{"id":2674,"date":"2019-01-28T01:53:53","date_gmt":"2019-01-28T01:53:53","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=2674"},"modified":"2025-12-29T07:36:21","modified_gmt":"2025-12-29T07:36:21","slug":"guide-to-marketing-lifecycle","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/","title":{"rendered":"The Circle of Marketing: A Guide to the Marketing Lifecycle"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A quick reminder to get us started&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People don\u2019t care about your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They aren\u2019t interested in the awards you\u2019ve won. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">They aren\u2019t impressed with your case studies. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">They aren\u2019t waiting impatiently for your next blog post. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter how \u2013 or why \u2013 you exist, and they could care less about your unique value proposition, your offers, your team, your brand colors, or your vision. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">They don\u2019t care.<\/span><\/p>\n<p><b>What they DO care about, however, is their problems. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t we all have problems?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our backs hurt, our computers are slow, we don\u2019t feel confident in our appearances, we don\u2019t make enough money, there isn\u2019t enough time in the day, we wish we had bigger TVs and better cars\u2026 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The list goes on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of the specific problem, we care about them because they\u2019re hindering us. They\u2019re causing us pain, whether physical or psychological and keeping us from living our best lives, from being as happy and satisfied as we believe we could be. We care a lot about that, as we should.<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<p><b>By extension, then, we ALSO care about products and services that can help eliminate \u2013 or at least mitigate \u2013 our vast array of problems. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">And that\u2019s the primary job of a business \u2013 to manufacture, produce, and\/or supply products and services that make people\u2019s lives better. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And it\u2019s a marketer\u2019s job to communicate that value. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The problem for us marketers is that no two problems are exactly the same, meaning the ways in which people go about solving their problems with products and services are vastly different and often difficult to truly understand. Heck, developing an intimate understanding of just one industry\u2019s audience is an amazing achievement. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nevertheless, that is our job. <\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><b>Why do I bring this up?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Because before we talk about understanding a marketing lifecycle, it\u2019s <\/span><i><span style=\"font-weight: 400;\">beyond<\/span><\/i><span style=\"font-weight: 400;\"> vital that we understand our customers\u2019 journey, which begins with them not giving a crap about our brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, too many marketers lose sight of this. They\u2019re so well-acquainted with their own brand, and it\u2019s so important to them, they assume others will easily be able to see the value their business provides.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But it rarely works this way. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, consumers might not even be entirely aware that they have a problem, or think that it\u2019s not a problem worth addressing. Or they might know about their problem and just not know there\u2019s a solution \u2013 your offer \u2013 readily available to solve it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why the first job of any marketer is to communicate a brand\u2019s value; that is, how your offer makes your customers\u2019 lives better by solving a problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where we\u2019re going to start here, with the first part of this article focusing on generating <a class=\"\" href=\"https:\/\/www.engagebay.com\/blog\/brand-awareness-strategy\/\">awareness of your brand,<\/a> followed by <a href=\"https:\/\/www.engagebay.com\/blog\/engage-with-customers\/\">how to engage your audience<\/a>, nurture your leads, close them, and then continue to delight them. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, <a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\">successful marketing<\/a> is not a simple, linear equation. It often takes time for someone to both understand and accept the value of your solution and then be willing to shell out the cash to purchase it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hence, the purpose of this piece is to lay out each step of a customer\u2019s typical journey with a brand, focusing on how different marketing initiatives can help you guide your customers to conversion (and even beyond). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s get into it.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49&nbsp; Boost your email marketing campaigns with EngageBay\u2019s <\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><i><span style=\"font-weight: 400;\">customizable email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> tailored for engagement and success.