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

 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

  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

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

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

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

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

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

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

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

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