Winning the Long Game with Lifecycle Marketing with Sean Collins and Bilt Rewards

“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://bit.ly/3Qiplog

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