Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

The CMO's Guide to the Subscription Economy: Innovative Pricing and Packaging Strategies (Subscribed13)

199
views

Published on

Learn strategies for accelerating your marketing levers to drive business growth and hear best practices first-hand from businesses that have done it. Learn how to use pricing and packaging as a tool …

Learn strategies for accelerating your marketing levers to drive business growth and hear best practices first-hand from businesses that have done it. Learn how to use pricing and packaging as a tool to increase customer acquisition, value per customer and reduce churn. Learn about how to leverage new subscription commerce capabilities across multiple channels.

Published in: Business, Economy & Finance

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
199
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Panel Innovative Pricing & Packaging Strategies Brian Bell CMO Joe Andrews Sr. Director, Product Marketing @andrewsjoe@brianbell123
  • 2. In The Subscription Economy, Focus Is On Relationships Product Relationships BUY NOW SUBSCRIBE
  • 3. Three Strategic Growth Levers in Subscription Based Businesses Increase   Value  of  Your  Customers   Reduce     Churn   Acquire     New  Customers  
  • 4. $ PRICE   ITERATE   Pricing and Packaging Supports Your Key Growth Strategies
  • 5. How Do I Get My Arms Around My Pricing Strategy? CMO How do I balance growth & revenue? How  to  I  think  about   choice  vs.  simplicity?   Do  I  price  for  new   accounts  or  exis@ng?   How  do  I  price     vis-­‐à-­‐vis  compe@@on?   How  do  I  improve       Time-­‐To-­‐Market  &   opera@onalize?  
  • 6. Pricing in Product World Cost   Price   TIME   $   PROFIT  
  • 7. In the Subscription World, Pricing is Based on Recurring Usage
  • 8. Four Basic Subscription Price “Metrics” 1.  One-­‐:me   1.  One-­‐:me  (setup)     2.  Fixed  recurring   3.  Per  unit/user   4.  Usage  models     Relationships Product
  • 9. Consumers Have Unique Needs
  • 10. It’s a Competitive, Dynamic Market
  • 11. The Challenge: Where to Focus and Start? Company Launch International Growth Revenue Enhancement Product Expansion Pricing Optimization B U S I N E S S   M A T U R I T Y   COMPLEXITY   Product  Upgrade   Different  Billing   Frequencies   Simple  Monthly   Recurring   Product  Bundles   Add-­‐On  Products   A/B  Tes@ng   Usage  &  Overage   Pricing  Tiers   Regional  Pricing   Mul@ple   Currencies  
  • 12. This is Not Where to Start
  • 13. Continued…
  • 14. Continued…
  • 15. And Continued Again…
  • 16. Start Simply, Then Iterate 1   2   3   Simple   Recurring     Model   More   Advanced   Op:ons   Basic   Itera:ons  
  • 17. Consider Fixed Recurring Model to Start Focus  on  Core  Value  Prop  for  Target  Customers  
  • 18. As You Iterate, Add More Basic Options 1   2   3   Simple   Recurring     Model   More   Advanced   Op:ons   Basic   Itera:ons  
  • 19. Use a Promotional Strategy Offer  Full  Trials  to  Drive  Adop:on  
  • 20. Consider a Freemium Strategy Give  Away  Base  Product  to  Rapidly  Acquire  Customers  
  • 21. Bundling Strategy Offer  Flexibility  &  Cross-­‐Sell  Offerings  
  • 22. Longer-Term Options to Lock in Customers Reduce  Churn  &  Increase  Commitments  (TCV)  
  • 23. More Advanced Options 1   2   3   Simple   Recurring     Model   More   Advanced   Op:ons   Basic   Itera:ons  
  • 24. Usage Based Pricing Pay  as  You  Go  &  Limit  Risk  For  Customers    
  • 25. International Pricing US  Pricing  A Asia  Pricing  B Address  Different  Market  &  Segment  Requirements  
  • 26. Testing & Iterating Op:mize  Both  Promo:onal  and  Core  Pricing  Strategies   ITERATE  
  • 27. Be Mindful When Making Changes 27   Talk  to  Customers  &  Communicate  Changes  Effec:vely  
  • 28. Lessons From Our Customers 1.  Pricing and packaging is a new strategic weapon 2.  Start simply…then iterate with more basic strategies 3.  Four basic pricing metrics for subscription businesses 4.  Leverage a free promotional strategy 5.  Test, test, test 6.  Be mindful of communicating and deploying changes to your customers
  • 29. Meet the Panelists Demandbase Greg Ott, CMO Fuzebox Eran Shtiegman VP Product Insideview Brian Kelly CMO Zuora Brian Bell, CMO @brianbell123 MuleSoZ   Chris  Purpura   VP  &  GM   @chrispurpura   Marketo   Bill  Binch   SVP  Sales   @bkkelly  
  • 30. END