In a recent project, a company utilized its messaging infrastructure product, Knock, to effectively implement lifecycle marketing by automating reminders for free plan users approaching their usage limits. This automation integrates Orb for billing and usage metering with Knock for workflow automation and message delivery, addressing a common issue among SaaS startups with usage-based billing models. By setting up real-time event-driven workflows, the company ensures timely, personalized, and branded communication that informs users of their status and encourages plan upgrades. This approach has led to increased user awareness, trust, and a significant rise in plan upgrades, demonstrating how thoughtful product notifications can serve as growth levers. The implementation highlights the importance of timely communication, transparency, and centralized messaging infrastructure, illustrating that effective lifecycle marketing does not always require extensive campaigns but can be achieved through strategic automation.