Guides and Templates

Navigating the customer lifecycle

Using Smart Insights RACE to identify improvements to your always-on marketing

How will this guide help me and my business?

As marketers, we are always looking for the best way to reach and connect with customers. From warm prospects to repeat customers, as a brand we want to build positive connections with each key customer segment. But warm prospects have different needs and preferences to repeat customers. How can we nurture relationships and build connections when our audience’s requirements are so vast?

That’s where customer lifecycle marketing comes in. This involves creating a planned, always-on approach to marketing which targets customers actively at the right stage, across the four key stages of their lifecycle, and our RACE Framework.

Smart Insights B2B customer lifecycle using the RACE Framework

In this guide we will explain the power of customer lifecycle marketing to define improvements to your always-on marketing. We will show you how to analyze customer journeys to reach and convert more of your audience

As a follow on from this guide, our paid member Customer journey mapping templates features 3 powerful templates to help you transform your customer lifecycle marketing.

Who is this guide for?

This guide has been made for marketers who are looking to better understand of adopt customer lifecycle marketing as part of their wider digital strategy.

How is the guide structured?

  • Introduction
  • What is customer lifecycle marketing?
  • What are the benefits of customer lifecycle marketing?
  • How do you analyze customer journeys?
  • Customer lifecycle examples (B2B and B2C)
  • How to create your own customer lifecycle

Resource Details

  • Author: Amelia Cooper, Head of Content
  • Format: Downloadable pdf guide
  • Related resources:

About the author

Amelia Cooper

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Amelia Cooper is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 8 years’ experience in digital marketing, specializing in content marketing.

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