Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman

Subscription Stories: True Tales from the Trenches

Subscription Stories: True Tales from the Trenches

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Robbie Kellman Baxter에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Robbie Kellman Baxter 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

The Agile Brand with Greg Kihlström®

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#644: AI-augmented human recommendations for retail customers with Noah Zamansky, Stitch Fix 27:12

3일 전27:12

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27:12

We are here at eTail Palm Springs and seeing and hearing the latest and greatest in e-commerce and retail. Question: Do you need to choose between AI and human recommendations as a customer? Why not have both? After all, don’t each have their strengths? AI in the retail experience is all the rage these days, but today I’m talking with someone from a brand that has been incorporating AI-personalized experiences and shopping combined with expert human recommendations for over 14 years, and continues to innovate today. Today we’re going to talk about how AI-based personalization plus human creativity and input makes an amazing customer experience at Stitch Fix. To help me discuss this topic, I’d like to welcome Noah Zamansky, Vice President of Product and Client Experience at Stitch Fix. About Noah Zamansky Noah Zamansky serves as the Vice President of Product and Client Experience at Stitch Fix, where he leads cross-functional teams spanning Product, Design, Engineering, Algorithms, and Platform Development. A seasoned leader, Noah has a proven track record of shaping product vision and strategy, designing exceptional user experiences, and spearheading the launch of new business ventures. Before joining Stitch Fix, Noah held the role of Senior Director of Product Management at eBay, overseeing Fashion and Vertical Experiences. Resources Stitch Fix: https://www.stitchfix.com eTail Palm Springs: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…

2년 전 35:37

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Everyone’s talking about “product-led growth” in the subscription world right now. Companies are seeing the connection between the way the product is designed and how effective the company is at acquiring, engaging and retaining customers—and even driving referrals.

To do product-led growth well, product managers need to think like business leaders, as well as thinking like product builders.

It isn’t easy and not everyone has the right skills. My guest today, Caitlin Roman, has led product teams at three great subscription-first organizations, LinkedIn, Medium and most recently The Athletic, which was acquired in January of 2022 by the New York Times, for about $550Million.

I’m excited to talk to her, because she has developed pattern recognition about what it takes to build great products that actually help grow the business.

In today’s conversation, Caitlin and I talk about best practices learned at LinkedIn, Medium and The Athletic, the skills needed to drive product-led growth, and how to partner with data analytics teams to make better, faster decisions.

Excerpt:

"If you have real value behind your content, you can confidently charge for it." Caitlin Roman has led product teams at LinkedIn, Medium, and most recently, The Athletic. She sits down with Robbie to share the best practices she has learned working in these companies, putting product development into the spotlight to generate tangible business growth. She also talks about building an effective product team that can work alongside the data analytics team to make better and quicker decisions.
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#Entrepreneur #Business #Robbie Kellman Baxter #MBA #Best Practices

Subscription Stories: True Tales from the Trenches

Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman

Subscription Stories: True Tales from the Trenches

published 2년 전

MP3•에피소드 홈

To do product-led growth well, product managers need to think like business leaders, as well as thinking like product builders.

I’m excited to talk to her, because she has developed pattern recognition about what it takes to build great products that actually help grow the business.

Excerpt:

Here’s How »

Join the Subscription Stories Community today:

88 에피소드

#Entrepreneur #Business #Robbie Kellman Baxter #MBA #Best Practices

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Subscription Stories: True Tales from the Trenches

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How to Build a Strong Subscription Business While Maintaining a Compelling Free Tier with Chess.com CRO Adam Mayer 40:25

11일 전40:25

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40:25

Adam Mayer, SVP of Monetization at Chess.com. Chess.com is one of the most popular freemium platforms in the world, offering millions of users free access to an engaging online chess experience. But how do you encourage players to upgrade to a paid tier when the free version is already so compelling? Adam, with his extensive background in revenue strategy and subscription growth, has played a critical role in designing and optimizing Chess.com's premium offerings. In this conversation, we'll dive into the challenges and opportunities of building a successful paid tier within a thriving freemium ecosystem, how chess.com balances free and premium value, the strategies they've used to convert free users into loyal subscribers., and the key lessons Adam has learned from his experience leading revenue at a fast-growing digital platform. If you're interested in learning how to drive revenue without alienating your free user base, how to craft subscription tiers that meet diverse customer needs, and how to foster long-term loyalty in a competitive market, then you won't want to miss this episode. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Controversial Topics in Subscription Pricing with Mather CEO Matt Lindsay 39:31

