5 practical ways B2B research publishers can increase subscriber personalisation

Consumers are increasingly expecting personalised digital experiences – but how can B2B publishers embrace this new trend?

A study by Accenture found that a massive 91% of consumers are more likely to make purchases from brands (whether that is a new pair of shoes, a luxury holiday abroad, or even an annual B2B subscription package) that provide personalised digital experiences.1

Digital giants, such as Spotify and Amazon (think of all those personalised mixes and wishlists) have been the personalisation trailblazers, but other digital providers are catching up as demand grows and the digital landscape becomes increasingly saturated.

In the B2B publishing world, understanding subscriber usage, tracking content preferences and buying history, as well as on-site behaviour are vital metrics for the creation of unique, personalised digital experiences.

Although technical challenges are a common issue associated with personalisation, they can be overcome.

But this begs the question: which features and technologies can publishers practically implement on their digital platforms to make users feel like a unique individual rather than one part of a homogenous mass of subscribers?

1. Reading Lists

Just as Spotify attempts to condense your eclectic music taste into one easily digestible ‘Daily Mix’, publishers can similarly curate personalised reading lists for their subscribers.

Lists are collated based on the information provided when subscribers sign-up, including:

• Job title – a reading list could be titled ‘other CTOs are reading…’ for example.

• Company industry

• Geographical location

• Subjects of particular interest

The same Accenture study, Making it Personal, referenced above found that 83% of consumers are willing to share their data to enable a personalised experience, so do not be afraid to ask subscribers for information to enhance the personalisation experience.

Information gathering does not stop here, however. As new subscribers browse and consume content, their usage data and behaviour can be tracked and collated to compile a personalised list, displaying the licensed products of most relevance to them. Consider the similarities with Amazon and many other online shops which use customer buying and search history for on-site marketing ammunition.

If, for example, the user is accessing content continuously updated to reflect live market developments, similar reactive content not yet read could be suggested or added to their in-platform reading list.

2. Upsell & Cross-sell

This usage data can equally be leveraged for unlicensed content to create further personalisation points. Examples of in-platform behavioural usage data leveraged for cross-selling purposes include:

• Recently viewed products (both licensed and unlicensed)

• Most favoured content formats

• Behaviour of similar user personas

• Buying habits – does the user tend to buy products as part of a subscription or one-off purchases?

• Device data (more on this later)

Equipped with this data, marketing sites or content delivery systems can push similar products available to buy outside of existing subscriptions, often in the form of widgets on the site’s homepage or alongside licensed reports.

Example cross-sell widgets

Recent advances in machine learning and analytics technology have expanded the breadth of trackable data metrics and improved the interpretation of this data. This allows site administrators to automate the recommendation process, improve its accuracy, and reduce the cost of these ‘similar products’ recommendation systems.

Ultimately, if subscribers can see the extent of relevant content outside their subscription package, the publisher’s value is enforced, and further purchases will be encouraged.

3. Flexible Licensing

Underpinning this promotion of both unlicensed and licensed content is flexible licensing technology – a crucial asset publishers must utilise as part of the personalisation process.

Licensing facilitates the creation of trials to entice new users to sign-up, time-limited access to unlicensed content for existing customers, and the formation of user-specific content packages based on subscribers’ exact requirements. The flexibility now afforded by licensing technology is allowing publishers to create truly unique content packages.

Licensing enables the greatest degree and flexibility for personalisation – we covered this topic in detail in a recent article of ours:

Underpinning this promotion of both unlicensed and licensed content is flexible licensing technology – a crucial asset publishers must utilise as part of the personalisation process.

4. Device Optimisation

Moving beyond licensing’s role in the personalisation process, the device that end-users access content on reveals much about their behaviour and requirements.

Mobile access might, for example, tell you the user is regularly on the move rather than chained to their desk, so will need bitesize, concise content rather than dense, text-heavy market reports. Short-form content or regularly updated news content can then be pushed to these users rather than those who predominantly access via a desktop.

Equally, desktop users may value visually engaging content that can be displayed at its full potential on a large screen – PowerPoint-authored content could for instance be recommended to these users.

Optimising your mobile offering with either a dedicated application or a mobile version of your website with the same functionality as its browser-based counterpart is also key. Omnichannel consistency will strengthen your appeal amongst all user groups and again increase personalisation levels.