<\/span><\/i><\/p>\n<h2><b>Awareness: Problem, Meet Solution<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the great things about understanding your <a href=\"https:\/\/www.engagebay.com\/blog\/customer-lifecycle-marketing-strategies\/\">marketing in terms of a lifecycle<\/a> or funnel is because it allows you to break the process up into multiple steps. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Business owners and managers tend to care about one thing: sales. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But sales can\u2019t happen if people aren\u2019t aware of what you\u2019re offering, which is why \u201cvanity metrics\u201d are about much more than vanity. Sure, these metrics \u2013 including things like traffic, <a href=\"https:\/\/www.engagebay.com\/blog\/social-media-marketing-goals\/\">social media engagements<\/a>, and impressions \u2013 aren\u2019t enough in and of themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But they are where we all must start. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, as with each step of this journey, it all starts with understanding your audience and how you can best capture their attention, which depends a lot on your offer. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Generally, how to capture attention is split into two areas: inbound and outbound. <\/span><\/p>\n<p><b>Inbound marketing<\/b>&nbsp;refers to finding people who are already looking for what you offer. So, if you know that people are searching for your offer in Google \u2013 whether you be a local plumber, a SaaS business, or a shoelaces company \u2013 then that\u2019s usually a pretty good place to start online.<\/p>\n<p><span style=\"font-weight: 400;\">Usually, <a href=\"https:\/\/www.engagebay.com\/resources\/what-is-inbound-marketing\">inbound marketing<\/a> revolves around building out digital assets, including a website and content, and then ranking that content in Google through search engine optimization (SEO). Then, when people search for what you have to offer, you capture their attention and make them aware of your brand. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fairly simple. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The tricky part, of course, is the ranking part. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your market, SEO is becoming increasingly competitive, with businesses in many industries spending thousands of dollars per month to achieve page 1 rankings (after all, who goes to the second page, right?). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news is that if you\u2019re not in a competitive niche, particularly if you provide a local service (meaning people will search something like \u201c[service] in [city\u201d], ranking well in search engines can be as simple as creating some great content and following relatively straightforward best practices. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, you can also pay for showing up on the first page, and running ads in Google is also a type of <a href=\"https:\/\/www.engagebay.com\/blog\/inbound-marketing-examples\/\">inbound marketing<\/a> where marketers pay the platform to display their pages for certain keywords. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oftentimes, this works really well in concert with SEO, particularly if you\u2019re just getting started and need to <a class=\"\" href=\"https:\/\/www.engagebay.com\/blog\/what-is-a-webinar-and-how-to-use-it-for-lead-generation\/\">generate leads<\/a> quickly. SEO takes times while Google Ads can start generating new leads today.<\/span><\/p>\n<hr>\n<h4><span style=\"color: #666699;\"><b>Enhance Your Email Marketing<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Want to make your emails more impactful? Check out our beautiful, easy-to-customize recruitment and <\/span><a href=\"https:\/\/www.engagebay.com\/email-templates\/email-purpose\/marketing\"><span style=\"font-weight: 400;\">marketing email templates<\/span><\/a><span style=\"font-weight: 400;\">. Designed to boost engagement, these templates from EngageBay will help your emails stand out. Just customize the images, headings, and CTAs for your brand, and hit send in a few minutes!<\/span><\/p>\n<p style=\"text-align: center;\">&nbsp;&nbsp;<span style=\"font-weight: 400;\"><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" data-darkreader-inline-bgcolor=\"\" data-darkreader-inline-color=\"\" href=\"https:\/\/www.engagebay.com\/email-templates\/\">Browse the Template Library<\/a><\/span><\/p>\n<hr>\n<p><a class=\"\" href=\"https:\/\/www.engagebay.com\/blog\/outbound-marketing-tips\/\"><b>Outbound marketing<\/b><\/a>, on the other hand, is about putting your ads in front of people who aren\u2019t actively looking for a product or service related to your offer.<\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, this comes down to where people\u2019s attention is. In some ways, it\u2019s about reaching as many people as you can, which is why Super Bowl ads are so expensive \u2013 there are LOTS of people watching. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But it can also be about finding niche areas of attention that interest your audiences, such as trade magazines and websites. If, for example, you\u2019re selling high-end glassware and a good portion of your sales come from your beer, wine, and liquor glasses, then placing ads in booze-related magazines could be a great way of capturing the attention of people more likely to buy from you. