Скачать или смотреть What Lifecycle Marketing Actually Looks Like

In this episode of The Marketing in Action Podcast, I sit down with Kate Shoaf, Director of Lifecycle Marketing at Teamwork, to unpack the full scope of what lifecycle marketing really is and how it impacts every part of the customer journey.

Kate walks us through her career path from PR to content, community, product, and ultimately lifecycle strategy. We talk about how her early days at a startup forced her to be a generalist and how that foundation gave her a clear advantage when it came to building structured, intentional messaging systems.

If you’ve ever wondered what lifecycle marketing looks like behind the scenes, this is your episode. We cover:

Why lifecycle marketing is more than just retention and upsells

How segmentation has evolved from time-based to behavior-driven

What “value” really means in the context of customer communication

The role of onboarding and how it sets the tone for the entire experience

Why concise messaging is more important than ever in today’s world of AI and content overload

How to test and iterate your marketing flows without overcomplicating your process

The difference between B2B and B2C lifecycle strategies

Real examples of dynamic content, reduced messaging frequency, and improved user experience

Whether you're a SaaS marketer, a small business owner, or a content creator trying to better understand how to communicate with your audience, this conversation has something for you.

Kate’s insights are actionable, backed by experience, and focused on quality over quantity. This was also a full-circle moment for me, because Kate was a big influence on how I view structure and systems in marketing today. I appreciate her making the time for this conversation!

Connect with Kate on LinkedIn:
  / kate-shoaf-61403025  

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