Zephr's Subscription Think Tank: Recent Episodes
Zephr
Monthly Podcast hosted by Zephr leadership teams, featuring interviews with subscription experts from various industries such as Publishing, SaaS, and E-commerce.
Welcome to the next episode in our Subscription Think Tank series!
In this episode, we'll be interviewing Kyle Roof, Co-founder of High Voltage SEO and Page Optimizer Pro, to discuss the science behind search engine optimization. We'll talk about Google ranking factors, algorithm updates, and the core fundamentals that make up a successful SEO strategy.
Listen now to discover:
How to make improvements to your site TODAY
Common misconceptions about Google updates, and what to actually look out for
The importance of intelligent keyword targeting
Striking the balance between value-rich content and SEO content
What Kyle believes are the fundamentals that account for 60% of SEO success
Welcome to the next episode in our Subscription Think Tank series!
In this episode, we'll be interviewing Andres Glusman, CEO of Dowhatworks, to discuss the science behind split testing, and how subscription businesses can test and iterate quickly in an ever-changing digital world.
Listen now to discover:
How to be efficient with split testing
Common misconceptions about split testing, the truth and the myths
The importance of agility, automation, and tech flexibility
What data Andres recommends gathering to make the most out of audience insights
Why Andres believes it's crucial to learn from other industries
Take a look at the audio version of our latest blog: Reviving Readership: How to Implement a Successful Win-Back Strategy
Welcome to the next episode in our Subscription Think Tank series!
In this episode, we'll be interviewing Evgeniy Medvedev, Head of Partnerships at Rarible, to discuss web3 opportunities, NFTs, and what the future holds for media and subscription companies in an ever-changing digital world.
Listen now to discover:
Why launch an NFT project- and how to do it the right way
What 'gamification' means, and it's uses for building strong communities
Evgeniy's predictions about the future of media in web3
Common misconceptions about NFTs, the truth and the myths
Take a look at the audio version of our latest blog: Building Authority in Google's New Algorithm
Welcome to the next episode in our Subscription Think Tank series!
In this episode, we'll be interviewing Marisha Lakhiani, VP of marketing at Mindvalley, to discuss rapid subscription growth, lifelong communities, and how to market products during the economic squeeze.
Listen now to discover:
Why A/B testing stretches beyond what most marketers do
How to create bestselling products by listening to audience feedback
How Mindvalley built strong communities full of brand ambassadors
Marisha'a tips for a good upsell and cross-sell strategy
Take a look at the audio version of our latest blog: Trust: The Key to Long-Term Retention
Welcome to the next episode in our Subscription Think Tank series!
In this episode, we'll be interviewing Matthew Holman, Co-founder and Head of Growth at Qpilot, to discuss conversion optimisation, churn, and consistent experiences in physical product subscriptions.
Listen now to discover:
- The churn and retention feedback loop
- Page optimisation and boosting conversions at every step of the customer journey
- Matt's tips for a robust subscription business model
- Why personalisation is becoming even more crucial today
Welcome to the next episode in our Subscription Think Tank series!
In this episode, we'll be interviewing Scott Hurff, Tinder innovator and Churnkey Co-founder, to discuss subscription innovation, personalisation and churn prevention.
Listen now to discover:
Why Tinder chose the subscription route in an industry dominated by other models.
Future product innovation in subscriptions.
Why personalisation is crucial to customer satisfaction.
Common churn issues and the do's and dont's for reducing churn.
Take a look at our audio version of our latest blog: Intelligent Paywalls and Dynamic Paywalls: Similarities and Crucial Differences.
Digital publishing has faced enormous hurdles and undergone drastic changes this year.
But although these changes have posed challenges, they’ve also opened the doors to plenty of opportunities to stand out, lead in the field, and grow revenue.
The key to success lies in anticipating what to expect for the future, and building strategies to capitalise on those trends.
So how can publishers best prepare?
In this audio guide, we’ll delve deep into the current evolving trends that give good predictions for the future market.
Listen now to:
Discover the top consumer trends influencing advertising, content consumption, and user experiences.
Get up to date with evolving technologies being tested by leading publishers as we speak.
Learn why communities will play a big role in the longevity of publishing brands.
