SUBCOM 2018 The Subscription Commerce Summit - Insight Exchange Network
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#IENSUBCOM Presents SUBCOM 2018 The Subscription Commerce Summit October 15 – 16, 2018 • Marines’ Memorial Club • San Francisco, CA HEAR DIRECTLY FROM PRACTITIONERS WITH EXPERIENCE AT BRANDS LIKE: CRUNCHYROLL, FORRESTER RESEARCH , CISCO, AMAZON, ADOBE, COURSERA, HULU, POLITICO, LIVEGLAM, SLACK, RADDISH, SURVEYMONKEY, SYMANTEC, BARE MINERALS, AUTODESK, SONY, LIP MONTHLY...and many more! Sponsors:
Join us in San Francisco this October 15-16 for our 3rd annual SUBCOM. Who Should Attend: SUBCOM 2018 is focused on refining business operations and optimizing the customer ·· CEOs, CMOs, CFOs, and COOs of subscription-based lifecycle in order to reduce friction and churn and maximize recurring revenue for companies or companies with subscription offerings subscription organizations. This is an entirely unbiased, educational event engaging with ·· VPs, Directors, and Managers in Marketing, Sales, all relevant verticals and industries—from CPG to SVOD, media to SaaS, OTT to business Operations, and Product & consumer services—and will provide an opportunity for anyone involved in navigating a subscription-based business model to learn tricks of the trade from the brightest, most ·· Finance, Billing, and Payments professionals innovative minds in this space! dealing with recurring revenue ·· Entrepreneurs looking to become established in With our attendees’ needs in mind, we’ve carefully selected a professional faculty full of the subscription space leading minds in subscription commerce. IEN is committed to providing our attendees with readily-useable takeaways based on the first-hand experiences and unique areas of ·· Subscription management and payments expertise of our brilliant speakers. solutions providers Unique to our San Francisco 2018 event, we’ll have two dedicated tracks—Subscription Marketing & Customer Insights vs. Subscription Business Operations. Past Attendees Include: A+E Networks McAfee Specific topics will include: Adobe National Geographic • GDPR retrospective for subscription businesses Ancestry.com Pandora Apple Peloton • Challenges and opportunities in scaling headcount Blue Bottle Coffee Politico • How to optimize your recurring billing framework Book of the Month Roku • Top strategies for pricing, packaging, and bundling Dog TV Salesforce • Combatting trial fraud and other exploitive behaviors Dow Jones San Francisco Chronicle Grammarly Spotify • Maximizing profit through analyzing MRR trends HP Inc. Stitch Fix • Addressing involuntary churn with limited internal resources Hulu Subscription Insider • How to balance your freemium offering with your premium LifeLock Talkspace • Recurring payments processing considerations for global expansion LinkedIn Unbounce Madison Reed Vinyl Me, Please • Reinventing the funnel—how subscription upends the age-old marketing analogy Match Zipcar • Successful acquisition strategies from top brands • Marketing subscription products to Millennials • The importance of effectively applying CLV About IEN: • Fraud & security in the new recurring payments ecosystem IEN is focused on producing practical, actionable, …and so much more! and content-driven events. We personally interview literally hundreds of people in each conference’s topic We can’t wait to see you in San Francisco for this special event! area, discovering their on-the-job problems, issues and concerns. We then find the very best speakers to Sincerely, offer solution-driven content, as well as facilitating peer-to-peer networking at each event. Our events Meg Freitag, Content Director Sean O’Meara, Content Director are not trade shows or expos, although we do offer INSIGHT EXCHANGE NETWORK, LLC INSIGHT EXCHANGE NETWORK, LLC partnership opportunities to select vendors. We’re focused on the attendee’s needs entirely. Advisory Board Robert Oswald, VP of Sales Ursula Sellars, Principal RECURLY URSULA SELLARS CONSULTING www.insightxnetwork.com 2
