As subscription organizations scale, one of the trickiest challenges they face is entering international markets. While they often focus first on things like managing local currency, translating copy into local languages, and ensuring compliance with local regulations around privacy, securities and recurring billing, these tactical steps are only table stakes. It takes much more than that to truly localize the subscription experience for a particular region.

Today, host Robbie Kellman Baxter and her guest talk about what it really takes to grow your subscription rapidly outside of your home country. Renate Nyborg is an expert on globalization strategies for subscription-based business. Prior to her current role as General Manager of the EMEA region for Tinder, she spent many years helping two of the world’s biggest subscription companies and many small and fast-moving European subscription startups learn to compete on a global stage.

In this wide ranging conversation, Robbie and Renate discuss how to staff your first international program, the biggest mistakes American subscription businesses make when scaling into Europe, and the most powerful secret to increasing lifetime customer value, not just in Europe, but everywhere.