DON'T IGNORE THE “MIDDLE CHILD”

Summary from the TLDR Marketing newsletter

Many B2B companies focus heavily on onboarding and renewals but neglect the long "middle" of the customer lifecycle, where engagement often drops off. This period is overlooked due to unclear metrics, ownership confusion, and the difficulty of creating content for established users. This leads to missed expansion opportunities, declining usage, and last-minute renewal scrambles. To address this, companies should implement milestone-triggered communications, create mid-lifecycle value roadmaps, and develop re-onboarding experiences to keep customers engaged.