About the Growth Play

Increasing Customer Lifetime Value (CLV) isn’t about sending more messages, it’s about sending the right message at the right time, in the right place. Most lifecycle marketing tools can segment and send, but they stop short of continuously adapting to a user’s real-time journey.

This Growbook shows you how to use GrowthOS to connect behavior tracking, lifecycle stage classification, and automated multi-channel journeys. You’ll learn how to identify high-value moments, trigger the right interventions, and deliver personalized web/app experiences ensuring that no opportunity for retention or expansion slips through the cracks.

We’ll use Otto, a demo SaaS platform for project management, to illustrate the approach.

TL;DR – GrowthOS for Lifecycle Marketers

• Track meaningful Goal Events like feature activations, onboarding completion, or purchases.
  
• Use Lifecycle Agents to automatically classify users into real-time stages (Champion, Promising, At risk).
  
• Launch multi-channel Journeys triggered by stage, behavior, and AI-generated logic.
  
• Personalize email, push, SMS, and in-app experiences using Smart Snippets and Experiences.
  
• Adapt campaigns dynamically based on engagement, purchases, or inactivity.
  
• Track conversion, engagement, and retention impact directly in Journey and Experience Analytics.
  
• Result: A living lifecycle system that improves retention, drives expansion, and maximizes CLV.
  
  

Benefits

• Maximize retention and revenue: Intervene at exactly the right time based on real user behavior.
  
• Automate lifecycle stage targeting: Eliminate manual segmentation with AI-powered classification.
  
• Run smarter multi-channel campaigns: Combine email, push, SMS, and in-app nudges in a single flow.
  
• Personalize every touchpoint: Deliver messages that adapt automatically to each user.
  
• Measure and optimize in one place: See campaign performance alongside product engagement metrics.
  
  

How It Works

Step 1: Define and track Goal Events

Check or define key Events to confirm the following are tracked: ’added to cart’, ‘activated feature’, ‘completed onboarding’ and create new events If any events are not readily available from ‘create event’.

Step 2: Launch a Lifecycle Agent

In Agents, create a Lifecycle Agent to auto-classify users into the following dynamic stages: ‘Champion’, ‘Loyal, ‘Recent’, Needs Attention’, ‘At Risk’, ‘Inactive’. Stages update in real time, so your targeting is always current.

Step 3: Launch a Journey

Create a new Journey with branching logic- Example: 

At Risk User Recovery Flow with Trigger: Segment = ‘At Risk’

If the user re-engages → move to “Win” path. If no engagement → retry after delay or send Slack alert for manual follow-up.

Good to Know

• You can also use AI Coach to create the journey by describing your goal in plain text (e.g., “Re-engage at-risk users with a 7-day multi-channel campaign”). AI Coach will build the Journey with triggers, segment logic, and message flow.
• Assign tasks to internal teams when key events occur (e.g., manual success check-in).
• Update user attributes as they move through journey stages.
  
  

Step 4: Personalize site and in-app experiences

In Experiences, create targeted on-site or in-app messages for specific lifecycle stages- ‘At Risk Users’ and ‘Needs Attention’. Also run A/B tests on variants to optimize conversion.

‍

Step 5: Track and optimize performance

• In Journey Analytics, track Step completions, Replies and clicks and Conversion on original goal

• In Experience Analytics, monitor On-site engagement and Lift vs. control version
• Iterate campaigns based on data, not guesswork.

‍