Power complete customer journeys with Lexer Event Flows

Customer journeys don’t end at the last click. Neither should your marketing.

Marketing automation platforms (MAPs) react to product views, cart abandons, or signups with timed emails and texts. But most journeys stop there: at that moment. What they miss is the bigger picture—what drives long-term value.

Now, you can go beyond reactive marketing. You can engage customers with journeys shaped by the full story—real behavior, complete profiles, and cross-channel insights that unfold over time.

Lexer adds event triggers

Lexer Event Activation adds new powerful capabilities to help marketers turn insight into impact.

1. Improved - Smarter profile syncs 

We’ve enhanced our Sync Profile Attributes feature to make it even easier to pass enriched customer data into your marketing tools. With more context behind every journey—like products purchased, customer lifetime value, store activity, or VIP status—you can personalize messaging with purpose.

2. New - Trigger event flows

Now available in Lexer Activate, Event Flows lets you trigger customer journeys in response to any Lexer event—orders, product views, survey completions, or even offline actions like in-store visits. Starting with Braze (and more platforms coming soon), Lexer automatically syncs data to your MAP, powering journeys that respond to behavior and deepen over time.

Lexer Activate options:

• Send Segments: Add, remove, or maintain audiences.
• Sync Attributes: Update profile properties.
• Trigger Event Flows: Automatically trigger event syncs.
• Export: Send to CSV, SFTP, or Amazon S3.

Meaningful outcomes

Lexer Event Activation isn’t just about automation—it’s about driving meaningful outcomes across the entire customer lifecycle.

Get the full picture. Lexer connects online and offline data sources, enriching every trigger with context your MAP alone can’t access. That means better personalization, smarter segmentation, and more consistent messaging.

Increase customer lifetime value. From first purchase to repeat buying, from low-value to VIP—build automated journeys that grow with your customer. Think lifecycle, not just campaigns.

Work smarter, not harder. Ditch manual exports and static lists. Lexer automates the heavy lifting, so you can move faster and focus on strategy.

Layer full customer history

Most MAPs rely on what a customer last did online.
Lexer goes further, helping you:

• Power journeys based on full customer history, behavior, and attributes, not just page views.
• Unify offline data, like store interactions or service history.
• Build long-term lifecycle paths, not just one off promotions.
• Improve match rates across channels for higher ROAS.

For example, an email signup might trigger a MAP welcome email.
With Lexer you can now go further:

• Personalize based if the customer is a new or repeat purchaser.
• Trigger different journeys for full-price vs. discount seekers.
• Personalize based on location, store activity, and much more. 

Sync customer events

Automatically sync customer events — such as purchases, visits, sign-ups, loyalty milestones, or any custom event — to your marketing platforms, enabling timely, automated personalized engagement that scales. 

Event mapping

Smart event and attribute mapping. Easily connect Lexer events and attributes to your marketing platforms. Purchases, products, or custom events, you can map each field to the required structure, apply default values, run transformations, and add filters to refine what gets sent.

Customer-centric growth

Customer acquisition is getting more expensive. To win, you need to turn first-time buyers into lifelong customers. Lexer Event Activation helps you do this:

• Maximize the value of every customer.
• Personalize every journey based on deeper insights.
• Automate more, guess less.
• Increase payback on CAC through smarter lifecycle marketing.
• Available now for Braze. With more platforms coming soon.

Lexer Event Activation is a foundational step toward smarter, more complete customer engagement. If you’re ready to go beyond the basics—and make every message count—now’s the time to activate.