Best Practices in Subscription Funnel Management with Ken Houseman, VP, Product at The New York Times

Episode 65 January 10, 2024 00:28:48
Best Practices in Subscription Funnel Management with Ken Houseman, VP, Product at The New York Times
Subscription Stories: True Tales from the Trenches
Best Practices in Subscription Funnel Management with Ken Houseman, VP, Product at The New York Times

Jan 10 2024 | 00:28:48

/

Show Notes

If your subscription uses a freemium model, it can be tricky to decide what’s always free, what’s free for a while, and what’s always behind the paywall. Knowing how to manage people at each stage of the funnel can be really challenging.

Today’s guest, Ken Houseman, is an expert on both the strategy and the technology required to monetize the funnel for acquisition, upsell, and retention. Today’s conversation isn’t based purely on Ken’s work as VP of Product for The New York Times, and in no way represents the editorial perspective of the organization. Ken’s experience there, as well as his work with organizations, including Oracle, Nike, and even the US military, have shaped his perspective on managing the customer relationship.

In this conversation, we discuss why retention is the next obsession for subscription leaders, what needs to be different about how to optimize your ERP for subscriptions, and a few of the less obvious things that can go wrong on the path to conversion.

 

Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

Join the Subscription Stories Community today:

Other Episodes

Episode 58

June 21, 2023 00:33:24
Episode Cover

Mastering the "Subscription Marketing" Mindset with Anne Janzer

In the world of subscriptions, the role of a marketer is rapidly evolving. It’s not enough to acquire subscribers—you have to acquire the right...

Listen

Episode 65

December 06, 2023 00:02:03
Episode Cover

Season Five Wrap-Up and Season Six Sneak Peek with Robbie Kellman Baxter

Season 6 is launching soon, but while you wait, catch up on our most recent season. Some of Season 5’s most popular episodes include ...

Listen

Episode 32

September 22, 2021 00:38:54
Episode Cover

The Importance of Storytelling in the World of Subscriptions with GoodTrust's Daniel Sieberg

The ability to tell a good story is valuable—and not only when the story is the product, as it is in journalism. Stories can...

Listen