How to Harness the Customer Lifecycle With Adam Butt

Adam Butt is the Founder and CEO of UN/COMMON, a fully integrated e-commerce and marketing agency facilitating sustainable and profitable growth. In his role, he leads a team of over 50 people to scale $10-100 million international brands, including Liquid Death, Rare Beauty, and Beauty Blender. Adam launched UN/COMMON with only $500 in capital before growing it into a multimillion-dollar agency. He is also a serial investor in companies like American Battery Technology and Postscript.

In this episode…

With the lines between digital and physical blurred, DTC brands must capture the entire customer lifecycle. Yet these businesses often don’t consider the foundational factors that comprise the lifecycle, like content, the customer experience, branding, acquisition, and conversions. How can you prioritize and optimize the customer lifecycle to gain market share and create a distinctive brand?

According to multimillion-dollar agency founder Adam Butt, each component of the customer lifecycle must be cohesive. If you have strong acquisition and retention strategies but an inconsistent website experience, your lifecycle is likely to malfunction. However, Adam warns not to segment your efforts into a single channel. Instead, create a comprehensive omnichannel strategy by tracking the entire customer journey and adding incremental value at each stage. Building a personable brand requires cultivating a community of loyal customers through authenticity and organic connection.

On this episode of the Up Arrow Podcast, the Founder and CEO of UN/COMMON, Adam Butt, joins William Harris to talk about optimizing the customer lifecycle. Adam addresses the issues with specialized agency structures, how he built and scaled UN/COMMON, and case studies of a successful customer lifecycle.