LCM

int

Awareness

Generate Interest: Generate qualified demand by reaching new audiences and driving top-of-funnel engagement

- Paid search & display ads - SEO & content syndication - Industry reports & whitepapers - Podcasts & guest speaking - 3rd-party webinars & sponsorships - LinkedIn thought leadership - Field events & conferences - Social media campaigns - PR & analyst coverage

Engagement

Educate & Nurture: Build trust and educate buyers to accelerate movement into active evaluation

-Multi-touch email nurture programs
- Interactive product tours
- Educational webinars & workshops
- Use case-specific content
- Industry-specific nurture streams
- Chatbots & conversational marketing
- ROI calculators & assessments
- Customer storytelling (blogs, video testimonials)

Conversion

Close Deals Remove friction and accelerate deal progression to closed-won

- Free trials & freemium offers - Personalized demos & consultations - Sales cadences with SDR/BDR - ABM one-to-one campaigns - Executive briefings - Special pricing or limited-time offers - Customer references & peer review calls - ROI business case development

Onboarding

Drive Early Value: Drive rapid time-to-value to ensure early product success and adoption

- Welcome email sequences - In-app guided setup walkthroughs - New user training webinars - Onboarding playbooks - Dedicated onboarding CSMs - Personalized setup checklists - Help center & knowledge base access - Proactive onboarding QBRs

Adoption

Ensure Usage: Deepen product usage and expand solution footprint across teams and use cases

- Usage-based automated nudges - In-product engagement tips - Feature adoption campaigns - Power user webinars - Executive business reviews (EBRs) - Admin training & enablement - Customer community forums - Feedback loops for feature requests

Retention

Prevent Churn: Proactively maintain customer health and prevent avoidable churn

- Health score monitoring & alerts - Renewal email sequences - Proactive customer check-ins - Escalation paths for at-risk accounts - Value realization reporting - Dedicated success planning sessions - Product roadmap previews - VIP support tiers

Expansion

Grow Revenue: Identify and capitalize on growth opportunities through cross-sell, upsell, and account expansion

- Cross-sell nurture streams - Usage-based expansion triggers - Account expansion workshops - Multi-cloud solution positioning - Executive dinners & networking events - Custom expansion business cases - Partner-sourced expansion opportunities

Advocacy

Create Promoters: Activate satisfied customers as brand advocates to drive influence, credibility, and new pipeline

- Customer reference program - Case study development - Peer review incentives (G2, Gartner, etc.) - Customer awards & recognition - Speaking opportunities at events - Co-marketing opportunities - Customer councils & advisory boards