Day One October 15, 2018 7:45 10:10 – 10:30 Continental Breakfast and Conference Registration Networking & Exhibit Break 8:15 10:30 – 11:05 Chairperson’s Opening Remarks DIAMOND KEYNOTE: Subscription Benchmarks Recurly will share their latest subscription benchmarks. Find out how your 8:30 – 9:30 business compares and key insights to power subscription success. OPENING PANEL: Subscription Commerce State-of-the-Industry Speaker to be announced This lively, in-depth discussion will set the stage for the two days of talks that RECURLY follow. Hear seasoned subscription business professionals from different corners of the industry talk candidly about the current state of subscription 11:05 – 11:40 commerce, and what we can expect for the future. Scaling Your Subscription Business from $1MM to $20MM in Topics to be discussed will include: Revenue ·· Why subscription, why now? Getting to your first million in revenue requires achieving product market ·· What successful subscription giants like Netflix, Amazon, Zipcar, Stitch fit with a viable monetization strategy. Once that’s accomplished the next Fix, etc. have done to get where they are step is to press the gas, hold on for dear life and make it scale. Dhar Mann was a key player in helping bootstrap a beauty subscription startup called ·· Pros & cons of different subscription models: all-you-can-eat, LiveGlam. Starting with just $600 initial capital (all they had at the time), the replenishment, discovery, freemium, premium memberships, etc. company grew to $20MM in annual revenue within just two years. In this ·· How subscription blurs the lines between B2B & B2C marketing talk he will share the valuable secrets he learned on how to tactfully scale a business by going all in on effective sales channels and quickly ramping up ·· Addressing limitations of the traditional marketing funnel analogy operations to keep up with the growth without crashing—all while staying when it comes to subscription lean and profitable. ·· Where investors are putting their money Dhar Mann, Founder …And more! LIVEGLAM Moderator to be announced 11:40 – 12:10 Presenters: Built to Serve: What Does a Successful Subscription Organization Look Like? Sucharita Kodali*, Vice President and Principal Analyst FORRESTER RESEARCH The ideal organizational structure for supporting subscription is different from one that is more focused on one-off transactions. Subscription Pooja Kapoor, Product Management, Software Subscription Offers commerce blurs the lines between different departments and roles, CISCO SYSTEMS demanding a whole new organizational culture and structure. At a high level, Ryan Cahill, Partner it’s about the entire team being focused on customer service, acquisition, WINNING BY DESIGN and retention. Listen to Slack’s Eugene Berson discuss how the subscription business model 9:30 – 10:10 necessarily upends all traditional operations, from sales & marketing to PRACTITIONER KEYNOTE: Building a Successful Subscription operations & product to finance & revenue. They’ll discuss the challenges, the Business Despite Many Mistakes unforeseen opportunities, new emerging roles, and tips for inspiring a spirit It’s easy to talk about success. Hiring the right talent, making the smart of innovation and customer-centricity across the entire organization. investments, understanding the needs of customers. What isn’t as easy is Eugene Berson, Sales Business Operations confronting our mistakes, even though all great and successful companies SLACK are full of them. During this session, POLITICO Pro’s Danica Stanciu will share how Politico has transformed itself into a business where more than half 12:10 – 1:10 of its revenue now comes from subscriptions. Most importantly, Danica will Luncheon for All Attendees dive into some of the biggest mistakes Politico has made across the past seven years and the lessons learned as they’ve built a successful subscription business with 90+% renewal rates. Danica Stanciu, Vice President POLITICO Venue ABOUT THE MARINE’S MEMORIAL CLUB & HOTEL Marines’ Memorial Club & Hotel Dedicated as a living memorial to the U.S. Marines who served in the Pacific during World War II, Marines’ 609 Sutter Street Memorial Club & Hotel is a leader in San Francisco Union Square hotels. A landmark since 1946, the hotel is San Francisco, CA 94102 (415) 673-6672 located close to a bustling theater district in the heart of the city. Blending traditional décor and modern www.marineclub.com comforts, our classic 1920’s California Spanish Revival hotel offers an inviting atmosphere that is rich with history, honor and pride. Standard Rooms: $259* *Mention IEN SUBCOM 2018 to receive this special discounted rate. Please be aware that these rooms Call Marines’ Memorial for are first come, first served and will fill up quickly. The cut-off date to receive the preferred group rate is availability at (415) 673-6672. September 24, 2018. www.insightxnetwork.com 3
