business models.

Where the Subscription Business is Going in 2020

Robbie Baxter Thought Leadership
January 16, 2020
tags business models., Membership Economy, Membership-Based Business, Saas, subscription businesses

Subscription businesses were a big deal in 2019, so what’s the forecast for 2020? Robbie Kellman Baxter shares her expertise on what lies ahead. 

I’m no fortune teller, but something about the beginning of a new year and a new decade makes me want to start spouting predictions. Actually, this isn’t the first time I have taken a crack at predictions. The final chapter of my new book THE FOREVER TRANSACTION is all about the future of subscription and membership models too.

Here’s what I think will happen.


In this post, topics covered include:

-There will be a right-sizing of the “Subscription Box” industry.

-Subscription “Managers” Will be Everywhere.

-Subscription CMOs will swing back toward strategy and away from “growth hacking”.

-Consumers will start subscribing to the thing itself, not just services and boxes.

-Big Companies will try to buy their way into the Membership Economy through Acquisition.

-Healthcare will become increasingly consumer-centric, which will lead to more forever transactions.


Read the full article, Crystal Ball: The World of Subscriptions in 2020, on LinkedIn.

How to Get on Board with the Membership Economy

Robbie Baxter Thought Leadership
December 11, 2019
tags business models., Membership Economy, product marketing

Robbie Baxter explains why companies need to prioritize their mission over their products to take advantage of new technologies and services and build a new kind of relationship with today’s–and tomorrow’s–members.

As association leaders, many of you are Membership Pioneers. Membership is something you probably have been thinking about for years. But in the last 10 years, membership has reinvented nearly every industry. Companies like LinkedIn, Amazon and Salesforce have created forever transactions of their own with their customers by using many of the tactics that are core to the deep relationships trade groups, professional societies and other not-for-profit associations have been building for decades.

But they’re using new tactics–streaming content, frictionless checkout, recommendation engines, artificial intelligence–to create dramatically improved experiences. As a result, consumer expectations about what membership means have changed. And the drivers of this new perception are not coming from other associations, they’re coming from Silicon Valley tech.

Maybe this is a good thing though. In times of great change, there are big winners, and big losers.

So what can your organization do to be one of the winners?


Points covered include:

-Product market fit

-Taking advantage of new technologies and services

-Prioritizing your mission over your products


Read the full article, Memberships Are Changing and What it Means for Your Association, on LinkedIn.