{"id":27287,"date":"2022-05-13T10:05:16","date_gmt":"2022-05-13T09:05:16","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=27287"},"modified":"2022-10-18T22:23:24","modified_gmt":"2022-10-18T21:23:24","slug":"faq-what-is-lifecycle-marketing","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/","title":{"rendered":"What is lifecycle marketing?"},"content":{"rendered":"

The process of guiding a customer through the marketing funnel, from the first engagement as a prospect all the way to the point when a customer becomes a brand advocate, is called <\/span>lifecycle marketing<\/b>.\u00a0<\/span><\/a><\/p>\n

The length of the <\/span>marketing lifecycle<\/b> can be long or short, depending on the product you\u2019re selling or the service you\u2019re providing.\u00a0<\/span><\/p>\n

Some items, like grocery store <\/span>repeat purchases<\/b>, have a shorter marketing lifecycle, meaning you purchase them over and over again in quick succession with little to no consideration.\u00a0<\/span><\/p>\n

These companies need to attract the customer back almost immediately while other companies with longer marketing lifecycles need to nurture the relationship in order to ensure the customer will purchase again.\u00a0<\/span><\/p>\n

For example, a subscription-based service requires continuous nurturing so that the customer will be a repeat subscriber.<\/span><\/p>\n

What are the stages of lifecycle marketing?<\/strong><\/h2>\n
    \n
  • Awareness stage:<\/b> Think of the awareness stage as the first impression, it\u2019s the point at which a potential customer first interacts with your brand, and an opportunity for you to bring them into your <\/span>marketing funnel<\/b>.\u00a0<\/span><\/li>\n
  • Engagement stage: <\/b>Once you have captured their attention, you\u2019ll want to keep it, and this is the point in the marketing lifecycle where you\u2019ll want to entice customers to engage with your brand.\u00a0<\/span><\/li>\n<\/ul>\n

    This can be achieved by encouraging potential customers to learn more about your brand by researching products or services on your website, signing up for a free trial or a demo, or by giving them a compelling reason to follow your brand on social media.\u00a0<\/span><\/p>\n

    “Implementing a solid customer onboarding process will help ensure your customer starts off on the right foot”<\/p><\/blockquote>\n

      \n
    • Evaluation stage: <\/b>Next is the evaluation stage at which point your potential customer may need more information on your brand’s key features and pricing. It\u2019s important to note that you\u2019ll want to make this information easily accessible, so that they can find exactly what they need when it comes time to make their decision.\u00a0\u00a0<\/span><\/li>\n
    • Purchase stage:<\/b> Once a prospect becomes a customer, you\u2019ll want to ensure that they are always satisfied and you\u2019ll need to be ready to take action to make things right when they aren\u2019t. Satisfied customers are more likely to make a repeat purchase and tell their friends and family, so that’s why it\u2019s just as important to demonstrate value in the post-sale phase of the marketing lifecycle as it is when you\u2019re first wooing a customer.\u00a0<\/span><\/li>\n<\/ul>\n

      Additionally, implementing a solid customer onboarding process will help ensure your customer starts off on the right foot.\u00a0<\/span><\/p>\n

        \n
      • Loyalty stage:<\/b> Once you\u2019ve retained a customer, you\u2019ll want to ensure they stay engaged with your brand, hopefully for many years to come, while giving that customer reason to tell friends and colleagues what they love about your brand.\u00a0<\/span><\/li>\n
      • Customer loyalty<\/b> programs and ongoing, proactive sales and service support are popular ways of doing that because those tactics can forge relationships that are hard to break.\u00a0<\/span><\/li>\n<\/ul>\n

