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LIFECYCLE

Lifecycle marketing agency, building it as infrastructure.

A lifecycle program is only as good as the events feeding it. We design the event schema, build the flow architecture on top of it and then operate it as a continuous loop across every channel your customers actually use.

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You'll recognise this

  • Flows fire on the wrong signal, or on no signal at all.
  • Email, SMS and WhatsApp are managed by different people with no shared logic.
  • Nobody can say which flow is responsible for which revenue.
  • Every new idea takes a quarter because the data isn't there.

Lifecycle marketing automation, mapped once

Most accounts accumulate flows. Nobody owns the map, so a new program silently competes with three existing ones for the same profile. We define the customer lifecycle stages, then draw one map of every automated message with entry conditions, exclusions, channel priority and exit. Adding a lifecycle campaign after that is a small change to a known system rather than a fresh source of conflicts.

Where this differs from retention work

Lifecycle marketing is the messaging layer: triggered automation driven by behavioural events. Retention is the broader outcome and includes capture, loyalty mechanics and product levers. If your events and flow logic are the bottleneck, start here. If a large share of your customers are anonymous, start with our retention marketing engagement instead.

What we build

  1. 01

    Event schema

    The list of events and properties your lifecycle depends on, defined once and implemented across every source system so flows can trust their triggers.

  2. 02

    Flow architecture

    A single map of every automated message: entry conditions, exclusions, channel priority and exit. Built so adding a program doesn't break three others.

  3. 03

    Cross-channel orchestration

    Email, SMS, WhatsApp and push coordinated by one set of rules, with frequency capping and channel preference respected at the profile level.

  4. 04

    Continuous operation

    Hypothesis, ship, measure against cohort revenue, keep or kill. Ongoing, not a fixed-scope sprint that ends in a handover document.

Weeks 1–3

Event schema defined and implemented

Weeks 3–8

Core flow architecture live

Ongoing

Continuous test loop, monthly cohort reporting

Tools we build in

We work inside your stack. Every tool below has a breakdown in the Toolverse.

Browse the full Toolverse

Frequently asked

What does a lifecycle marketing agency do?
It designs and operates the automated messaging triggered by customer behaviour: the event schema behind it, the flow architecture on top, the cross-channel rules, and the ongoing test loop that improves it. In our case that includes the engineering work to get the events into the tool in the first place.
What are the customer lifecycle stages you build for?
Anonymous visitor, identified lead, first purchase, onboarding, repeat, at-risk, lapsed and reactivated. Each stage has its own entry signal, its own program and its own success metric — that mapping is the first deliverable.
Is this a fixed-scope project?
No. The initial architecture has a clear scope, but lifecycle is an operating function. It runs continuously and improves with every cycle.
Which channels do you cover?
Email, SMS, WhatsApp, web and app push, plus programmatic direct mail where it makes sense. WhatsApp is the channel most European brands are missing.
Can you work inside our existing ESP?
Yes. We work in Klaviyo, Braze, Iterable, Emarsys, Bloomreach Engagement and Salesforce Marketing Cloud, and we build inside your stack rather than moving you onto ours.

Related

SERVICE

Lifecycle architecture

The full customer cycle mapped, instrumented and in operation, with Loiale inside it. Not a one-time build. A living layer that keeps evolving as behavior and data change.

SERVICE

Growth operations

Your customer cycle operated as a testing loop. Every moment tuned, offers tested, segments refined week over week. Same engine, more revenue every month.

SERVICE

Stack buildout & migrations

A CRM stack that fits your business. Migrated cleanly, integrated properly, and scoring what matters.

SOLUTION

Klaviyo agency that starts with the data model.

Klaviyo architected around your data model, not a template pack. Flows, segmentation, custom events and ongoing operation.

SOLUTION

Retention marketing agency that builds the engine.

Capture the data that identifies your customers, then build the loyalty and lifecycle programs that keep them buying.

Start with a diagnostic.

We look at your data, your stack and your cohorts, and tell you exactly what to build first.

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