Mastering Lifecycle Marketing: Real-World Tactics from Leading B2B Teams

Lifecycle marketing is having a moment. More teams are investing in it, more marketers are owning it, and more companies are realizing that what happens after someone signs up is just as critical as getting them there in the first place.

But what does great lifecycle marketing actually look like in 2025? In this live session, we teamed up with Customer.io to dig into exactly that, talking to two marketers who are deep in the trenches of lifecycle marketing: owning strategy, building programs, and driving results across the customer journey.

Hosted by Danielle Messler, Head of Content at Exit Five — no fluff, no pitches, just a tactical, honest conversation about what it takes to make lifecycle marketing work in B2B.

We cover:

• How leading B2B teams define and structure lifecycle marketing
• What’s working (and what’s not) across email, in-app, and beyond
• How to approach onboarding, engagement, retention, and winback with intention
• Lifecycle trends to keep an eye on

This session was brought to you by Customer.io.

Speakers

Danielle Messler — Head of Content, Exit Five (Host)

Charlotte Hardin — Marketing Operations & Lifecycle Manager, Rebuy Engine

Naomi West — Senior Product Marketing Manager, Customer.io

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