Subscription Billing Blog

Profile

Kevin Cancilla

Kevin is an industry veteran with extensive experience in strategic marketing for enterprise software companies and SaaS-based businesses. His 15-plus-year track record includes developing integrated multi-channel marketing programs and partnerships that yield financial results, expand the customer base, increase market share, and build brand affinity. Prior to joining Vindicia, Kevin held senior marketing positions at STEALTHbits Technologies, Tripwire, Epicor, Baan, and Adobe Systems. He holds a BSBM degree in marketing and business management from the University of Phoenix.

  • Job Title

    Head of Global Marketing

Kevin Cancilla

Blogs by the author

Netflix is losing old shows while promoting its original content.

Is Netflix abandoning its roots?

October 17, 2017 | Kevin Cancilla

In the Hulu vs. Netflix battle, the latter company appears to be taking an interesting strategy.

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What does the future hold for paid-for digital content?

October 10, 2017 | Kevin Cancilla

Publishers looking to the future need to make channel revenue predictions. A new research report from Vindicia, together with MTM, provides fascinating insight.

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Comcast is creating bundles to provide solar power for residential customers.

Creating bundles to increase acquisition and reduce churn

October 5, 2017 | Kevin Cancilla

Telco bundles shouldn’t be limited to video or messaging. Telecommunications companies can partner with any service provider that operates on a subscription billing business model.

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Telcos have recently taken two approaches to the OTT issue.

OTT partnerships vs. independent products: Which is better?

September 27, 2017 | Kevin Cancilla

Over the past two years, telcos have realized they can’t let the OTT market take away subscribers and saturate their infrastructure. The two approaches they’ve taken in response each have their pros and cons.

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Many news outlets are adopting a video-first strategy.

Online news publications converting to video

September 21, 2017 | Kevin Cancilla

Publishers shouldn’t forget to encourage viewers to become paying subscribers.

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Subscription companies can spend more on customer acquisition.

3 acquisition costs you don’t want to forget

September 13, 2017 | Kevin Cancilla

Businesses should make note of these three metrics when tracking customer acquisition costs.

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Use these tips to convert SaaS trial users.

Encouraging SaaS trial users through the sales funnel

September 1, 2017 | Kevin Cancilla

What makes active trial users more likely to purchase a software as a service (SaaS) product?

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Amazon sales reached their highest ever on Prime Day 2017.

What has Prime Day taught us about subscriptions?

August 23, 2017 | Kevin Cancilla

Amazon Prime Day’s increasing popularity is evidence of the benefits of giving subscribers additional, exclusive perks.

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Your SaaS marketing strategy should include content and publishers.

Two channels to add to your SaaS marketing strategy

August 8, 2017 | Kevin Cancilla

Multichannel marketing is important, but which channels work best to reach SaaS customers?

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