Context
A large base of free users represented untapped revenue potential but lacked clear pathways into sales engagement.
My Role
Owned lifecycle strategy and conversion optimization in partnership with Sales and Product Marketing.
Strategy & Approach
- Shifted lifecycle programs from time-based to behavior- and intent-driven journeys
- Designed messaging that connected product usage to downstream business value
- Aligned lifecycle milestones with sales engagement to reduce friction in handoff
Results
- ~40% increase in SALs and SQLs
- 18–20% lift in product usage
- Improved progression from free user to sales conversation
Strategic Differentiator
Behavior-based lifecycle programs consistently outperformed static nurtures, reinforcing that timing and intent matter more than volume.
