The only conference 100% dedicated to subscription acquisition and retention

Event Roundup:
Subscription Marketing Bootcamp

04 October 2018, New York

Subscriber Growth ≠ Ecommerce

This conference fills the need for network and knowledge share amongst subscription Marketing, Product and Data professionals who face challenges distinctly different from that of our ecommerce peers.

By drilling into the subscriber journey through acquisition, on-boarding, engagement, expansion, retention and win back, we shed light on the specific learning and tactics that are becoming subscription growth best practices.

Key Speeches from the event

The State of Subscription Marketing
John Fetto
Hitwise
What’s Working (and Not Working) in Subscription Demand Generation
Michael Doss
Dow Jones
Workshop: Successful Trial Offers in an Auto-Renew World
Matt Nowen
House of Kaizen
How to Leverage Customer Feedback to Grow Subscriber Lifetime Value
Piper Rosenshein
A+E Networks
How to Optimize Subscriber Acquisition Conversion Rates
Paul Colombo
Optimizely
Why User Experience Matters
Peter Figueredo
House of Kaizen
How Our Focus On Subscriber Engagement Transformed Our Business
Anne Powell
The Wall Street Journal
Transforming into a Subscription Business in the Digital Age: Capability Challenges Organizations Face in Driving Change
Michael Goldstein
Adobe
Strategies to Accelerate Subscriber Acquisition
Clive Henry
Adobe

The State of Subscription Marketing

John Fetto, Senior Analyst, Research and Marketing, Hitwise

John Fetto

Senior Analyst, Research and Marketing, Hitwise

John shared research on subscription acquisition, user experience and retention, showcasing subscription trends and benchmarks that subscription companies need to understand and navigate.

John's key takeouts

  • Q4 2018 subscription searches projected as all-time peak - the tide of subscription models and consumer engagement continues to rise.
  • Mapping brand and search queries against cancellations provides another POV of churn intentions.

What’s Working (and Not Working) in Subscription Demand Generation

Michael Doss, Product Manager - Optimization, Dow Jones

Michael Doss

Product Manager - Optimization, Dow Jones

In this case study, Michael walked through the full-funnel marketing approach to subscriber acquisition and explained how acquisition fits into the Dow Jone's overall view of extending the lifetime value of their auto-renewed subscribers.

Michael's key takeouts

  • Subscriber behaviors within the onboarding process are the greatest indicators of churn propensity.
  • Assumed best practices have a shelf-life and warrant re-testing within the cadence of planned optimizations.

Workshop: Successful Trial Offers in an Auto-Renew World

Matt Nowen, Director of Customer Experience, House of Kaizen

Matt Nowen

Director of Customer Experience, House of Kaizen

Trial subscription offers are a popular acquisition tactic but fraught with challenges (even when executed well) including consumer complaints, refunds, chargebacks or even legal hassles.

Matt Nowen was joined on stage by Julie Zhu, VP Audience Marketing and Subscriptions for Women's Wear Daily and Andrea Boccard, Head of Marketing at AccountingDepartment.com, to discuss whether trial offers are worth the effort, how companies are tracking and measuring their success and what new trends and tactics leading companies are using to create a successful and profitable trial with their subscribers.

Matt's key takeouts

  • Long-term products with churn measured in years rather than months requires shorter-term proxy KPIs to optimize subscriber experience.
  • The ease of measuring acquisition makes it easy to invest in, relative to the complexity of engagement and retention, which can suffer from lack of funding.
  • Beware the temptation of promotions that treat new subscribers better than existing subscribers, undermining the value proposition to the most important subscribers.

How to Leverage Customer Feedback to Grow Subscriber Lifetime Value

Piper Rosenshein, Senior Director of Video Subscriptions, A+E Networks

Piper Rosenshein

Senior Director of Video Subscriptions, A+E Networks

In this case study, Piper talked about her experience using subscriber feedback to improve the A+E video subscriber experience to grow subscriber lifetime value.

Piper's key takeouts

  • Subscriber feedback research clarifies the low hanging opportunities.
  • Cooperation between content, product and marketing unlocks big growth opportunities with relatively inexpensive optimizations.

How to Optimize Subscriber Acquisition Conversion Rates

Paul Colombo, Sr. Manager, Solutions Engineering, Optimizely

Paul Colombo

Sr. Manager, Solutions Engineering, Optimizely

Paul explained how to plan, set up and test your subscriber acquisition funnel, in this action-packed and data-filled workshop. KPI setting, tracking and analyzing should be your priorities to maximize conversion for subscriber acquisitions.

Paul's key takeouts

  • Building a culture of optimization is what differentiates high growth companies.
  • Rest assured that most tests fail but the learnings provide greater understanding of the subscriber journey and opportunities to increase value.

Why User Experience Matters

Peter Figueredo, Founder & Subscription Practice Lead, House of Kaizen

Peter Figueredo

Founder & Subscription Practice Lead, House of Kaizen

To discuss this case study, Peter was joined by Saleem Malkana, VP Product and New Digital Business at AMC Networks and Kristina Wigg, VP of LinkedIn Sales.

They examined the impact user experience (UX) has on acquisition and retention and the ways companies need to plan to improve it.

Peter's key takeouts

  • Content has always been considered King but product is Queen.
  • Optimizations must be taking place deeper than the marketing level, including product design.

How Our Focus On Subscriber Engagement Transformed Our Business

Anne Powell, Associate Director of Engagement, The Wall Street Journal

Anne Powell

Associate Director of Engagement, The Wall Street Journal

Anne shared an in depth case study about how her team at The Wall Street Journal identified and ultimately overcame their biggest challenge, engaging and retaining subscribers to Dow Jones’s published content.

Anne's key takeouts

  • Identify and define the on-boarding experience with KPIs to optimize within the early window of likely churn.

Transforming into a Subscription Business in the Digital Age: Capability Challenges Organizations Face in Driving Change

Michael Goldstein, Digital Strategy, Adobe

Michael Goldstein

Digital Strategy, Adobe

Enabling technologies are only part of the equation for driving real change and operational maturity. This highly interactive session utilized live attendee survey results to delve into the the organizational and process challenges marketers face in launching and growing subscription services.

Throughout the session Michael also shared his experience and insight from pivoting Adobe's business towards a direct to consumer subscription model, and his perspective from working with clients in the space.

Michael's key takeouts

  • >50% of those surveyed lean on subscriber research to inform strategy - more subscriber empathy is necessary to build a culture of optimization

Strategies to Accelerate Subscriber Acquisition

Clive Henry, Partnerships & Alliances Lead - Media and Entertainment Vertical, Digital Marketing, Adobe

Clive Henry

Partnerships & Alliances Lead - Media and Entertainment Vertical, Digital Marketing, Adobe

Clive provided an overview on the challenges and strategies media companies are leveraging as they launch and promote their Subscription based, Direct to Consumer (D2C) OTT services.

His talk focused on how leading media companies are restructuring their organizations to better leverage data available across the enterprise and from 3rd parties to improve the effectiveness of their marketing and communications investments.

Clive's key takeouts

  • There's no single LTV-CPA=ROI equation, each subscriber segment requires it's own value equation to unlock investment in net subscriber growth.

Acquire & retain more subscriber revenue

Or contact us on hello@houseofkaizen.com