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The great thing about today\u2019s ad economy is that, with some platforms, you can get the best of both worlds \u2013 broad reach that\u2019s also targeted. This is the beauty of Facebook ads. Facebook has the attention of BILLIONS of consumers \u2013 most of who spend a significant amount of the time on it each day \u2013 but you can tell the platform to only show your ads to specific people, whether that be determined demographically (age, gender, etc.) or psychographically (interests, behavior, etc.). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So which is right for your brand: inbound or outbound?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, think about how people discover brands in your space and start there. Also, keep in mind that it\u2019s not necessarily one or the other. Inbound and outbound can work really well together to improve your reach and help you develop <\/span><b>multiple lead gen channels<\/b><span style=\"font-weight: 400;\">. After all, if you\u2019re relying solely upon SEO and then a Google algorithm update causes your rankings to tank, you won\u2019t be at a total loss if you also honed in on some great outbound tactics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Okay, so now people are aware of you. They\u2019ve found you \u2013 or you\u2019ve found them \u2013 and you\u2019ve taken up a very small part of their brains. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now what?<\/span><\/p>\n<p><em><img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f449.svg\" alt=\"\ud83d\udc49\">Get a handle on creating an outstanding marketing automation strategy with our <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-strategy\/\" data-wpel-link=\"internal\">expert guide<\/a>. Transform your business\u2019s marketing approach today.<img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f44c.svg\" alt=\"\ud83d\udc4c\"><\/em><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<h2><b>Engagement: More Than Another Pretty Brand<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">How many ads do you think you see in a day?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">10? 20? 100?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re living in the U.S. and not residing under a rock, chances are it\u2019s closer to 5,000. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So even if you successfully place your brand in the laps of your ideal customer, chances are most of them aren\u2019t even going to notice it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where engagement comes in. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Engagement is about getting people who have merely become aware of you to actually take some time out of their busy days to spend some time with your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, that\u2019s the trick. <\/span><b>What <\/b><b><i>would <\/i><\/b><b>cause them to spend time with your brand?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s the question you must ask yourself when guiding your audience down the funnel, and it starts with understanding a bit more about them. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">What kinds of stuff do they like to read or watch? What <\/span><i><span style=\"font-weight: 400;\">problems <\/span><\/i><span style=\"font-weight: 400;\">are they currently dealing with? How can you help them?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, this depends a lot on your product or service. If you\u2019re selling deodorant, it might be all well and good just to make them laugh with some funny creative. On the other hand, if you\u2019re marketing a B2B SaaS product, you likely want to keep it more buttoned up. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re struggling to find the right engagement\/middle of funnel content, consider some of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ebooks \/ White Papers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Free Trials<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Webinars<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Demos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quizzes \/ Surveys<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discounts \/ Giveaways<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Regardless of the type of content or special offer you work with, this is typically where you\u2019re going to want to try to get a bit more info out of your audience, usually an email at the very least. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only does this allow you to nurture these leads down the line (more on that next), but it also forces them to give up some personal information, which tells you that they\u2019re engaging with your brand and gives you the opportunity to start to shift the conversation more towards what you\u2019re offering. <\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">(By the way, this is where things start to get more complicated on the management front, as you\u2019ll need everything from the content itself to forms, <a class=\"\" href=\"https:\/\/www.engagebay.com\/blog\/10-ways-to-sync-email-marketing-and-landing-pages\/\">landing pages,<\/a> pop-ups, and a system to manage it all. If you aren\u2019t sure how you\u2019re going to handle all of that, check out our <\/span><\/i><a href=\"https:\/\/www.engagebay.com\/products\/marketing\"><i><span style=\"font-weight: 400;\">Features<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> page.)