Find out why SEO strategy is changing, and how you can capitalise on the new shift in the search algorithm.
Discover 5 key steps to future-proofing your business.
And much more!
If you'd prefer to read this e-guide instead, please download the pdf version here.
Welcome to the next episode in our Subscription Think Tank series!
In this episode, our Finance Director, Jamie Walker, interviews Evalian's Head of Data Privacy and Protection, Ray Orife, to discuss what makes a good data privacy strategy, and how digital publishers can ensure they are compliant with data law.
Listen now to discover:
Why data consent is so important for the future of digital publishing
How GDPR differs from CCPA
Which publishers do well with data protection, and how to emulate them
Ray's predictions for the future of data protection (and how to keep up)
Welcome to the next episode in our Subscription Think Tank series!
In this episode, our VP of Marketing, Sibel Ugur, will be interviewing our Creative Director of product development, James Counter, to discuss how digital publishers can excel with user-centred design.
Listen now to discover:
Why design consistency is so important for conversions and engagement
How to strike the right balance between ads and a good user experience
Which publishers do well with user design, and how to emulate them
Key steps to good user-centred design
Welcome to the next episode in our Subscription Think Tank series!
In this episode, our VP of Customer Experience, Andreas Martin, will be interviewing Deputy Managing Director of FT strategies, Aled John, to discuss how subscription businesses can survive the rise in living costs.
Listen now to discover:
Why having an engaged customer base is so important for long-term success
If data and automation will ever replace the work of skilled editorial teams
Common churn triggers to look out for
Key steps to boosting subscriber engagement
Welcome to the next episode in our Subscription Think Tank series!
In this episode, our CPO, Chris Scott, will be interviewing Robert Manly of Amazon Advertising to discover how he manages stakeholders from the wider Amazon business, and how Ad tech and Subs tech can work together in harmony.
Listen now to discover:
- How Amazon Advertising’s targeting extends into the broader internet
- How the Amazon Advertising team interacts with the rest of the wider Amazon business
- How Amazon Advertising use data analytics to give them an edge
- How Ad tech and Subs tech can work together to achieve more
Welcome to the next episode in our Subscription Think Tank series!
In this episode, our COO, Felix Danczak, will be interviewing renowned media and communications adviser, Julian Dickens, to discover the essential lessons digital publishers can glean from telecom and streaming industries.
Listen now to discover:
- Parallels between bundling in the OTT industry vs. news & media, and the joint challenges both industries will have to overcome
- How content-driven acquisition and retention works in TV and streaming, and how digital publishers can learn from those experiences
- The Washington Post's 50 year subscription offer (and why packages like this might not be such a crazy idea)
- The 'test and iterate' approach successful streaming businesses are using today
Welcome to the next episode in our Subscription Think Tank series!
In this episode, our VP of customer experience, Andreas Martin, will be interviewing Rosie Taroghion of Gousto to discover how they created exponential success in the subscription box space, and how customer lifetime value plays an important role in the success of any subscription business.
Listen now to discover:
- Why referrals were so effective for Gousto, and how they can be applied in other subscription businesses for rapid growth
- What the secret is to Gousto's rapid innovation, and how they approach testing new ideas
- How new technology is helping subscription businesses of the future
Welcome to the new Zephr Podcast Series: The Subscription Think Tank!
In this series, we'll be interviewing experts from other subscription industries to gain valuable insights that digital publishers might have otherwise missed.
Each episode will delve into the success of a different subscription business, or uncover the secrets to solving some of the most challenging issues digital publishers face today.
In this launch episode, our VP of marketing Sibel Ugur will be interviewing Dipika Sawhney of Salesforce to discover why a customer-first approach is so effective in marketing today. Listen now to discover:
- Why big tech companies are often ahead of the curve when it comes to subscriptions
- What consumers look for from products today
- How AI benefits subscription businesses
- Dipika's predictions for the future of subscription businesses
In this episode Scott Howland is joined by Arjun Saksena (Founder & CEO of Humanic) & Max Nimaroff (GM of Subscriber Experience at Doordash). Together they look at the ways subscription businesses are facing current challenges, as well as how the not-so-distant tech of the future could help us achieve big wins.
- What is product-led growth and why does it matter?
