Automating a lifecycle nobody has designed just sends the wrong message faster. We agree the lifecycle and nurture plan with you before anything is built in the platform.
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Results our clients report to their boards
35:1
Your media return, if your campaign runs like HMS Networks' first one did
£760 to £72
What HMS now pays for a confirmed sales ready lead, down from a typical trade event lead
1,588
Sales ready leads HMS generated on reporting they own and operate
42x
Media efficiency Arrow ECS achieved against benchmark with VMware
Automation is only as good as the lifecycle it runs on. If the stages are vague and the triggers are guesses, no amount of clever workflow building will fix it. We map the lifecycle first: the stages a buyer moves through, the signals that mark progression, and what marketing should do at each point. The build that follows is implementing a plan rather than improvising one, which is the difference between automation that works and a tangle of workflows nobody trusts.
Most nurture is a fixed sequence of emails sent on a timer, regardless of what the buyer actually does. We plan nurture around behaviour and stage: what someone receives depends on where they are and what they have signalled. The plan tells the build team exactly which path each buyer should travel, so the automation guides people forward rather than simply emailing them on schedule.
Most marketing automation is built before the lifecycle is designed. Someone opens the platform, wires up a welcome email and a few reminders, and calls it nurture. Six months later there are forty workflows, no one knows which still fire, and leads slip through gaps nobody mapped. Marketing Automation and Lifecycle Strategy fixes the order. We design the customer lifecycle, define the stages and triggers, plan the nurture and scoring logic, and agree what good looks like, all before anyone touches the platform. This is the plan that build follows.
We design these lifecycle plans for considered-purchase B2B businesses where nurture happens over months, not days. The disciplined approach we brought to HMS Networks sat behind a 35:1 media return and a cost per sales ready lead cut from around £760 to £72. When the plan is agreed, it hands cleanly to our Marketing Automation delivery work for the build, and the workflows and data stay yours to own.
If your automation has grown into a tangle of workflows nobody fully understands, a short planning conversation is the quickest way to find out what to keep and what to redesign.
This fits if you are
This engagement suits B2B businesses whose automation has grown without a lifecycle design behind it, and who would rather plan the nurture properly than keep adding workflows. It fits four situations in particular.
Teams with sprawling automation, dozens of workflows that no one can fully map and leads slipping through gaps.
Businesses about to adopt or replace a platform who want the lifecycle designed before they build, so the new system is not the old mess in new software.
Industrial, electronics, manufacturing and distribution firms with long cycles and multi-role buying groups that a generic drip sequence does not serve.
Marketing and sales leaders who disagree on lead scoring and what signals genuine readiness.
Not the right engagement if
1
Week 1
Lifecycle discovery. We map how buyers currently move through your funnel, audit the existing automation against it, and find where the lifecycle is undefined.
A clear view of the current lifecycle, the workflows running on it and the gaps where leads are slipping through.
2
Weeks 2 to 3
Lifecycle and nurture design. We define the stages and triggers, design the nurture for each stage and decide what to keep, rebuild or retire.
A mapped lifecycle and a nurture design that says what each stage receives and why.
3
Weeks 3 to 4
Scoring and measurement. We design the lead scoring logic with sales and build the framework that tracks progression.
Lead scoring logic agreed with sales and a measurement plan tied to stage progression.
4
Week 5
Blueprint and handover. We finalise the platform-agnostic blueprint and brief the delivery team that will build it.
A documented blueprint and a clean handover to Marketing Automation delivery for the build.
35:1
Return on media investment. Cost of a qualified lead cut from around £760 at trade events to around £72 online, with 1,588 sales ready leads on reporting HMS owns and operates.
Read the case study
454,176
Campaign views at 42x media efficiency, six times the target, with account level intelligence the sales team trusts. Enterprise distribution made measurable.
Read the case study
A lifecycle plan depends on reliable signals. This work links to Data Unification so the triggers fire on a single clean view of the contact, and to Marketing Dashboards so stage progression can actually be measured.
Against an enterprise agency
Quarters, not weeks
Six month discovery phases and a quarter million before a single dashboard exists. We work in weeks, with senior people on every call and pricing itemised line by line.
The pattern holds across our work. With HMS Networks in industrial connectivity, and in technology distribution with Arrow ECS, designing the plan before the build made the automation reliable rather than a constant source of firefighting.
We work in stages. Stage one is the lifecycle, nurture and scoring design that produces a build-ready blueprint. Stage two, if you want it, keeps us alongside the build and the team as the automation goes live so the design adapts to real behaviour. Pricing is built line by line against scope, with no opaque contingency, so finance sees exactly what each stage buys. The blueprint is built to run on tools you own and operate, never a rented platform you cannot leave. Enterprise grade thinking without the enterprise overhead.
"Complete dedication to our brand mission by Teylu. They worked within our limitations and made our marketing profitable on first purchase."
Ken Price
CEO, Blake Mill Menswear
"Teylu delivered rapid activation, delivered immediate sales uplift. Assisted in delivering a business exit and increased valuation."
Katie Dixon
Founder, Evellier Luxury Intimates
"It's a pleasure to work with the whole Teylu team. They delivered our exact brief quickly to great effect. What more can you ask for?"
Sophie Fresson
Head of Digital, Oceana UK
Do you build the automation, or just plan it?
This engagement is the design. We map the lifecycle, plan the nurture and agree the scoring logic, producing a build-ready blueprint. The build itself sits with our Marketing Automation delivery pillar, which implements the design rather than improvising one in the platform.
We already have automation running. Why design it now?
Most automation we see was built workflow by workflow, never against a designed lifecycle. The result is sprawl that no one fully trusts and leads slipping through unmapped gaps. We map the lifecycle, audit what already runs against it, and decide what to keep, rebuild or retire, so you stop adding to a tangle and start running a system.
Do we own the workflows, or are we locked into a platform?
You own them. The lifecycle design, nurture logic, scoring rules and contact data are yours, and the blueprint is deliberately platform-agnostic so it can be built on tools you own and operate. You are funding owned infrastructure rather than a rented platform that keeps your nurture logic when the contract ends, which is what keeps the cost defensible and the system portable.
How long does the design take?
Three to five weeks from kickoff to a signed blueprint: lifecycle map, nurture design and scoring logic. Fast enough to feed the build within the quarter, and thorough enough that the build team is implementing a plan rather than guessing.
Will sales actually trust the lead scoring?
They will, because we design the scoring with sales during the planning rather than imposing it afterwards. The scores reflect what genuinely signals readiness in your market, so the leads the automation surfaces are ones sales will act on rather than quietly ignore.
Bring a picture of your current automation. One session is usually enough to show where the lifecycle is undefined and which workflows are doing nothing.
Tell us where the data lives and what the board keeps asking. A senior person reads every one of these.
What happens next
