LIFECYCLE MARKETING VS. LEAD LIFECYCLE

Summary from the TLDR Marketing newsletter

B2B teams often confuse lifecycle marketing with lead lifecycle. Lifecycle marketing drives activation, retention, and expansion, while lead lifecycle manages pipeline stages. The two work together through pre-sale nurture, closed-lost reactivation, expansion campaigns, and lead quality feedback loops. Sales-assisted PLG teams can also use signals like usage limits, feature requests, and ICP fit to trigger sales handoffs.