FindLaw · 1 hour ago
B2B Lifecycle Marketing Director
Seattle, WA
Full-time
Hybrid
Lead/Staff, Director/Executive
$100K/yr - $130K/yr
5+ years expMartindale-Avvo, part of Internet Brands, is the leading internet marketing company serving small and mid-sized law firms. The B2B Lifecycle Marketing Director will lead customer marketing initiatives to improve customer adoption, satisfaction, retention, and expansion across multiple service lines.
AdvertisingDigital MarketingSEOWeb Design
Responsibilities
Own cross‑channel customer lifecycle communications (e.g., email, in‑product messaging, webinars, education/resources, community) to drive onboarding, adoption, engagement, renewals, and advocacy - explicitly excluding new‑logo acquisition programs
Map and optimize end‑to‑end customer journeys from onboarding through renewal and advocacy; ensure a consistent, valuable brand experience across the organization and product set
Drive retention marketing, identifying churn risks, creating mitigation and re‑engagement strategies, and communicating ongoing value to keep clients successful and satisfied
Identify and execute upsell and cross‑sell strategies within the existing customer base to increase lifetime value and deepen product engagement (e.g., expansion plays, targeted upgrade paths)
Partner with Customer Success, Account Management, Sales Ops, Product, and Data to align on health scoring, usage signals, and value moments that trigger lifecycle campaigns and expansion motions
Enable AM/CS teams with renewal and expansion playbooks, talk tracks, one‑pagers, decks, and customer‑facing resources that reinforce outcomes and ROI-focused on existing customers
Leverage customer insights and analytics (usage data, NPS/CSAT, support trends, cohort behavior) to prioritize initiatives, personalize messaging, and continuously improve journey performance
Deliver value‑led communications (newsletters, release notes focused on benefits, education series, customer stories) that encourage feature adoption and measurable outcomes
Run structured experimentation (A/B tests) to improve activation, adoption, time‑to‑value, and renewal rates; build dashboards for revenue, retention/churn, adoption, engagement, and advocacy
Lead, inspire, and develop direct reports; set goals, track performance, and create accountability for results
Qualification
Required
Proven experience driving retention, adoption, renewals, and expansion (NRR) in a B2B environment; comfortable operating in a fast‑paced, dynamic setting with high standards for results
Strong business acumen with a track record of process improvements using analytical problem solving
Hands‑on experience with Salesforce required; Pardot and Salesforce Marketing Cloud (or similar) strongly preferred
Strategic thought leader who can lead, inspire, and influence across a matrixed organization; excellent management and coaching skills
High degree of flexibility and ability to navigate ambiguity
Bachelor's degree
Preferred
Experience in market research, strategic planning, and implementation preferred; knowledgeable in digital marketing and lifecycle automation
5+ years' B2B customer/lifecycle marketing experience preferred
Company
FindLaw
FindLaw offers SEO, content marketing, advertising, web design, and digital marketing services.
1001-5000 employees
Funding
Current Stage
Late StageRecent News
2025-05-01
Company data provided by crunchbase