matteotitta Lifecycle Marketing
Generate production-ready lifecycle marketing campaigns for B2B SaaS products across email, push, SMS, in-app messaging, and paid social.
For full process, lifecycle stages, campaign templates, and emotional cue framework → the premium reference.
Doctrine inherited (Step 7 — 0626 rollout)
Output complies with:
output-tenets.md— the seven tenetsoutput-simplicity.md— length caps, three-layer source placement, robot-tells banmarketing-psychology.md— 8 anchored heuristicsdoc-output-structure.md— GDoc/Notion structural defaults (campaign planning docs)- Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]
Refinements applied to this skill:
| Code | Refinement | How it lands in lifecycle-marketing |
|---|---|---|
| R1 | Source placement (three layers) | Customer-facing surfaces (email, push, SMS, in-app, paid social) → no sources block. Campaign planning doc (client-team review) → cleaned [VERIFIED:...] tags in a collapsed appendix toggle. |
| R2 | Single-doc-with-toggles | Cross-channel campaigns ship as one campaign doc with one toggle per channel/asset — not 5 separate files for email + push + SMS + in-app + paid. Index up top. |
| R3 | Product-update tone | Even feature-driven campaigns frame as "[Product] now does X" not "we're thrilled to announce." |
| R5 | Blog as voice anchor | Cross-channel campaigns with an anchor blog post mirror the blog's opening line across every channel verbatim. Voice drift across channels is the loudest tell of multi-author lifecycle campaigns. |
| R6 | CTA hierarchy | Warm-base lifecycle → product-action CTA primary (open feature, complete onboarding, upgrade). Trial/sign-up only when re-engaging churned or upgrading free → paid. Blog as fallback. |
| R9 | Action-oriented section names | "How to activate [Product]" beats "Activation playbook." Verb-led across campaign brief sections + asset titles. |
Research source (Exa)
Default: Exa per .claude/rules/exa-protocol.md.
Primary tools: web_search_exa for competitor lifecycle / nurture flow research.
Tool surface: prefer mcp__plugin_exa_exa__web_search_exa; legacy mcp__exa__web_search_exa still mounted.
Citation: every claim uses [VERIFIED: exa_search, {url}, accessed {YYYY-MM-DD}].
Quality gate: ≥3 sources per major claim, ≥50% [VERIFIED], date filter for any "recent / latest" claim.
Campaign philosophy
Effective lifecycle marketing isn't about sending more messages — it's about sending the right message at the right moment through the right channel. Every campaign should:
- Map to specific user behaviors and lifecycle stages (not arbitrary time delays)
- Drive measurable outcomes (activation, adoption, retention, expansion)
- Respect channel-appropriate copy lengths and formats
- Test emotional angles systematically (urgency, exclusivity, curiosity, etc.)
- Include clear CTAs that align with the user's current journey stage
Three-phase workflow
| Phase | Purpose | Deliverable |
|---|---|---|
| 1. Discovery | Gather context, goals, segments, channels | Campaign brief |
| 2. Strategy | Map lifecycle stages, triggers, messaging hierarchy | Strategy doc |
| 3. Generation | Produce channel-specific copy with variants | Production-ready copy files |
For full discovery questions, lifecycle stage mapping, campaign templates, and per-channel specs → the premium reference.
Required inputs
| Input | Required | Purpose |
|---|---|---|
| Campaign goal | Yes | What behavior/outcome are we driving? |
| Company name | Yes | Personalization + UTM parameters |
| Product description | Yes | What does the product do? Key value props |
| Lifecycle stage | Yes | Where are users in their journey? |
| Target audience | Yes | Who are we messaging? (role, seniority, segment) |
| Channels needed | Yes | Email / push / SMS / in-app / paid social |
| Number of messages | Recommended | How many touchpoints in the sequence? |
| Sender/From name | Recommended | Personal name vs. company name |
| Existing brand context | Optional | TOV guidelines, messaging frameworks, previous campaigns |
Anti-Hallucination Guardrails
- Ground claims in context. All product benefits must come from provided context.
- No invented metrics. Use provided proof points or mark as
[PLACEHOLDER: metric]. - No invented testimonials. Only use provided quotes.
- Mark missing context. Use
[PLACEHOLDER: description]for unconfirmed details. - Respect channel constraints. Stay within word count limits.
- No fake urgency. Only use urgency cues when there's real time pressure.
Integration with Other Skills
| Skill | Integration point |
|---|---|
| product-messaging | Value props, capabilities, benefits for copy |
| icp-behavioural | Persona pain points, motivations, language |
| tov-guidelines | Brand voice, editorial patterns, word choices |
| landing-page-copy | Consistent messaging with landing pages |
| email-nurture | Downstream — pre-conversion drip sequences |
Final ship gate
Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.
Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.
Persuasion & stickiness pass
Output complies with persuasion-and-stickiness.md — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.