What is Lifecycle Marketing?

Lifecycle marketing is the practice of sending the right message to the right user at the right time based on where they are in their journey — from onboarding through activation, retention, and reactivation.

What tools do Lifecycle Marketers use?

Common tools include Braze, Iterable, Customer.io, Klaviyo (for ecommerce), and Salesforce Marketing Cloud. Most roles also require experience with segmentation and A/B testing.

How is CRM different from Lifecycle Marketing?

CRM traditionally focuses on managing customer data and relationships (Salesforce). Lifecycle marketing is about using that data to build automated communication journeys. In practice, the roles overlap significantly.

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