TRACK A TRACK B SUBSCRIPTION MARKETING & CUSTOMER INSIGHTS SUBSCRIPTION OPERATIONS 1:10 – 2:10 1:10 – 2:10 PRACTITIONERS’ ROUNDTABLE: Cutting Through the Noise— PRACTITIONERS’ ROUNDTABLE: Pricing, Packaging, and Bundling— Successful Acquisition Strategies from Top Brands The Secret Weapon of Subscription Business How do you get the attention and gain the trust of potential customers in a Whether you’re implementing a new subscription-based offering, world where the signal-to-noise ratio is at an all-time low? Several esteemed undergoing the transition from perpetual to subscription, or considering practitioners will discuss their strategies for customer acquisition. reevaluating your existing pricing structure in order to optimize monetization, pricing strategy is necessarily very complex. This session will cover: Key topics to be discussed in this session include: ·· Paid channel management including strategies for determining when/ how to test new channels ·· How should cost be measured for your customers? ·· Establishing fast, simple, automated customer acquisition workflows ·· How should your pricing level change over time? across multiple channels ·· How to approach a price change with existing subscribers ·· When to use free trials ·· Aligning price metrics with customer value ·· Successful tactics for measuring growth ·· Utilizing price testing and customer research to make ·· Gauging the quality of free users in order to drive bolder data-driven decisions investment decisions ·· Turning insights derived from customer data into impactful ·· Testing/experimentation to improve conversion rates for free business decisions and premium …and more! ·· Successful strategies and best practices for win-backs Moderator to be announced …and more! Panelists: Moderator to be announced Kapeesh Saraf, Head of Growth Panelists: COURSERA Greg Yagan, Director of Marketing Danica Stanciu, Vice President RADDISH POLITICO Lakshmi Hari, Head of Integrated Marketing Additional speaker to be announced SURVEYMONKEY Adi Gullia, Co-Founder GRACE AND STELLA INC. Co-founder LIP MONTHLY 2:15 – 2:55 2:15 – 2:55 Use Case Q & A: Identifying & Executing Subscription Marketing MRR Growth 101: Get Clear about What’s Driving your MRR Strategies to Prove Differentiating Value Trends to Maximize Profit Session details forthcoming Every subscription business leader tracks monthly recurring revenue and works as many angles as possible to maximize this all-important KPI. MRR Clive Henry, Partner Lead Media & Entertainment Vertical is a critical top line metric, but do you really understand what’s driving it ADOBE up or down month-to-month, or are you mostly guessing? In this session, subscription expert Ursula Sellars unpacks the five key segments of the gold standard for understanding MRR (New, Expansion, Reactivation, Churned and Contraction), how to calculate Net New MRR, and what to do with this data. She will provide actionable examples of how to use this under- the-hood view of your revenue trends to make sharper, more deliberate decisions to track, influence and grow your MRR. Ursula Sellars, Principal URSULA SELLARS CONSULTING 2:55 – 3:15 NETWORKING BREAK 3:15 – 3:45 3:15 – 3:45 The Expanding Role of Marketing in Subscription GTM It’s Nice to Be Niche: The Power of Product Focus The subscription business model is built on a relationship between a The hardest aspect of product strategy is deciding what not to do, but it’s business and its subscriber, but the breadth and length of this relationship also the most powerful lever. Product focus is critical for small and growing can far exceed traditional business models, putting added pressure on companies because, almost invariably, they’re going up against larger, marketers. This session will walk through how to identify campaigns and better-resourced rivals. When you don’t have the resources to be everything programs that actually move the needle and how to market across the to everyone, having a narrower product strategy helps ensure that your customer journey from awareness to upsell. product is fantastic for someone. In this session, Mainsail Partner’s Director of Product, Kate Hopkins, will share actionable examples of how focus can In this session, we will discuss: help streamline operations and drive revenue, and how to tell whether ·· How to respond to the changing trends in subscriber behavior you’re focused enough. ·· The science behind subscription marketing and how it helps you drive ROI Kate Hopkins, Director of Product MAINSAIL PARTNERS ·· How marketing can reduce churn, increase LTV and reduce CAC (formerly Sr. Product Manager at AMAZON) Ryan Cahill, Partner & Sales Architect WINNING BY DESIGN www.insightxnetwork.com 4
