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The b2b lifecycle retention guide you’ll want to bookmark
A practical, lifecycle-driven retention guide for B2B marketing leadersRetention is the hottest conversation in B2B right now. But most teams are stuck between "we know this matters" and "we don't know where to start." If that sounds familiar, this retention guide closes that gap—and honestly, it’s the thing I wish someone had handed me when I started building lifecycle programs
saddle up
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saddle up ✳︎
The B2B lifecycle marketing retention guide is a tactical walkthrough of the frameworks, plays, and measurement approaches I've used to build lifecycle-driven retention programs at companies like Lever and Copy.ai + across my fractional client work. It’s built for marketing leaders and teams who want to get a retention motion in place, but don’t know where the heck to start :)
What’s inside
21 pages of actionable tips, recs, and takeaways to get you started with building out a retention motion using lifecycle marketing.
❋ A quick guide for retention
A retention-first lifecycle strategy framework: start with the business goal, map your journey to retention levers, build one program targeting your biggest gap.❋ Retention plays to try today
5 plays you can steal, like re-engagement rescue, pre-renewal orchestration (with a full 90-day breakdown), usage-based expansion, lifecycle ABM for cross-sell, and onboarding that reduces churn.❋ Easy measurement hot tips
scrappy measurement playbook: control groups, cohort comparisons, proxy metrics from teams like CS, and more.❋ Recs for working cross-functionally
The cross-functional blueprint: how to partner with CS, Product, RevOps, and MOps so retention programs don't live in a silo.❋ A quick peek inside the field guide
just a little preview of the full 21-page guide you’ll get ❋
Saddle up
If you're a marketing leader whose been struggling to set up your first retention motion using lifecycle marketing, or just want a few hot tips and recs for your team to test out, this guide's for you ❋Just fill out the form, and I'll send you a copy of the guide.P.S. If you get through the guide and your honest reaction is, "we don't have the infrastructure to run any of this yet," you're not behind! You're just at the Basecamp stage. Lifecycle Basecamp is a 3-month engagement where I help you build your lifecycle foundation from scratch: strategy, programs, segmentation, measurement, and a custom ops manual with a JD + 30/60/90 for when you're ready to make your first lifecycle hire.