| |

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.


Your Trainers

Helen Coetzee

Helen Coetzee
Co-Founder & CEO

Dominic Bird

Dominic Bird
Senior Marketing Associate

What's included?

  • Online training course for your team
  • Digital Course Pack including templates and other resources
  • Recorded video of session 
  • Max. of 6 team members per course for optimal interactivity
  • 90 minute private, personalised consultation with an MPG subject matter expert

Claire Urry Executive Director China-Britain Business Council

MPG delivered a great series of tailored marketing workshops for the team at China Britain Business Council. This helped us formulate our membership growth strategy and gave us useful, practical guidance on improving our digital marketing tactics.

Irene Schultz-Gerstein Senior Manager Association of the Luxembourg Fund Industry (ALFI)

The marketing training MPG delivers is very valuable. We’ve gained new knowledge and skills about the latest content-led and digital marketing techniques – essential for communicating with our international audience of senior business executives.

Toby Daniels Founder Social Media Week (acquired by Adweek)

I cannot recommend MPG highly enough. Their commitment and unique expertise in data-driven, digital and integrated marketing has been very valuable to Social Media Week. They’ve been instrumental in helping us build our brand and community online and offline, and their product marketing performance has also been very strong. We’re delighted MPG has been on our team!

Chris Lester Head of Events Bauer Media

The consultancy, outsourced marketing and inhouse training MPG has delivered for Bauer has been brilliant. We’ve enjoyed working with various MPG marketers and specialists – they’ve become part of our team!

 Colette Leong-Son Managing Director, Events Infopro Digital

MPG has delivered excellent training courses for Infopro Digital’s marketers. Their practical techniques have made a great impact. I have no hesitation in recommending MPG as a safe pair of hands when it comes to upskilling your marketing team!
Get in touch

Trusted by leading organisations & brands globally

  • Ascential
  • Financial Times
  • Informa
  • ALFI
  • InfroProDigital
  • ABTA
  • Procurement Leaders
  • PEI
  • China Britain Business Council
  • BauerMedia
  • Questex
  • Future Insights Network
  • Newton Media Group
  • Strategy Institute
  • Soko Media
  • Clear Path Analysis
  • Arden Media
  • Sense Media
  • CIOT

Find out more about masterclasses

Choose from a range of masterclasses where your team can ask questions and discuss current challenges in a private, 'closed door' environment.

Bespoke in-house training

Upskill your whole marketing team with direct access to our trainers. Get training specific to your needs and in a format that suits you best.

Receive MPG Insights