Lifecycle & Revenue Strategy · B2B SaaS

Turn Email Into
Predictable Revenue.

I help B2B SaaS teams fix lifecycle gaps across onboarding, activation, retention, and winback so email becomes a real revenue driver, not just a sending channel.

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$47M+
Annual bookings contributed at LinkedIn
15+
Years leading lifecycle strategy
$11M+
Revenue unlocked via referral program
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

Focused engagements.
Real outcomes.

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.

Starting at $3,500

Lifecycle Revenue Audit

A diagnostic review of your lifecycle system to uncover missed revenue, segmentation gaps, and quick wins.

  • Review of current lifecycle and email flows
  • Assessment of onboarding, activation, retention & winback journeys
  • Segmentation and audience analysis
  • Deliverability and list health review
  • Revenue gap analysis
  • Prioritized recommendations and action plan
Best for: Teams that want clarity before investing in a larger rebuild.
Starting at $5,000

Lifecycle Strategy Sprint

A focused strategy engagement to redesign your lifecycle architecture and create a clear implementation roadmap.

  • Audit review and synthesis of findings
  • Lifecycle strategy recommendations
  • Segmentation framework
  • Journey map for onboarding, activation, retention & winback
  • Messaging and trigger recommendations
  • Prioritized implementation roadmap
Best for: Teams that want strategy, structure, and a plan they can execute immediately.
Starting at $4,500 / month

Monthly Advisory

Ongoing strategic support for teams that need a senior lifecycle partner as they execute.

  • Monthly strategy sessions
  • Review of lifecycle performance and priorities
  • Campaign and journey feedback
  • Segmentation and testing recommendations
  • Ongoing roadmap support
  • Guidance across email, CRM & lifecycle operations
Best for: Teams that need senior-level thinking without a full-time hire.
Custom Pricing

Custom Implementation

Hands-on support building or improving lifecycle systems end to end.

  • Lifecycle and CRM strategy
  • Behavioral segmentation
  • Journey design and optimization
  • Copy and messaging direction
  • Testing and performance review
  • Collaboration with marketing, product & ops teams
Best for: Teams that want help executing the work, not just planning it.

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

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Proven impact

Numbers from
the work itself.

These aren't projections. They're results from over a decade of building lifecycle systems at scale.

$47M+
Annual bookings contributed at LinkedIn Premium
$11M+
Annual revenue unlocked through LinkedIn's first referral program
70%
Reduction in email volume while improving conversion rates
46%
YoY contribution margin increase at LegalZoom
100M+
100 million emails executed in 5 days, error-free, at LinkedIn
30 pts
YoY contribution margin improvement at Hotwire (Expedia)
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.

Hava Maloku
About

I help B2B SaaS teams turn lifecycle gaps into revenue.

15+ years lifecycle, CRM & email strategy
LinkedIn · Expedia · LegalZoom
DBA, Marketing · Golden Gate University
MBA, Finance & International Business · USF

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

At LinkedIn I owned the Premium email ecosystem, contributing to $47M in annual bookings, launched the company's first referral program, and led a single send of 100 million emails in five days without an error. At Expedia I managed $15M in contribution margin across Hotwire and CarRental. At LegalZoom I rebuilt the segmentation strategy and grew contribution margin 46% year over year.

I started Maloku Marketing because too many great companies are leaving real revenue behind simply because their lifecycle has no architecture. If you are ready to build a system that actually works, I would love to talk.

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
Best for
SaaS founders, VP Marketing, Head of Growth, CRM and lifecycle leads, and email strategists.
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
Signature Talks
01

Your Email Isn't the Problem. Your Lifecycle Is.

Most SaaS companies have campaigns and automations in place but activation and revenue still fall short. This talk shows audiences the structural changes that actually move the needle.

Keynote / Workshop
02

Segmentation Beyond the Basics

How behavioral segmentation, product signals, and lifecycle stage create audiences that respond, convert, and stay. Built from real frameworks used at LinkedIn and Expedia.

Workshop / Session
03

Retention Is a Revenue Strategy

This talk reframes retention as a proactive growth lever, covering journey design, trigger logic, and messaging frameworks that recover revenue before it walks out the door.

Keynote / Panel

Interested in booking a session?

I speak at conferences, run workshops for marketing and growth teams, and participate in panels and fireside chats. Reach out and I will get back to you within 48 hours.

Email Me to Book →
Digital Products

Coming Soon.

I'm building 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.

Contact

Let's talk about
your lifecycle.

Whether you're ready to start, still figuring out the right service, or just want to ask a question, I'd love to hear from you. I respond to every message personally.

Email
hava@malokumarketing.com
LinkedIn
linkedin.com/in/havamaloku
Book a Call
Schedule a free strategy call