5. CTA’s and Landing Pages

User-specific landing pages are labour-intensive and require cross-departmental collaboration, but can increase conversion rates by up to 10%, according to research by the BCG.2

Creating unique pages for specific user groups with relevant calls to action, such as special offers, free trials or early access to a newly published report are powerful personalisation strategies. Using the data collated during the subscriber sign-up process and on-site behaviour, unique digital experiences can be created for segments of your subscriber base.

Looking Forward…

B2B publishers must embrace the personalisation revolution. Strengthened customer relationships, increased revenues, and improved renewal rates all await those B2B publishers willing to invest time and money into creating unique user experiences. With growing expectations amongst all consumer groups for personalised experiences, this is an exciting time for those B2B publishers able to embrace the personal rather than the general.

How publishers of market analysis are using technology to streamline subscriber workflows

For publishers of B2B market analysis, creating high-quality content is no longer enough – they must also save their subscribers that most valuable of assets – time.

Time is becoming an increasingly valuable commodity across the board, and the world of B2B publishing is no exception.

Consequently, immediate access to highly targeted, pertinent information and an intuitive, frictionless process to access and re-purpose this information are now key concerns for consumers of market analysis. Publishers can no longer expect to serve up useful content and immediately produce satisfied subscribers – their content must also fit into a well-planned, thoroughly-tested workflow process designed to streamline their subscribers’ time if it is to provide true value.

Here are just a few reasons why publishers should be considering the role their content plays in their subscribers’ day-to-day tasks and we provide an overview of the workflow tools required to streamline these end-user workflows.

Maximising content value in the subscription age

The rise of subscription packages has led to a reciprocal increase in the number of reports users have access to as content becomes more concise and tailored to individual user needs. This trend has meant that ad-hoc purchases of lengthy PDF-authored reports delivered over email and the limited functionality necessary with this delivery method no longer applies to the needs or buying habits of most end-users.

Edwin Bailey, Director of Marketing at Publish Interactive elaborates: “If a subscriber has access to more than one hundred PDF reports, they’re going to need an efficient means of extracting what they need and make all that content work in their favour in a consistent, quick and accurate manner, enabling them to maximise the value of their subscription”.

Large, increasingly diverse libraries of content have made efficient extraction of relevant information a must for publishers and poses a headache for those who have not picked up on this aspect of the end-user journey.

This poses the question: what workflow features can be incorporated into content delivery platforms to streamline the end-user experience?

Search is key

Central to the effectiveness of workflow tools is the quality of search, followed by the structuring of returns. Search functionality is so highly valued that clients have been known to cancel entire global subscriptions if they feel as though their employees cannot quickly and intuitively find the information they need.

The content produced may be valuable, but if it can’t be located what purpose does it serve?

Allowing end-users to search for key terms across an entire library of content, displaying these terms within the context of the report it is found in, and having the ability to filter terms by content type transforms the search-based workflow experience and ensures end-users can quickly find the information they need.

“Search functionality is so highly valued that clients have been known to cancel entire global subscriptions if their employees cannot quickly and intuitively find the information they need.”

Collate and Export

The purpose of workflow tools is to accomplish complex processes with minimal user intervention in as short a time period as possible.

For instance, end-users do not want to compare data or analysis across multiple reports by manually opening and navigating between individual documents. Saving relevant sections, viewing relevant returns for all reports, or viewing corresponding sections side-by-side in report series creates a dynamic, intuitive reading experience free from laborious, manual navigation. Once relevant information is located, it should then be easily saveable to a custom content library for later use.

Allowing subscribers to collate pertinent information in-platform is useful, but publishers have often sought ways to fully immerse themselves into their end-user workflows. In-platform functionality allowing these multi-formatted content snippets to be exported and integrated into a single Office document is a powerful way of achieving this.

End-user workflow diagram - png

Creating an intuitive, integrated user journey such as the example above maximises the value and impact of high-quality, informative analysis.

Boosting renewal rates

Following a subscription purchase, the capabilities offered by a content delivery system to streamline workflows and enable the consumer to easily collate bespoke reports could be the overriding factor driving positive renewal discussions. A user-friendly solution will also act as the catalyst for wider use amongst colleagues, expanding the subscriber base within that company and providing further growth opportunities.

