The playbook for B2B media has fundamentally changed over the past decade. Driven by relentless headwinds and a decade of consolidation, successful publishers have evolved from simple content distributors into diversified service platforms: integrating data, live events, and premium content. Among these, branded content and thought leadership represent one of the most lucrative growth opportunities available.

B2B publishers hold some major advantages here. They have access to proprietary data, a captive audience hungry for insights, and the built-in distribution channels to make that content land.

Yet, building a scalable research and thought leadership practice isn’t easy. It requires a different sales skillset, unfamiliar approaches to primary research, and a delicate balance of resourcing, branding, and client management.

In this webinar, Exhibit B Partners founders Rob Mitchell and James Watson will share a practical roadmap for navigating these challenges. They will draw on their first-hand experience, having helped to build the thought leadership propositions within both The Economist Group and the Financial Times.

The unfair advantage: How to leverage your audience and proprietary data to out-compete traditional research agencies.

The operational hurdles: How to structure your resources to deliver high-quality primary research, and client services, without distracting or burning out your editorial team.

The commercial shift: Strategies for pricing, packaging, and selling thought leadership as a premium service, rather than as an add-on.

Distribution secrets: Ideas for making the most of the synergies between your digital platforms and live events businesses.

Monetising authority: Unlocking new revenue streams in B2B publishing and events