You’re always looking for new ways to grow your subscription business — whether it’ s converting more free trials into paying customers or through upsells and cross-sells. Join this session to see Zuora Insights in action and learn how our analytics solution will help you find and capture new revenue.

1. Using Zuora
InsightsTo Identify New Growth Opportunities
Kevin Suer
Sr. Product Manager, Zuora

2. Hidden opportunities.

3. Up 90%
New Relic
140%
Subscription
Economy Index
9x
Net new subs
Netflix
+5m
subscription economy
soaring growth

4. agenda
using zuora insights to identify new growth
opportunities
page
04
Taking ActionMeasuring Zuora Insights

5. Measuring.

6. how are we
growing?
key measures
page
06
from existing
customers:How much of my recurring revenue has been
retained and expanded?
Formula:
revenue retained and upsold during
time period
revenue up for renewal during time
period
Net Revenue Retention
Metric:
from new customers:
New Customers
CMRR / CARR Changes
How many new customers have we added in
a given time period? How much recurring
revenue have we added from them?
Metrics
MRR / ARR
Trial Conversion Rate

7. how are we
growing?
key measures
page
07
from usage
What are my customers current usage levels?
How many of my customers are upping their
contracted usage levels?
Metrics
Average Utilization
Percentage
Usage Cross/Up-sell Rate
Average Utilization Pace
from added products
What are my top products? For each product,
how many of my customers pay for it? What
are they paying?
MRR/ARR breakdown by product
Average Revenue per Product per
Account
Metrics
Product Cross/Up-sell Rate
Product Attach Rate

8. comparing
net retention rates
page
08
$k
$50k
$100k
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
MRR
Month
Company A. Total MRR - 99% Net Retention
$k
$50k
$100k
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Month
Company B. Total MRR - 101% Net Retention

9. Taking Action.

10. ?
1. Profile
2. Segment
3. Ask Why4. Execute
four steps
to customer revenue
growth
pull together customer data
from all of your systems on a
regular schedule
breakdown your customers
into demographic,
firmographic, geographic,
and product segments;
prioritize segments by
studying growth metrics
figure out why your
subscribers find your
subscription valuable and
why they are spending more
with you
create campaigns that enable
your entire organization to act
to drive growth

11. page
011
1. profile
create a complete subscriber identity

12. Name
Email
Address
TRADITIONAL CUSTOMER RECORD
SUBSCRIBER IDENTITY RECORD
Engagement
Behaviors
Interactions
Trends
Metrics
Orders
Invoices
Payments
1. profile
create a complete subscriber identity
Profiles
Subscriptions
Lifecycle
Personas
Comparisons

13. page
013
Habitually overuse
customer service in all
channels: phone, web,
face-to-face
Service
Demanders
Source: Shah and Kumar, Harvard Business Review, The Dark Side of Cross-Selling
2. segment
quantify & prioritize segments
When they spend, they
don’t increase their total
spend
Spending
Limiters
Gravitate toward steep
discounts and avoid
regularly priced items
Promotion
Maximizers
Returns, defaults, credit
risks, Dunning, Collections
Revenue
Reversers

19. 3. ask why
figure out why
subscribers buy
Explore historical data trends for new and
upsell bookings conversion correlations;
create reports and visualizations to help
leaders understand the story behind the
data.
Descriptive Analysis
01
Use statistical modeling techniques that look
at historic data and predict what might
happen.
Predictive Analysis
03
Talk to your customers who are buying and
spending more with you; ask them why.
Qualitative Analysis
02

20. 3. ask why
develop a product fit matrix
page
020
Great Product-Segment
Fit
Poor Product-Segment
Fit
Product
A
Product
B
Product
C
Service
X
Service
Y
Service
Z
Segment 1.1
Segment 1.2
Segment 1.3
1. Demographics
Segment 2.1
Segment 2.2
2. Behavioral
3. Value Driver
Segment 3.1
Segment 3.2
Segment 3.3
Segment 3.4

21. 3. ask why
develop a product fit matrix
page
021
Great Product-Segment
Fit
Poor Product-Segment
Fit
Product
A
Product
B
Product
C
Service
X
Service
Y
Service
Z
Segment 1.1
Segment 1.2
Segment 1.3
1. Demographics
Segment 2.1
Segment 2.2
2. Behavioral
3. Value Driver
Segment 3.1
Segment 3.2
Segment 3.3
Segment 3.4

22. 3. ask why
develop a product fit matrix
page
022
Great Product-Segment
Fit
Poor Product-Segment
Fit
Product
A
Product
B
Product
C
Service
X
Service
Y
Service
Z
Segment 1.1
Segment 1.2
Segment 1.3
1. Demographics
Segment 2.1
Segment 2.2
2. Behavioral
3. Value Driver
Segment 3.1
Segment 3.2
Segment 3.3
Segment 3.4

23. 4. execute
close
Arm sales with
playbooks and programs
that use data to target
the right customer with
the right offer.
service
Arm services teams with
relevant information
about subscribers;
everyone is in sales.
product
Arm research &
development teams with
buyer data to enable
better decisions.
offer
Arm your pricing &
packaging teams with
data about
complementary offers
and segment
performance.

24. Zuora Insights.

25. how to:
insights product demo

26. final takeaways
page
026
01Study your growth
metrics 04Figure out why your
subscribers buy
02Deepen the subscriber
identity 05Empower your team to
execute your growth
strategy
03Broaden perspective
with segments 06Zuora Insights can
help

27. how to
get access to insights
page
027
or,
leave your name with us and we’ll get in touch
with you with next steps
visit the learners lounge if you have
questions about Insights

28. thank you.