When it comes to marketing for subscriptions, the admonition to “think like a journalist” is great advice. Journalists understand their readers and foster long-term relationships with them. That’s what brands need to do, as well. So I was thrilled to have the chance to talk with Phoebe Chongchua on her Brand Journalism Advantage podcast recently. We chatted […]
Subscription Marketing
When Marketing Adds Value: The Case for Content
Creative marketing organizations go beyond simply communicating the value they provide. They add value outside the product or service, through content, community, partnerships, and data.” These words seemed almost revolutionary when I wrote them in the book Subscription Marketing. But look around and you can find numerous examples of businesses demonstrating that, when done with […]
The Subscribed Podcast
Zuora has launched a new podcast about the implications of the Subscription Economy, and I had the pleasure of being a guest on episode #2. It was a pleasure to speak with Tom Krackeler and Rachel English from Zuora, as they understand the marketing implications of the subscription business model. We talked about: Why marketers […]
The Science of Value Nurturing and Happy Customers
Do you measure Net Promoter Score or customer loyalty? Are you tracking customer retention and engagement? Each of these metrics attempts to answer the same fundamental question: how happy people are being customers. For all of the effort we spend measuring and monitoring these metrics, it’s worth considering the deeper question of human motivation. What makes people happy about spending money? […]
Talking Value Nurturing on Helping Sells Radio
Golf, Red Bull, revenue ships, the sharing economy, customer success, lunch…. These are just a few of the topics Bill Cushard, Sarah Brown and I discussed on the Helping Sells Radio podcast. Mostly, however, we spoke of ways to help customers experience success and find value in your solutions. Tune in and hear for yourself. I love […]
Nurture SaaS Super-Users and Advocates
Many SaaS companies empower the advocates among their customers to help others. Well-designed advocacy programs benefit everyone: The advocates receive recognition, additional resources, and the overall satisfaction of helping others. Newer customers benefit from having a variety of people available to answer their questions and provide guidance. Your company benefits from increased customer loyalty and […]