TRACK A TRACK B SUBSCRIPTION MARKETING & CUSTOMER INSIGHTS SUBSCRIPTION OPERATIONS 3:50 – 4:20 3:50 – 4:20 USE CASE: Unpacking Customer Lifetime Value—The Importance USE CASE: How to Approach Billing Framework Optimization of Effectively Applying CLV Billing optimization is a crucial tactic employed by subscription billing In this session Ellation’s Reid DeRamus will outline the various components merchants to minimize churn, increase customer retention and ensure that drive customer lifetime value and proceed with an in-depth discussion undisturbed service offering. In this session, attendees will get a look behind of how to put these insights to work once you have them, providing the scenes at some of the successful techniques used by industry leaders examples from his own first-hand experiences growing subscriptions at including timing strategies, outreach, customer messaging, and more. Hulu, Crunchyroll, and VRV. Key discussion points will include: Key talking points include: ·· Timing strategies (day of the week, time of the day, frequency) ·· Key related metrics, such as price or revenue per user; retention ·· Customer messaging: email vs. direct mail vs. PIF (Product Inbuilt & average customer lifetime; subscriber acquisition cost; cost to Framework) service subscription ·· SMS and phone call outreach during dunning period ·· Drawing the line between free vs. premium for freemium models Kasia Sitkiewicz*, Product Manager, Billings & Payments ·· How to best manage price changes and different subscription tiers SYMANTEC ·· Several high-level strategic applications of CLV (i.e. setting a SAC target, estimating break-even points for various investment levels, etc.) ·· The importance of segmentation for CLV (by acquisition funnel, by user type, by month they joined, etc.) Reid DeRamus, Business Insights ELLATION (CRUNCHYROLL & VRV) 4:25 – 5:00 4:25 – 5:00 USE CASE: Striking the Balance—Adding Value to Your Premium USE CASE: Cisco’s Digital Journey from Lumpy to Recurring Product While Maintaining Upper Funnel Freemium Revenue Models In this session, attendees will find out how a leading subscription company This session provides a view of Cisco’s own transformation and what it redesigned their freemium and premium products to convert more of their means for Cisco’s customers, partners and sales teams. It will outline their users to paid subscribers. Learn how much is too much to give away for customer’s context, their business model and, finally, how Cisco’s portfolio free, how to evaluate the balance point and design a premium offering with of offerings are also changing to reflect their customers’ needs. enough value-add to convince users to convert. Pooja Kapoor, Product Management, Software Subscription Offers Speaker to be Announced CISCO SYSTEMS 5:00 COCKTAIL RECEPTION Day Two October 16, 2018 8:00 Continental Breakfast TEAM DISCOUNTS 8:30 – 9:15 ·· Three Delegates will receive a 10% DISCOUNT GDPR Retrospective for Subscription Businesses This session will discuss the ins and outs of GDPR adoption for subscription ·· Four Delegates will receive a 15% DISCOUNT and recurring revenue businesses. Discussion points will include: ·· Five Delegates or More will receive a 20% DISCOUNT ·· What are some good and bad examples of GDPR adoption? Please call Rebecca Davis to make your group reservation at ·· What unforeseen and unintended consequences have companies 501-904-5716 or email Rebecca@insightxnetwork.com. experienced based on this? ·· How are we seeing this policy work in action? Refunds and Cancellations: For information on refunds and Speaker to be announced cancellations please visit our website: www.insightxnetwork.com. 9:15 – 9:45 Open session for leading subscription professional Speaker to be announced PRICING RATE Early Bird: Before Sep.21 Standard: After Sep.21 Start-Up* $995 $1195 Regular $1195 $1395 *Requires IEN approval. Startups include companies that are three years old or younger, with less than $500,000 in revenue. www.insightxnetwork.com 5
TRACK A TRACK B SUBSCRIPTION MARKETING & CUSTOMER INSIGHTS SUBSCRIPTION PAYMENTS 9:50 – 10:20 9:50 – 10:20 USE CASE: Are You Listening?—The Importance of Incorporating USE CASE: Addressing Involuntary Churn with Limited Internal Customer Feedback into Your Broader Subscription Business Goals Resources – One Company’s Story This session will uncover how one company uses the literal voices of Churn is a battle of inches, but so many of these incremental improvements their customers to level up their subscription game. Key discussion points are created by monumental product efforts. Involuntary churn, on the other will include: hand, is often overlooked. There is a large opportunity to create high-value impacts with relatively low resource dedication. Unbounce is a bootstrapped ·· Leveraging a customer service team to scale customer feedback: company that is now taking a closer look at this hidden value. This session asking agents for their wish-list of functionality, service and product will provide insights