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