An Interview with Robbie Baxter I first met Robbie Kellman Baxter in 2015, when her book The Membership Economy had just been published. We met at a conference when she delivered a keynote talk on membership. As I had just published Subscription Marketing, we formed an immediate kinship over our commitment to encouraging businesses to […]
Subscription Marketing
Katie Martell and Cause-Based Marketing
Black History month has just wrapped up, and Women’s History Month (aka March) is upon us. Cue the well-intentioned marketing campaigns that align brands with social causes. Brands do have the ability to influence cultural change. But cause-based marketing is challenging to do well. In a recent example from the world of publishing, Barnes and […]
Value Nurturing Defined
A Marketing Term You Should Know Five years ago, I proposed that marketers add the term value nurturing to their vocabularies and their marketing plans. Value nurturing is nothing more than enhancing the customer’s experience of value, after the conversion or the sale. It’s a critical marketing practice today because more businesses are basing their […]
What Is Subscription Marketing, Anyway?
When I first published a book titled Subscription Marketing in 2015, many business marketers didn’t understand how it applied to them. They thought it was only about newspapers, or magazines, or perhaps email marketing. Even people marketing cloud-based software didn’t see the connection with their own work. Subscription marketing isn’t only about selling subscriptions. It’s […]
Fanocracy: A Book Review
Reading Fanocracy by David Meerman Scott and Reiko Scott will change the way you think about being a fan in your own life and cultivating fans for your business. Marketers everywhere should read this book to transform the way they think about supporting customers. The Full Review One thing I enjoy about David Meerman Scott’s […]
The 1-Page Marketing Plan (Book Review)
The 1-Page Marketing Plan by Allan Dib is a concise, actionable compilation of great marketing advice. Long version Not everyone can distill complicated subjects into concise, understandable, and actionable information. Allan Dib can, though. He’s done it in this short but valuable work, The 1-Page Marketing Plan. The marketing industry is filled with wordy people – […]