Marketing Calendar 2026
Customer Lifecycle
The customer lifecycle is the journey a customer goes through when interacting with a brand, from learning about a product to becoming a loyal customer. It includes all customer relationship stages, from first contact, to repeat purchases or ending the relationship.
The customer lifecycle shows how people move through different company interaction stages. These stages often include awareness, consideration, purchase, retention, and loyalty. Some models also include advocacy, where customers recommend the brand to others. Companies track this cycle to understand customer behaviour better and improve marketing efforts.
Standard tools for managing the customer lifecycle include CRM (Customer Relationship Management) software, marketing automation platforms, and analytics tools. Marketing, sales, and customer support teams often work together to guide customers from one stage to the next. For example, marketers might use targeted ads for new leads, sales teams close deals, and customer success teams help with onboarding and engagement.
Customer lifecycles are used across many industries, especially in B2B and SaaS marketing. For instance:
- A SaaS company may send product demos to new leads in the awareness stage.
- An e-commerce brand might offer discounts to customers at risk of churning.
- Subscription services use onboarding emails to encourage usage after signup.
- Retail marketers use loyalty programmes to retain frequent buyers.
- Customer success teams use lifecycle data to support upgrades or renewals.
Keep expanding your knowledge
How Valentine’s Day is changing and what that means for your campaigns
Read the blog
Blog
How Valentine’s Day is changing and what that means for your campaigns
Anastasia Pop
28-01-2026
Valentine’s Day is no longer one size fits all. Discover how Valentine’s marketing is changing and how to make your campaigns more relevant with Spotler.
Mother’s Day opt-out emails – overwhelming customers with repeated reminders
Read the blog
Blog
Mother’s Day opt-out emails – overwhelming customers with repeated reminders
Jessica Brick
23-01-2026
Happy Mother’s Day? Well, not for some, and brands offering real preference control are doing the right thing. Read what you can do.
10 Mother’s Day marketing ideas to boost your ecommerce sales in 2026
Read the blog
Blog
10 Mother’s Day marketing ideas to boost your ecommerce sales in 2026
Jessica Brick
22-01-2026
Mother’s Day can be a big opportunity to boost your ecommerce sales. So go for it this Mother’s Day with our 10 powerful tips.
Looking ahead for 2026: A Marketers guide to the year ahead
Read the blog
Blog
Looking ahead for 2026: A Marketers guide to the year ahead
Richard Wall
22-01-2026
The crystal ball is out once again! What does 2026 hold for marketers and their audiences?What about the use of AI, marketing channels and tools?
Mother’s Day for B2B brands: how to use the moment without getting it wrong
Read the blog
Blog
Mother’s Day for B2B brands: how to use the moment without getting it wrong
Jessica Brick
21-01-2026
Spotler takes a look at the relevancy of Mother’s Day for B2B brands and how they can capitalise on the moment without getting it wrong.
The ultimate guide to inbox placement
Read the guide
Guide
The ultimate guide to inbox placement
When you’re sending emails to customers, it’s easy to get lost in designs, copy, call-to-actions. But what if that email is never even seen?
From crisis to open day: why teams need a real mobile workflow in customer engagement
Read the blog
Blog
From crisis to open day: why teams need a real mobile workflow in customer engagement
Ioana Petrescu
16-01-2026
Respond, publish and manage customer conversations on the go with a mobile workflow built for crises, events and field teams.
5 plug-and-play marketing campaigns using WhatsApp and a CDP
Read the blog
Blog
5 plug-and-play marketing campaigns using WhatsApp and a CDP
Tom Blijleven
06-01-2026
Many look at WhatsApp for Business as a simple newsletter channel or service chat at best. Get inspired by these 5 ready-to-go marketing examples.
Best practices for good order confirmation emails in eCommerce (2026)
Read the blog
Blog
Best practices for good order confirmation emails in eCommerce (2026)
Tom Blijleven
23-12-2025
When you are handling orders, in B2B or B2C, order confirmation emails play a critical role in the customer journey. Stop sending boring emails!
Key Marketing Dates 2026
Download the calendar
Calendar
Key Marketing Dates 2026
Add some extra sparkle to your campaigns by pinning them to the big dates and events of 2026. See all key dates in our handy calendar.