Subscription Marketing

It’s the first monthly round-up of Subscription Marketing news for 2018 – and I have a feeling that this year is going to be a doozy. The pace of change seems to be accelerating with each passing year, although perhaps that’s because I finally got around to reading Thank You For Being Late by Thomas […]

If you’ve read Geoffrey Moore’s seminal book Crossing the Chasm, then you know that there’s a point at which a new technology goes from early adopter to mainstream acceptance. Getting to that point is the hard part – a chasm in which many startups flounder. The subscription business model isn’t a startup or technology, but […]

Every year, around this time, I struggle with that age-old problem: shopping. What should I get family members who are distributed around the country? (My own needs are quite simple: books, chocolate, and tea, in case anyone asks…) I spend a fair amount of time thinking and talking about subscription businesses – I even wrote […]

The phrase “talking turkey” means to speak frankly, so it’s a perfect fit for this pre-Thanksgiving edition of the Subscription Marketing update. Let’s Talk Turkey: Subscriptions Are Hard Zuora invited me to chat with their employees and customers at a Dreamforce-related event (on a rooftop bar, no less!) Zuora’s events are always filled with people who […]

“Get lifetime access now for only $xxx before it becomes a monthly subscription” This was the message on the landing page for some software that I purchased a few months ago, and it made me stop and think. This tactic is subscription marketing turned on its head. In this case, the business owner was using […]

I was having a comment conversation with Robbie Kellman Baxter the other day and… Wait – you don’t know what a comment conversation is? It’s what writers do when they start exchanging ideas and stories in the comments of a blog post, because they’re too lazy to pick up the phone and call, and are […]