Why AI can’t make the customer discovery breakthrough for you, and what a Star Wars trench run taught Andy Burden about trusting 28 years of pattern recognition.
Aspermont: from seat pricing to enterprise decision infrastructure
Aspermont is shifting from multi-brand, seat-based subscriptions to enterprise decision infrastructure. A Substribe discovery sprint found that a single subscription seat already reaches 5.4 internal functions on average, and that finding led Aspermont’s June 2026 ASX update and its move to enterprise agreements.
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 […]
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 […]
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. […]
Trusted Networks: creating must-have b2b insights
When data is no longer asymmetrical enough to be valued in its own right, and artificial intelligence is in every nook and corner, what is the edge you promise to create for your b2b customers? For my money, it’s in the unpublished expertise hiding in groups of leaders, who sense what’s waiting around the next […]
What If Europe Fractures – And Your B2B Intelligence Is Not Ready?
How rising US versus EU tensions spelled out clearly in the US ‘2025 National Security Strategy,’ create market moving scenarios – and what global B2B information buyers and vendors should do about it. Why this “what if” matters now Across late 2024 and 2025, the temperature in Western politics has risen sharply. The US has […]
Why Expensive Pricing Strategy Divided A Company
And What To Do To Avoid It Happening To You. Your leadership team has repositioned your value proposition to the market. You’ve moved from promising “operational efficiency” to “strategic competitive advantage.” The insight is sound. The opportunity is real (in the right situations). But your teams aren’t aligned (they may be nodding their heads though). […]
Why Pricing Revolutions Fail (And What Actually Works)
You bring in the expensive pricing consultants. The analysis looks bulletproof. Market data. Competitive benchmarking. Willingness-to-pay studies. The PowerPoint deck gets board approval. Six months later? Your renewal rates are soft. Sales are negotiating around the new pricing. And your best customers are asking uncomfortable questions. Here’s what happened. The pricing revolution was done to […]
Why New Customer Wins Create Churn Problems
Do strong retention rates hide your biggest growth problem? “Our retention rates for mature accounts is good. When we reach the three year mark they’re keepers. It’s the new customers that are hurting our growth.” What Causes New Customer Churn in B2B Subscriptions? You built something people value. Existing customers stick around. Renewal conversations make […]
