Subsets GTM brain

category

market profile

• text: Subscription publishers and streaming services need to retain and engage existing subscribers as well as acquire new ones.
• text: Retention teams use product, subscription and CRM data across fragmented engagement tools, often relying on engineering for analysis and activation.

personas

• title: Head of subscriber retention
  pains:

  • Churn intervention audiences are difficult to prioritize and explain.
  • Experiments take too long to analyze and proven treatments are not always automated.
• title: Lifecycle or CRM growth lead
  pains:

  • Subscriber data and campaign execution live in different systems.
  • Building and measuring personalized lifecycle journeys competes for scarce engineering time.
• title: Subscription revenue executive
  pains:

  • Churn and weak engagement reduce customer lifetime value.
  • Needs evidence that retention investments produce incremental results.

icp

• text: Consumer subscription publishers, streaming services and subscription apps with meaningful subscriber and behavioral data.
• text: Established subscription businesses with commercial teams, existing CRM and engagement tools, and enough subscribers to run experiments.
• text: Enterprise media is evidenced by Daily Mail's retention team appearing as a customer reference.

message pillars

• text: Find retention opportunities in existing first-party data.
• text: Measure treatments with automated experiments.
• text: Make winning interventions persistent.
• text: Give commercial teams autonomy.

objections

• objection: We already have a CRM and subscription platform.
  response: Position Subsets as an intelligence and experimentation layer that integrates with existing engagement channels.
• objection: Can we trust the model and prove impact?
  response: Demonstrate explainable behavioral drivers and controlled experiment results on agreed retention metrics.
• objection: Our engineering team is stretched.
  response: Scope data integration upfront and demonstrate how commercial users run experiments without coding.

competitors

• name: Piano
  why: Overlaps in subscriber growth and retention, while also integrating with Subsets.
• name: Zuora Zephr
  why: Subscriber experience and churn reduction platform, also an integration partner.
• name: ChurnIQ
  why: Offers churn analytics for digital subscription providers.

influencers

• name: Martin Johnsen
  url: https://techcrunch.com/2024/02/27/subsets-uses-explainable-ai-to-help-subscription-media-companies-reduce-customer-churn/?trk=article-ssr-frontend-pulse_little-text-block
  why: Co-founder and CEO quoted on subscription media and retention experimentation.

keywords

• subscription churn prediction
• media subscriber retention software
• lifecycle experimentation
• subscription customer lifetime value
• publisher retention automation
• subscriber engagement analytics

voice

• Analytical
• Commercial outcome focused
• Practical and technical

signals

• text: Publisher or streaming service is hiring for subscriber retention or prioritizing churn reduction.
• text: A subscription business has CRM and product data but struggles to scale controlled lifecycle experiments.

stack

• Piano
• Zuora
• Zephr

pricing

motion

channels

• LinkedIn
• SEO
• customer stories
• industry content

confidence

Founders

• name: Martin Johnsen
  title: Founder
  role: Founder
  bio: Martin is the co-founder and CEO of Subsets (S23). Previously worked in management consulting helping large organizations scale AI initiatives across different business functions and industries. Holds an MSc in Mathematical modeling from The Technical University of Denmark.
• name: Oliver Brandt
  title: Founder
  role: Founder
  bio: Oliver is the co-founder and CTO of Subsets.com (S23).
• name: Nikolai Skelbo
  title: Founder
  role: Founder
  bio: Co-Founder @ Subsets.