Description:
The Customer Lifecycle Marketing Manager owns the strategy and execution of scalable, data-driven lifecycle campaigns that drive product adoption, engagement, and retention across the customer journey.
This role is responsible for connecting the right customers to the right education, feature experiences, and programs at the right time through segmentation, automation, and behavioral triggers. By translating customer data into targeted communications, the Lifecycle Marketing Manager accelerates adoption milestones, reduces idle usage, and strengthens renewal readiness.
This is a systems-oriented, highly analytical role that directly influences customer health and revenue retention.
What You'll Do
Lifecycle Strategy & Journey Design
- Design and optimize multi-stage customer journeys spanning onboarding, activation, feature adoption, value expansion, and renewal readiness.
- Translate customer lifecycle stages into structured communication frameworks aligned to adoption milestones and retention goals.
- Identify gaps in engagement and recommend new lifecycle motions to improve customer progression and product stickiness.
Segmentation & Marketing Automation
- Build and manage dynamic audience segmentation using behavioral, product usage, and CRM data.
- Develop and maintain automated workflows within Marketo and Pendo to deliver personalized, triggered communications.
- Implement in-app, email, and integrated lifecycle campaigns that guide customers toward defined adoption behaviors.
- Partner with Marketing Operations and RevOps to ensure data accuracy, campaign attribution, and reporting integrity.
Adoption & Behavioral Activation
- Collaborate with the Customer Programs & Adoption Manager to scale adoption playbooks through automation and triggered journeys.
- Activate education resources (Academy, Knowledge Base, webinars, community initiatives) within lifecycle campaigns to reinforce customer learning.
- Use product usage insights to proactively surface feature awareness and expansion opportunities.
Measurement & Optimization
- Define and monitor lifecycle KPIs including engagement rates, feature activation, license utilization, and renewal health indicators.
- Analyze campaign performance and customer behavior data to continuously optimize segmentation, messaging, and timing.
- Report on lifecycle impact to leadership, demonstrating correlation between campaign engagement and adoption/retention outcomes.
- Conduct A/B testing and iterative experimentation to improve performance across lifecycle touchpoints.
Cross-Functional Collaboration
- Partner with Customer Success and Account Management to align lifecycle communications with account health and renewal strategy.
- Work closely with Product Marketing to ensure accurate and compelling feature positioning.
- Collaborate with Customer Enablement to embed Academy and self-service resources within lifecycle journeys.
- Coordinate with the Customer Programs & Adoption Manager to amplify live learning and community initiatives through automated distribution.
Key Outcomes
Success in this role is defined by measurable improvements in:
- Product adoption and activation milestones
- Feature utilization and license usage
- Engagement with education and enablement resources
- Renewal readiness and retention health signals
- Scaled support deflection through proactive education
Tools & Accountability
- Primary ownership: Marketo (marketing automation), Pendo (in‑product engagement)
- Reporting alignment: Salesforce, Power BI
- Collaboration: Academy, Zoom (webinar campaign integration), Marketing Operations
What You'll Bring
- 3–6 years of experience in lifecycle marketing, customer marketing, or B2B SaaS marketing.
- Proven experience building and optimizing automated campaigns in a marketing automation platform (Marketo preferred).
- Strong understanding of customer journey mapping, behavioral segmentation, and product-led growth principles.
- Analytical mindset with experience using data to drive campaign optimization.
- Ability to translate complex product functionality into clear, action-oriented messaging.
- Strong cross-functional collaboration and project management skills.