<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">So, you\u2019ve got a <a class=\"\" href=\"https:\/\/www.engagebay.com\/blog\/grow-email-list\/\">list of emails,<\/a> names, phone numbers, etc. from a group of people who are actually spending time engaging with your brand \u2013 your seed is now a fledgling plant\u2026 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where do you go from there?<\/span><\/p>\n<p><em>\ud83d\udc49Unlock the full potential of your marketing efforts with our <a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\">guide<\/a> on the most effective strategies! \ud83d\udd13<\/em><\/p>\n<h2><b>Nurture: Feed Your Leads<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Depending on your offer, you might start to see people jumping right to purchase after you\u2019ve engaged them, especially if you have a relatively low-cost product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But for the tougher sells, with B2B services being some of the toughest, it takes more than a little bit of interesting content to get someone to spend thousands of dollars on your offer. <\/span><b>You need to do some convincing.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Usually, this involves continuing to show your value through more in-depth content or offers, including things like white papers, case studies, demos, etc. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, it\u2019s extremely important to understand where your audience is at this point. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are most of them not buying yet because of the price? Because of the hassle involved in setup? Because they\u2019re still considering alternatives? Because they aren\u2019t certain they trust you yet?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Figure that out and then hone in on that messaging to reach this audience (which, consequently, is why it\u2019s so important to have their email addresses at this point). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The great thing about marketing technology in this day and age is that you can begin to automate a lot of things at this point. You might get a lot of great use out of a single case study, which can be sent as part of an <a href=\"https:\/\/www.engagebay.com\/marketing\/email-sequences\">email automation sequence<\/a> (often called an indoctrination series at this stage of the funnel). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, ultimately, this can become as sophisticated as you want. The better you understand your audience, the more you can segment and automate. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you send an initial email that includes links to a few different types of content, each of which will tell you a little something about that specific person, then you can customize workflows for each link clicked, tailoring a unique funnel for each of your varying audiences and their associated pain points. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, if your initial email includes three links, one to your pricing page, one to a case study, and one to a white paper about what it\u2019s like to work with you, which link a person clicks tell you what they\u2019re most interested in. If it\u2019s price, then you can continue to send them <a class=\"\" href=\"https:\/\/www.engagebay.com\/blog\/automate-email-outreach-strategy-without-sounding-like-a-robot\/\">automated emails<\/a> that emphasize the great value of your product, maybe even a discount at some point. If they click on the case study, you can send more emails that focus on the results you\u2019ve gotten for past clients, and so on and so forth. <\/span><\/p>\n<p><b>But ultimately, you\u2019re trying to get them to do more \u2013 namely, pull out their wallets and purchase. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Which leads us to the big sale, what we\u2019ve all been waiting for.<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<h2><b>Conversion: Check Yes, [FNAME]<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Merge field joke, anyone?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moving along\u2026 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this point, your so-called vanity metrics should be looking pretty good. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ve proven your ability to drive awareness with traffic, impressions, and\/or social engagements, and you\u2019ve shown that you can also drive engagement through <a href=\"https:\/\/www.engagebay.com\/resources\/email-marketing-elements\">growing your email list<\/a>, getting a high open and click-through rate, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now\u2019s the part when a business owner starts to perk up. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s time to close. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your business model, things might start to overlap with sales at this point, but we\u2019re going to focus on how marketers can support sales through making the transition from engagement to conversion as simple as possible. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the best examples of this is the free-to-paid trial model, where you input your credit card to get free, limited-time access to a platform. Then, once your free period is over, your credit card is automatically billed, meaning there\u2019s ZERO friction getting a person to become a paid customer. In fact, there\u2019s more friction in actually canceling the service, which is why so many big companies, like Netflix, use this model. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you\u2019re not offering some sort of subscription service, then the challenge is greater at this point. You have to get people to the point that they\u2019re so interested in and excited by your offer that they don\u2019t have to think too much about how much it\u2019s going to cost them. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news is if you\u2019ve done a good job from the start and have developed a highly engaged audience, this becomes a lot easier. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, you\u2019re typically going to start asking for that big purchase commitment at the tail-end of your email nurture sequences. Whereas your awareness call to action was \u201cCheck this out!\u201d and your engagement call to action was \u201cGive us your email for this great download\/piece of content!,\u201d your final call to action will always be \u201cBuy this!\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, there are still some ways that you can make this easier, oftentimes by offering a free trial, consultation, or demo. After all, at some point, <\/span><b>you have to trust in the value of your product to keep people around. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Remember \u2013 that\u2019s why they\u2019re here. Not to read your emails, watch your webinars, or like your Facebook posts. They\u2019re here because they think you might be able to solve a problem for them, and your ability to do so always comes down to the quality of the product or service. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said\u2026<\/span><\/p>\n<blockquote><p><a class=\"fasc-button fasc-size-large fasc-type-flat fasc-rounded-medium\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/astroturfing\/\">Read also: What Is Astroturfing? Ethics, Impact, and Examples<\/a><\/p><\/blockquote>\n<h2><b>Continued Delightment: Friends Forever<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Oh, did you think we were done?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not quite. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a <\/span><i><span style=\"font-weight: 400;\">cycle<\/span><\/i><span style=\"font-weight: 400;\">, after all, and if you view marketing as a finished job once the sale is made, you\u2019re forgetting a really important function of marketing: marketing to your existing customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is particularly important for subscription models, monthly service work, and business models that rely upon repeat customers. After all, that initial sale was awesome, but even though you now have that customer\u2019s coveted credit card number and the right to bill it, you still have to get them to continue to agree to pay for your product or service \u2013 over and over and over again.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">As mentioned at the end of the last section, this is largely about the integrity of your product \u2013 probably about 90% or so. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there are ways that marketers can work in tandem with customer support to continue to delight customers on a regular basis. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That might include things like a monthly client newsletter, periodic surveys, special offers for loyal customers, etc. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, an immensely important thing to consider at this point is your <\/span><a href=\"https:\/\/www.omnistartell.com\/\">referral marketing<\/a><span style=\"font-weight: 400;\">. Are you encouraging your customers to send their friends your way? If not, you should be. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the most common ways this is done is through referral benefits, including things like special discounts for people when others sign up for an account using their referral code. It\u2019s great when they\u2019re so thrilled with your brand that they just do this naturally, but it sometimes takes a little extra incentive, which works really well for some brands. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The great thing about referrals is that it largely cuts out the need for the first two parts of this lifecycle: awareness and engagement. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, if someone they trust has told them about how great you are, they\u2019re both aware of and engaged with your brand from the word go. They want to know more. In fact, you might even build out a separate nurturing funnel for referral leads if it makes sense for your business, or you might even be able to skip straight to the final conversion portion of your lifecycle. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, referral leads are about as cheap as they come. Hence, if you know your cost per acquisition (CPA) is typically $100, then throwing an existing customer than $100, or a portion of it, makes complete sense. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, this speaks to the importance of not viewing marketing as something to tack on to an existing business but something that should be an integral part of it from the very beginning. But that\u2019s for another time. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A marketer\u2019s job is never done, is it?