Mapping Great Lifecycle Marketing Journeys
I started creating customer journey maps because I needed a better way to step back and see the full lifecycle—how every touchpoint connects across product, CX, brand, and growth. This helped me spot the real gaps and opportunities that often get missed when you're focused on individual campaigns.
Every audit here is based on my firsthand experience—signing up, buying, and interacting with the brand to capture what the journey actually feels like. They offer a transparent look at what’s working, where there’s friction, and how it all connects.
The brands featured here are ones I genuinely admire. Their thoughtful, well-integrated lifecycle programs continue to inspire the way we think at Verbose—and reflect how lifecycle has evolved into a strategic, cross-functional discipline.I hope these maps spark new ideas and help you better serve your customers at every step of their journey.
Have a brand you’d love to see me audit? Submit your idea here. I'd love to hear from you and explore more brands together.
- Phi, Co-founder
Explore journey maps
Graza Journey Audit
I spent $100 on Graza olive oil to do a Lifecycle journey audit so that you wouldn't have to… but after this, you might be tempted to try it yourself. For this month’s audit, I took a deep dive into Graza’s Lifecycle marketing program. Here’s what stood out from their strategy:
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Cohesive and Engaging Branding
Graza’s branding is one of the most cohesive and fun I’ve seen, translating perfectly across their lifecycle channels and digital assets with their design system. Even with just two SKUs, they keep the customer journey engaging and educational, clearly differentiating their products from the competition.
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Churn-Reduction
Tactics
Graza’s subscription model is well-designed with proactive retention strategies that focus on flexibility and incentives. If a user selects a reason for canceling, Graza offers an 11% discount on their next order, along with options to adjust shipping frequency or skip a delivery. Users who need a break can pause their subscription which can ultimately be more valuable to driving LTV than a churned customer.
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Content-Driven Engagement
Graza excels in engaging users with creative content. Their strategy is rich with recipes, educational content, and product tips that show off the versatility of their olive oils. They even had me try Drizzle olive oil on ice cream, and it was amazing!
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Referral-Driven Retention Tactic
Graza also provides an option for subscribers to gift their next shipment to a friend instead of canceling, creating a unique opportunity to reduce churn while simultaneously driving referrals and expanding their customer base.