25일 전39:31

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39:31

Pricing is probably the trickiest, most stressful part of managing a subscription business. How do you balance revenue and profitability? How can you keep your pricing simple to communicate and execute while personalizing it to optimize for elasticity of demand and value created? If these questions plague your organization, you'll want to take notes today. Matt Lindsay, founding partner of Mather Economics is a subscription pricing expert who's helped hundreds of publishers build and evolve robust pricing models. In today's conversation, we're taking on pricing controversies, including the role of introductory offers, how to raise prices and how to respond to a subscriber threatening to cancel. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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2025 Trends in Subscription Businesses with Recurly CEO Joe Rohrlich 39:52

6 weeks 전39:52

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리스트

39:52

When I wrote The Membership Economy, I knew that nearly every organization could build trusted recurring revenue relationships with their customers just by focusing on a forever promise. I really saw a huge future and hoped that companies would follow this path. But what I didn't realize was just how quickly and broadly they would heed my words and invest in subscriptions. It can be hard to predict what will happen next, but in this episode, we're going to do just that. Today, my guest, Joe Rohrlich, CEO of Recurly, and I will talk about trends for 2025. We'll explore what's ahead, both for digital natives and large companies just dipping their toe into the world of recurring revenue. You'll learn best practices of the most successful household names, as well as how to manage challenges relating to speed to market and scaling without losing your secret sauce. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Season Six Wrap-Up and Season Seven Sneak Peek with Robbie Kellman Baxter 1:45

8 weeks 전1:45

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1:45

Season 7 is launching soon, but while you wait, catch up on our most recent season. Some of Season 6's most popular episodes include Best Practices in Subscription Funnel Management with Ken Houseman of the New York Times , Subscription Pricing, Metrics and the Changing Role of the CFO with Maxio’s Randy Wootton and How a Subscription can “Smooth the Lumps” in B2B Services with DDI’s Dr. Tacy Byham . And you don't want to miss out on our most loved episodes of all time, Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman , Midi Health’s Joanna Strober on the Ultimate Forever Transaction—Healthcare, and Mighty Network's Gina Bianchini on How to Create a Community Worth Subscribing to . If you haven't listened to these episodes, I encourage you to check them out. And if you like them, please take a minute right now to rate and review them on Apple iTunes or Apple Podcasts. I always ask because it really helps us get the word out. Guests for Season 7 will include Joe Rohrlich, CEO of Recurly , Adam Mayer, Chief Revenue Officer at chess.com , and Mather Economics’ Matt Lindsay , talking about best practices in subscription pricing. To make sure you don't miss a thing, follow Subscription Stories wherever you get your podcasts. Just tap on the follow or subscribe button. And if you like what you hear, please do give us a review and a rating. Thanks for your support, and thanks for listening to Subscription Stories. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook…

Subscription Stories: True Tales from the Trenches

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How to Price for Both B2B and B2C Subscriptions with American Home Shield’s Braeden Russell 44:57

22 weeks 전44:57

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44:57

Making pricing simple can be really complicated, especially in the world of subscriptions, where every pricing change can affect how much your members trust you. How do you manage different pricing for different segments? And how do you change that pricing over time? Today's guest, Braeden Russell, is the Director of Pricing for American Home Shield, a home warranty provider with over 2 million members. He needs to optimize the price for the realtors, who often gift the first year of coverage to new homeowners, with the pricing needs of the homeowners themselves, who will eventually be responsible for the relationship. In this episode, you'll learn how to balance the pricing needs of your B2B and B2C members, when to bill monthly versus annually, and how you can use pricing to drive loyalty among your best members. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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How Membership is Transforming Magazines with Katie Vanneck-Smith, CEO of Hearst UK 43:36

