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Smart pricing strategies are the best-kept secrets of the subscription leaders, and INMA reveals some of those in this session moderated by Suzi Watford, former chief marketing officer and executive vice president of consumer at Dow Jones and The Wall Street Journal. Eva Ascarza, associate professor of Harvard Business School, starts the discussion with maximising subscriber lifetime value and sharing research and best practises in proactive retention management. Next we dive into dynamic pricing models with insights from Bild's pricing experiments from Daniel Mussinghoff, director premium, Bild, Axel Springer. Designing and communicating benefits is up next with Styli Charalambous, chief executive officer of the Daily Maverick. Maria Sgromo, head of subscriptions for RCS Media and Patrick Appel, director of research with the Piano Group, then dive into pricing for acquisition and retention, sharing benchmarks from Piano customers across the world. Planning, scaling, and learning from experiments at The Wall Street Journal is the topic when Peter Gray, vice president of product at Dow Jones talks about embracing experiments. Lastly, Alexandra Beverfjord, dditor-In-chief and chief executive officer of Dagbladet shares the digital subscription growth toolbox of Dagbladet in Norway.