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Subscription Marketing Paperback – January 28, 2015
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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.
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Janzer accurately points out that <em>all</em> businesses are subscription businesses, not just SaaS solutions (where the concepts of lead nurturing, value nurturing, customer lifetime value, etc. are common lexicon). Any time you choose to buy something from a brand you've done business with, you are resubscribing to that business. Powerful concept if you think about it, and Janzer offers many examples of how to build value nurturing programs in your business.
Simple and practical explanation of how the entire business shifts from a short-term, zero-sum focus on sales of "products" to a long-term, win-win focus on the total value of services to the subscriber -- with the idea of maximizing lifetime customer value (not new acquisitions that may not be retained). A range of short how-to's on key tasks and tactics to build and maintain relationships by understanding and nurturing value for each customer, and how that crosses silos beyond the confines of marketing.