In an essay published in the Wall Street Journal in 2011, Marc Andreeson famously described the path of the technology industry with the phrase “Software is eating the world.” (Read the original article here.) In short, software is disrupting the technology industry, sector by sector. Everything that a technology sector does is eventually absorbed into software. There’s […]
Subscription Marketing
Marketing and the Subscription Economy: A Zuora Video
At the Subscribed conference in San Francisco last May, I sat down to talk with Zuora about marketing in the subscription economy. Here’s a transcript; the video is below. In the traditional marketing environment, a lot of marketers only keep their eye on the ball up to the point of the sale. They think about customer retention, […]
Marketing and the Free Trial
The free trial is a way to bridge the trust gap. Sales and marketing actions can help or hurt that outcome. The free trial is an essential go-to-market strategy, particularly for subscription-based services and SaaS solutions. But between the trial sign-up and the conversion to a paying customer, the business needs to earn the customer’s trust. Businesses vary widely […]
Subscription Marketing Now an Audiobook
For those of you who prefer to listen to your books: Subscription Marketing is now available as an audio book on Amazon, Audible, and iTunes. Add links Audible is a subscription-based service for audio books; you can subscribe to one or two books per month, and buy extras as a discount. As a new subscriber, […]
Five Reasons to Love Youtility by Jay Baer [Book review]
The world of business and marketing is filled with good books, and few people have time to read all of them. If you haven’t read it yet, make sure that Youtility by Jay Baer has a place on your list. Youtility was published in 2013 – it’s taken me two years. (My bad!) It’s relevant […]
Value Nurturing: Marketing Meets the Subscription Economy
In the subscription economy, marketers must dedicate time and energy to nurturing their current customers. If you sell using a subscription model, then your future revenues depend heavily on the success and loyalty of your current customers. The potential payback for marketing to those customers is huge. It sounds both simple and obvious. Yet in many businesses, […]
