Insights from 30 years of lifecycle marketing reveal key lessons that emphasize the importance of customer engagement and retention strategies. The article outlines how understanding customer journeys can significantly enhance business growth and loyalty through tailored marketing efforts.

Many B2B companies neglect the critical "middle child" phase of the customer lifecycle, focusing primarily on onboarding and renewal. This period, where engagement typically declines, can lead to lost opportunities and customer churn. To address this, companies should implement strategies such as creating a value roadmap, milestone-triggered communications, and a "second onboarding" experience to maintain engagement and drive growth.