When we talk about the "customer lifecycle," we're talking about all the time and all the touches from initial prospect awareness through a long, healthy customer relationship that's sustained in a perpetual growth loop. Across that lifecycle, we're clicking "Send," our team members are clicking "Send," and our systems are sending messages on our behalf. How about adding video to the mix? Review these messages and identify those that would be better if they included a video. Of course, you'd be looking to make a better personal connection, to manage emotion and tone, and to make detail or complexity digestible. And, as already mentioned, once you and your team start using video messages, you'll immediately start to see more ways to use them. The Customer Lifecycle Let's take a look at the customer lifecycle, following this bow-tie funnel. The purchase, transaction, or commitment happens in the middle (Commit). Generally speaking, marketing and sales are on the left side (Acquisition). On the right, you have customer success and account management (Expansion). If you're in a smaller organization, one person may cover many or even all of these touchpoints and stages. If you're in a larger organization, you may have an entire ...