Welcome to the first edition!
My Promise: Publish original research, curate relevant content, post job openings, and hear from guest contributors 1-2 times per month.
Interested in being a guest contributor? Contact me…Irwin
The top finding in the 2025-26 B2B CMA Employment Report was the emergence of post-sales Customer Lifecycle Marketing (CLM) roles.
CLMs are a growing, yet underserved group. The audience for the newsletter:
300+ practitioners with a B2B Customer Lifecycle Marketing title
600-900 coming from customer success, customer marketing and DemandGen with CLM responsibilities
Those pivoting into CLM
If you asked AI about CLM stages, it would identify 5-6. Here are the 8 this newsletter will focus on.
New Research
Customer.io published its “Customer Messaging 2026” research report.
Key finding: Personalization is the #1 messaging priority, but the way teams are actually doing it tells a different story.
Coming in the next edition: Rise of Customer Lifecycle Marketing (an analysis of 300 CLM practitioners)
Recent Posts
Ed King, CEO of Openprise is one of my fave thought leaders. His latest: Enterprise GTM AI adoption has a "last mile" problem, which focuses on trusting AI.
Naomi West of Customer.io publishes an occasional journal. Her latest entry is ”A Lifecycle Marketer's Edge in the New AI World. It’s about reframing the role of lifecycle marketers. CLMs have lessons to learn from pre-sales lifecycle marketers..
Attribution is a frequent topic among customer lifecycle marketers. Without it, how can CLM be justified? Matt Heinz, of Heinz Marketing just wrote, A Postmortem for the B2B Attribution Software Category.
Written by me: What do 18 CLMs have to say about upsell, cross-sell expansion? and What do 14 CLMs have to say about utilizing AI in customer programs?
Events
I’ll be at day 2 of Demand and Expand on May 21 in SF and will be writing about the ‘expand’ track in the next edition. The track covers:
Customer Marketing
Upsell/Cross-sell
Lifecycle Marketing
Claude Code + Customer Marketing
Jobs
For an analysis of Customer Lifecycle Job Descriptions check out this research report.
Congrats to these recent hires
Melissa B, Senior Director Lifecycle Marketing, Demandbase
Joan P, Head of Growth and Customer Marketing, Clever
Francesco C, Customer Growth & Lifecycle, Drata
Scarlett R, Lifecycle Marketing Manager, SimplePractice
Amy K, Vice President of Lifecycle Marketing & Operations, NinjaOne
Pipes M, Senior Customer Marketing Adoption Manager, Contentstack
Who’s Hiring
TotalExpert, Lifecyle Marketing Manager
Bloomerang, Customer Marketing Manager, Adoption & Lifecycle
Khan Academy, B2B Customer Lifecycle Marketing Manager
Canary Technologies, Lifecycle Marketing Manager
Trinet, Director, Customer Marketing
Novara, Customer Marketing Manager
Instructure, Manager Marketing, Customer Marketing
As a 4X Customer Marketing Director and X-Forrester, I know the value of communities of practice and independent research. I founded Repetitos to address one of the biggest impediments to customer lifecycle marketing, the health of a company’s customer contact database.
The B2B CLM 300+ Newsletter is the next step in my journey…Irwin