Move over, lead generation and lead nurturing. Marketing for subscription-based businesses requires another skill set: customer value nurturing. Because in a business using subscriptions, you're just getting started when someone becomes a customer.
Subscription Marketing offers creative marketing strategies for nurturing subscription customers long after the initial sale, using marketing campaigns and programs to increase customer retention, reduce churn, and support customer advocacy.
The book describes marketing practices that nurture the ongoing solution value to the customer and:
Whether you're marketing cloud-based software, a membership program, a sharing-economy startup or a complex managed services offering, you'll find advice and ideas you can put into practice immediately.
©2015 Anne H. Janzer (P)2015 Anne H. Janzer
Typically when I open up a book on a certain topic in business, I expect the author to have owned a business and reflected on their own experiences. In this case, it seemed like more of the 20,000 foot overview with no experience of her own, but more so just examples. While the examples were good, I felt like I have received the same content from reading blog posts and not first hand experiences.
Being a founder of a SaaS business, Anne's book was a welcome addition to my knowledge base. Every SaaS founder (well, anyone with a subscription model business or marketer) should read this book before determining and building the processes and tools to obtain, nurture and retain customers. Excellent analysis and tips on what to focus on to drive growth and retention - practical advice you won't find on blogs or google. Can't wait for her next book!
I was intrigued by the title and wanted to like this book. It's very basic. I'm a software developer and I didn't learn anything from this book about marketing. While she cited examples, there's not much depth to them and she tried to cover too much content in such a short book. It was as though she spent as much time writing it as I did listening to it.
Report Inappropriate Content