This infographic details a type of marketing approach called lifecycle marketing. It essentially segments contacts according to their place in the company lifecycle. According to the contact’s place in the lifecycle, marketers know what type of content to provide. The first stage – called the Initiate stage is where marketers focus on driving awareness among people who are unfamiliar with the brand and collecting their information.
The second stage – called the Convert stage – is where contacts express interest in the product, become qualified leads and are in contact with the sales team. Marketers need to provide personalized and in-depth messaging in order to help close contract. The third stage – called the Existing customer stage – is where customers have already been onboarded and thus need highly personalized correspondence.