From streamlining and automating repeatable tasks and effectively pulling together analysis to increasing overall efficiency and empowering your customers to work more productively, the benefits of having a workflow system in place as part of a subscription model are clear and should be a natural counterpoint to a publishers’ high-quality analysis.

Four questions publishers of B2B information should ask about their subscribers’ work:

1. What tasks does the subscriber use my content for?
2. What (specific) tasks does the user need to perform to get the job done?
3. To perform these tasks what steps does a user need to take?
4. What workflow tools can we provide to reduce friction or speed task completion?

Tags

  • End-user workflow
  • Search
  • Subscribers

Why publishers of market analysis should use analytics to prove value to their subscribers

How does a market analysis firm prove to its subscribers that it offers them great value for money and saves them time? The quality of its analysis might be high, but beyond gathering anecdotal feedback from users, how does it prove to subscribers that it’s meeting their needs?

Interactions

A lot depends on the way the market analysis publisher interacts with its subscribers. If it supplies content as PDFs, spreadsheets, or other documents that can be emailed or downloaded, the firm will be able to establish subjects in which the customer is interested, but that’s about it.

What they don’t know is how useful the document was, how it was used, how many people read it, and scores of other ways the subscriber might have interacted with the content. Establishing this level of detail will take lots of time-consuming and costly follow-up calls or interviews. Even then, the firm can’t be certain that what they’re being told is 100% accurate.

This information void makes it hard for the publisher to prove that its content is useful, used widely and that an investment in it represents good value for money.

Rich information

Usage stats are key. If a market analysis publisher can provide reliable data, not only can it prove its value to the customer, it can legitimately enter negotiations expecting not just to renew, but to enhance the relationship through tailoring the packages it offers to meet the specific needs of each account.

Here are just a few examples of the insights usage stats provide, which can be invaluable during renewal discussions:

  • Which users accessed content
  • What content was accessed
  • How frequently the content was accessed
  • Most popular search terms
  • Most popular content
  • What content was shared among users
  • Whether any communication existed around particular content
  • Most favourable formats
  • Key categories and topics
  • The ways content was re-used once it had been accessed
  • The numbers of hours in-platform content and workflow tools typically saved users

Of course, a market analysis publisher won’t be able to gather data like this unless it uses a smart platform to manage its content delivery and user access. Such is the growing need to provide clients with detailed information on their usage, however, it won’t be long until all publishers are compelled to start using a platform that enables them to demonstrate their usefulness to subscribers.

In addition to simply being able to provide detailed usage feedback, publishers will start to rely on this information, so they can assess the use of their platform and constantly provide the best possible service to their customers.

These requirements mean that within around five years, either through attrition or innovation, the businesses that make up the market analysis sector will be dominated by those who can provide customers with both high-quality research and detailed information on how that research is used.

Kellie

Kellie McMillan
Client Relationship Manager
Publish Interactive

“An account manager who can establish what content has been accessed by users – and their engagement levels – is well-placed to accurately convey to the customer the value of the service they enjoy.”

4 Key questions to answer for successful analytics

1. Can you understand who your active users are?
To fully understand your content usage, you should be able to see every single action a user has taken on the platform, including logins, searches, downloads, and even what part of the document has been re-used.

2. Can you review which content is popular?
Using the information gathered from your analytics, you should be able to understand which topics are most popular and be able to use this information to write content in the future based on demand.

3. Do you know if you are missing potential leads?
If you can see which users have tried to view a report they do not have a license to you can then reach out to offer new sales opportunities.

4. Do you understand true subscriber value?
Looking at the usage of many users within an account will prove the value of the content when it comes to retention of the account. If the content is simply downloaded then shared with other team members you miss that important usage information and don’t understand the true value of the account when it comes to the renewal conversation.

See how Publish Interactive’s Analytics features can transform your usage analytics reporting.

