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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

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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What will be the latest industry to take off with subscription billing?

What will be the next big subscription disruption?

August 1, 2017 | Kevin Cancilla

Many emerging subscription services are simply repackaging of existing products: games, media, subscription boxes. What new subscription services will revolutionize the industry?

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Successfully monetizing online media requires a varied approach.

Partnering with publishers: New ways to market subscriptions

July 26, 2017 | Kevin Cancilla

Media outlets have started recommending subscriptions in addition to or in lieu of traditional products, providing benefits for both parties.

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Excellent customer service is proactive and accepts feedback.

Adapting customer service to the subscription billing landscape

July 20, 2017 | Kevin Cancilla

Subscription services shouldn’t overlook the importance of excellent customer service. The right strategy re-engages subscribers, prevents churn and can even lead to better product solutions.

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Websites an important part of the omnichannel experience.

Is it best to bow out of the fight for online revenue?

July 11, 2017 | Kevin Cancilla

Six sister U.K. weeklies removed editorial content from their websites to drive traffic to their social media pages. Was this the right move?

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Subscription services can learn a lot by observing the data of former customers.

What move should you make when subscribers leave?

July 5, 2017 | Kevin Cancilla

Active customer churn, especially in significant numbers, should compel companies to evaluate their engagement strategies. Focusing on increasing the remaining customers’ satisfaction can bring back deserters and attract new ones, killing two birds with one stone.

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Subscriptions are thriving in China while American businesses face issues attracting revenue.

Why are Chinese consumers paying for content while Americans won’t?

June 26, 2017 | Kevin Cancilla

Chinese subscription companies in all markets are thriving, and American ones want to emulate their success. But what, exactly, have Chinese creators figured out that America’s haven’t?

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