CMO · Template · Intermediate · Saves 45+ hours
Customer Lifecycle Campaign Map
A comprehensive map of customer marketing touchpoints across the entire customer lifecycle.
What's included
- Lifecycle stage definitions
- Campaign triggers and timing
- Message frameworks by stage
- Channel strategy
- Automation requirements
- Performance metrics
Best used when
- Designing lifecycle programs
- Planning automation
- Optimizing touchpoints
- Improving retention
- Driving adoption
The template
The Template
LIFECYCLE STAGES
| Stage | Definition | Duration | Key Objective |
|---|---|---|---|
| Onboarding | Contract signed to first value | 0-30 days | Time to value |
| Adoption | Learning and expanding use | 30-90 days | Feature adoption |
| Growth | Active, expanding | 90 days-1 year | Expansion |
| Maturity | Steady state | 1+ years | Retention, advocacy |
| Renewal | Pre-renewal period | 90 days before | Renewal |
CAMPAIGN MAP
Onboarding (Days 0-30)
| Day | Campaign | Channel | Message Focus |
|---|---|---|---|
| 0 | Welcome | Thank you, what's next | |
| 1 | Getting started | In-app | First steps guide |
| 3 | Quick win | First value milestone | |
| 7 | Check-in | CSM | How's setup going? |
| 14 | Feature spotlight | Key feature #1 | |
| 21 | Progress check | In-app | Are you on track? |
| 30 | Success check | CSM + Email | Value achieved? |
Adoption (Days 30-90)
| Trigger | Campaign | Channel | Message |
|---|---|---|---|
| Day 30 | Feature discovery | Beyond basics | |
| Low usage | Re-engagement | In-app + Email | Tips to get more |
| First milestone | Celebration | You did it! | |
| Day 60 | Advanced features | Power user tips | |
| Feature unused | Adoption prompt | In-app | Try this feature |
| Day 90 | Review | CSM | Progress review |
Growth (90 days - 1 year)
| Trigger | Campaign | Channel | Message |
|---|---|---|---|
| Quarterly | Value recap | Your results | |
| High usage | Expansion | Email + CSM | Ready for more? |
| NPS 9-10 | Advocacy | Share your story | |
| Product update | Feature launch | Email + In-app | New for you |
| Industry content | Nurture | Relevant insights |
Maturity (1+ years)
| Trigger | Campaign | Channel | Message |
|---|---|---|---|
| Anniversary | Celebration | Email + Gift | Thank you |
| Quarterly | Engagement | What's new | |
| Peer content | Community | Connect with peers | |
| Strategic | Executive | 1:1 | Business review |
Renewal (90 days before)
| Days Out | Campaign | Channel | Message |
|---|---|---|---|
| 90 | Value summary | Your year in review | |
| 75 | CSM touchpoint | CSM | Renewal discussion |
| 60 | Renewal options | Plans and pricing | |
| 45 | Formal notice | Renewal details | |
| 30 | Reminder | Action needed | |
| 14 | Final reminder | Email + CSM | Renew now |
| 7 | Urgent | Phone + Email | Don't miss out |
AUTOMATION REQUIREMENTS
Required Triggers
| Trigger Type | Example | Action |
|---|---|---|
| Time-based | Day 7 post-signup | Send welcome series |
| Event-based | First login | Celebrate + guide |
| Behavior-based | Low usage | Re-engagement |
| Status-based | Health score drop | Alert + campaign |
Data Needs
- Contract start date
- Lifecycle stage
- Usage metrics
- Feature adoption
- NPS score
- Health score
- Renewal date
PERFORMANCE METRICS
| Stage | Primary Metric | Target |
|---|---|---|
| Onboarding | Time to value | <30 days |
| Adoption | Feature adoption | >60% |
| Growth | NRR | >110% |
| Maturity | Retention | >90% |
| Renewal | Renewal rate | >85% |
Frequently asked questions
What is the Customer Lifecycle Campaign Map?
A comprehensive map of customer marketing touchpoints across the entire customer lifecycle.
Who is the Customer Lifecycle Campaign Map for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Lifecycle Campaign Map take to use?
It saves roughly 45+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Lifecycle Campaign Map free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Lifecycle Campaign Map?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.