into key low-resource, high-impact steps you can take improvements that would have positive impact in their realm tomorrow to make a difference. ·· Participating in call listening: prioritizing the time it takes to literally hear Joe Marconato*, Project Manager what customers are calling/chatting/emailing about to help drive future UNBOUNCE friction-less shopping ·· Scan the competition: what are subscription customers of your competitors saying on social media about their subscription experience? How do you measure up? Where can you improve? Marissa Torres, Digital Sales Retention Business Manager AUTODESK 10:20 – 10:50 NETWORKING BREAK 10:50 – 11:25 10:50 – 11:25 USE CASE: Marketing Subscription Products to Millennials USE CASE: Identifying and Mitigating Global Trial Fraud in Not only are Millennials the largest generational group in the U.S. and Digital Streaming and Services far-and-away the biggest consumers of subscriptions, they also grew up In this session, Monica Dabaghi will provide an in-depth review of tactics and with a level of technological literacy that’s fairly new to the market. So how key features that she and her team at Sony Interactive have used to combat do subscription companies get and keep the attention of this increasingly trial fraud globally. She will share use cases from around the world and powerful group? While most companies know that social media is the attendees will come away with a better understanding of how to reduce trial heartbeat of marketing to millennials, it’s not as simple as a static digital fraud and other exploitive behaviors in their own organizations. presence, especially in the current culture of viral markets and ever-shifting trends. In this session, you’ll hear from a leading practitioner speak to Monica Dabaghi, Sr. Manager, Product Management, the unique opportunities and challenges they’ve experiences marketing Global Payments, Fraud, and Tax subscription offerings to millennials. SONY INTERACTIVE ENTERTAINMENT Ursula Sellars, Principal URSULA SELLARS CONSULTING Dhar Mann, Founder LIVEGLAM 11:30 – 12:30 11:30 – 12:00 PRACTITIONERS’ ROUNDTABLE: Reinventing the Funnel—How Going Global—Strategic importance of Payments in Subscription Upends the Age-old Marketing Analogy (and how you International Expansion can leverage it!) Understanding alternative payment modes as they vary from country to In subscription businesses, all notions of a traditional marketing funnel go country is absolutely essential for successful international expansion for out the window. Is your company making the most of this new marketing any organization, but subscription companies face a host of additional landscape, or does it all still feel a bit like the wild west? Are you worried unique challenges. This talk will detail the strategic importance of rolling out that your CAC is too high compared to ACLV? Do you struggle with retaining payments methods for subscription when going global. customers past the trial or introductory offer? What are you doing to Key talking points include: manage and combat churn? What are your marketing teams doing to engage and entice existing customers? How are you addressing additional ·· How can payments help in keeping a subscription business running attribution challenges? Here attendees will learn a wealth of tips and tricks smoothly, rather than becoming a hindrance? on leveraging the new shape of marketing from the hard-fought wisdoms of ·· How to know when it’s time for local acquiring several top practitioners. ·· How needs change depending on a company’s country of incorporation Moderator: and customer base location Ursula Sellars, Principal ·· Keeping an eye on outliers — just because a method is popular widely URSULA SELLARS CONSULTING doesn’t mean it’s right for your customer base Panelists: ·· Key success factors for global interoperability of common payment Marissa Torres, Digital Sales Retention Business Manager options — balancing the need for global alignment while meeting local AUTODESK needs and preferences Clive Henry, Partner Lead Media & Entertainment Vertical Sheela Ursal, Founder ADOBE FINTECH LAUNCH (formerly Lead Payments Product Management & Expansion at AMAZON Daniel Corsaro*, Manager, Subscription Growth and WESTERN UNION) SURFLINE WAVETRACK www.insightxnetwork.com 6
