How to win BFCM
Survive the chaos. Steal a few proven tricks. Leave with a smarter BFCM playbook.
Lifecycle Live is a monthly, hands-on workshop series from Phi and Carlos at Verbose for people doing the work across lifecycle, CRM, retention, product, and customer experience.
For Session 2, we're tackling one of the biggest, busiest, and sometimes most traumatic moments of the year for lifecycle marketers: Black Friday / Cyber Monday.
Whether you've survived a dozen BFCMs or you're heading into your first, we all know the drill. Last-minute campaign requests, changing promotions, deliverability issues, inboxes flooded with discounts, and the inevitable question from leadership: "Can we just send it to the entire database?"
This time, we're joined by Luke Kline from Hightouch to unpack the strategies, lessons, and hard-earned tricks we've picked up throughout our careers and across clients.
We'll share some of the tactical approaches we've used to navigate BFCM, including:
Planning for the unexpected: Building contingency plans so you're ready when campaigns don't perform as expected.
Smarter segmentation and testing: Knowing who to target, what to test, and how to act on results quickly.
Making every channel count: Using email, SMS, push, and other touchpoints intentionally rather than blasting everyone everywhere.
Finding the opportunities others miss: Looking beyond discounts and immediate revenue to drive meaningful customer engagement and long-term value.
But this isn't another webinar where we talk at you for an hour. We want to hear from you, too.
Bring your BFCM plans, your biggest challenges, your favorite tactics, or that one campaign from three years ago that still haunts you.
We'll open up the conversation, share what's worked (and what hasn't), compare approaches, and help each other think through the challenges we're facing heading into the holiday season.
And if this turns into a group therapy session for lifecycle marketers to unpack their BFCM trauma, that's perfectly fine too. 😂
The goal is simple: leave with a few practical ideas you can put into action immediately, a little more confidence heading into BFCM, and the comfort of knowing you're not the only one dealing with the chaos.
Who it's for
Anyone in lifecycle, CRM, retention, growth, or customer experience who's involved in planning, executing, or optimizing holiday campaigns. Whether you're leading the strategy or the person actually building and sending the emails, this one's for you.
About the Hosts
Phi Pham and Carlos Govantes are the co-founders of Verbose, a strategic lifecycle marketing agency, where they help brands design better customer journeys and build more thoughtful customer relationships.
Between them, they've built and led lifecycle programs at brands like Peloton, Misfits Market, and Casper, and have since partnered with dozens of leading companies through Verbose across a wide range of industries, including retail, fintech, edtech, streaming, digital health and wellness, telehealth, B2B, and beyond.
For this session, they're jointed by Luke Kline, founding marketer of Hightouch and creator of Lifecycle Leaders: the premier community and newsletter specifically built for lifecycle marketers.
Lifecycle Live is our way of bringing more of this work into the community, sharing what we've learned, trading ideas, and creating a space where lifecycle marketers can learn from one another.