In 2025, we noticed a new title emerging: Customer Lifecycle Marketers. As predicted, job postings increased by 4x in 2026.
Launched in May, the newsletter is the first step in building a community for post-sales customer lifecycle marketing and digital customer success professionals.
Published 2x per month, the newsletter provides subscribers
- A Job Board with 150 postings and a Job Matcher to find the best fit among current openings
- The CLM Hub: unlock reports and resources
- Update and enrich current employer, title, and location for up to 1,000 customer contacts with LinkedIn URLs
In development: Slack channel, certification program, and online meetups
The newsletter grew out of working with customers to update and enrich their customer contact databases. With an average database health score of 47%, companies are failing themselves and their customers. The typical database is plagued by
- No common definition or agreed-upon ownership
- Lots of data entry errors
- 20% wrong employers, 30% wrong titles, 40% wrong locations
- 2-3x customer contacts are missing
The 8 B2B Customer Lifecycle Marketing Stages
B2B Customer Lifecycle is the practice of working with post-sales teams to use strategies, programs, content, data, and tools to guide customers through their lifecycle—from onboarding through renewal and beyond. The mission is to help customers realize the value and outcomes they expected and foster deeper engagement with other customers and the company. By doing this well, the company will increase retention (GRR) and generate additional revenue (NRR).
Successful customer lifecycle marketers straddle customer empathy, technical acumen, and organizational intelligence. They know which moments matter, which problems are worth solving, what not to build, and leverage behavioral and milestone-based triggers.
Typical titles include: lifecycle, growth, customer marketing, or digital customer success. Regardless of which group a person with lifecycle marketing responsibilities reports into (product, customer success, sales, or marketing), they are orchestrators who may be Responsible for some customer lifecycle stages and are Accountable, Consulted, or Informed on others.
