P.S. – I originally published this post about Lifecycle Marketing to my team’s internal P2. I’ve made some changes to better adapt this content to my blog as well as to remove any sensitive bits or Automattic-specific details.
Depending on the organization and its structure, exactly where direct Lifecycle Marketing responsibility begins and ends can be a gray area. In some cases, Lifecycle Marketing is entirely or in part referred to as Customer Marketing. This discipline largely overlaps with Lifecycle but, in practice, is often much narrower in scope—focused more on the product or its specific features versus the whole of the customer experience. Some schools of thought include pre-conversion audience touchpoints under Lifecycle, while others view pre-conversion as a completely different (though related) area.
ℹ️ For this brain dump of a post, I’m focusing on Lifecycle in terms of post-signup touchpoints, only.
There’s a small hill behind our house that is apparently the site of a literal foxhole. 🦊
Currently residing within is this adorable skulk of fox pups, a discovery I made just before dusk this evening. Though I didn’t get close to them, they didn’t appear in any way bothered by my presence (or my oblivious goldendoodle’s persistently frenetic bounding about). If anything, the kits seemed curious.
ℹ️ Hiya! I previously published a slightly different version of this post a few years ago. That blog, The Value Metric, is no longer active
On Value for Value in Hiring
While casually debating hiring strategy with colleagues a few years ago, I laid out my value for value philosophy in a spirited dialogue about the company’s talent recruitment process. I delivered an impassioned speech about why the phrase “you get what you pay for” isn’t just lip service— it’s at the core of attracting and cultivating excellence. And to be clear: compensation comes in many forms, not just cash money.
Sometimes I get pulled into this overwhelmingly sober headspace where I’m like, “time is a construct, what is even reallllll.” Seriously — sober. Then nature pulls something simple yet awe-inspiring— like pushing along those yearly blooms on my weeping cherry tree, and those thoughts are replaced with something more like, “nature is beautiful, and the perception of time facilitates its appreciation.” Which, okay is a bit stream-of-consciousness-y and might not totally follow, but whatever.
I’m a sucker for descriptive language. And while lots of newfangled internet-borne slang doesn’t do it for me, there’s definitely some industry jargon that just slaps and gets right to the dang point. That’s right — bring on the marketing jargon, folks. 📊
Today’s walk down marketing jargon lane features a look at the customer journey, specifically: passion and friction points.
This snapshot was very nearly an afterthought. Even so, it’s meaningful to me, as it represents the all-encompassing expectation you feel when you’re about to do something you know is going to be amazing. You’ve been looking forward to arriving at the beach, and that 3-hour drive was brutal on your tailbone. But now you’re here, and you can’t wait to get to the other side of that dune.