Campaigns and marketing
Lifecycle stage
A lifecycle stage is a label describing where a contact currently sits in their relationship with a business, such as lead, active customer, or lapsed.
Also calledcustomer stagefunnel stage
It is useful precisely because it is coarse: it gives campaigns and automations one field to branch on without encoding the whole customer history. Stages should be few and mutually exclusive. A stage list that grows past a handful has usually become a tag system wearing the wrong name.
Worth knowing alongside it.
- Segment
- A segment is a defined group of contacts described by rules over their attributes and behaviour, rather than a fixed list of names.
- Drip sequence
- A drip sequence is a series of messages sent to a contact over time, triggered by an event and usually stopping as soon as the contact replies.