Eight companies.
Nearly $100B in combined valuation.
One lifecycle playbook.
I spent months auditing the activation engines of Slack, Notion, Clay, Apollo, Lovable, Canva, Calendly, and Monday(.)com, mapping exactly how they move users from signup to revenue.
This is that playbook, plus everything I've learned building lifecycle marketing programs for our PLG SaaS clients.
Audited lifecycle engines of:
What lifecycle marketers are saying
A few reactions from marketers who've attended the workshop this playbook comes from.
"I have to say, that was a great workshop. We're going to recreate as much of this as possible."
"I am so grateful for your webinar! It was well done and thoughtful."
"This playbook has been instrumental for us. It's been so valuable."
Why I wrote this
I'm Jon Farah, founder of LifecycleX. This started as a research habit, not a workshop or book. I wanted to see how the best product-led SaaS companies actually run lifecycle marketing.
The exact emails, triggers, and infrastructure behind the scenes. Notion was the first one I audited and posted about on LinkedIn. It went viral. So I kept going: Slack, Clay, Apollo, Monday(.)com, Lovable, Canva, Calendly.
The same pattern showed up in every audit. This ebook is that pattern, plus everything we've learned putting it to work for our own clients.
Jon Farah presenting at a lifecycle marketing workshop.
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