Full lifecycle program
Scaled lifecycle revenue from $150K to $700K in 12 months at a DTC SaaS.
When I joined, the lifecycle program was a webinar invite list and a salesy upgrade flow. Twelve months later it was a $700K revenue channel with dollar-tracked attribution.
01 What was leaking
The state going in.
- 01Only campaigns going out consistently were webinar invites and reminders.
- 02The only lifecycle sequence in production was a salesy promotional flow pushing trial users to upgrade tiers.
- 03No activation flows, no event-triggered sequences, no real segmentation strategy.
- 04Lifecycle revenue wasn't tied to dollars in any clean way — about $150K attributed in 2024, most of it from the webinar program.
02 What I shipped
The work, end to end.
Activation rebuild
Built event-triggered email sequences that fired based on what users did inside the product, not based on time elapsed since signup. Users who signed up but didn't connect a store got a winback sequence specifically targeting the connection action. Users who connected but didn't import products got a separate sequence targeting import. Store connection rate moved from 11% to 33%. Product import rate moved from 15% to 35%.
Cold list reactivation
The dormant list (about 500K contacts) was being treated as dead. We segmented it properly, layered in nurture and educational content alongside promotional sends, and ran tested offers tied to revenue tracking. CTR moved from 0.2% to 0.9% over the year, and the list became a real revenue contributor.
Webinar lifecycle
Webinars were producing about $10K per month, but the lifecycle wrapping the events was thin. Rebuilt it on EasyWebinar with reminder sequences, no-show winbacks driving to replay, post-event nurture with offer sequencing, and SMS integration for day-of attendance. Webinar revenue scaled to about $10K per week.
Attribution cleanup
Built channel-tagged promo pages so lifecycle revenue could be tracked dollar-for-dollar instead of estimated from opens and clicks. Made it possible to see what was actually working and where to invest more.
03 Results
Bottom line.
- Lifecycle-attributed revenue: $150K (2024) → $700K (2025). 367% YoY growth.
- Store connection rate: 11% → 33% (3x activation lift).
- Product import rate: 15% → 35% (2.3x lift).
- Email CTR: 0.2% → 0.9% (4.5x lift) across the 500K reactivation list.
- Webinar revenue: $10K/month → $10K/week (4x sustained lift).
- Attribution moved from directional to dollar-tracked.
If your lifecycle program has revenue sitting in trial conversion, activation, retention, payment recovery, tier upgrades, or webinar follow-up, this is the kind of build I run.
05 Related work
Other builds.
- 11% → 33%
3x activation, end-to-end
The product had two compounding activation milestones: connect a store, then import products. Both were leaking. Rebuilt the post-signup sequence around event data instead of time, and the funnel held.
- $10K/month → $10K/week
Webinars, 4x sustained
The webinar itself was doing its job. Everything around it was leaking. Reminders were thin, no-show follow-up didn't exist as a real workflow, and post-event nurture treated everyone the same.
- $60K → $200K
BFCM, 3.3x YoY
The 2024 BFCM produced about $60K. The 2025 plan needed it to be the largest revenue event the company had ever run. Built a pre-event waitlist, segmented properly, staged urgency across two windows, and tracked every dollar.
Think your lifecycle is leaking?
Book a 30-minute call. One-page scope inside a week if there’s a fit. Clear no if there isn’t.