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 […]
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 […]
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 […]
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 For my money, it’s in the unpublished expertise hiding in groups of leaders, who sense what’s waiting around the next […]
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 […]
How to create optimal conditions for b2b subscription success
At the recent meet up for subscription leaders, our group listened to 3 approaches to create optimal conditions for b2b subscription success – across pricing, product and data. “The End to End” – how a pricing leader lands new pricing in the market The end to end process involves checking each link in the chain […]
data data everywhere…but not a bot to think
Data and intelligence is a hot topic. When b2b subscription leaders discuss data, intelligence, data as a service, and the like, what they think about is: customer value; use cases; defendable positions; and more. Over a series of Substribe ‘subsclub’ meet ups, here are just a few of the talk tracks outlined below. It’s tempting […]
Why we’re launching a customer sentiment tracker
Reconnecting companies with their subscribers was a big reason for starting Substribe. The subscription model should foster a stronger connection with customers, but this isn’t always the case. Companies can get lost with delivering product, acquiring new customers, and business as usual. When there’s a catalyst for change Substribe get called in to make that […]
how Substribe unlocks b2b subscription performance
At Substribe we focus on b2b subscriptions for information, data and analytics services. For years, we have rolled up our sleeves alongside teams and their customers to learn. We also led our own subscription teams before Substribe. B2b subscriptions is in our DNA. Our goal is to improve expansion revenues for our customers. Here’s three […]
How to use retention to survive the downturn (and prepare for growth)
This is a tough period in history, with the potential for an unprecedented recession. So, if you have established subscription revenues, now is the time to double down on retention. But it’s also about growth. Subscription leaders will protect recurring revenues today. They will also create the runway for optimal growth when the markets recover. […]
