Subscriptions and Technology Marketing
If you’re in technology marketing, there’s a good chance that you’re already doing subscription marketing. Do you sell cloud computing solutions? That’s a subscription. SaaS, PaaS, or IaaS? Same thing. Even the growing Internet of Things relies on application that collect data from customers over a long period of time, usually through a subscription or membership model.
The subscription business model has proven itself in the technology industry and is gaining ground in other industries, driven by technology changes that make it easier to distribute services and connect with customers virtually.
The growth in the subscription business model has significant implications for marketing professionals.
Most marketing teams focus on generating leads and turning prospects into customers. But those efforts aren’t enough in a subscription business, in which ongoing revenues rely on your customers remaining happy and successful. In addition to lead generation and lead nurturing, subscription marketers need to nurture customer value.
I’ve written a book that explores the implications of the subscription business model for marketers: Subscription Marketing: Strategies for Nurturing Customers in a World of Churn. You can find it on Amazon.
The Subscription Marketing Newsletter
I didn’t want to stop with the book. Every day brings new developments, fresh examples of brilliant subscription marketing, and more resources for the marketer. So I’m putting together a monthly newsletter about subscription marketing to pass along useful strategies and resources.
If you’re interested in receiving it, subscribe here.
And of course I’d love to hear your thoughts and comments about what works and doesn’t work for you.