CRM Lifecycle portfolio
Lifecycle strategy, from first click to loyal customer.
Three brands, three customer lifecycles. Pick one to see who the emails speak to, the stages and the flows.
Choose a brand
7lifecycle stages
7automated flows
23triggered emails
Demo booked ratemain success measure
Who the emails speak to
COClinical operations leadsProof the system cuts inspection prep time
QAQuality and regulatory leadsValidation, audit trail, signatures
FAFounders and COOsPrice per study, setup time, risk
The customer lifecycle
From first touch to loyal customer. Each stage has a trigger that starts the right flow.
1Aware
TriggerNone yet
GoalEarn a newsletter signup
Flow D
2Evaluating
TriggerForm submitted
GoalBooked demo
Flow A
3Demo
TriggerCalendar status
GoalRebook, or recap and quote
Flow BFlow C
4Setup
TriggerQuote signed
GoalLive in two weeks
Flow E
5Active study
TriggerInspection date entered
GoalInspection ready
Flow F
6Next phase
TriggerPhase field changes
GoalA second study
Flow G
7Close-out and advocacy
TriggerClose-out date or inspection result
GoalClean archive and a referral
Flow G
The flows
Each flow as it would be built in an automation tool: a trigger, the emails, and when it stops.
ADemo request5 emails
● Live⚡ TriggerForm submitted
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
⏱ wait✉ SendEmail 5
■ ExitStops the moment a demo is booked.
No-show recovery2 emails
● Live⚡ TriggerCalendar status
✉ SendEmail 1
⏱ wait✉ SendEmail 2
■ ExitGoal: Rebook, or recap and quote
⚡ TriggerCalendar status
✉ Email 1Recap
⏱ wait✉ Email 2Quote
⏱ wait✉ Email 3Validation answers
⏱ wait✉ Email 4Migration plan
■ ExitGoal: Rebook, or recap and quote
⚡ TriggerNewsletter signup
✉ Send · monthlyNewsletter
↻ RepeatsMonthly
Study setup4 emails
● Live⚡ TriggerQuote signed
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: Live in two weeks
⚡ TriggerInspection date entered
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: Inspection ready
⚡ TriggerPhase field changes
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: A second study
Sending rules and measurement
Main success measureDemo booked rate
Sending rules- Under 200 words, one call to action, plain mobile layout
- No more than two emails a week to any one person
- Spam complaints under 0.1%
TestingOne test at a time for two weeks each.
7lifecycle stages
7automated flows
25triggered emails
Walkthrough request ratemain success measure
Who the emails speak to
ILIT leadersIntegrations, security, data migration
FLFinance leadersA fixed price and no surprises
NANursing and clinical leadersTraining on their units, less charting after shifts
OOtherA clear plan and dates
The customer lifecycle
From first touch to loyal customer. Each stage has a trigger that starts the right flow.
1Researching
TriggerGuide download
GoalWalkthrough request
Flow A
2Evaluating
TriggerForm submitted
GoalHeld walkthrough
Flow B
3Committee decision
TriggerWalkthrough held
GoalSigned quote
Flow C
4Rollout
TriggerContract signed
GoalOn-time go-live
Flow E
5Go-live and stabilising
TriggerGo-live date
GoalA calm floor and fast fixes
Flow F
6Live and growing
TriggerDay 90
GoalRenewal and references
Flow G
7Always
TriggerMonthly
GoalStay top of mind
Flow D
The flows
Each flow as it would be built in an automation tool: a trigger, the emails, and when it stops.
⚡ TriggerGuide download
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
⏱ wait✉ SendEmail 5
■ ExitStops when a walkthrough is requested.
⚡ TriggerForm submitted
✉ SendEmail 1
⏱ wait✉ SendEmail 2
■ ExitGoal: Held walkthrough
⚡ TriggerWalkthrough held
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
⏱ wait✉ SendEmail 5
⏱ wait✉ SendEmail 6
■ ExitGoal: Signed quote
⚡ TriggerSchedule: monthly
✉ Send · monthlyNewsletter
↻ RepeatsMonthly
Rollout updates4 emails
● Live⚡ TriggerContract signed
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: On-time go-live
⚡ TriggerGo-live date
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: A calm floor and fast fixes
⚡ TriggerDay 90
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: Renewal and references
Sending rules and measurement
Main success measureWalkthrough request rate
Sending rules- Under 200 words, one call to action, plain mobile layout
- No patient information, ever
- No more than two emails a week to any one person
- Spam complaints under 0.1%
TestingOne test at a time for two weeks each.
6lifecycle stages
7automated flows
22triggered emails
Trial to paid ratemain success measure
Who the emails speak to
SLSolo lawyersLess billing admin, no evening invoicing
SFSmall firmsOne shared system and one flat price
BPBy practice areaExamples that match how they bill
The customer lifecycle
From first touch to loyal customer. Each stage has a trigger that starts the right flow.
1Trialling
TriggerTrial starts
GoalFirst invoice sent
Flow AFlow B
2Deciding
TriggerDay 11
GoalPaid plan
Flow AFlow C
3Paying
TriggerFirst payment
GoalA monthly billing habit
Flow E
4At risk
Trigger14 days with no timer
GoalRestart the habit
Flow F
5Lapsed
TriggerCancellation
GoalCome back
Flow G
6Always
TriggerEvery two weeks
GoalStay top of mind
Flow D
The flows
Each flow as it would be built in an automation tool: a trigger, the emails, and when it stops.
ATrial onboarding7 emails
● Live⚡ TriggerTrial starts
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
⏱ wait✉ SendEmail 5
⏱ wait✉ SendEmail 6
⏱ wait✉ SendEmail 7
■ ExitGoal: First invoice sent
⚡ TriggerTrial starts
✉ SendEmail 1
⏱ wait✉ SendEmail 2
■ ExitGoal: First invoice sent
Trial to paid3 emails
● Live⚡ TriggerDay 11
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
■ ExitGoal: Paid plan
⚡ TriggerSchedule: every two weeks
✉ Send · every two weeksNewsletter
↻ RepeatsEvery two weeks
⚡ TriggerFirst payment
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
⏱ wait✉ SendEmail 4
■ ExitGoal: A monthly billing habit
At-risk rescue3 emails
● Live⚡ Trigger14 days with no timer
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
■ ExitGoal: Restart the habit
⚡ TriggerCancellation
✉ SendEmail 1
⏱ wait✉ SendEmail 2
⏱ wait✉ SendEmail 3
■ ExitGoal: Come back
Sending rules and measurement
Main success measureTrial to paid rate
Sending rules- Under 150 words, one call to action, plain layout that reads well on a phone
- No more than two emails a week to any one person
- Spam complaints under 0.1%
TestingOne test at a time for two weeks each.