“Lifecycle marketing is integrated marketing focused on the natural use case. It’s about meeting customers where they are.”
In this episode of Growth Talks by Right Side Up, Sean Collins joins host Krystina Rubino to share his journey from Army logistics officer to growth marketing leader. Sean discusses the evolution of lifecycle marketing, the importance of tactical patience, and how Bilt Rewards is redefining customer engagement in fintech.
Sean dives into lessons on prioritizing trust in fintech, balancing long-term brand-building with immediate direct response, and the power of personalization in creating meaningful customer experiences.
🗝️ Key Takeaways:
- Lifecycle marketing is more than email. It’s about creating integrated experiences that accelerate use cases.
- Tactical patience is critical. Avoid knee-jerk decisions; evaluate data at key decision points.
- Personalization is no longer optional. Be in tune with customers to stay relevant by meeting your audience. Investing in relevance and context improves customer loyalty.
- Brand affinity matters! Move beyond transactional relationships to create lasting impressions.
- In fintech, trust is everything—winning over skeptical customers requires strong partnerships and established credibility.
⏰ Timestamps
00:00 Introduction to Sean Collins’ career
02:00 From military logistics to marketing
06:15 Lessons on leadership and tactical patience
10:45 Lifecycle marketing strategies for engagement
16:30 The challenges of marketing in fintech
21:00 Earning customer trust with partnerships
25:50 Balancing brand-building with direct response
30:15 Sean’s favorite growth non-hack: customer insights
🔗 Mentioned in this episode:
- Bilt Rewards: https://www.biltrewards.com
- Numbers & Narrative Podcast: https://numbersandnarrative.com
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