Lifecycle & Revenue Strategy · B2B SaaS

Turn Email Into
Predictable Revenue.

Most SaaS companies don't have an email problem. They have a lifecycle problem.

We help B2B SaaS companies uncover and fix the customer journey gaps that prevent users from activating, converting, and staying engaged.
Drawing on 15+ years of lifecycle leadership at LinkedIn, Expedia, and LegalZoom.

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Proven Impact
$47M+
Annual bookings contributed at LinkedIn
$11M+
Revenue unlocked via referral program
100M+
Emails executed in 5 days, error-free, at LinkedIn
46%
YoY contribution margin increase at LegalZoom
The real issue

You don't have an email problem.
You have a lifecycle problem.

Campaigns are running. Automations exist. Emails are being sent. But activation, retention, and revenue still don't reflect what the product is capable of.

The gap is never effort. It's always structure.



Let's Fix the Structure →
01

Campaigns run, but revenue doesn't follow

You're sending consistently, but there's no clear line between those sends and activation or expansion revenue.

02

Automations exist but feel disconnected

Your sequences are live but weren't built around real user behavior or product signals. They're firing into a void.

03

Onboarding drops off before the "aha" moment

Users sign up and go quiet. Your onboarding isn't guiding them to value. It's losing them before they get there.

04

You can't see exactly where revenue is leaking

Without a structured audit, it's nearly impossible to pinpoint where the gap is or how much it's costing you.

Services & Pricing

The right engagement for
where you are right now.

I offer focused lifecycle strategy engagements for B2B SaaS teams that need better segmentation, stronger journeys, and more revenue from email and CRM. Each engagement is diagnostic first.

Find the Leaks
Starting at $3,500

Lifecycle Revenue Audit

Identify the gaps slowing growth.

A structured diagnostic of your full customer journey, lifecycle programs, segmentation, and CRM. You'll know exactly where revenue is being left behind and what to fix first.

  • Full customer journey review
  • Activation and onboarding analysis
  • Retention and winback assessment
  • Revenue leak analysis and 90-day roadmap
Best for: Teams that want clarity before investing in a larger rebuild.
Request Audit →
Most Popular
Fix the Leaks
Starting at $5,000

Activation & Retention Roadmap

Build systems that help users reach value faster.

Redesign your lifecycle architecture with a clear plan your team can execute immediately.

  • Onboarding optimization
  • Lifecycle journey design
  • Segmentation strategy
  • Testing roadmap
Best for: Teams that want strategy, structure, and a plan they can execute immediately.
Request Roadmap →
Scale the System
Starting at $4,500 / month

Fractional Head of Lifecycle

Strategic leadership without a full-time hire.

Senior lifecycle executive support for teams that need ongoing strategic guidance as they build and scale.

  • Lifecycle strategy and CRM oversight
  • Executive guidance and team coaching
  • Growth planning
Best for: Teams that need senior-level thinking without a full-time hire.
Apply to Partner →

Not sure which service is the right fit?
Book a free strategy call and I'll help you figure out the best starting point.

Book a Free Strategy Call →
How it works

Diagnostic first.
Always.

Every engagement starts with a clear picture of where you are before we build anything. No generic playbooks. No guesswork.

01

Audit

We assess your current lifecycle program, CRM setup, segmentation logic, and behavioral data to identify exactly where revenue is breaking down.

02

Diagnose

We identify where activation is stalling, retention is leaking, and revenue is being left on the table. We do this with specificity, not guesswork.

03

Build

We design and implement the lifecycle architecture: journeys, segmentation frameworks, triggers, and messaging tailored to your product and users.

04

Optimize

We measure, test, and iterate, turning your lifecycle into a compounding revenue system that improves over time and scales with your growth.

About
Hava Maloku
15+ Years Experience
LinkedIn • Expedia • LegalZoom
DBA, Marketing • MBA, Finance

I spent over a decade at LinkedIn, Expedia, and LegalZoom watching the same pattern play out: smart teams, real investment in email, automations running. And still, activation was slow and revenue never matched what the product was capable of. The problem was never effort.

"It was always the structure underneath."

At LinkedIn I contributed to $47M in annual bookings and launched the company's first referral program. At LegalZoom I rebuilt segmentation and grew contribution margin 46% YoY. I started Maloku Marketing because too many great companies are leaving real revenue behind simply because their lifecycle has no architecture.

Book a Free Strategy Call →
Speaking & Workshops

Bringing lifecycle strategy
to the stage.

I speak at conferences, team workshops, and industry events on lifecycle strategy, email revenue, segmentation, and retention for B2B SaaS. My talks are grounded in 15+ years of real execution at LinkedIn, Expedia, and LegalZoom. Audiences leave with frameworks they can use immediately.

Whether you need a keynote, a half-day workshop, or a panel participant with a strong point of view, I would love to be part of your event.

Email Me to Book → View LinkedIn Profile

Available Formats

Keynote presentations (30–60 min)
Half-day and full-day workshops
Conference and summit sessions
Panel discussions and fireside chats
Virtual and in-person events
Past Events

On stage and in the room.

Women, Peace and Security event
Mobile Growth event
Workshop
Women Leaders event
Power HR event
Women and AI event
Digital Products

Practical Tools.
Coming Soon.

Practical tools for SaaS teams who want to improve lifecycle performance without starting from scratch. Early access goes to newsletter subscribers first.

Coming Soon

Lifecycle Audit Templates

A structured framework to assess your own lifecycle program and identify exactly where revenue is leaking.

Coming Soon

Onboarding & Retention Playbooks

Step-by-step playbooks for building onboarding sequences and retention journeys that actually move the needle.

Coming Soon

Segmentation Frameworks

Ready-to-use behavioral segmentation schemas built for B2B SaaS, going well beyond geography and last-click analysis.

Coming Soon

Winback Journey Templates

Pre-built winback sequences with messaging guidance and trigger logic to recover churned revenue before it's gone.

Ready to Start

Let's Find Where
Revenue Is Leaking.

Ready to dive right in?

Let's look at your lifecycle.

Book a Free Strategy Call →
Have a specific question first?

We respond to every message.

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