Future Fuzz - The Digital Marketing Podcast Ep. 162 - Marketing Beyond the Funnel - Katie Morrow
In this episode of Future Fuzz, Vince Quinn sits down with Katie Morrow, Head of Marketing at Tire Tutor, to unpack what customer lifecycle marketing really looks like in a specialized B2B environment.
Katie shares how Tire Tutor—the first AI-powered, all-in-one shop management system for independent tire dealers—supports customers from awareness to advocacy. She explains why lifecycle marketing must extend beyond lead generation and sales conversion to include onboarding, feature adoption, retention, and long-term value.
The conversation dives into breaking down silos between marketing, product, sales, and customer success; why content plays a critical role beyond lead magnets; and how timing and channel strategy shift when your audience is busy running service businesses—not sitting at desks all day.
If you want to build stronger customer retention, improve feature adoption, and create true product advocates, this episode is packed with practical insight.
Guest Bio
Katie Morrow is the Head of Marketing at Tire Tutor, an AI-powered, all-in-one shop management platform built specifically for independent tire dealers. Tire Tutor powers everything from e-commerce and supply chain management to point of sale, helping business owners streamline operations through a single platform.
With a strong background in startup marketing and the automotive space, Katie specializes in customer lifecycle strategy, cross-functional alignment, and data-driven content. She works closely with product, sales, and customer success teams to ensure consistent messaging, feature adoption, and long-term customer retention.
Takeaways
- Customer lifecycle marketing goes far beyond awareness and conversion—it should end in advocacy.
- Marketing must align closely with product, sales, and customer success to create a seamless customer experience.
- Content is not just a lead magnet—it supports onboarding, feature adoption, and retention.
- Retention and product usage are critical KPIs for lifecycle marketing.
- Marketing should partner with product on feature adoption and with customer success on retention metrics.
- Persona development is foundational to effective lifecycle marketing.
- Timing matters—B2B audiences don’t always operate on traditional 9–5 schedules.
- AI enables marketers to scale content creation and repurpose assets efficiently.
- Mapping lifecycle touchpoints collaboratively prevents siloed communication.
Chapters
00:00 Introduction to Katie Morrow
00:32 What Tire Tutor Does and Who It Serves
02:14 Defining Customer Lifecycle Marketing
03:32 Breaking Down Silos Between Departments
04:53 Content Beyond Lead Generation
07:30 Video, AI, and Feature Rollouts
10:10 KPIs: Retention, Usage, and Adoption
11:39 Cross-Functional Collaboration in Practice
13:51 Common Lifecycle Marketing Mistakes
14:52 The Importance of Persona Development
16:57 Marketing to Service-Based Businesses
17:27 Why Timing Beats Assumptions
19:12 Closing and Where to Connect
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