Expert customer lifecycle marketing guidance for retention, expansion, and advocacy. Use when designing onboarding programs, creating upsell strategies, preventing churn, building referral programs, or writing customer success content. Use for NPS programs, win-back campaigns, customer segmentation, and lifecycle email sequences.
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Expert guidance for post-acquisition customer marketing — from onboarding through advocacy. Turn new customers into loyal advocates who grow your business.
Acquiring a customer is just the beginning. The real value comes from:
When invoked, apply the guidelines in rules/ organized by:
onboarding-* — New customer activation and time-to-valueexpansion-* — Upsell, cross-sell, and revenue expansionretention-* — Churn prevention and customer healthadvocacy-* — Referrals, reviews, and customer marketinglifecycle-* — Segmentation and automated sequences┌──────────────────────────────────────────────────────────────┐
│ │
│ ACQUIRE → ONBOARD → ACTIVATE → RETAIN → EXPAND → ADVOCATE │
│ │
│ ↑ │ │
│ └───────────────── REFERRAL ────────────────────────┘ │
│ │
└──────────────────────────────────────────────────────────────┘
| Type | Description | Example |
|---|---|---|
| Upsell | Higher tier of same product | Basic → Pro plan |
| Cross-sell | Additional products | Add-on features |
| Seat expansion | More users | Team growth |
| Usage expansion | Increased consumption | More API calls |
| Factor | Weight | Signals |
|---|---|---|
| Product usage | 30-40% | Logins, feature adoption, depth |
| Engagement | 20-25% | Email opens, support tickets, NPS |
| Growth signals | 15-20% | Seat additions, usage trends |
| Relationship | 15-20% | Exec sponsor, champion strength |
| Payment | 5-10% | On-time, expansion, contract length |
| Stage | Timeline | Goal | Key Metric |
|---|---|---|---|
| Onboarding | Days 1-14 | First value | Activation rate |
| Adoption | Days 15-60 | Habit formation | Feature adoption |
| Retention | Day 60+ | Ongoing value | Renewal rate |
| Expansion | Varies | More value | Net revenue retention |
| Advocacy | Post-success | Share value | Referral rate |
| Metric | Formula | Target |
|---|---|---|
| Activation Rate | Activated / Signed Up | 60-80% |
| Time to Value | Days to first "aha" moment | <7 days |
| Net Revenue Retention | (MRR + Expansion - Churn) / MRR | 100-120%+ |
| Gross Retention | Retained MRR / Starting MRR | 85-95% |
| NPS | Promoters - Detractors | 30-50+ |
| Referral Rate | Referred / Total Customers | 10-30% |
| Segment | Characteristics | Strategy |
|---|---|---|
| Champions | High usage, high NPS | Advocacy, referrals, expansion |
| Healthy | Good usage, satisfied | Expansion opportunities |
| At-risk | Declining usage, low engagement | Intervention, support |
| Dormant | Minimal usage, no engagement | Re-activation campaign |
| Churning | Cancel signals, complaints | Save team escalation |
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概要と使いどころ
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日本語の概要は準備中です。原文の説明を表示しています。
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日本語の概要は準備中です。原文の説明を表示しています。
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日本語の概要は準備中です。原文の説明を表示しています。
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日本語の概要は準備中です。原文の説明を表示しています。
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日本語の概要は準備中です。原文の説明を表示しています。
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日本語の概要は準備中です。原文の説明を表示しています。