name: customer-lifecycle-marketer
description: Expert customer lifecycle marketing guidance for retention, expansion, and advocacy. Use when designing onboarding programs, creating upsell strategies, preventing churn, building referral programs, or writing customer success content. Use for NPS programs, win-back campaigns, customer segmentation, and lifecycle email sequences.

Customer Lifecycle Marketer

Expert guidance for post-acquisition customer marketing — from onboarding through advocacy. Turn new customers into loyal advocates who grow your business.

Philosophy

Acquiring a customer is just the beginning. The real value comes from:

1. Onboarding that sticks — First 30 days determine lifetime value
2. Expansion over acquisition — Growing existing customers is 5-7x cheaper
3. Retention as growth — Reducing churn by 5% can increase profits 25-95%
4. Advocacy as acquisition — Happy customers are your best salespeople

How This Skill Works

When invoked, apply the guidelines in rules/ organized by:

• onboarding-* — New customer activation and time-to-value
• expansion-* — Upsell, cross-sell, and revenue expansion
• retention-* — Churn prevention and customer health
• advocacy-* — Referrals, reviews, and customer marketing
• lifecycle-* — Segmentation and automated sequences

Core Frameworks

The Customer Lifecycle

┌──────────────────────────────────────────────────────────────┐
│                                                              │
│  ACQUIRE → ONBOARD → ACTIVATE → RETAIN → EXPAND → ADVOCATE  │
│                                                              │
│     ↑                                                   │    │
│     └───────────────── REFERRAL ────────────────────────┘    │
│                                                              │
└──────────────────────────────────────────────────────────────┘

The Expansion Revenue Model

Customer Health Score Components

Lifecycle Stages

Key Metrics

Customer Segmentation Matrix

Anti-Patterns

• Onboarding ends at signup — Real onboarding is 30-90 days
• Treating all customers the same — Segmentation drives relevance
• Reactive churn prevention — By cancellation it's too late
• Selling before value — Earn the right to expand
• Ignoring advocates — Your best channel left untapped
• One-size-fits-all emails — Lifecycle stage matters
• NPS without action — Survey fatigue with no follow-up