Acquiring New Paying Subscribers – Marketing Challenges & Opportunities in the Covid-19 Era and Beyond The world has seen a significant increase in demand for valuable business information and intelligence in all sectors as senior executives face new challenges and opportunities arising from Covid-19’s impact. This webinar explored how expert practitioners will be taking advantage of the opportunity to grow revenue by strategically investing in subscriber acquisition marketing. Carolyn Morgan, Founder, Speciall Media EXPERT PANELLISTS Helen Coetzee, Founder & CEO, MPG Jonathan Perry, Global Marketing Director, PEI Media Olivia Jones, Head of Membership Marketing, Procurement Leaders DISCUSSION TOPICS INCLUDED: What are the key ingredients in creating a successful subscriber acquisition marketing strategy? What is the ideal size and structure of a subscriptions marketing team? Should we have some marketers focused on acquisitions and others focused on retention? What kind of marketing skills and resources do we need to deliver a strong performance? What role should automation play in the marketing and sales processes e.g. automated emails and lead scoring What should be put in place to ensure strong marketing and sales integration and strong synergies between the two functions? How do we identify the right profile of potential new subscriptions customers to go after to convert to leads? i.e. the ones likely to renew and upgrade to corporate/enterprise packages What are the subscriber acquisitions marketing KPIs we should be tracking against? WATCH REPLAYGET WEBINAR INSIGHTS × Helen Coetzee, Founder & CEO, MPG Helen has worked in B2B events and subscriptions marketing since 1998. Having spent 14 years in some of the world’s largest B2B media & event businesses, in 2012 Helen started consulting for smaller niche B2B – mostly founder-led – community focused media and events businesses. Launching MPG in 2014, Helen has built a 20-strong team of marketing strategists and tacticians focused on driving community engagement and revenue growth for leading B2B media and events brands around the world. Follow MPG on Twitter Connect to her on LinkedIn View website × Jonathan Perry, Global Marketing Director, PEI Media Jono’s career in direct marketing started out licking stamps for direct mail campaigns at his dad’s business in Sydney in the 1980s, apparently. He went on to join Telstra’s International Business Division and then on to News International which brought him to the UK in the 1990s (via a stint in India). His most recent experience has been leading PEI Media’s global marketing division for the past (nearly) ten years in London, during which time revenues have more than quadrupled – enabled by growth in both subscriptions and events. Jono has a BA Economics degree from the University of New South Wales, a post graduate marketing certification from the University of Technology NSW and a professional diploma from the Institute of Digital Marketing (UK). Connect with Jono on LinkedIn View website × Olivia Jones, Head of Membership Marketing, Procurement Leaders With over 10 years in B2B media and events, Olivia has worked within a variety of functions, sectors and subscription models. Over the past 7 years, Olivia has focused on growing both event revenues and reoccurring revenue via Procurement Leaders’ pioneering and award-winning membership model. Olivia’s currently heads up the membership marketing team at Procurement Leaders and is responsible for driving new business growth and increasing existing customer engagement. Her marketing expertise lies in demand generation through nurture programmes and lead scoring along with sales enablement coaching to ensure marketing efforts are maximised. Olivia’s strategies and efforts are known to be underpinned by data to ensure the business is making informed decisions for optimum impact. Olivia’s passion is in driving more efficient sales and marketing alignment, when sales are winning marketing are winning. Both teams are revenue drivers and that’s the engine that fuels business growth. At Procurement Leaders, it’s something Olivia and her sales leaders pride themselves on and has had a big impact on renewal rates, new business volume and new revenue. Connect with Olivia on LinkedIn View website