11:30 – 12:30 12:00 – 12:30 PRACTITIONERS’ ROUNDTABLE: Reinventing the Funnel—How User Trust in the Age of Subscription and Today’s Data Climate Subscription Upends the Age-old Marketing Analogy (and how you We live in the golden age of data sharing and financial technology can leverage it!) cont’d. innovation. Extending payment options to power commerce has never been easier, however, consumer trust is dwindling and the need for privacy and control has become a regulatory concern in some markets. In this session, we’ll explore the psychological, cultural, regulatory, and design factors impacting consumer confidence in payment products and explore successful strategies to bridge the trust gap. Key points: ·· Understanding user trust: cultural and regulatory background in key markets ·· Influence of design and communication practices on user trust and payment method adoption ·· Impactful strategies to build user trust in subscription models Carla Canino, Secure Payments Task Force, Data Protection Group Member FEDERAL RESERVE SYSTEM Consultant & Founder SUNLIGHT COMMERCE CONSULTING 12:30 CONFERENCE CONCLUDES *Speaker pending final confirmation Sponsorship and Exhibit Opportunities Insight Exchange Network, LLC (“IEN”) has a limited number of sponsorship opportunities in a variety of packages to help you get your message out to attendees. Sponsorship pricing is based on packages and start at low out-of-pocket. We can customize a variety of solutions to provide you with the best possible network opportunity. For more information, contact Corinne Smart at 704-649-3860 or email Corinne@insightxnetwork.com. Diamond Sponsor Recurly, Inc. delivers an enterprise-grade subscription management platform to thousands of businesses worldwide. Leading subscription businesses such as Sling Media, JibJab Media, Asana and HubSpot depend on Recurly’s ability to cut through the complexity of subscription management to drive recurring revenue growth. Since its launch in 2010, Recurly has deployed subscription billing for thousands of companies in 32 countries, making it the most trusted pure-play provider of subscription management services. Recurly, Inc. is PCI-DSS Level 1, SAS 70 / SSAE 16 Compliant. For more information, visit https://recurly.com. Gold Sponsor Fluent, LLC, a cogint company (Nasdaq: COGT), is an industry leader in people-based digital marketing and customer acquisition, serving over 500 leading consumer brands and direct marketers. Leveraging a massive reservoir of proprietary audience data, as well as millions of real-time survey interactions with consumers every day, Fluent enables advertisers to more effectively target and acquire their most valuable customers, with precision, at a massive scale. The company is headquartered in New York City. For more information visit www.fluentco.com. Bronze Sponsor Chargehound fights and wins thousands of chargebacks every minute for customers around the world. We have live integrations with leading global payment processors that enable us to automatically receive disputes, match the right response templates, populate compelling (customer-specific) evidence and send back for review. Automation ensures comprehensive and consistent evidence which in turn leads to increased win rates. We have consistently matched or outperformed win rates for all our clients while saving them manual resources. Come talk to us and we will share our strong track record in subscription commerce for both physical and digital goods. www.insightxnetwork.com 7
SUBCOM 2018: The Subscription Commerce Summit PRSRT STD Call: 501-904-5716 Insight Exchange Network US Postage Paid Email: info@insightxnetwork.com 200 Washington Street, Suite 101 Cedar Rapids, IA Permit No.860 Web: www.insightxnetwork.com Santa Cruz, CA 95060 “Great diversity of content, “One of the more useful and “I learned at least 1 thing “This is the 1st conference “I’m not a conference expert speakers. Schedule actionable conferences I’ve been to in every session. The I’ve attended that is guy, but I actually and setting allowed plenty of esp. for those who might be newer pace was right, there dedicated to subscriptions really dug this one networking time.” to subscription, as I am. I found the was an interesting mix of + I feel like everyone is and will recommend Alyson S., IHEARTMEDIA quality of the speakers (experience, companies, and a good speaking my language.” to others.” companies, and presentations) to balance of panels and Susan D., Keith L., be generally very high.” case studies.” NATIONAL GEOGRAPHIC THRIVENT FINANCIAL Rachel M., BRAD’S DEALS Ali L., DOW JONES …and many more! AUTODESK, SONY, LIP MONTHLY, SURVEYMONKEY, SYMANTEC, BARE MINERALS, COURSERA, HULU, POLITICO, LIVEGLAM, SLACK, RADDISH, CRUNCHYROLL, FORRESTER RESEARCH, CISCO, AMAZON, ADOBE, Hear from industry leading experts with experience at brands like... October 15 – 16, 2018 • Marines’ Memorial Club • San Francisco, CA SUBCOM 2018 Presents #IENSUBCOM www.insightxnetwork.com
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