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Digital Marketing Academy · Lesson

The Lifecycle Framework

Acquire, engage, retain.

What Lifecycle Marketing Is

Lifecycle marketing maps every message, offer, and nudge to the customer's current relationship stage instead of blasting everyone the same content.

The premise is simple: a brand-new signup, a power user, and a fading account need fundamentally different things. Lifecycle thinking turns retention from a vague goal into a stage-by-stage operating system.

The Core Stages

Most lifecycle frameworks compress the journey into five or six stages. Each has a primary objective and a single metric that tells you whether the stage is healthy.

Memorize the stages, not the labels. Different teams rename them, but the underlying jobs are universal.

STAGE          GOAL                METRIC
Acquisition  -> first signup       CAC / signups
Activation   -> first real value   activation rate
Retention    -> repeat usage       D30 retention
Revenue      -> monetize           ARPU / conversion
Referral     -> advocacy           referral rate
Resurrection -> reactivate         win-back rate

All lessons in this course

  1. The Lifecycle Framework
  2. Onboarding for Retention
  3. Winning Back Churned Users
  4. Loyalty and Referrals
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