The lifecycle A/B testing playbook: what to test, in what order
Most teams test the wrong things in the wrong order and can't recall what they learned six months ago. This playbook fixes all three problems.
Month: June 2026
6 posts
The AI tools actually changing lifecycle marketing right now
Every tool has an AI feature now. Most of them are window dressing. Here's what's actually useful — and how lifecycle marketers should be thinking about integrating it.
Building a loyalty tier programme that doesn’t cheapen your brand
A loyalty programme built around discounts creates discount-dependent customers. Build around value and belonging instead, and you get something far more durable.
How to turn a free trial into a paid customer in 14 days
Most trials are won or lost in the first 72 hours. The next 11 days determine whether the user becomes a customer or a statistic.
What scaling acquisition across multiple markets taught me about lifecycle thinking
When you run acquisition across multiple markets, every weakness in your post-acquisition lifecycle gets amplified. That's not a problem — it's a diagnostic tool.
The win-back playbook: how to re-engage customers who’ve gone quiet
A lapsed customer already knows who you are, already had a reason to sign up, and costs a fraction of a new acquisition to recover. The win-back campaign is one of the most underinvested plays in lifecycle marketing.