The 16-Year Evolution of a Global Subscription Pioneer with Babbel’s CRO and US CEO Julie Hansen

Episode 56 May 24, 2023 00:34:45
The 16-Year Evolution of a Global Subscription Pioneer with Babbel’s CRO and US CEO Julie Hansen
Subscription Stories: True Tales from the Trenches
The 16-Year Evolution of a Global Subscription Pioneer with Babbel’s CRO and US CEO Julie Hansen

May 24 2023 | 00:34:45

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Show Notes

Based in Germany, and a global leader in digital language learning, 16-year-old Babbel was part of the early wave of online subscriptions. When they launched, subscription pricing was unusual and controversial. The early team even had to develop their own Subscription Engine to support the business. My guest today, Julie Hansen, has led the company’s expansion to North America, as well as their evolving overall business strategy. In our conversation, we discuss the differences between European and US-Based Subscription best practices; how to make the case for investing in features that drive engagement, rather than just acquisition; and how a first mover can stay nimble even as the competitive landscape grows more crowded.

 

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