Tags

  • Analytics
  • Renewals
  • Subscribers

Why publishers need customer success teams to ensure great renewal rates

Speakers at a recent industry conference on b2b subscriptions highlighted the importance of customer success in engaging customers and driving higher subscription renewals

A recent study that identified the top emerging jobs using data gathered from LinkedIn found Customer Success roles to be the number one fastest growing role in 2019 and comfortably in the top ten in an identical 2020 study. Reflecting this emergence, we heard further evidence of the growing importance of customer success teams (CS for short), and the value they bring to customers and colleagues alike at the Substribe Summit, an industry conference organised to showcase the value and power of subscriptions.

Good customer success requires cultural change

Alex Farmer, VP of Customer Success at Cognite, a SaaS company supporting digital transformation in heavy-asset industries, and Kate Forgione, Co-Founder of the Customer Success Network, an online network for CS managers, led a conference session that emphasised the foundational approach required to incorporate CS teams into organisations. Rather than simply re-assigning job titles to pre-existing salespeople, CS teams must develop from structural personnel and procedural changes – starting with the company culture.

This cultural shift can only be delivered when there is a universal, company-wide buy-in and this shift must be reflected in the ways that all client-facing employees are measured and incentivised. In other words, shoe-horning in a new CS department or simply renaming existing job roles will not ensure a successful CS team.

Nick Blunden, President of fashion media company The Business of Fashion, translated this into practical terms and outlined the need for CS teams to have their ‘own reporting, KPI’s and focus’ to distinguish them from renewals and sales teams.

Success & sales teamwork

Despite the need for distinguishment between the teams, another recurring theme from the conference was the necessity for a close, but clearly defined relationship between sales and CS teams. Alix Fennoll-Wattinne, formerly the Head of Customer Success at recurring payments platform GoCardless, examined how both teams must clearly define how deals are handed over, so must know:

  • The role each contact plays within their company,
  • What to expect from each contact or persona, and;
  • What constitutes ‘success’ for the company and individuals within the company.

Farmer and Forgione went further still and emphasised that sales and CS teams must be ‘best friends’ as both teams, not just the CS team, will work together to meet their customer’s goals and ensure a long and successful working relationship.

CS teams need to have their ‘own reporting, KPI’s and focus’ to distinguish them from renewals and sales teams.

Nick Blunden

President, The Business of Fashion

Understand value to the customer and help them realise this

Speakers at the Substribe Summit also outlined the critical role CS teams play in helping customers realise the value of their organisation’s product. Nick Blunden discussed how The Business of Fashion organise webinars to demonstrate the value individual businesses gain from their content, build customised content programmes with bespoke content feeds, and run tailored workshops for customers.

All these initiatives can be spearheaded by CS teams to ensure customers are guided on a journey to maximise the value they receive from their purchase. These initiatives also lead to an improved TTV (time-to-value) rate, a term referenced by Alex Farmer during the conference to measure the time taken for customers to find success following the purchase of a product or service.

Map out desired outcomes

Helping your customers understand the value you provide must be a joint effort from both the purchaser and the seller said Richard Butterworth, Commercial Director of the market intelligence provider Chemical Watch. He explained how they produce a ‘customer value plan’ at the beginning of each relationship. This covers questions such as:

  • What are their desired outcomes?
  • What does success look like for their business?
  • What value are they receiving from our content?

This process is replicated during renewals and helps Chemical Watch track and monitor customer progress. Farmer and Forgione similarly covered this process by highlighting the importance of allowing key clients to take some ownership of the product roadmap by CS teams listening and onboarding their suggestions and ideas.

Kellie McMillan, Client Relationship Manager at Content Catalyst, agreed with these sentiments. “We organise regular catch-ups with all our clients not only to keep them up-to-date but to listen carefully how they use our software,” she said.

A signed customer contract and an arbitrary figure next to a salesperson’s name on an office whiteboard is not the end of the customer engagement process. The success of customers, and implicitly the publisher, depends on a reciprocal and continual partnership between publisher and customer.

The future of b2b subscriptions conference organised by Substribe was held over 5 days at the end of September and beginning of October 2020

5 actionable tips to boost B2B subscription renewals to ensure a great year

Subscribers are the publisher’s lifeblood. Retaining them is no longer the sole role of the account manager. B2B information buyers are more under budget pressure, more demanding about what content they invest in, more savvy with their budgets! Here are five tips to boost your subscription renewal rates.

