This month’s subscription update is all about turning lemons into lemonade: protesting net neutrality changes, changing pricing models, and dealing with new email regulations. Let’s jump in. Rally for Net Neutrality Find me a subscription business that doesn’t depend, in some way, on the Internet. Go ahead, I’ll wait. Any luck? On July 12 businesses large […]
Subscription Marketing
Disrupting Subscription Pricing: FairPay
Subscriptions are a disruptive force in many industries. When researching and writing Subscription Marketing, I was hard-pressed to find an industry that wasn’t being affected by subscription-based entrants. Subscriptions fundamentally change the customer relationship from a one-time transactional engagement to an ongoing interaction and relationship. That shift changes nearly everything: How you deliver goods and […]
Three Myths About Free Trials
Everybody loves a free trial. Customers love free trials because they can test out a solution before buying it or subscribing, reducing their risk. Marketing and sales teams believe they accelerate the sales process. The free trial is a favorite marketing and sales strategy for subscription-based businesses. Yet the free trial is more complex and subtle than either […]
Subscription Marketing: Two Years Later
Does your business have a subscription offering? Have you changed your marketing to address the changing behaviors of customers in a growing Subscription Economy? Today I’ve published the second edition of Subscription Marketing: Strategies for Nurturing Customers in a World of Churn. Much has changed in the two years since the first edition was published. What’s Changed […]
Celebrate Your Customers’ Successes
What does your business celebrate? Most businesses find time to celebrate their own successes – as they should. Whether it’s a bell that rings every time a purchase order comes in or a party following a great quarter, people find ways to acknowledge and rejoice in successes. Celebrations keep us going through the long haul. But […]
Why Customer Success is Marketings New Best Friend (or Should Be)
Marketing and Customer Success are like two people in a canoe. Ideally, you’re both trying to get to the same place (a successful business with happy customers). The trip is much easier when you work together well. And in choppy waters, you need to communicate or you’ll end up off course or capsized. Many businesses […]
