The engineering behind the funnel.
Onboarding flows, lifecycle messaging, event tracking and the experiments that tell you which version genuinely worked. Built as software, measured properly, handed over in accounts you own.
- Event-driven
- messages triggered by behaviour
- Measured
- sample size agreed beforehand
- Your stack
- in accounts you own
Who this is for
You probably need this if…
01
People sign up and never come back
Acquisition works and activation does not. You are paying for traffic that leaves before it ever reaches the part that was worth paying for.
02
Emails are sent by hand
Somebody exports a list, pastes it into a tool and sends. It happens when they remember to, which is not when the customer needed it.
03
You cannot tell which change worked
Three things shipped in the same week, the number moved, and everybody in the room has a different favourite explanation.
What this covers
The work, in detail.
7 capabilities
01
Onboarding flows
The first session, designed and instrumented, because activation is where most products quietly lose the people they just paid to acquire.
02
Lifecycle messaging
Email and SMS triggered by what somebody did or failed to do, rather than sent to the entire list on a Tuesday morning.
03
Event tracking
A deliberate event schema agreed before implementation, so that the analysis you want to run in six months is actually possible.
04
Customer data
A joined view across product, billing and support, so a message knows who it is talking to and what they have already seen.
05
Experimentation
A/B and feature-flag experiments with the sample size worked out first and the result read honestly afterwards.
06
Retention mechanics
Invites, credits, win-back and renewal prompts built into the product itself rather than run as a campaign alongside it.
07
Attribution
Which channel produced revenue rather than which produced clicks, tracked in a way that survives cookie restrictions.
How we approach it
Positions we actually hold.
Opinions cost something to have. These are the ones we would argue for on your project, including where they make the work slower.
01
Instrument before you optimise
You cannot improve a funnel you cannot see. The event schema comes first, even though it is easily the least exciting part of the work.
02
Behaviour beats broadcast
A message triggered by what somebody actually did outperforms a scheduled send, and irritates considerably fewer people on the list.
03
Agree the sample size first
Deciding when to stop an experiment after looking at the numbers is how teams talk themselves into results that were never really there.
04
Own your data
Events, lists and attribution live in your accounts. A growth stack you cannot leave with is a growth stack that is holding you rather than helping.
Technology
What we work with.
Defaults, not requirements. If you already run something else and have a team who knows it, we work in yours.
- Tracking
- Event schema, server-side tracking, GA4
- Messaging
- Customer.io, Resend, Twilio, in-product prompts
- Experiments
- Feature flags, server-side A/B, sequential testing
- Data
- Warehouse-backed segments, joined product and billing
Where this shows up in delivery
- Shipped builds use behaviour-triggered onboarding rather than scheduled email blasts to everybody at once.
- Event schemas on our software are versioned in the repository, so analysis does not break silently when somebody renames a field.
- Sill carries the notification and delivery layer these flows run on, already in production.
Bought as part of
This practice is never sold on its own. It is quoted inside one of the engagements above, as part of a single number.
Questions
What people ask about growth & lifecycle.
- Is this marketing or engineering?
- Building it is engineering. We construct and instrument the machinery. Running campaigns day to day belongs to your team or your agency, and we hand it over ready to use.
- Can you work with the tools we already pay for?
- Yes, and we would prefer to. Most teams already own more capability than they use, and buying another tool very rarely fixes what is actually a tracking problem.
- How long until we can see a funnel?
- Instrumentation is usually two to three weeks. Meaningful conclusions need enough traffic, which depends on your volume, and we estimate that honestly rather than optimistically.
- Do you guarantee conversion improvements?
- No. What we commit to is that you will be able to tell whether a change worked, which is the thing most teams are actually missing.
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