Learn MPG’s strategic marketing approach for retaining and upselling members/subscribers

Develop strong customer insights on your paying members/subscribers:

• Develop profile data: analyse customer demographics and how they are engaging with your membership/subscription product to gain a deep understanding of who your customers are, and how your value proposition is fulfilling their needs – or not.
• Develop personas: build a clear picture of what motivates your members/subscribers to pay for, and use, your product. Understand their problems and how you’re solving them, and understand their opportunities and how you’re helping them grab hold of, and make the most of, these. 

Build more real value into your membership/subscription over time:

• Feed customer insight into product development: build a proactive and ongoing process to ensure your product development roadmap is informed by what customers really need, want and are willing to pay for.

Communicate effectively to grow membership/subscriptions revenue via customer retention and upsell:

• Develop a messaging strategy: craft benefit-led messaging that effectively reinforces the value your customers have gained, and will continue to gain, from their membership/subscription – and reminds them about what they have access to and how to get the most out of their investment. Your marketing must convince them to renew and ideally upgrade their membership/subscription. 
• Build a multi-channel marketing plan: create a tactical marketing plan that incorporates a range of channels and techniques best suited to your brand and will ensure your message reaches your audience.
• Deploy great content: understand how to leverage content marketing as a key component of your member/subscriber retention and upsell marketing.
• Build an upselling and ABM (account-based-marketing) plan: identify key organisations you would like upsell to higher value members/subscribers and enterprise-level (multi-user) deals. Plan out your marketing and sales activity to ensure all potential users, as well as key decision-makers and influencers, receive and engage with relevant marketing communications to convince them to purchase a higher value or enterprise-level membership/subscription. 

Measure membership/subscription marketing performance:

• Set retention marketing KPIs and track performance against these: define what is possible to measure and use practical, meaningful membership/subscriber retention and upsell marketing metrics to drive stronger ROI.
• Analyse and act on membership/subscriptions retention marketing results: turn analytics and data into valuable intelligence for marketing decision-making and to drive even better membership/subscription marketing performance.

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