Subscribed 2015: Why Subscriber Experience is Key to Growth
Transcript of Subscribed 2015: Why Subscriber Experience is Key to Growth
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Why Subscriber
Experience
is the Key To Growth
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CEO and Founder
Ryan Cahill
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Agenda
1. What Has Changed
2. The Subscriber
Journey
3. How Do I Make the
Shift
4. Action Plan
5. Q & A#subscribed15
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“I’ll do my own form, thank you”
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“71% of B2B Buyers prefer to
conduct research and
purchase on their own”- Accenture
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“ 95% of buyers chose a solution that provided them
with ample content to navigate through each stage
of the buying process”- DemandGen Report
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“1,000,000 B2B Salespeople
will be replaced by
eCommerce by 2020"
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“90% Of Customers Say Buying
Decisions Are Influenced By
Online Reviews”- Dimensional Research
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“86% of buyers will pay more
for a better customer
experience”- Harris Interactive
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Sales
Marketing Customer
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The Subscriber Experience Journey
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The Key Stages of the Subscriber Journey
Research
RelationshipDecision
Subscribe Loyalty
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Step 1: Research
I have a Pain or
Identified Need
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Write the Answersto your Buyers
Questions
Content
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What are YouSolving & Why
Positioning
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What Do You Doand
How Does it Help
Features
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How it goes wrong…
Thanks for Downloading our
Whitepaper…
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So What Is It You Actually Do?
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Step 2: Decision
Evaluate options and
compare solutions
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Help the BuyerSee the How the Solution Works
Application
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How it goes wrong…
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Step 3:
finalize agreement, onboard/implementClose the Dealand Make a
Smooth Transition
Step 3: Subscrib
e
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MakePricingClear
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MakeOnboarding
Fast &Frictionless
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How it goes wrong…
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Step 4:Relationship
Get to Know Your Subscribers and Delight
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How to do this well
Leverage the Data Use Behavior Triggers Nurture & Inspire
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Arm with Email Content
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ReactiveNon-Responsive
Combative
Customer Service
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Step 5: Loyalty
maintain subscribers, expand relationship,
and create raving fans
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Who Does this Well?
?
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Who’s moving in the right direction
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Huge Opportunity
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Grow the Relationship Adapt to ChangeReward & Appreciate
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How Do You Do this for YOUR Company?
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You Must Operate as ONE TEAM Creating an Unforgettable Experience
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You Must Support the BUYERS Process
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You Must Interact with Subscriber as Individuals
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It’s Critical to Know Subscriber “State”
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This is Only Possible With One System of Truth
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Action Steps
1. Review Your Buyer
Journey
2. Invest in the
Relationship
3. Operate as ONE Team#subscribed15
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Questions?…
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