Free working resource
Lifecycle Marketing Map
Map the customer lifecycle and identify where marketing can create the next useful behaviour.
Questions worth answering before you spend more money on marketing.
1. Acquisition
What promise brings the right customer in?
What information or expectation is created before conversion?
2. Activation
What is the first meaningful value event?
What prevents customers from reaching it?
What intervention would remove that friction?
3. Repeat behaviour
What makes the second useful action easier than the first?
What signals show genuine engagement rather than passive activity?
4. Retention
Why do customers stay?
What changes before churn becomes obvious?
Which behaviours predict continued value?
5. Reactivation
Which dormant customers still have a reason to return?
What changed since they last engaged?
What message or offer would be genuinely useful rather than simply promotional?
Read it first. Send the framework to your inbox when you are ready to use it.
The page gives you the thinking. The formatted version is useful when you want to sit down with your team and work through it.
That is usually where I come in.
I work with founders, business owners and marketing teams on strategy, positioning, growth and go-to-market problems that need senior thinking and practical execution.
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