Robbie Kellman Baxter

Companies like LinkedIn, Amazon and Salesforce have created forever transactions with their customers by incorporating subscription pricing and community connections into their business models. As a result, consumer expectations about what membership means have changed dramatically. What can your organization do to leverage this massive transformation to engage customers, build loyalty and establish predictable revenue? What lessons can be learned from for-profit membership models? How can you optimize pricing, including use of subscriptions, free trials and freemium offerings to expand engagement? In this interactive session, we’ll focus on how to structure offerings (both online and offline) that will appeal to longtime members and prospects alike.

With the explosion of subscription-based businesses, business customers and consumers alike are becoming increasingly sophisticated. Expectations are high, and competition is fierce to win the engagement and loyalty. Robbie Kellman Baxter, a leading subscription and membership business model expert, will share how your business can take advantage of this trend, building “Forever Transactions” with every subscriber.
Robbie will go beyond the stories of subscription natives like Netflix, LinkedIn, and Spotify to provide information on the full range of business models and product features that companies can explore and apply. She will discuss specific, practical guidance on how to start, scale, and sustain such a business in a world of changing customer expectations, competitive conditions, and pushback from colleagues.

Whether you’re just getting started on the subscription path, scaling an initial success into a much larger endeavor, looking to transform your transactional business into a membership business, or even navigate a successful and profitable exit, Robbie will inspire, educate and guide you on your journey to build forever into your business model.

Most companies see only the subscription models as something to implement to stay in the market and offer the same possibilities as their competitors but there are much more than subscriptions in these models. Subscription models are successful when customers do not leave the community and their quantity reaches a minimum to cover expenses and amortization of development, but to achieve this it is not enough to do it well, the performance must be excellent. In this conference the strategic consulting expert Robbie Kellman Baxter who has helped companies such as Netflix, Oracle or Electronic Arts in their models will explain how these companies have worked on their loyalty and community building strategies, gathering good practices and advice for the audience.

Star sales people do more than just “close the first deal”. They are also thinking about optimizing the total value of that relationship from the very beginning. In an age of “everything-as-a-service, it’s increasingly important to land and expand—that is, to use that initial sale as a starting point for developing relationships across the organization, that last forever. To do that, sales professionals need to focus on the right customers, set expectations for growth with their customers, and be able to collaborate as a team with their colleagues across marketing, product and support teams. Robbie has developed LinkedIn Learning’s fundamental courses on B2B Sales, Customer Success, Business Development and Service Orientation. She brings this expertise to her keynotes. Robbie will fire up your team, help them get off the hamster wheel of small transactions, and provide them with a blueprint for more valuable partnerships with the organizations they serve.

Innovation isn’t just for startups. There is plenty of opportunity to innovate even in traditional, top-down companies—even in operational roles. Robbie Baxter will inspire your team to become intrapreneurs, leading innovation and change from inside a company. She will show you how to gauge whether your team is ready for disruption, how to find and test ideas, how to get resources and buy-in from leadership, and how to scale ideas so they are feasible for the entire enterprise. Robbie also teaches you when to throw in the towel and when to pass off projects. Depending on your goals, and available time, Robbie will give participants the opportunity to play with real world examples in leading organizations as well as within their own areas.