At Incisive Media, Andy Burden worked on the Financial Services Forum – reshaping its pricing strategy by connecting positioning, packaging and pricing directly to what the audience actually needed. Pricing hadn’t been touched in a long time before this work, and there was real internal debate about whether to move it at all. The leadership […]
One leader, three companies: why the same person keeps calling Substribe back in
One relationship, four brands, three companies. This isn’t a Substribe origin story about one lucky client – it’s a pattern worth naming, because it says more about how discovery-led work earns trust than any single case study can. One CEO has brought Andy Burden in at every company he’s led: Computing and the Financial Services […]
Computing (Delta): testing a new product at Incisive Media
Before Substribe, Andy Burden worked with Computing, one of Incisive Media’s technology titles, to test Delta – a new market-intelligence product. Delta needed to prove itself with a new audience before Computing would commit to it fully. That meant the same discipline that now defines Substribe’s approach: don’t build on assumption, test the proposition with […]
Real Deals Media: finding the framework already inside the subscription
Real Deals Media’s CEO called Substribe in – the latest chapter in a relationship that goes back years. He has brought Andy Burden in at every company he’s led: Computing at Incisive Media, the Farmers Guardian reboot at Arc, and now two brands at Real Deals Media – Real Deals and The Drawdown. This time […]
PEI Group: from events to membership engine
How a Substribe discovery sprint created the blueprint for a recurring revenue model Triple Revenue. Quadruple EBITDA. Moved to a flagship buyout fund. PEI has a long history of relationships with the people who run private equity, private credit, infrastructure and real estate capital. Editorial credibility across every major asset class. A community of investment […]
AgriConnect: Long Term Impact Of Customer Discovery
When Farmers Guardian was acquired in 2021, it needed a reboot. Investing time in understanding your customers’ situation compounds growth. AgriConnect recently told ‘A Media Operator’ that the business is “on course for increased revenue and profit, driven by the digital growth across media advertising, sponsorship and memberships.” Digital-only subscriber numbers have grown 119% year-on-year. […]
NRR may stunt your growth
The £20-30M business intelligence company where high growth was hiding a crisis (this Substribe case study is on a NDA). Executive Summary The Impact: Improvement in revenue stability (GRR: 71% → 91%) whilst switching from volatile to sustainable growth. The Story: A PE-backed data intelligence company with 130% NRR. Substribe highlighted they were heading for […]
Seat based selling is killing your value
Your customers don’t believe the value of a subscription depends on the number of seats they use. After years of speaking with people who buy information for their organisations, here’s what I think the exam question for b2b information brands is: “Will this information improve our customers’ performance in a way their organisation cares to […]
10 Home Truths about B2B Subscriptions and Memberships
A home truth is an uncomfortable fact someone needed to hear but wasn’t being told. Not an opinion. Not a perspective. A thing that is true, that you may have been avoiding, that someone who cares enough to be straight with you will say out loud. I’ve been inside subscription and membership businesses since 2001, […]
Build your solution around a decision. Or someone else’s AI will.
Someone told me recently that B2B information businesses need to work on their visibility problem. More brand. Make sure you’re seen. I reckon you can be wearing high-vis vests holding signs saying “defendable data this way”. Doesn’t matter if you’re not supporting a decision. If your leadership team can’t name the decision your product enables […]
