Free PDF Subscription Marketing, by Anne Janzer
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Subscription Marketing, by Anne Janzer
Free PDF Subscription Marketing, by Anne Janzer
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How do marketers need to adjust when businesses shift to a subscription model? How can marketing increase revenues and add value to the business, beyond simply generating more leads and hoping for the best?
In the subscription economy, marketing needs to adopt a new set of practices: customer value nurturing. Because you're just getting started when someone becomes a subscriber.
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 increase customer advocacy.
The book describes marketing practices that nurture the ongoing solution value to the customer:
- Help customers achieve value
- Demonstrate the value that customers are realizing
- Add value through content and community
- Add value to the customer relationship
- Align with customers' deeper values
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.
- Sales Rank: #329347 in Books
- Published on: 2015-01-28
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .37" w x 5.50" l, .43 pounds
- Binding: Paperback
- 162 pages
Review
Anne's terrific new book is an excellent primer to help your business take advantage of the subscription economy, while navigating around potential potholes. And as a bonus: It's clear, straight-forward, and refreshingly jargon-free! --Ann Handley, Chief Content Officer, MarketingProfs, author of the WSJ bestseller, Everybody Writes
Keeping an existing customer is much more profitable than selling a new one, especially in a subscription business. Today's real-time communications environment makes a subscription model incredibly lucrative for those who know how to navigate the new rules just ask the likes of Google, Netflix, and Amazon.com. Anne Janzer shows you how to implement value nurturing of existing and potential clients that will drive your success in this new world. --David Meerman Scott, bestselling author of The New Rules of Marketing and PR, now in 25 languages from Arabic to Vietnamese
Although there is no 'holy grail' measurement for content marketing, there is one that sits atop the rest - the subscriber. As more organizations move from paid to owned media, acquiring and keeping subscribers to our information is more important than ever. This is critical to your business. Read Anne's book and you'll have everything you need to create and execute a subscription strategy that works. --Joe Pulizzi, Founder, Content Marketing Institute and Author, Epic Content Marketing
About the Author
Anne Janzer is a marketing consultant with more than 20 years of experience working with high tech businesses. Her clients include software industry giants, fast-moving tech start-ups disrupting the status quo, and clean tech companies trying to change the world.
Most helpful customer reviews
6 of 6 people found the following review helpful.
A "must-read" for all entrepreneurs and marketers who publish email newsletters
By Roger C. Parker
Congratulations to Anne Janzer, for providing a concise, fresh, and actionable round-up of strategies for engaging customers in long-term relationships during a time of churn.
Ann's Subscription Marketing is long overdue. It bridges the chasm between email list-building techniques and books that stress the importance of using content as a marketing tool--but don't go far enough.
The missing book
Lots of books describe how to use content, graphics, social media, and user experience research to persuade website visitors to sign-up for email newsletters.
But, what there hasn't been, is an engaging, detailed **playbook** showing how to **keep subscribers engaged** as they move through your firm's marketing funnel.
Subscription Marketing is a must-read book at a time when your prospects can unsubscribe from your email newsletters with just a single click.
Needed wake-up call
Subscription Marketing is the perfect tool for entrepreneurs and marketing professionals to use taking a fresh look at your email newsletter and evaluating its contents from your market's perspective.
Part Two: Value Nuturing Strategies, is both a wake-up call and an overview of the 5 types of content you can use--individually, or in combination--to make your email newsletter compelling and irresistible.
I've never seen these options as clearly and concisely articulated as Ann Janzer has done in Subscription Marketing.
The chapters are long enough to convincingly describe each technique and its relevance in detail, along with examples and links for you to follow, but short enough to be read at a single
sitting.
Who should read Subscription Marketing?
Today, more and more firms are selling all, or significant portions, of their products and services on a subscription basis. Software publishers, like Adobe and Microsoft, for example, are turning to the SAS (or, software-as-service model).
But, you don't have to be earning money through subscription sales to profit from Anne Janzer's Subscription Marketing. It's as simple as this; if you offer a list-building sign-up incentive on your newsletter to build your email newsletter list, you need to read Subscription Marketing.
You'll likely be pleasantly surprised by how much you'll learn from this tightly-organized and pleasant reading experience.
Leading marketing experts have endorsed Subscription Marketing, as you can see from pre-publication reviews from the Marketing Prof's Ann Handley, the Content Marketing Institute's Joe Pulizzi, and David Meerman Scott, bestselling author of and [[ASIN:1118827856 The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business.
All of them have praised Subscription Marketing, as you probably will, too.
3 of 3 people found the following review helpful.
A well-written, well-structured book for anyone thinking about a subscription model
By Robbie Kellman Baxter, author of The Membership Economy
When an organization prices using subscription models, the impact on marketing is huge, and often misunderstood. Anne Janzer has written a useful, accessible book about what marketers need to know about selling subscriptions. Since the transaction is the starting line and not the finish line, there's a need for a lot of nurturing after the sale, to onboard new subscribers, educate them about new features and establish engagement. Janzer focuses on the ongoing value provided through the subscription and how to convey that value not just to prospects but to subscribers as well.
As an author myself, of The Membership Economy, and as a peer of Janzer who works with many organizations using subscription models, I found the book well-structured and well-researched. The book is divided into 3 sections:
The Subscription Shift
Value Nurturing Strategies
Putting the Strategies into Action
Janzer knows about marketing, but also understands the many emerging technology solutions that support subscription models, which makes her advice particularly practical.
3 of 3 people found the following review helpful.
Useful, implementable suggestions
By Sudhir
This book was a quick read and gave many easy to implement, practical suggestions that are often overlooked. It reminds us of the value of existing customers and the need to nurture them, using simple, jargon free language.
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