- Why outcome-based metrics are the campaigns of the future
- How top companies keep up with changing customers and reach new segments of people
- How passive business tools could help subscription managers get more done with fewer resources.
In this episode Scott Howland is joined by Nick Corey of Free Interviews Now. They look at some out-of-the-box thinking behind successful podcasts, and why interviewing is a format for sharing information like no other.
- Why Nick loves being a podcast host
- Why podcasts are becoming so popular
- A novel new take on content creation
- How to structure a good podcast
- Ways to get the most value out of podcast guests
In this session, Scott Howland is joined by Shannan Bowen and Jessica Gilbert of McClatchy. Covered in the session are thoughts on the local news movement, how McClatchy continues to support this mission, how story design became key, and how leveraging dynamic user experiences is helping drive value for the organisation.
In this episodes, Scott Howland is joined by James Hewes, CEO of FIPP. They discuss the ever changing publishing landscape, covering off James experience over the years, from the BBC, working in the Middle East, to now at FIPP and their new membership approach.
In this episode, Scott Howland is joined by Ryan Sholin of Wordpress VIP. They discuss DXP vs Agile CMS, best of breed approaches, soccer dads and much more.
- What is a DXP?
- What’s an Agile CMS?
- Best of Breed vs All in One
- Speed to Market
In this episode, Scott Howland is joined by Ollie Henderson, founder of Bamyazi and current CEO of Odin. They look at the future of work, and discuss ways in which this has carved out a new future for not only publishing and media houses, but businesses as a whole.
- What is the future of work
- Working less...lazy?
- The flipped workplace
For more: https://futureworklife.substack.com/
In this episode, Scott Howland speaks with Karsten Madsen, CEO and Founder of Morning Score. They discuss actual real figures from Morning Score's scaling subscriptions looking at Cost of Acquisition, Customer Lifetime Value and how this affects the growth of a business.
- What is Cost of Acquisition (CAC)
- How this relates to Lifetime Value
- Real Morning Score examples
In this episode, Scott Howland is joined by Shawn Azman of Vidora. They discuss about being in the era of Data Driven Marketing and how you can be effective using Customer Data in your strategy.
- Data Driven Marketing
- Using Customer Data
- Machine Learning Pipelines
- Travis Scott & Champagne
In this episode, Chris Scott, Zephr's Co-Founder and CPTO) talks to us about User States and why these are relevant and key for today's publishing and media industry.
- What are user states
- How’s it relevant for today’s publishing and media industry
- Understanding retention and your customers’ lifecycle
- How do you keep users engaged
- Identifying markers for customer churn
- Challenges media and publishing will face in 2021
In this session, slightly different tact, with a recording of our fireside chat at the FIPP World Congress where James Henderson (Zephr CEO) interviews Julian Thorne (Chief Customer Officer - Dennis Publishing), Debora Brooksbank-Taylor (CTO & Programme Director - New Scientist) and John Schaefli (Chief Revenue Officer - FIPP).
Building Customers for Life
- Recording of the FIPP World Congress Session
- The cultural shift in publishing monetisation and approach
- How tech relates to this change of approach and model...
- Key outcomes - what you should focus on
- What does success look like
In this episode Scott Howland is joined by Robbie Kellman Baxter of Peninsula Strategies, or maybe better known being the author of The Forever Transaction and Membership Economy. They caught up about Subscription Strategies, why they're so popular and why Robbie herself fell in love with this business approach.
- Why Robbie loves recurring revenue strategies
(clue, stems from Netflix!) - Why they are becoming so popular
- The shift from one-time to recurring relationships
- Curation, replenishment and access subscriptions
- The Forever Transaction and Membership Economy
- Taylor Swift, Lizzo and a glass of white wine!
In this episode, Scott Howland is joined by Ricardo Molina of Brightbull, who's an expert in all things B2B Publishing and Events. Today they discuss:
- What’s happened to the events industry
- Iteration and Pivots
- Key Pillars for Digital Transformation
- Products, Data, Tech/Tools, Process & People/Teams
- TEQUILA!
How Advertising and Subscriptions Teams Can Work Together to the Same North Star!
- What’s the difference between ads and subs teams
- Is there a mindset difference
- How teams can ensure they work closely together and not fight against each other
- How can publishers drive both ads and subs side by side?
