What is “Lifecycle Marketing” for you?

I think lifecycle marketing is a mix of the pre and post customer journey. Think of it like a mixed bag of ingredients that need to be cooked in the right order. Before meal prepping, you look up recipes (awareness/reach), you either order online or go to the store (consideration/acquisition) and load up your cart (conversion). You then come home, prepare the raw ingredients, cook and finally have a good meal. A couple of days later, you realize that the grocery items were really good (retention) and they came really quick, so you plan to purchase from them again.(loyalty). It’s a birds-eye view (coupled with plenty of strategies) of the holistic pre and post purchase experience.

There’s no traditional path in my career when it comes to lifecycle marketing. I’ve been in the B2B CRM space for a while now, working with sales and marketing teams to come up with robust sales pipelines, automate client communications and internal workflows focusing on the customer journey from lead generation to final conversion.

What have been the main challenges of your career?

Some of the really tough parts of being in CRM, is managing expectations of your sales, marketing and operations teams and knowing whom to prioritize. We could spend hours in a meeting debating the relevant client touch points, email cadences and structure of workflows, only to have it changed the very next day, to match or beat competitor offers. 

What is something you are most proud of in your career?

I’ve really enjoyed training several teams on how to use CRMs, best practices for sales and marketing, how to easily navigate lengthy forms and inculcate an appreciation for marketing automation, thereby reducing administrative work. 

What has helped you develop yourself as a professional?

For me, as a professional, I enjoy one-on-one conversations with people from various backgrounds as I feel this is the best way to learn more about what they do and it’s the fastest way to get shared knowledge. 

What's one single strategy that you may suggest to increase value for the people in the Lifecycle marketing community?

I’ve seen it quite often where we tend to compromise a lot and just roll out campaigns due to the cyclical nature of markets. It’s very important to have quarterly and yearly calendars planned and have at least an 80% threshold in order to achieve internal goals and KPIs. 

What would you recommend to those just starting into Lifecycle Marketing?

There is an initial excitement of being a sort of master planner but I would recommend not to take on everything at once. CRM is a very vast field and it’s impossible to know all softwares, strategies and marketing concepts, so take it one step at a time. 

How would you define yourself outside of work?

Outside of work, I’m always exploring new restaurants, treating myself to cooking classes, staying connected with pop culture and immersing myself in the performing arts.