<\/span><\/p>\n<p>\ud83d\udc49<span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Boost your marketing game with our ultimate guide on the top lifecycle marketing software \u2013 don't miss out! \u26a1&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14851,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16250872},&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:3621201},&quot;15&quot;:&quot;S\u00f6hne, ui-sans-serif, system-ui, -apple-system, \\&quot;Segoe UI\\&quot;, Roboto, Ubuntu, Cantarell, \\&quot;Noto Sans\\&quot;, sans-serif, \\&quot;Helvetica Neue\\&quot;, Arial, \\&quot;Apple Color Emoji\\&quot;, \\&quot;Segoe UI Emoji\\&quot;, \\&quot;Segoe UI Symbol\\&quot;, \\&quot;Noto Color Emoji\\&quot;&quot;,&quot;16&quot;:12}\"><em>Boost your marketing game with our ultimate guide on the <a href=\"https:\/\/www.engagebay.com\/blog\/lifecycle-marketing-software\/\">top lifecycle marketing software<\/a> \u2013 don&#8217;t miss out!<\/em> \u26a1<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<h2><b>Not Sure How To Manage All of This?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">This all sounds pretty straightforward, doesn\u2019t it?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On paper, it always does. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But actually implementing all of this can be pretty tough, particularly if you\u2019re running a one-man show or have a small team that\u2019s already stretched thin. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, if you\u2019re feeling overwhelmed with managing all of your marketing efforts, consider checking out <a href=\"https:\/\/www.engagebay.com\">EngageBay<\/a>. If you\u2019ve read this far, you know who we are and you\u2019re engaged enough to actually read through this whole thing, so why not take the next step and try us out?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can do so for a whopping $1 for 60 days, regardless of the package you think is the best fit for you. Our mission is to provide an extremely affordable option for managing the majority of what was discussed above, and we\u2019d love for you to check us out. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Head on over to our <\/span><a href=\"https:\/\/www.engagebay.com\/pricing\/all-in-one\"><span style=\"font-weight: 400;\">Pricing<\/span><\/a><span style=\"font-weight: 400;\"> page to learn more and shoot us an email at <\/span><a href=\"mailto:support@engagebay.com\"><span style=\"font-weight: 400;\">support@engagebay.com<\/span><\/a><span style=\"font-weight: 400;\"> if you have any questions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thanks for reading, and good luck!<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49 Have you tried our<\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"> <i><span style=\"font-weight: 400;\">email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">? Share your experience in the comments below, and let us know how they worked for your campaigns!<\/span><\/i><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A quick reminder to get us started&#8230; People don\u2019t care about your brand. They aren\u2019t interested in the awards you\u2019ve [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":3430,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[95],"class_list":["post-2674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing-lifecycle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Circle of Marketing: A Guide to the Marketing Lifecycle<\/title>\n<meta name=\"description\" content=\"Read the complete guide full of real-life tips and expert advice on customer marketing lifecycle. Here are some examples to get you started.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Circle of Marketing: A Guide to the Marketing Lifecycle\" \/>\n<meta property=\"og:description\" content=\"Read the complete guide full of real-life tips and expert advice on customer marketing lifecycle. Here are some examples to get you started.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/\" \/>\n<meta property=\"og:site_name\" content=\"EngageBay - All-in-one marketing, sales, and service\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/engagebay\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-28T01:53:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-29T07:36:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2018\/09\/Customer-lifecycle-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"418\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jonathan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@engagebay\" \/>\n<meta name=\"twitter:site\" content=\"@engagebay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jonathan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/\"},\"author\":{\"name\":\"Jonathan\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/#\/schema\/person\/625541efbd9e4e973f6345949df2c618\"},\"headline\":\"The Circle of Marketing: A Guide to the Marketing Lifecycle\",\"datePublished\":\"2019-01-28T01:53:53+00:00\",\"dateModified\":\"2025-12-29T07:36:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/\"},\"wordCount\":3437,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2018\/09\/Customer-lifecycle-marketing.jpg\",\"keywords\":[\"Marketing Lifecycle\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/\",\"url\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/\",\"name\":\"The Circle of Marketing: A Guide to the Marketing Lifecycle\",\"isPartOf\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/guide-to-marketing-lifecycle\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2018\/09\/Customer-lifecycle-marketing.jpg\",\"datePublished\":\"2019-01-28T01:53:53+00:00\",\"dateModified\":\"2025-12-29T07:36:21+00:00\",\"description\":\"Read the complete guide full of real-life tips and expert advice on customer marketing lifecycle. 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