In this weeks episode, Justin Wohl, CRO Salon.com, is talking with Scott Howland about creating a publishing strategies and other new ways to monetize content.
- What is a publishing strategy
- How has the landscape changed
- Marie Kondo’ing your business
- Newer revenue strategies
- Key tips to apply to your strategy
We're back with Zephr Podcast Sessions, and Scott Howland is interviewing Grzegorz Piechota of INMA. In this session we learn about reader revenues, customer value chains and good ol' Oxford beers!
- What are reader revenues
- How does this relate to the customer value chain
- Gaining customers and retaining customers
- Growing customer relationships
- The future of reader revenue...
This episode, Scott Howland is joined by Bianca Allan of the Financial Times. They discuss marketing strategy and cross collaboration between agencies and publsihers in the strategy/performance world!
- What does this mean?
- What are strategic agencies?
- What are performance agencies?
- Best ways in which to align as one business
- Benefits to removing competition
- Top tips to align agencies and collab
This episode hears incredible insight from Richard Harding, Group CTO, of Haymarket Media, who is interviewed by Scott Howland. They discuss where to start when taking a global role, and some great insight into this incredible career.
- People, Process, Technology
- Technology for technology's sake
- Great conversations, why this matters
- TechnologyChiefs
- Punk IPA and Swedish House Mafia
- Plus some great insight from Richard’s incredible career across organisations like Heathrow and Haymarket Media
Scott Howland is joined by Rob Kinsella, Head of Client Solutions, at the Irish Times. Today they discuss how leveraging client relationships can help with continuous monetisation of publishers, and also a look into the future of publishing!
- Background of the Irish Times
- What does the Head of Client Solutions do?
- What are client relationships?
- What does the future hold for monetisation in publishing?
- Oasis, Leeds Leeds Leeds & Guinness!
In this Zephr Podcast Sessions, Scott Howland is joined by Raoul Monks, Founder and Director of Flume Sales Training. They explore the shifting perspectives in sales and how pivoting your sales strategy could be the best thing for your business this year.
- Why are perspectives shifting?
- The rules book has been ripped up, what does this mean?
- If people aren't up for changing, what's going to happen?
- Top tips for navigating these changes?
- Dead Pony Club & a great Bon Iver track!
LinkedIn - https://www.linkedin.com/in/raoulmonks/
Flume Sales Training - https://flumetraining.com/
On this episode, Scott Howland interviews Florian Bauer of Vocatus AG. Florian is a behavioural pricing expert, looking at the psychology around both buyers, sellers and the pricing models available.
- What is Behavioural Pricing?
- How does it work?
- Success Stories?
- Best practices for behavioural pricing
- Gin and Tonic & Beethoven’s 9th!
Florian Bauer - https://www.linkedin.com/in/florian-bauer-9623231/
Vocatus AG - https://www.vocatus.de/
In this session, Scott Howland, talks with Simona Zanette, MD Hearst Digital SA, on how they're adapting and changing their revenue streams. Key areas include live events and white label of their content hub.
- Current Revenue Streams for Hearst
- Hearst Live - Event Focused Revenue
- Content Hub - White Labeled Revenue
- Adapting to New Ideas and Change
- The Future of Revenues
This week on the Zephr Podcast Session, Scott Howland interviews Josh Bloom, previous Head of Video at Mumsnet. They talk about leveraging video and strategies around this.
- Why brands leverage video
- Is it as easy as using an iPhone?
- Key benefits of video in your strategy
- Examples of it working well at Mumsnet
- Top tips to starting your video strategy
Scott Howland is back again, this time interviewing Jeppe Bjerrum of Jysk Fynske! They discuss how Jysk Fynske managed to very successfully r educe their churn through various different touch-points and methods, and also how behavioural pricing encouraged them not to heavily discount.
- How Jysk Fynske reduced churn!
- Creating subscription value quickly!
- From 5% to 15% churn savings with one technique!
- Top 3 ways to reduce churn
This week sees Scott Howland interview David Lockie, Founder of Pragmatic. They discuss all things Web Monetisation and key ways to maximise revenues.
