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Mastering Lifecycle Marketing: Real-World Tactics from Leading B2B Teams
Manage episode 487704223 series 3290771
#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
- (02:39) - – Meet Charlotte and Naomi
- (04:24) - – How they define lifecycle marketing
- (06:09) - – What they’ve changed their minds about recently
- (09:19) - – Plain text vs. designed emails
- (11:09) - – Their frameworks for experimentation
- (13:39) - – How to test in low-volume environments
- (15:59) - – Common mistakes in A/B testing
- (17:09) - – What a day in lifecycle marketing looks like
- (19:19) - – How they (actually) use AI in their workflows
- (23:09) - – Building a reporting foundation for lifecycle
- (27:54) - – Naomi’s example of measuring aha moments
- (29:54) - – Quick definitions of lifecycle marketing
- (31:24) - – Tips for writing lifecycle campaigns that actually matter
- (31:54) - – Favorite lifecycle campaigns they’ve run
- (33:54) - – Why revamping welcome flows is always worth it
- (35:54) - - Frameworks they use for building new flows
- (38:54) - – What to do *after* onboarding ends
- (40:24) - – Using behavior-based triggers and milestones
- (42:24) - – Surprise and delight moments in B2B
- (43:54) - – Creating assets with a lean team
- (46:54) - – Systems and templates that save time
- (48:54) - – Navigating multi-year sales cycles with lifecycle content
- (51:54) - – Why benchmarks are often misleading
- (53:54) - – Final advice: audit often, talk to your team, and keep learning
- (55:54) - – 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
***
This episode of the Exit Five podcast is brought to you by Qualified.
AI is the hottest topic in marketing right now. And one thing we hear a lot of you marketers talking about is how you can use AI Agents to help run your marketing machine.
That’s where Qualifed comes in with Piper, their AI SDR agent.
Piper is the #1 AI SDR Agent on the market according to G2, and hundreds of companies like Box, Asana, and Brex, have hired Piper to autonomously grow inbound pipeline. How good does that sound?
Qualified customers are seeing a massive business impact with Piper: a 3X increase in meetings booked and a 2X increase in pipeline.
The Agentic Marketing era has arrived. And if you’re a B2B marketing leader looking to scale pipeline generation, Piper the #1 AI SDR Agent is here to help.
Hire Piper, the #1 AI SDR Agent, and grow your pipeline today.
You can learn more at qualified.com/exit5
290 episodes
Manage episode 487704223 series 3290771
#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
- (02:39) - – Meet Charlotte and Naomi
- (04:24) - – How they define lifecycle marketing
- (06:09) - – What they’ve changed their minds about recently
- (09:19) - – Plain text vs. designed emails
- (11:09) - – Their frameworks for experimentation
- (13:39) - – How to test in low-volume environments
- (15:59) - – Common mistakes in A/B testing
- (17:09) - – What a day in lifecycle marketing looks like
- (19:19) - – How they (actually) use AI in their workflows
- (23:09) - – Building a reporting foundation for lifecycle
- (27:54) - – Naomi’s example of measuring aha moments
- (29:54) - – Quick definitions of lifecycle marketing
- (31:24) - – Tips for writing lifecycle campaigns that actually matter
- (31:54) - – Favorite lifecycle campaigns they’ve run
- (33:54) - – Why revamping welcome flows is always worth it
- (35:54) - - Frameworks they use for building new flows
- (38:54) - – What to do *after* onboarding ends
- (40:24) - – Using behavior-based triggers and milestones
- (42:24) - – Surprise and delight moments in B2B
- (43:54) - – Creating assets with a lean team
- (46:54) - – Systems and templates that save time
- (48:54) - – Navigating multi-year sales cycles with lifecycle content
- (51:54) - – Why benchmarks are often misleading
- (53:54) - – Final advice: audit often, talk to your team, and keep learning
- (55:54) - – 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
***
This episode of the Exit Five podcast is brought to you by Qualified.
AI is the hottest topic in marketing right now. And one thing we hear a lot of you marketers talking about is how you can use AI Agents to help run your marketing machine.
That’s where Qualifed comes in with Piper, their AI SDR agent.
Piper is the #1 AI SDR Agent on the market according to G2, and hundreds of companies like Box, Asana, and Brex, have hired Piper to autonomously grow inbound pipeline. How good does that sound?
Qualified customers are seeing a massive business impact with Piper: a 3X increase in meetings booked and a 2X increase in pipeline.
The Agentic Marketing era has arrived. And if you’re a B2B marketing leader looking to scale pipeline generation, Piper the #1 AI SDR Agent is here to help.
Hire Piper, the #1 AI SDR Agent, and grow your pipeline today.
You can learn more at qualified.com/exit5
290 episodes
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