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Direct-To-Market: How Financial Times Found Success with B2B Licensing and Subscriptions

Name: Direct-To-Market: How Financial Times Found Success with B2B Licensing and Subscriptions
Start: 2021-11-18T00:00:00-05:00
End: 2021-11-18T23:59:59-05:00

November 18, 2021

November 18 @ 11 a.m. - 12 p.m. US Eastern Time

Members – Free | Nonmembers – $199

Like many publishers, Financial Times recognized that one-off reader subscriptions and advertising alone weren’t a sustainable model. The brand made a decisive pivot to go direct-to-market with both licensing and subscriptions, leading to surging sales and B2B customers accounting for more than 60% of its revenue today.

Join us as James Mann, global sales director of B2B content, demonstrates how the FT turned paid content into the core of its business with steps that a publisher of any size can take including,

Developing the right team, including a mix of salespeople and customer success reps
How they assess and produce content that sells
How they go to market, including identifying customers and setting contracts
How they convert lurkers to paid