The Short Version: A Must-Read for Subscription Marketers The Power of Moments: Why Certain Experiences Have Extraordinary Impact should be required reading for marketers who participate in the Subscription Economy. The book both inspires and instructs us in creating the moments and experiences that foster meaningful connections, in our lives and businesses alike. Oh, it’s […]
Subscription Marketing
2018: The Subscription Economy Gains Speed
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 […]
Subscription Marketing: Was 2017 The Chasm Year?
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 […]
The Gift of Subscriptions: A Mixed Bag (or Box)
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 […]
Talking Turkey About Subscriptions
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 […]
The Threat of Subscriptions as a Sales Ploy
“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 […]
