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 […]
Subscription Marketing
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 […]
The Ultimate Start-Up Guide: A Review
I just finished reading The Ultimate Start-Up Guide by Tom Hogan and Carol Broadbent, and I must say I am surprised. I expected great start-up marketing advice, and the book delivered. I’ve worked with Tom and Carol before, and they know their stuff Knowing the authors, I also expected an engaging, irreverent tone and style. The book […]
September: Time for Subscription Fatigue
As the calendar turns to September, do you experience any of the following symptoms? Confusion (or surprise) about charges on credit cards for annual subscriptions Deep contemplation triggered by pending renewal announcements Decision fatigue deciding what to do about each new renewal Overflowing email inboxes and a sense of general overwhelm The desire to realign […]
Dollar Shave Club’s Billion Dollar Value
Unilever just bought Dollar Shave Club for a billion dollars. A billion dollars. When I first wrote about Dollar Shave Club in the book Subscription Marketing, it was still a scrappy startup. That was early last year. Now, it’s part of Unilever. How did it get there, with a $1 billion price tag? Hint: It’s not about the […]
The Magic Moment for Value Nurturing
The moment when someone signs up as a customer, your relationship with that person shifts. If you come from a traditional marketing and sales environment with a linear funnel, you might ring a gong to mark the deal and hand the customer off to another part of the business. But if your business depends on long-term customer relationships, recognize the […]
