PRE-RENEWAL LIFECYCLE FLOW

Summary from the TLDR Marketing newsletter

The 90 days before renewal should not be treated like a normal campaign window. Start by reinforcing value at 90 days with clear ROI and shareable summaries, then expand engagement at 60 days with tailored content and broader stakeholder reach. At 30 days, shift control to CS and limit marketing to supportive touchpoints only. In the final stretch, suppress most marketing sends to avoid conflicting with renewal conversations.