new onboarding nurture
project overview
Cocoon's scaled accounts (companies under 200 employees) were getting a fraction of the support enterprise accounts received, with few formal touchpoints after launch and a Customer Success team stretched too thin to close the gap manually. I built a 0 to 1 lifecycle marketing program to change that.
project type
lifecycle marketing campaign
year
2025
Building a product-led customer experience from scratch
The goal was to replace manual, human-dependent touchpoints with a trigger-based system that made scaled accounts feel supported without requiring CSM bandwidth. I designed the full program architecture: an onboarding nurture series (6 touchpoints), a post-launch education series (8 touchpoints over 10 weeks), and a new admin onboarding flow (4 touchpoints) for team members added after initial launch.
Every email was built around a single idea: this might feel like a new way to manage leave, but we've got you. The content was timed to key product milestones, written to build self-service habits, and designed to drive action before a customer would ever think to open a support ticket. I also built interactive product tour assets in Arcade that are now used in both the onboarding flow and the sales process.
The impact
The program standardized the scaled account experience, freed up CSM bandwidth by automating regular touchpoints, and established the foundation for a broader lifecycle marketing program across all account tiers when Cocoon is ready to expand it.