Customer activation is a crucial process that motivates prospects or customers to take the next step in their journey. It involves understanding the customer lifecycle, cultivating relationships, and tailoring marketing efforts for each unique stage of the journey. Left to their own devices, customers may drop off at certain stages due to various reasons such as cost or lack of value. Customer activation campaigns are designed to spur specific actions, such as product promotions, free trial periods, informative content, customer support, or discounts on renewals. These campaigns must be tailor-made for a particular audience and delivered strategically through the right channels and touchpoints at the right moments. The goal of customer activation is to inspire leads and customers to take an important step in the customer journey, such as making a purchase, subscribing to a service, or signing up for marketing communications.