The Marketing Playbook for Keeping Customers (Not Just Acquiring Them)
Marketing leaders share real customer engagement and lifecycle plays across email, push, SMS, and in-app channels to reduce churn and drive retention.
Every marketing conversation is usually about MORE. We need more traffic. More leads. More pipeline. More new logos.
But here’s the thing nobody wants to talk about: churn is the silent killer of B2B growth. It costs 5-7x more to acquire a new customer than to keep an existing one. And for most companies, the customers quietly leaving out the back door are doing more damage than any top-of-funnel problem ever will.
You did all the work to get someone to buy your product. The campaigns, the content, the sales handoff. Now what? What are you actually doing after the deal closes to keep that person engaged, successful, and paying?
The best marketing teams have figured this out. They’re treating customer engagement like a real channel, reaching people across email, push, SMS, and in-app with messages triggered by what customers actually do—not just blasting the same email to everyone on a Tuesday morning.
In this session, we’re bringing on marketing leaders to break down exactly what customer engagement looks like inside their orgs. Not theory. Real plays.
You’ll walk away with:
- What multi-channel customer engagement and lifecycle marketing actually looks like in practice: the triggers, the messages, the timing, the channels
- How to figure out which channels are worth adding for your business and which ones aren’t
- Real examples from Customer.io, Monarch, and Seamless on what they built, what worked, and how to do it yourself
- How teams are using AI to automate parts of this without losing the personal feel
This session is brought to you by Customer.io.
Speakers
Dan Murphy — CEO, Exit Five
Jonathan Pogact — VP of Marketing, Seamless.AI
Naomi West — Senior Product Marketing Manager, Customer.io
Sue Cho — Head of Lifecycle Marketing, Monarch Money
Frequently Asked Questions
Why is customer retention a marketing problem, not just a customer success problem?
Because it costs 5-7x more to acquire a new customer than to keep an existing one — the customers quietly churning out the back door often do more damage to growth than any top-of-funnel gap, which is why marketing teams are starting to treat post-sale engagement as a real channel.
What does multi-channel lifecycle marketing actually look like?
It means reaching customers across email, push, SMS, and in-app with messages triggered by what they actually do, rather than blasting the same campaign to the entire customer base on a fixed schedule.
How do you decide which engagement channels are worth adding?
The session covers how to evaluate which channels make sense for a given business rather than adding every available channel by default.
Can AI help automate customer lifecycle marketing?
Yes — the session covers how teams are using AI to automate parts of lifecycle engagement without losing the personal feel that makes retention messaging work.
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