“You look at the group of customers who stay the longest and spend the most — develop hypotheses about what this group shares — and then you tell your marketing team to go get lookalikes.”

Segment by post-signup behavior to find your highest-LTV customers — then market only to lookalikes

Start by listing your best and worst customers and identifying what separates them: acquisition source, signup cohort, onboarding path, usage frequency in week one. Once you have a hypothesis, build marketing to attract only the high-value archetype even if it means a smaller TAM. Disciplined focus on the right customer is a competitive advantage.