Robbie Kellman Baxter's Blog, page 9
March 30, 2022
How to Find Your Best Subscribers and Develop Relationships That Last with Neil Hoyne, Google Chief Measurement Strategist
Not all customers are created equal. The best subscription businesses know the power of customer lifetime value (CLV). They optimize around understanding who their best subscribers are, and then deepening the relationship with those best subscribers over time. Neil Hoyne is an expert at this. As the Chief Measurement Strategist at Google, as well as a Senior […]
March 9, 2022
Subscriptions that Combine Hardware and Software with Ben Foster, Chief Product Officer of WHOOP
“You don't get recurring revenue because you switched to a subscription model; you get recurring revenue because you deliver recurring value to your customers.” Ben Foster is the Chief Product Officer of WHOOP and author of Build What Matters, Delivering Key Outcomes with Vision Led Product Management. In this episode, Ben discusses the challenges and opportunities of having a subscription model for a product that combines hardware and software. In addition, he discusses the importance of vision and having the right metrics and strategies to create recurring revenue for your business and your customer.’
February 23, 2022
Getting Good at Goodbyes: Optimizing for Retention from Hello With Patrick Campbell, CEO of ProfitWell
Most subscription-based businesses focus too much on acquisition and not enough on retention. But actually retention improvements are usually more effective, both for total revenue AND profitability. Today’s guest Patrick Campbell couldn’t understand why so many organizations weren’t doing the math, and so he started his company ProfitWell to help companies better manage churn. Patrick […]
February 9, 2022
Using Subscriptions to Democratize Healthcare with Matthew Mengerink, CTO of Thirty Madison
Nearly every industry can benefit from joining the Membership Economy, and most industries have great examples of subscription-based organizations. One of the slowest movers has been the healthcare industry and for good reason. There’s so much complexity to delivering health outcomes—as well as great risk. And that’s why I’m so excited about this episode of […]
February 7, 2022
What’s Going on at Peloton? Breaking Down the Growth Strategy of a Subscription Darling
Peloton’s stock is down, after quite a ride. Peloton (PTON) is widely expected to deliver a year-over-year decline in earnings even though revenues are up, for the quarter ended December 2021. And the stock has been in a steady decline for the past six months, with a 12 month drop in share price from a […]
January 26, 2022
Beyond Subscriptions – Pricing for Impact with Harvard Business School/Esade Professor Marco Bertini
Even though people think of me as a subscription person, I always say that for me, subscriptions are simply a tactic. Subscriptions force companies to better align their pricing with performance. If the subscriber doesn’t perceive ongoing value, they cancel the subscription…so it becomes the organization’s responsibility to ensure that the customer is achieving the […]
January 5, 2022
Designing for Subscriptions with ThoughtSpot’s Bob Baxley
Bob Baxley is a design executive who lives and works in Silicon Valley. He currently serves as the Senior Vice President of Design & Experience at ThoughtSpot, a business intelligence and data analytics platform. Prior to ThoughtSpot, Bob was Head of Product Design at Pinterest where he built, led, and managed a multifaceted design team […]
December 1, 2021
The Right Teams & Culture for Subscription Growth with Gannett-USA Today Network CMO Mayur Gupta
Mayur Gupta is the Chief Marketing and Strategy Officer at Gannett – USA Today Network. He is responsible for leading the transformation of Gannett into a subscription platform that is obsessed with user value and not just site traffic. Mayur is responsible to actualize Gannett’s mission to build trusted local communities where people thrive. This is […]
October 20, 2021
How the “Daily Homepage for the World’s Largest Industry” is Rethinking the Future of Travel with Skift’s Rafat Ali
In March of 2020, travel as we knew it abruptly ground to a near standstill. First cruise ships were docked, and then air travel quickly became limited to very special cases. Hotels stood empty except for those that held people in quarantine and the health care workers who cared for them. I think it’s […]
October 13, 2021
The Quantitative Side of Customer-Centricity with Wharton’s Peter Fader
Customer-centricity is essential in the world of subscriptions. To succeed you have to understand who your most valuable customers are, and invest your resources in those relationships. But measuring the value of each customer over an extended period of time, and understanding which metrics matter most, can be tricky. Peter Fader, the Frances and Pei-Yuan […]
