Connect with Kate on LinkedIn: https://www.linkedin.com/in/kate-shoaf-61403025

In this episode of The Marketing in Action Podcast, I’m joined by Kate Shoaf, Director of Lifecycle Marketing at Teamwork. Kate walks us through her path from PR to content and community, to growth, product, and now lifecycle marketing. Whether you’re new to lifecycle marketing or looking to refine your strategy, this conversation brings clarity to how lifecycle marketing truly works and why it matters.

We talk about how her early startup experience taught her to be scrappy, cross-functional, and strategic across content, customer support, and community building. That foundation gave her a unique perspective on how lifecycle marketing isn't just about sales or retention. It’s about knowing who you're talking to, where they are in the journey, and how to provide the most relevant value at each step.

Kate shares how lifecycle strategies have evolved over the last five to ten years, especially with the rise of behavior-based segmentation and dynamic content. She breaks down how Teamwork transitioned from time-based emails to data-triggered touch points that truly reflect where the customer is and what they need next. And yes, testing is a constant. From subject lines to entire onboarding flows, Kate gives examples of how they run iterative and A/B tests to improve product adoption and engagement.

We also dig into the importance of being concise. In an age of AI-generated walls of text, it’s more important than ever to deliver clear value, quickly. Kate offers a refreshingly practical view on how to write effective messaging that fits mobile screens and reduces overwhelm. Less fluff. More clarity.

Whether you're working in SaaS, B2B, B2C, or a small business just trying to better connect with your customers, there’s something in this episode for you. Kate’s insights are actionable, rooted in real-world experience, and easy to apply to your own marketing systems.

This episode was a full-circle moment for me too. I had the chance to publicly thank Kate for the major influence she’s had on my approach to structure, systems, and strategy in marketing. If you’re not already connected with her, I highly recommend it.