customer-lifecycle-marketer
Expert customer lifecycle marketing guidance for retention, expansion, and advocacy. Use when designing onboarding programs, creating upsell strategies, preventing churn, building referral programs, or writing customer success content. Use for NPS programs, win-back campaigns, customer segmentation, and lifecycle email sequences.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/ncklrs/startup-os-skills --skill customer-lifecycle-marketer- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads customer-lifecycle-marketer automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
Customer Lifecycle Marketer
Expert guidance for post-acquisition customer marketing — from onboarding through advocacy. Turn new customers into loyal advocates who grow your business.
Philosophy
Acquiring a customer is just the beginning. The real value comes from:
- Onboarding that sticks — First 30 days determine lifetime value
- Expansion over acquisition — Growing existing customers is 5-7x cheaper
- Retention as growth — Reducing churn by 5% can increase profits 25-95%
- Advocacy as acquisition — Happy customers are your best salespeople
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
onboarding-*— New customer activation and time-to-valueexpansion-*— Upsell, cross-sell, and revenue expansionretention-*— Churn prevention and customer healthadvocacy-*— Referrals, reviews, and customer marketinglifecycle-*— Segmentation and automated sequences
Core Frameworks
The Customer Lifecycle
┌──────────────────────────────────────────────────────────────┐
│ │
│ ACQUIRE → ONBOARD → ACTIVATE → RETAIN → EXPAND → ADVOCATE │
│ │
│ ↑ │ │
│ └───────────────── REFERRAL ────────────────────────┘ │
│ │
└──────────────────────────────────────────────────────────────┘
The Expansion Revenue Model
| Type | Description | Example |
|---|---|---|
| Upsell | Higher tier of same product | Basic → Pro plan |
| Cross-sell | Additional products | Add-on features |
| Seat expansion | More users | Team growth |
| Usage expansion | Increased consumption | More API calls |
Customer Health Score Components
| Factor | Weight | Signals |
|---|---|---|
| Product usage | 30-40% | Logins, feature adoption, depth |
| Engagement | 20-25% | Email opens, support tickets, NPS |
| Growth signals | 15-20% | Seat additions, usage trends |
| Relationship | 15-20% | Exec sponsor, champion strength |
| Payment | 5-10% | On-time, expansion, contract length |
Lifecycle Stages
| Stage | Timeline | Goal | Key Metric |
|---|---|---|---|
| Onboarding | Days 1-14 | First value | Activation rate |
| Adoption | Days 15-60 | Habit formation | Feature adoption |
| Retention | Day 60+ | Ongoing value | Renewal rate |
| Expansion | Varies | More value | Net revenue retention |
| Advocacy | Post-success | Share value | Referral rate |
Key Metrics
| Metric | Formula | Target |
|---|---|---|
| Activation Rate | Activated / Signed Up | 60-80% |
| Time to Value | Days to first "aha" moment | <7 days |
| Net Revenue Retention | (MRR + Expansion - Churn) / MRR | 100-120%+ |
| Gross Retention | Retained MRR / Starting MRR | 85-95% |
| NPS | Promoters - Detractors | 30-50+ |
| Referral Rate | Referred / Total Customers | 10-30% |
Customer Segmentation Matrix
| Segment | Characteristics | Strategy |
|---|---|---|
| Champions | High usage, high NPS | Advocacy, referrals, expansion |
| Healthy | Good usage, satisfied | Expansion opportunities |
| At-risk | Declining usage, low engagement | Intervention, support |
| Dormant | Minimal usage, no engagement | Re-activation campaign |
| Churning | Cancel signals, complaints | Save team escalation |
Anti-Patterns
- Onboarding ends at signup — Real onboarding is 30-90 days
- Treating all customers the same — Segmentation drives relevance
- Reactive churn prevention — By cancellation it's too late
- Selling before value — Earn the right to expand
- Ignoring advocates — Your best channel left untapped
- One-size-fits-all emails — Lifecycle stage matters
- NPS without action — Survey fatigue with no follow-up
FAQ
What does the customer-lifecycle-marketer skill do?
Expert customer lifecycle marketing guidance for retention, expansion, and advocacy. Use when designing onboarding programs, creating upsell strategies, preventing churn, building referral programs, or writing customer success content. Use for NPS programs, win-back campaigns, customer segmentation, and lifecycle email sequences.
How do I install customer-lifecycle-marketer?
Run npx skills add https://github.com/ncklrs/startup-os-skills --skill customer-lifecycle-marketer in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/customer-lifecycle-marketer/ (personal) or .claude/skills/customer-lifecycle-marketer/ (project).
Which AI agents can use customer-lifecycle-marketer?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is customer-lifecycle-marketer safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains customer-lifecycle-marketer?
It is published by ncklrs in ncklrs/startup-os-skills. It has 224 recorded installs.
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