Robbie Kellman Baxter's Blog, page 7

Going Deep on Customer Retention Analytics for Subscriptions with Harvard Business School’s Eva Ascarza

  When I first started talking about the Membership Economy, there just weren’t that many academics or researchers interested in studying the power of customer retention. That’s why I’m really happy to see some of the best minds in finance, strategy and marketing today are thinking about how to build, and measure durable relationships between […]

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The 16-Year Evolution of a Global Subscription Pioneer with Babbel’s CRO and US CEO Julie Hansen

  Based in Germany, and a global leader in digital language learning, 16-year-old Babbel was part of the early wave of online subscriptions. When they launched, subscription pricing was unusual and controversial. The early team even had to develop their own Subscription Engine to support the business. My guest today, Julie Hansen, has led the […]

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The Secret to Building Great Subscriptions with Leading Silicon Valley Product Builder, Tom Willerer

  Before you start building your subscription product, make sure you really, really understand the ongoing problem you are solving. So says product leader Tom Willerer. Tom, my guest today, has worked with some of Silicon Valley’s most renowned companies, like Netflix, Opendoor and Coursera. He’s also an Entrepreneur in Residence at Reforge and a […]

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Does Your Company Need a Chief Customer Officer? With Rod Cherkas, Author of The CCO Playbook

  In the Membership Economy, customer-centricity is critical in building lasting relationships and optimizing lifetime value. As a result, the Chief Customer Officer, or CCO, is increasingly present at the leadership table. Today’s guest, Rod Cherkas, founder of HelloCCO, literally wrote the book on the CCO role. It’s called The Chief Customer Officer Playbook: 8 […]

Blending Hardware, Software, and Services into an Ideal Healthcare Subscription with Dan Zavorotny of Nutrisense

  I’m fascinated by the recent explosion of healthcare subscription companies.  If you’re a regular listener of subscription stories, you probably knew that, as recent guests have included Midi Health’s Joanna Strober, Whoop’s Ben Foster and Matthew Mengerink of Thirty Madison.  We’ve even explored telehealth for PETs on the show with Fuzzy’s Zubin Bhettay.  Today’s […]

Building a Purpose-Driven Subscription Community with Mighty Networks’ Gina Bianchini

  I have interviewed today’s guest many times, and it’s always a wild ride. Mighty Networks founder and CEO Gina Bianchini is so smart, passionate and insightful.  She was my finale guest for Season 1 of the Subscription Stories podcast, back in 2020. That episode holds the record for most popular Subscription Stories show of […]

Season Four Wrap-Up and Season Five Sneak Peek

Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman

  Everyone’s talking about “product-led growth” in the subscription world right now. Companies are seeing the connection between the way the product is designed and how effective the company is at acquiring, engaging and retaining customers—and even driving referrals. To do product-led growth well, product managers need to think like business leaders, as well as […]

Scaling a Telehealth Pet Subscription, by Starting in Person. With Zubin Bhettay, CEO of Fuzzy

  Sometimes the best way to launch a digital subscription is to launch a physical subscription. Even if you plan to scale with a virtual business model, you can learn so much more about your customer, value proposition and messaging by starting the old fashioned way—in person. That’s the approach Zubin Bhettay used in launching Fuzzy. Today, […]

Emerging Best Practices in Personalization with Piano.io CEO Trevor Kaufman

  We can learn a lot from subscription businesses that experiment with different revenue models and personalization. Organizations with too many offers risk overcomplicating things with competing goals. I’m talking about companies with multiple revenue streams—different promotions, pricing options and tiers and/or a combination of subscription, one-off transactions, and advertising. But increasingly we’re seeing examples of organizations incorporating […]