24 weeks 전43:36

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43:36

The subscription stories of publications like The Times, The Wall Street Journal, and Tortoise Media have one person in common, Katie Vanneck-Smith. In her latest role, Katie is going beyond subscriptions. She's leading Hearst UK's efforts to create deep, valuable memberships around each of their 16 specialty magazines, titles ranging from Elle to Men's Health to Good Housekeeping. In this episode, you'll learn how to build a platform that allows for rapid launches of multiple brand memberships, while still incorporating unique features and pricing bundles. You'll also gain insights on how generative AI will and won't affect the publishing world and why the forever promise of news differs from that of specialty content. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Learn How to Bring Membership to the Mass Market with Venessa Yates, SVP & GM of Walmart+ 29:41

26 weeks 전29:41

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29:41

With over 4,600 stores and nearly 1.6 million associates in the United States alone, Walmart is the largest retailer in the world. Walmart+, their membership program, is redefining the contours of paid memberships. I recently had the chance to interview Venessa Yates, Senior Vice President and General Manager of Walmart+, on the main stage at the SubSummit Conference in Dallas, Texas. And I'm delighted to be able to share a recording of our conversation with all of you on the podcast. In this episode, we'll uncover the key elements behind Walmart+’s success and the strategies they've deployed to foster growth and deliver value. You'll also learn how Walmart+ adapts to the evolving needs and expectations of today's consumers to boost engagement, which includes the integration of strategic partnerships into their offering. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Using Behavioral Data in Subscriptions with Nancy Harhut of HBT Marketing 33:36

34 weeks 전33:36

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33:36

Budgets are tight and competition to get and keep subscribers has never been more fierce. But what if I told you that there was a way to nudge your prospects and subscribers to help them engage more deeply and rapidly? It's possible. Today's guest, Nancy Harhut, has a wealth of easy and inexpensive tactics that can motivate your members to do the right thing at the right time. Nancy is the author of Using Behavioral Science in Marketing and Chief Creative Officer at HBT Marketing. In this special live episode, which was recorded at the SubSummit conference in Dallas, Texas, you'll learn how behavioral science can help you get more from your marketing spend, how to use tools like scarcity, social proof and choice architecture to acquire, engage, and retain your subscribers, and the role of emotion on motivating subscribers to act. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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How SaaS & Subscriptions are Transforming Farming with John Deere's Justin Rose 39:29

37 weeks 전39:29

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39:29

One of the hottest growth areas for subscriptions is farming. Surprising? Maybe. But with small margins and big numbers, efficiency matters. And farming has become an increasingly high tech, high stakes business. Justin Rose is the President of Lifecycle Solutions, Supply Management, and Customer Success at John Deere, a 187 year old company with revenues in 2023 of over 61 billion dollars. You probably know them for their tractors, but they're investing heavily in subscriptions. In today's conversation, Justin and I talk candidly about why this manufacturing company has committed to reaching 10% of annual revenue in software subscriptions by the year 2030, the right and wrong way to accelerate transformation through acquisition, and how to maintain the trust of long standing customers when you change the business model. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Scaling a Bootstrapped Membership with James Schramko 42:09

42 weeks 전42:09

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42:09

Many subscription entrepreneurs lament their lack of fancy software and dashboards to allow them to better manage their business. But if you know your ideal member and understand their pain points, and if you're always tinkering and adjusting your offering to better align with the needs of those members, you can build a powerful recurring revenue business. Even as a solopreneur, this week's guest, James Schramko has developed a unique model to help consultants and experts earn more while working less. And while he has been an early adopter of technology, many of the tools and tactics are flexible enough to be used by large or even very small businesses. More importantly, James has succeeded in building his subscription-based business by focusing on his members and their desired outcomes. Ultimately, membership is about trust and relationships, and James is an expert in both. In today's conversation, you'll learn why bundling too much into your subscription can cost you members, how to use technology to support a global community, and why a tiered ascension model sometimes leaves money on the table. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Everything You Wanted to Know About Involuntary Churn with Butter Payments’ Vijay Menon 37:58

