08 · Lifecycle & customer marketing

The customer has signed up. Now they need to get something useful done, learn enough to work independently, and know where to turn when they get stuck. Start with that experience; renewals, expansion, and recommendations become more understandable when you know how the customer is doing.

Last reviewed: 2026-09-06 · Reading edit: 2026-09-12

Start here

1. Help a new customer reach the first useful result — Agree on the task, preparation, and responsibilities.
2. Teach a task people can practice — Check what the learner can do afterward.
3. Prepare a useful renewal conversation — Bring the customer’s results and unresolved issues together.

Playbook map

Guide	What it helps you do
Customer success	How do we help customers achieve what they bought the product for?
Customer onboarding	What helps a new customer reach the first useful result?
Onboarding communication	What should a new customer know, prepare, and expect next?
CS-leadership ramp	What should a new customer success leader learn and improve first?
CS workspace	Which customer records help the team decide what needs attention?
Revenue churn	What are we losing through cancellations and reduced spending?
Lead nurture	What would help someone who is interested but not ready to buy?
Expansion marketing	Does this customer have a new need we can usefully serve?
Renewal marketing	What would make the renewal conversation clear and well prepared?
Lifecycle email	Which message would help at this point, and when should it stop?
Customer education	What should the learner be able to do independently afterward?
Customer community	Where can customers usefully learn from one another?
Customer advocacy	How can willing customers share their experience without being overused?
Referral program	How do we make a relevant introduction easy and trustworthy?
Review program	How do we invite honest reviews and learn from the responses?
Win-back	Has something changed that makes a return worth considering?

Try one thing

Choose one new customer and find the last point where they needed help. Decide whether the next improvement belongs in the product, the instructions, or a conversation.

Where to go next

Pick a guide above for the task you are working on, or browse Operations, pipeline & measurement for a related part of the work.

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Status: Domain guide published · 16 tactic playbooks published

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Canonical source: github.com/weilun88313/B2B-Playbook