Customer segmentation, lifecycle design, and the message library that powers personalised retention and growth. We work with marketing-ops and CRM teams to build a segmentation model, design the lifecycle logic, and produce the creative library, then stay alongside as the programme matures and the team scales it across new segments and campaigns. Works with most major CRM tooling (Klaviyo, Braze, Salesforce Marketing Cloud, HubSpot, etc.); we adapt to whatever's in place rather than forcing a tooling change.
Deliverables
·Segmentation + persona model
·Journey map (lifecycle + behavioural)
·Message + creative library
·Trigger + automation logic
·Performance dashboard
Typical timeline
8-12 weeks
[01]Detail
Personalisation and CRM work designs the surfaces and lifecycle stages that customers meet after they convert. Email, in-product messaging, lifecycle programmes, retention plays, the messages that decide whether a customer stays a customer.
The recognisable moment is when the brand experience falls off a cliff after the conversion. The acquisition site is on-brand and well-considered. The first transactional email is on-brand. The fifty-second email three months later is plain text signed by a generic name. The work extends the brand into the lifecycle.
How we approach personalisation & CRM
We map the lifecycle end to end and identify the moments that matter most to retention, expansion, or advocacy. The work concentrates on those moments rather than spreading evenly across the calendar.
Segments are designed against the customer base in front of us, not industry defaults. We test segments against each other to learn what works for this business specifically, because what moves a subscription customer rarely moves a one-time buyer.
The marketing-ops team is in the room for the lifecycle logic so the designs are buildable in the existing CRM. Tooling we work with includes Klaviyo, Braze, Salesforce Marketing Cloud, and HubSpot. We adapt to what is in place rather than forcing a tooling change as a condition of the engagement.
What you take away
A segmentation and persona model. A lifecycle map covering segments and behavioural triggers. A designed and copywritten programme for the priority stages. A trigger and automation logic specification. The templates built and ready to ship in the CRM.
A measurement plan that distinguishes lifecycle impact from acquisition impact in the team dashboards, so the lifecycle programme has its own line of accountability rather than being absorbed into the acquisition number.
Engagements run eight to fourteen weeks. The work fits organisations with a meaningful subscriber base or customer base where retention and expansion matter as much as acquisition.