Subscribers are the publisher’s lifeblood. Retaining them is no longer the sole role of the account manager. The days of an annual telephone call and a cheque in the post are long gone. B2B information buyers are more under budget pressure, more demanding about what content they invest in, more savvy with their budgets! Here are five tips to boost your subscription renewal rates.

A successful annual renewal can be the difference between enjoying a good year or suffering a bad one, so how does a publisher turn a critical event into a formality? Using technology to engage your subscribers with your content is now an important part of this process.

Tip 1 -Use data as evidence

Stats on how research is used, customer behaviour and content popularity help justify renewal fees. The technology a publisher uses to supply content and interact with business subscribers should provide a wealth of information that enables them to demonstrate the value it provides.

Edify Digital Media – a London-based publisher of leather market information, uses content usage data to understand what their customers like and develop upselling campaigns. Edify’s co-founder Maria Wallace elaborates; “As publishers, user analytics are valuable as they provide information showing what content is of most interest – so we can produce more – and warm sales leads for possible subscription upgrades or new business opportunities”.

Tip 2 – Underplay the renewal and build in reliance

The ideal situation is for the renewal process to become a predictable, administrative task. For example, within the SaaS sector where there is baked-in reliance on the service, renewals are often not a problem. Renewals become an issue for publishers if the content is no longer deemed to provide a good return on the cost.

If an account manager can make use of dashboards and alerts to quickly stay up-to-speed on how content is being used, they don’t need to wait for the renewal. If a new piece of content is published that has high relevance for a customer but lies outside their licence, a manager has a range of options to deepen the customer relationship. They might provide time-limited free access, offer a discount, or even use this content as a way to cross-sell into a new area.

Whichever approach is taken, proactive help of this kind ensures the client maximises their subscription and is regularly reminded of the value the publisher provides.

Tip 3 – Help subscribers use content to perform tasks

In a highly competitive market where content quality and price are often similar, research publishers can use technology to help their users access just the information they need. That means enabling them to buy, search, export and compile bespoke reports in a practical way. Brett Azuma, Executive Vice President and Chief Research Officer at 451 Research, commenting on how technology helps publishing content in a granular way said, “It will allow us to play a more integral role in how our clients work. One of our strategic goals is to become more embedded in their workflows… It will be easier for them to find what they’re looking for and extract this into documents or spreadsheets.”

Content that is quick to access is a great way for an end user to gain the knowledge they need, when they need it. But what if subscribers have to compile a report or presentation? This is where content that’s also quick to reuse can set forward-thinking publishers apart. If a publisher can embrace technology to help a user perform such workflow tasks such as saving snippets and downloading into multiple ‘ready-to-go’ formats the content is more likely to become a favoured resource for the subscriber.

Enable subscribers to find and use relevant content in the quickest and easiest way possible with technology and tools that empower, engage and enhance the efficiency of a user’s workflow.

The point of differentiation to help a publisher drive reliance could include:

  • Options that help a user buy an additional chapter or section – rather than a whole report – from outside their licence.
  • Search functionality that provides specific returns to help a user quickly access relevant sections of text, tables or graphics.
  • Empowering the user to clip a section of content and then compile and export their own bespoke reports containing all the tailored content snippets they have gathered.

Tip 4 – Enhance user engagement

Publishers keen to improve user engagement need to work proactively to help clients maximise their subscription. This means regularly suggesting cross and upsell opportunities and implementing a system of saved searches and alerts to notify users of new and relevant content. TGaS Advisors, a strategic advisory company in life sciences use software functions to drive engagement with their content. Associate Director Tarra Maeshima expands; “Saved searches and alerts are a big deal for customer relationships. Customers only seek information when it’s necessary, so alerts are a useful way for them to stay on top of relevant information and dive into content quickly when answers are needed.”

Tip 5 – Engage subscribers with flexible licences

Publishers looking to become market leaders can benefit from using technology to offer flexible subscription models that more closely fit the clients’ requirements. Instead of offering them access to everything, what about something more nuanced?

Using sophisticated taxonomy, publishers can tag and categorise content in ways that make it easy to provide access to unique verticals of content and simple to add additional pieces – or whole new categories – to a subscription in a single click.

Ultimately, it’s all about publishers offering more value to customers than just the content and then being able to demonstrate the value it provides.

