Robbie Kellman Baxter - The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

Praise for The Forever Transaction

The future belongs to businesses who transform their interactions with customers from mere transactions to meaningful engagements that create long-term fans. Robbie Baxter is an expert guide to this powerful business model. Read this book and start transforming your business now!

Chris Capossela, Chief Marketing Officer and Executive Vice President, Microsoft

Robbies work is an essential blueprint for any company or organization looking to build strong and lasting relationships with their customers.

Mike Argon, Senior Vice President of Content, Twitch

Subscriptions are all the rage these days, but to stand out and truly capitalize on their potential a business must start and end with a solid understanding of its customers. Baxters excellent book shows you exactly how to do this, with fresh case studies and practical tools that spell out what it really takes to ensure that forever is just that.

Marco Bertini, Professor of Marketing, ESADE Business School of Barcelona, Spain

When customers become community members, business is transformed. The Forever Transaction offers an insiders perspective for making this shift in all kinds of organizations. This is the future of business, but you can get there today.

Gina Bianchini, Founder and Chief Executive Officer, Mighty Networks

In the world of SaaS, subscription pricing is just the beginning. Baxter shares the secrets of how you keep your business model current and relevant for your subscribers. Baxter is a guru on subscription and membership models. She shares her pro tips and her passion here about how to steer your business to the future.

Zac Bookman, Chief Executive Officer, OpenGov

Kudos to Baxter for another home-run book. She has a flair for breaking down complex business concepts into bite-size chunks. She shares real-world examples that de-mystify the technical aspects of membership-building, making it accessible to anyone. Whether you lead a company, association, or nonprofit, this book is a must read if you want to thrivenot just survivein todays Membership Economy.

Leslie Crutchfield, Executive Director of Business for Impact at Georgetown Universitys McDonough School of Business and bestselling author of How Change Happens

The Forever Transaction is an essential read for any business seeking to leverage the power of subscriptions to engage and retain customers.

Nir Eyal, bestselling author of Hooked and Indistractable

The growing excitement for subscription-based business models is matched by the danger that poorly managed programs (and expectations) can be their downfall. Executives need clear advice backed by years of world-class experience in this domain, and no one can bring it better than Robbie Kellman Baxter. The Forever Transaction is the best, most indispensable set of best practices Ive ever seen on building and sustaining a subscription-based business model.

Peter S. Fader, Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania and bestselling author of Customer Centricity and The Customer Centricity Playbook

The rise of the cloud and mobile technologies, combined with the declining cost of storage, has led to new competitors in every industry. Choosing the right metrics makes all the difference and retention is now one of the most important. Robbie can show you how to establish a forever transaction with your customers.

Sarah Friar, Chief Executive Officer, Nextdoor, and Board Director of Walmart and Slack

Member-centricity is the core of successful associations and, increasingly, thriving companies. In The Forever Transaction, Robbie Baxter captures the techniques that Amazon, Netflix, LinkedIn, and others are using to build sustained customer relationships. Leaders of any membership organization can gain insight and practical tips from Robbie Baxters book.

John H. Graham IV, FASAE, CAE, Chief Executive Officer and President, American Society of Association Executives (ASAE)

Read this book alongside The Membership Economy to discover the magic ingredients of long-term membership success.

Tom Greene, Chief Operating Officer, Wizarding World Digital, Official Hub for Harry Potter and Fantastic Beasts

Robbies first book, The Membership Economy, became my companys North Star as we made the transition to a membership model. The guidance she provides in The Forever Transaction is equally as compelling, even visionary. If youre creating or running a subscription business, this is a great road map.

McKeel Hagerty, Chief Executive Officer, Hagerty Group, and Global Board Chairman Emeritus, YPO

Subscription models are disrupting nearly every industrydont be left behind. Robbie Baxter is the expert on how to start, scale, and sustain forever transactions. The Forever Transaction provides the soup-to-nutsand secret sauceguide on how to attract and keep the best customers by tailoring a value-laden offering that meets their need while growing your business.

Whitney Johnson, bestselling author of Disrupt Yourself and Build an A Team

Recurring revenue is the holy grail, and Robbie Baxter is giving us the map to find it. Building on 15 years of experience in Silicon Valley and beyond, Baxter provides fresh case studies and practical tools to disruption-proof your organization.

Charlene Li, Founder and Senior Fellow at Altimeter, a Prophet company and bestselling author of The Disruption Mindset

Baxter offers clear and actionable advice with a global perspective for any organization looking to improve customer lifetime value and grow a sustainable subscription business.

Philip Lindqvist, Chief Strategy Officer and Head of Distribution, Bonnier Broadcasting

If youre looking for a blueprint on how to succeed in the membership economy, this is it. Robbie Baxter has extensive knowledge of the subscription business model, and fortunately for entrepreneurs everywhere, she put it in writing.

Nick Mehta, Chief Executive Officer, Gainsight

Robbie has built a powerful practical guidebook to help companies thrive in the membership world. The Forever Transaction provides a framework to help transform your business, building customer loyalty and revenues for a lifetime. Masterfully done!

Rajesh Ram, Cofounder and Chief Customer Officer, Egnyte

In this book, growth strategist Robbie Kellman Baxter teaches the most important business strategy of our time: creating enduring relationships with customers. Through accessible research and practical guides, The Forever Transaction takes the mystery out of what it takes to create a forever organization.

Lisa Kay Solomon, Designer in Residence at the Stanford d.School and bestselling coauthor of Moments of Impact and Design a Better Business

Companies that sell products to strangers arent going to last long in this new subscription economy. This is an excellent playbook for any organization looking to launch a sustainable membership strategy.

Tien Tzuo, Founder and Chief Executive Officer, Zuora, and bestselling author of