> ## Documentation Index > Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt > Use this file to discover all available pages before exploring further. # 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 Help people get started; Track value and risks; Discuss the next need ## Start here 1. [Help a new customer reach the first useful result](/playbooks/08-lifecycle-and-customer-marketing/customer-onboarding) — Agree on the task, preparation, and responsibilities. 2. [Teach a task people can practice](/playbooks/08-lifecycle-and-customer-marketing/customer-education) — Check what the learner can do afterward. 3. [Prepare a useful renewal conversation](/playbooks/08-lifecycle-and-customer-marketing/renewal-marketing) — Bring the customer’s results and unresolved issues together. ## Playbook map | Guide | What it helps you do | | --------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------ | | [Customer success](/playbooks/08-lifecycle-and-customer-marketing/customer-success) | How do we help customers achieve what they bought the product for? | | [Customer onboarding](/playbooks/08-lifecycle-and-customer-marketing/customer-onboarding) | What helps a new customer reach the first useful result? | | [Onboarding communication](/playbooks/08-lifecycle-and-customer-marketing/onboarding-communication) | What should a new customer know, prepare, and expect next? | | [CS-leadership ramp](/playbooks/08-lifecycle-and-customer-marketing/cs-leadership-ramp) | What should a new customer success leader learn and improve first? | | [CS workspace](/playbooks/08-lifecycle-and-customer-marketing/cs-workspace) | Which customer records help the team decide what needs attention? | | [Revenue churn](/playbooks/08-lifecycle-and-customer-marketing/revenue-churn) | What are we losing through cancellations and reduced spending? | | [Lead nurture](/playbooks/08-lifecycle-and-customer-marketing/lead-nurture) | What would help someone who is interested but not ready to buy? | | [Expansion marketing](/playbooks/08-lifecycle-and-customer-marketing/expansion-marketing) | Does this customer have a new need we can usefully serve? | | [Renewal marketing](/playbooks/08-lifecycle-and-customer-marketing/renewal-marketing) | What would make the renewal conversation clear and well prepared? | | [Lifecycle email](/playbooks/08-lifecycle-and-customer-marketing/lifecycle-email) | Which message would help at this point, and when should it stop? | | [Customer education](/playbooks/08-lifecycle-and-customer-marketing/customer-education) | What should the learner be able to do independently afterward? | | [Customer community](/playbooks/08-lifecycle-and-customer-marketing/customer-community) | Where can customers usefully learn from one another? | | [Customer advocacy](/playbooks/08-lifecycle-and-customer-marketing/customer-advocacy) | How can willing customers share their experience without being overused? | | [Referral program](/playbooks/08-lifecycle-and-customer-marketing/referral-program) | How do we make a relevant introduction easy and trustworthy? | | [Review program](/playbooks/08-lifecycle-and-customer-marketing/review-program) | How do we invite honest reviews and learn from the responses? | | [Win-back](/playbooks/08-lifecycle-and-customer-marketing/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](/playbooks/09-operations-pipeline-and-measurement) for a related part of the work. [Back to the playbook index](/playbooks) **Status:** Domain guide published · 16 tactic playbooks published *** Copyright © 2026 Ivan Xu. All rights reserved. See the [copyright and reuse terms](/copyright). Canonical source: [github.com/weilun88313/B2B-Playbook](https://github.com/weilun88313/B2B-Playbook)