45 weeks 전37:58

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37:58

One of the great mysteries for me is why so many otherwise sophisticated companies don’t focus on involuntary churn. Also known as passive churn or accidental churn, involuntary churn happens when a payment issue raises a flag that causes a merchant to cancel a customer’s subscription. In 70% of these cases, there is no fraud, so the company is literally turning away excellent customers. Involuntary churn routinely impacts about 10% of Annualized Recurring Revenue (ARR), according to some estimates. In today’s episode, Vijay Menon, founder and CEO of Butter Payments, and I discuss what drives involuntary churn, why so many companies underinvest in this problem, and some key tactics to drive revenue growth through better payment management. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Loyalty 3.0 with Euromonitor International’s Nadejda Popova, PhD 36:31

50 weeks 전36:31

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36:31

Loyalty programs seem to be at a crossroads. Industries including hospitality, financial services, and retail are going beyond the points-based programs we're so familiar with and exploring more personalized, emotionally engaging programs. Some, like CVS, Inspirato, and of course Amazon with Amazon Prime have even incorporated paid loyalty subscriptions which provide benefits in exchange for an annual fee instead of requiring customers to earn benefits through their spending and behaviors. Today's guest, Nadia Popova of Euromonitor International, follows the loyalty trends and provides insights across industries regarding best practices in building long-term relationships with customers. In this wide-ranging conversation, we talk about how consumer expectations have changed since COVID, why personalization is so important, and where subscriptions fit in the broader loyalty landscape. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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The Future of Loyalty Programs for Retail & CPG with Amazon Web Services’ Justin Honaman 38:08

52 weeks 전38:08

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38:08

Loyalty programs have been around forever. Points, cashback, branded credit cards, and now increasingly, we're seeing paid subscription loyalty programs, like Amazon Prime or CVS Care Pass. The goal is the same, to smooth out the lumpy buying behavior common in consumer packaged goods, retail, and hospitality, and to drive habits and engagement. Today's guest, Justin Honaman, leads the worldwide retail and CPG go-to-market team at Amazon Web Services. He also hosts the popular podcast, ContenderCast, where I was a guest a few years ago. In this conversation, Justin and I talk about the changing landscape of loyalty programs, why loyalty is so important right now, and what's driving the rise in these subscription programs. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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Lessons in “Service-First Product Leadership” from Ford, PlayStation and Beyond with Ross McGregor 41:30

1 year 전41:30

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리스트

41:30

Building a new subscription model in a large, successful company is hard enough, but when your company's core competency is manufacturing and the subscription involves content and software, you have to do more than build the new business model. You have to change the way the organization thinks about product management. With experience, both at PlayStation and at Ford, today's guest, Ross McGregor, will shed light on how to build a service orientation across a product team. Something critically necessary if you're going to build a forever transaction with your customers. In this conversation, he talks about how to put together the business case that merits a strategic bet on subscriptions, how to build support across the organization from the beginning, and when it's time to scale the experiments. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

Subscription Stories: True Tales from the Trenches

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How a Subscription can “Smooth the Lumps” in B2B Services with DDI’s Dr. Tacy Byham 40:35

1 year 전40:35

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리스트

40:35

You're in for a special treat today. My guest, Dr. Tacy Byham, is the CEO of Development Dimensions International, or DDI, a global leadership consulting firm that helps organizations hire, promote, and develop exceptional leaders. A few years ago, I worked with Tacy and her team as they incorporated subscriptions into their business model. The results have been extraordinary. Three years into the launch, over 50 percent of DDI's revenue comes from subscription clients. I've been asking Tacy to share her journey for quite some time, and I'm thrilled that she finally agreed. In today's conversation, we'll talk about how subscriptions can smooth out the lumps in B2B services, how to put together the right team with the right mindset for subscriptions, and how to keep up the momentum after the initial experiments with subscriptions are over. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts…

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Subscription Stories: True Tales from the Trenches « » Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman

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Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman