Customer
Lifecycle
Journey
Mapping

Our B2B journeys had grown fragmented and outdated, limiting effectiveness, increasing attrition and allowing for inconsistent treatment of users at different lifecycle stages.

This disconnected experience meant we were missing opportunities to respond to intent in real time — the legacy journeys were not aligned to our current offerings.

The potential to jeopardise the brand, strain client relationships, and forced the business to invest additional effort in nurturing and converting leads — creating process inefficiencies, elevated costs, and ultimately reduced ROI through wasted time, higher attrition, and increased demand for new client acquisition.

Undertook a full audit of all current B2B and B2C emails, reviewing brand and commercial objective, audience logic, content and messaging, functionality and performance.

Assessed within the lifecycle map framework to understand if any overlap exists, review relevance and discern final proposal status of keep and review or remove.

Presented the review and recommendations to Global and Regional Marketing leadership and Operations Stakeholders for buy-in and sign-off.

Owned audience definition, entry rules and lifecycle alignment throughout. Led journey strategy, design and automation logic end-to-end, designing journeys around clear lifecycle intent.