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The Stayin’ Alive webinar series explores key strategies for reactivating dormant users and maximizing customer retention. In this episode, Joanna, Director - Crunch Geek shares insights on how marketers can move beyond vanity metrics and focus on business outcomes that drive revenue and long-term customer loyalty.
With increasing pressure on marketing teams to prove their impact, Joanna emphasizes the importance of aligning lifecycle marketing efforts with broader business objectives. By breaking down silos between marketing, sales, and product teams, companies can build a seamless customer journey that enhances customer retention and maximizes revenue potential.
Watch the video below for the full conversation!
Many marketing teams still measure success using surface-level metrics like open rates and click-through rates, which do not accurately reflect their impact on customer retention. Joanna highlights that marketers should instead focus on KPIs such as customer lifetime value (CLV), retention rates, and revenue contribution to demonstrate their true business value.
A major challenge, she explains, is the disconnect between marketing teams and executive leadership. While marketers track engagement, executives prioritize revenue growth and acquisition costs. To bridge this gap, marketing teams must realign their reporting to highlight their contributions to lifecycle marketing and long-term customer retention.
Joanna stresses that customer retention is not just a marketing responsibility—it requires collaboration across sales and product teams. Marketing should not operate in isolation but instead focus on lifecycle marketing strategies that nurture customers post-conversion.
Personalized lifecycle campaigns, onboarding experiences, and targeted engagement strategies play a crucial role in keeping users active. Joanna highlights that companies that break down silos and align their teams around customer retention see significantly better revenue outcomes.
Traditional attribution models often fail to capture the full impact of lifecycle marketing on customer retention. Joanna points out that many teams rely on outdated measurement techniques that do not account for the complexity of modern customer journeys.
To get a clearer picture of marketing’s contribution, she advocates for multi-touch attribution and incrementality testing. These approaches help marketing teams understand which touchpoints are driving long-term customer retention, allowing them to optimize their strategies accordingly.
By investing in advanced analytics, marketing leaders can better demonstrate their role in lifecycle marketing and secure greater investment from leadership.
Joanna emphasizes that automation is critical for optimizing lifecycle marketing and improving customer retention. Many teams still rely on manual processes that slow execution and hinder scalability.
By automating segmentation, campaign execution, and performance tracking, marketers can free up time for strategic initiatives that enhance customer retention. AI-driven personalization ensures that marketing messages are relevant and timely, leading to increased engagement and loyalty.
Companies that implement automated lifecycle marketing strategies see better customer retention rates and long-term revenue growth.
By implementing these strategies, marketing teams can transform their role from a cost center to a key revenue driver, ensuring long-term customer retention and business success.
Use our free Retention Impact Calculator to see how much revenue you’re leaving on the table — and how much you could unlock by improving retention.
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