

  • They give you unlimited podcast editing and strategy for your B2B podcast.
  • Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
  • Visit hatch.fm to learn more
  continue reading

265 episodes

Artwork
iconShare
 
Manage episode 487704223 series 3290771
Content provided by Exit Five and Dave Gerhardt. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Exit Five and Dave Gerhardt or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

#253 Lifecycle Marketing | In this episode, we’re joined by two expert lifecycle marketers: Charlotte Hardin, Lifecycle Marketing Manager at Rebuy Engine, and Naomi West, Senior Product Manager at Customer.io. Charlotte and Naomi bring years of hands-on experience running email, onboarding, and retention programs inside B2B SaaS companies.

They break down how B2B teams can use lifecycle marketing to drive more revenue, boost product engagement, and strengthen customer relationships, without needing a massive team.

Charlotte and Naomi cover:

  • How top B2B teams build high-performing welcome sequences, and why they’re constantly worth revisiting
  • The role of experimentation and how to prioritize AB tests that deliver learnings (even with small audiences)
  • Strategic ways to keep users engaged post-onboarding, including behavior-based triggers and surprise-and-delight moments

Timestamps

  • (00:00) - – Intro
  • (02:38) - – Meet Charlotte and Naomi
  • (04:23) - – How they define lifecycle marketing
  • (06:08) - – What they’ve changed their minds about recently
  • (09:18) - – Plain text vs. designed emails
  • (11:08) - – Their frameworks for experimentation
  • (13:38) - – How to test in low-volume environments
  • (15:58) - – Common mistakes in A/B testing
  • (17:08) - – What a day in lifecycle marketing looks like
  • (19:18) - – How they (actually) use AI in their workflows
  • (23:08) - – Building a reporting foundation for lifecycle
  • (27:19) - – Naomi’s example of measuring aha moments
  • (29:19) - – Quick definitions of lifecycle marketing
  • (30:49) - – Tips for writing lifecycle campaigns that actually matter
  • (31:19) - – Favorite lifecycle campaigns they’ve run
  • (33:19) - – Why revamping welcome flows is always worth it
  • (35:19) - - Frameworks they use for building new flows
  • (38:19) - – What to do *after* onboarding ends
  • (39:49) - – Using behavior-based triggers and milestones
  • (41:49) - – Surprise and delight moments in B2B
  • (43:19) - – Creating assets with a lean team
  • (46:19) - – Systems and templates that save time
  • (48:19) - – Navigating multi-year sales cycles with lifecycle content
  • (51:19) - – Why benchmarks are often misleading
  • (53:19) - – Final advice: audit often, talk to your team, and keep learning
  • (55:19) - – Wrap-up and where to find Naomi and Charlotte

Send guest pitches and ideas to [email protected]
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today's episode is brought to you by Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

  • Frustrated by clunky email builders? You need Knak.
  • Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
  • Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

  • They give you unlimited podcast editing and strategy for your B2B podcast.
  • Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
  • Visit hatch.fm to learn more
  continue reading

265 episodes

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