Why Subscription Publishers Must Think Like SaaS
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Why Subscription Publishers Must Think Like SaaS Companies
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Why Subscription Publishers Must Think Like SaaS
- 1. Why Subscription Publishers Must Think Like SaaS Companies CONFIDENTIAL | DO NOT DISTRIBUTE
- 2. MediaPost interviewed me about this in February
- 3. Growing a subscription business is completely different from growing an ad-supported business The stark differences affect every business function in the company: Marketing Sales Product Editorial Customer Management
- 4. Marketing High volumes of traffic at the lowest cost Advertising-Based Quality traffic Qualified lead generation Lead nurturing Subscription-Based
- 5. How do SaaS companies approach marketing? Prospecting Lead Creation Lead Nurturing Content marketing; Ads on Facebook and Google; Industry & bespoke events; Batch-and-blast emails Capture qualified email addresses onsite; White-paper downloads; Webinars Sophisticated drip email campaigns; Triggered emails; Ad retargeting; Direct mail; Gifts
- 6. Sales Agency & brand sales Programmatic revenue Advertising-Based Value prop messaging Landing page optimization Pricing experiments Billing & payments Corporate accounts Subscription-Based
- 7. How do SaaS companies approach sales? Identify pain point the potential buyer feels Articulate how the offering solves that pain point better than anyone else Give social proof of others who have benefitted from the offering Tie the solution to an expected ROI Price the product according to expected value received
- 8. Customer Management (i.e. “Retention”) Tag load & page latency UX & ad density Social media management Pageviews per session Advertising-Based Utilization & frequent visits Customer service tickets Chargebacks & expired credit cards Demonstrate ROI Subscription-Based
- 9. How do SaaS companies approach retention? ROI Highlight value at each touch point Frequent usage Convert to longer-term contracts Regular check-ins Undeniable metrics Improve and add to offerings
- 10. Product Content delivery preferred to environments that permit adequate ad density Advertising-Based Content delivery focused on as many consumption environments as possible Unique content offerings beyond typical editorial (e.g. crosswords, recipes, etc) Special events Access to reporters Subscription-Based
- 11. How do SaaS companies approach product development? ● Talk to salespeople ● Talk to users ● Ignore the competition ● Give every new initiative an individual owner and its own oxygen
- 12. Editorial Mass appeal SEO Share-worthy content Click-worthy headlines Advertising-Based Niche & unique content Subscription-Based
- 13. Beware the competing forces of the LTV formula Price : Growth : Acquisition Costs Churn Churn Retention : Operating Costs LTV = (Price - Op Costs)*Months - Acq Cost
- 14. Is your business ready to think like a SaaS company? Andres@BounceX.com Contact:
Editor's Notes
- Marketing Sales This is how a SaaS company thinks This isn’t that different
- Marketing Sales This is how a SaaS company thinks This isn’t that different