Bestselling Author on Product Management for Subscription Products

Presented by

Robbie Kellman Baxter

About this talk

In a subscription world, it’s not enough to have a great one-time sale product. You have to think about the ongoing/long term relationship you are creating with the customer. So, how does the “product” change? How does the product roadmap change? In this session, author and strategy consultant, Robbie Kellman Baxter, discusses project management in a subscription-crazy world. Topics include developing an MVP; rethinking product roadmaps for acquisition and retention; choosing the right metrics; building usage growth and engagement into product design; and building a membership mindset culture across your product team. Robbie Kellman Baxter brings over twenty years of strategy consulting and marketing expertise to Peninsula Strategies, her strategy consulting firm focused on helping companies leverage subscription pricing, digital community and freemium to build deeper relationships with customers. Her clients have included start-ups and mid-sized venture-backed companies as well as industry leaders such as Netflix, Oracle, Electronic Arts, and eBay. As the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue, a book that has been named a top 10 marketing book of all time by BookAuthority, Robbie coined the popular business term “Membership Economy,” which is now being used by organizations and journalists around the country and beyond. Robbie’s expertise with companies in the emerging Membership Economy extends to include SaaS, media, consumer products, and community organizations. Her new book, The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave, releases in March 2020.

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