        At the same time you also want to upsell other products and services to your current customers that complement those they have already purchased. An upsell campaign requires education, trust, and building genuine relationships. Additionally, businesses should upsell when it makes sense for the customer, and not for the business such as when a new product launches.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer’s attention.<\/p>\n","protected":false},"author":513,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[12724,25018,25028],"coauthors":[25017],"class_list":["post-27287","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-faqs","tag-glossary","tag-lifecycle-marketing"],"yoast_head":"\nWhat is Lifecycle Marketing? | Intercom - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer's attention.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is lifecycle marketing?\" \/>\n<meta property=\"og:description\" content=\"True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer's attention.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-13T09:05:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-18T21:23:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2024\/08\/Intercom-Blog-Share-Image.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nessa Morrissey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@NessMorr11\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nessa Morrissey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/faq-what-is-lifecycle-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/faq-what-is-lifecycle-marketing\\\/\"},\"author\":{\"name\":\"Nessa Morrissey\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/32fb7eab276aaa20a3761d804d52e522\"},\"headline\":\"What is lifecycle marketing?\",\"datePublished\":\"2022-05-13T09:05:16+00:00\",\"dateModified\":\"2022-10-18T21:23:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/faq-what-is-lifecycle-marketing\\\/\"},\"wordCount\":561,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"keywords\":[\"FAQs\",\"Glossary\",\"lifecycle marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/faq-what-is-lifecycle-marketing\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/faq-what-is-lifecycle-marketing\\\/\",\"name\":\"What is Lifecycle Marketing? | Intercom - The Intercom Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"datePublished\":\"2022-05-13T09:05:16+00:00\",\"dateModified\":\"2022-10-18T21:23:24+00:00\",\"description\":\"True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer's attention.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intercom.com\\\/blog\\\/faq-what-is-lifecycle-marketing\\\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"name\":\"The Intercom Blog\",\"description\":\"Articles and Podcasts on Customer Service, AI and Automation, Product, and more\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\",\"name\":\"The Intercom Blog\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"width\":1000,\"height\":1000,\"caption\":\"The Intercom Blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/intercominc\",\"https:\\\/\\\/x.com\\\/intercom\",\"https:\\\/\\\/www.instagram.com\\\/intercom\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/2491343\",\"https:\\\/\\\/www.pinterest.ie\\\/intercom\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCJG0MvLP03kyzzAkD-w98aQ\",\"https:\\\/\\\/en.wikipedia.org\\\/wiki\\\/Intercom_(company)\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/32fb7eab276aaa20a3761d804d52e522\",\"name\":\"Nessa Morrissey\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3e0af15af24e0cd36cf4328dbe20276f103a7eb72f13cf0a3aaa5bb7a36c8944?s=96&d=mm&r=pga0743e1e0cc5de8dcadee1e3480b129e\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3e0af15af24e0cd36cf4328dbe20276f103a7eb72f13cf0a3aaa5bb7a36c8944?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3e0af15af24e0cd36cf4328dbe20276f103a7eb72f13cf0a3aaa5bb7a36c8944?s=96&d=mm&r=pg\",\"caption\":\"Nessa Morrissey\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/NessMorr11\"],\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/author\\\/nessa_morrissey\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What is Lifecycle Marketing? | Intercom - The Intercom Blog","description":"True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer's attention.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/","og_locale":"en_US","og_type":"article","og_title":"What is lifecycle marketing?","og_description":"True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer's attention.","og_url":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/","og_site_name":"The Intercom Blog","article_publisher":"https:\/\/www.facebook.com\/intercominc","article_published_time":"2022-05-13T09:05:16+00:00","article_modified_time":"2022-10-18T21:23:24+00:00","og_image":[{"width":1800,"height":840,"url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2024\/08\/Intercom-Blog-Share-Image.jpeg","type":"image\/jpeg"}],"author":"Nessa Morrissey","twitter_card":"summary_large_image","twitter_creator":"@NessMorr11","twitter_site":"@intercom","twitter_misc":{"Written by":"Nessa Morrissey","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/#article","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/"},"author":{"name":"Nessa Morrissey","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/32fb7eab276aaa20a3761d804d52e522"},"headline":"What is lifecycle marketing?","datePublished":"2022-05-13T09:05:16+00:00","dateModified":"2022-10-18T21:23:24+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/"},"wordCount":561,"publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"keywords":["FAQs","Glossary","lifecycle marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/","url":"https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/","name":"What is Lifecycle Marketing? | Intercom - The Intercom Blog","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/#website"},"datePublished":"2022-05-13T09:05:16+00:00","dateModified":"2022-10-18T21:23:24+00:00","description":"True customer engagement requires sustained effort. Learn the steps involved in lifecycle marketing and how you can capture a customer's attention.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intercom.com\/blog\/faq-what-is-lifecycle-marketing\/"]}]},{"@type":"WebSite","@id":"https:\/\/www.intercom.com\/blog\/#website","url":"https:\/\/www.intercom.com\/blog\/","name":"The Intercom Blog","description":"Articles and Podcasts on Customer Service, AI and Automation, Product, and more","publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intercom.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intercom.com\/blog\/#organization","name":"The Intercom Blog","url":"https:\/\/www.intercom.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","width":1000,"height":1000,"caption":"The Intercom Blog"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/intercominc","https:\/\/x.com\/intercom","https:\/\/www.instagram.com\/intercom\/","https:\/\/www.linkedin.com\/company\/2491343","https:\/\/www.pinterest.ie\/intercom\/","https:\/\/www.youtube.com\/channel\/UCJG0MvLP03kyzzAkD-w98aQ","https:\/\/en.wikipedia.org\/wiki\/Intercom_(company)"]},{"@type":"Person","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/32fb7eab276aaa20a3761d804d52e522","name":"Nessa Morrissey","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3e0af15af24e0cd36cf4328dbe20276f103a7eb72f13cf0a3aaa5bb7a36c8944?s=96&d=mm&r=pga0743e1e0cc5de8dcadee1e3480b129e","url":"https:\/\/secure.gravatar.com\/avatar\/3e0af15af24e0cd36cf4328dbe20276f103a7eb72f13cf0a3aaa5bb7a36c8944?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3e0af15af24e0cd36cf4328dbe20276f103a7eb72f13cf0a3aaa5bb7a36c8944?s=96&d=mm&r=pg","caption":"Nessa Morrissey"},"sameAs":["https:\/\/x.com\/NessMorr11"],"url":"https:\/\/www.intercom.com\/blog\/author\/nessa_morrissey\/"}]}},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/27287","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/users\/513"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/comments?post=27287"}],"version-history":[{"count":0,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/27287\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media?parent=27287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/category?post=27287"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/tags?post=27287"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/coauthors?post=27287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}