Hey there. Marketing never stays still. That can feel overwhelming when you're just trying to keep up. Every time you think you’ve got a strategy that works, something shifts. Headlines change. Platforms evolve. Job titles get redefined. And suddenly, what you’ve always done doesn’t seem to be enough anymore.
That’s especially true when it comes to lifecycle marketing. Whether you’re a small business owner or working in a corporate setting, lifecycle is something you need to understand. It’s all about how you communicate with your audience from the very first touchpoint to hopefully decades of ongoing interaction. It’s the strategy that holds everything together.
If you’re running a small business, this might sound like something only big companies do. But it’s really not. You can outline your lifecycle plan with nothing more than a piece of paper and a pen. You already know how your customers move through your business. Just start mapping it. Fill in the gaps as they come to mind. Use what you know and build from there.
If you’re working in marketing, especially if you’ve been in it for years, you’ve seen a lot. From the rise of social media to the explosion of email campaigns, search engine optimization, segmentation, and big data… it all felt like a lot even before AI started changing everything again.
Now we’re in a space where marketers need to be more adaptable than ever. Specialists are still valuable, but lifecycle marketers need to understand everything. Not just how to write a great email or manage a social feed, but how to build messaging that flows across platforms and through every phase of the customer journey.
And then there’s AI. It’s not going away. As a former copywriter, I get why it’s frustrating. But here’s what I’ve learned… if you’re using your own voice and material as the base, AI can help you move faster without losing your message. It’s not about replacing your skills. It’s about evolving them.
Whether you’re a social media manager or a long-time editor, now is the time to build your skills around lifecycle. Think about audience segmentation. Think about email flows and campaign planning. Think about the full customer journey and how your message fits into every step.
Marketing is communication. It always comes back to that. And if you can learn how to communicate clearly at every stage, you’ll stay relevant no matter how much the landscape changes.