- Solving the revenue maximisation problem
- Why is publishing evolving so fast
- User centric experiences
- Top 3 ways to diversify revenues
- Bison beer
We review and digest the brand new report conducted by the brilliant Collingwood Advisory - Growth Amid Uncertainty. Joining Scott Howland today is Collingwood Advisory's Piers Bearne, CEO, and Jen Thoroughgood, CPO.
Link to Report - https://bit.ly/2BSXY1o
Over 100 B2B Media and Events CEOs and Founders were all interviewed discussing their priorities, success criteria and challenges for 2020. Collingwood Advisory also have some key recommendations for anyone in this space! A MUST LISTEN!
On today's Zephr Podcast Session, Scott Howland interviews John Schlaefli, CRO, of FIPP. With the unprecedented times that we've faced, FIPP have had events postponed, cancelled and revenues have had to pivot. We dive into more of this in this latest episode!
- Full Strategic Pivot
- Drastic Revenue Changes
- Jumping on Webinars
- What the Future Holds
- Guinness and Cider!
CEO and Founder of Martech Alliance, Carlos Doughty, joins Scott Howland in this latest Zephr Podcast Sessions episode. They discuss the best steps to navigate the martech landscape, choosing your stack and what best-of-breed means.
- Navigating the Martech Landscape
- 4 P’s of Martech
- Features vs Functionality
- 90’s Hip-Hop, Tequila and layers of a cake!
GM of Mantis (A Reach PLC company), Ben Pheloung, is today interviewed by Scott Howland of Zephr. This episode covers the world of keyword blocking and brand safety and ways in which publishers and advertisers can ensure there are no more missed opportunities.
- What is Brand Safety
- Why are publishers losing revenue
- What do Peppa Pig, Mel B & Shoot have in common?
- Ensuring no more missed opportunities!
Join us on our latest Zephr Podcast Session, this week featuring Martin Maynard of Spread the Word Media. This week Scott Howland interviews Martin about the COVID-19 crisis, and how it's still ok to sell, it's just techniques that's had to change!
Key Features:
- Championing Innovation
- Trusted Advisors
- Spearheading Communications
- Pharrell Williams and Hop House Lager
Another Wednesday, another podcast! This time, Scott Howland is interviewing Tor Jacobsen of Schibsted. They cover some key areas in the subscription journey including:
- How Schibsted drives their Subscriber Strategy
- Subscriber vs Ad Revenue
- What’s the key drivers of Subscriber growth
- Top tips for starting a brand new subscriber strategy
CEO of Browsi, Nate Zenou, joins Scott Howland of Zephr for this episode of Zephr Sessions. In this episode, Scott and Nate discuss optimising ad inventory.
- Subscriber vs Ad Revenue
- What does view-ability mean for advertising?
- How you can increase view-ability
- Leveraging AI for Ad Optimization
In this podcast Scott Howland of Zephr interviews founder and MD of Martech Tracker, Jordan Adams. Some of the key themes cover the conflict zone, why marketing and sales are disconnected and answers to the following questions:
- What are demand and lead generation?
- Why do people confuse the two?
- How you can nurture demand to produce strong leads
- Top 3 tips for implementing a demand generation strategy
Deputy Head of Product, Richard Holden, is interviewed by Scott Howland of Zephr on being a Product Manager at a tier 1 publisher. In this podcast, Richard and Scott discuss:
- Why The Economist focused on a whole new codebase
- What does Product Manager mean within a publisher
- Building a mobile app to focus on subscribers
CEO of Mather Economics Matt Lindsay is interviewed by Scott Howland of Zephr on the importance of Propensity Modelling. In this podcast, Matt and Scott discuss some key questions:
- What is Propensity Modelling and how can it transform subscription businesses?
- How can understanding Propensity to Buy drive acquisition and reduce CAC costs?
- Why should you use Propensity to Churn metrics to manage upsell?
CEO of Big Wheel Consultancy Julian Thorne is interviewed by Scott Howland of Zephr on the importance of Customer Lifetime Value. In this podcast, Julian and Scott discuss:
- What Lifetime Value (LTV) is and why it matters,
- How LTV is measured, and what it tells you about acquisition, churn and retention,
- How applying LTV metrics can change your business model and drive revenues,
- What strategies to adopt to improve LTV.