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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