In a subscription-based business, the sale is never complete and revenue comes from loyal customers over time.
Instead of waiting for multi-year renewal cycles to come around again, the big difference with subscription and consumption models is that B2B marketers now need to consistently nurture their customers and receive recurring revenues rather than one-time purchases. As such, marketing has a critical role to play in shaping and maintaining the long-term customer relationship and retention tactics must be given a front row seat in the organisation’s marketing strategy.
In this session, Bhupesh, APAC CMO at Autodesk, a design software company for the engineering and construction industry will share how Autodesk, five years ago embarked on this transformational change of introducing a subscription-based marketing model.
He’ll share how his team now has to stay involved with customers long after the sale.
- The importance of marketing’s role in the post-sale, on-boarding process and customer service when using a consumption model
- The retention tactics and engagement marketing strategies they use when continuously connecting with customers
- The importance of working with internal and external partners post-sale
- The metrics of subscription-model marketing – the greater emphasis on the recurring revenue metrics and the measurement of your effectiveness in engaging and nurturing existing customers.