The Complete Guide to Lifecycle Marketing Savvy marketers know it's rare to reel in customers at the first encounter with a brand. Winning people over takes time, thoughtful touchpoints, and a whole lot of trust. Fortunately, there's a strategy that includes all of these and more. It's called lifecycle marketing, and it's how companies attract and retain customers beyond that impulse purchase. All businesses create their own unique lifecycle marketing strategy, but the purpose is the same: to engage customers, increase revenue, and grow a brand. Different from the buyer's journey or conversion funnel, lifecycle marketing considers a customer long after they make a purchase. The focus is to bring in buyers and turn them into loyal brand advocates.