Recap – Our 5 tips to improve subscriber renewal rates

  1. Use data to support the value subscribers get from content
  2. Build reliance on content that makes the renewal seem second nature
  3. Enhance user engagement with task-based workflow tools
  4. Encourage easy content (re)use
  5. Offer subscribers flexible licences

How publishers should use analytics to support subscriber renewal discussions

Stats on how research is used, customer behaviour and content popularity help justify renewal fees.

It is no longer enough for a sales team to go into subscriber renewal discussions simply hoping the client will sign for another year and accept a reasonable increase in fees.

The technology a publisher of high-value information uses to supply content and interact with subscribers should provide a wealth of information that enables them to demonstrate the value it provides to their customers.

Show the value of your content

Publishers need to be able to demonstrate the value they provide. This can mean more than simply ensuring a renewal, it can turn the conversation from ‘please buy us again’ to ‘this is the value, this is how to serve your customers better, this is what we need to do next year’.

Change the approach from a sales pitch to a conversation about a developing relationship. Outline a roadmap for future licencing agreements tailored to the specific needs of the client and move towards a lasting and valuable partnership for each party.

Renewals become an issue for publishers if the content is no longer deemed to provide a good return on the cost.

Use data as evidence

Edify Digital Media, a London-based publisher of leather market information, uses content usage data to understand what their customers like and develop upselling campaigns. Edify’s co-founder Maria Wallace elaborates; “As publishers, user analytics are valuable as they provide information showing what content is of most interest – so we can produce more – and warm sales leads for possible subscription upgrades or new business opportunities”.

Underplay the renewal and build in reliance

The ideal situation is for the renewal process to become a predictable administrative task. For example, within the SaaS sector where there is baked-in reliance on the service, renewals are often not a problem. Renewals become an issue for publishers if the content is no longer deemed to provide a good return on the cost.

“As publishers, user analytics are valuable as they provide information showing what content is of most interest – so we can produce more – and warm sales leads for possible subscription upgrades or new business opportunities”.

Maria Wallace

Co-Founder, Edify

If an account manager can make use of dashboards and alerts to quickly and easily stay up-to-speed on how content is being used, they don’t need to wait for the renewal.

If a new piece of content is published that has high relevance for a client, but lies outside their licence, a manager has a range of options to deepen the customer relationship. They might provide time-limited free access, offer a reduction, or even use this content as a way to cross-sell into a new area.

Whichever approach is taken, proactive help of this kind ensures the client maximises their subscription and is regularly reminded of the value the publisher provides.

See how the Publish Interactive platform can help your publishing company make renewal meetings procedural by viewing our analytics features, or book a product tour to be guided by an expert.

Read the customer story: How Edify Digital Media uses Publish Interactive’s analytics to refine its offering and drive sales leads

Optimising High-Value Subscription Renewals: How market analyst publishers can use technology to retain subscribers

Your job as a publisher is to ensure your subscriber gets excellent value from your content. Prove this and your customer will be eager to renew.

Email me the handbook

This guide is for market analysis publishers and high-value business information providers. Our best practice guide looks at how publishers can:

  • Use usage stats play a vital role in renewals,
  • Demonstrate content value to clients,
  • Build and maintain close user relationships,
  • Offer a point of marketplace differentiation.

The 1,800-word guide includes real-life examples of how research publishers have applied technology to make content more accessible and improve renewal rates.

Contents

  • It’s no longer about individual sales, it’s about relationships…
  • Make annual renewal meetings procedural
  • Run multiple brands from a single platform
  • Build closer customer relationships
  • Be the point of differentiation in competitive markets

If you sell information to a business audience, then this free best practice overview is for you.

How workflow tools are critical to the success of a research firm’s subscription model

When a customer buys a single report supplied over email in PDF format, they can just sit and read it. No functionality is required to help them do this. But if a subscriber has access to more than 100 reports, to make all that content work in their favour, they’re going to need some help to find and pull out all the necessary and pertinent information.

For the relationships that exist between all pieces of content in a portfolio to add up, and for customers to be able to maximise the value of their subscription, a publishing firm needs to provide end users with a set of smart tools.

Improved levels of service

For an individual subscription to be worthwhile, the user has to feel like its benefiting them and helping them to their job better and quicker. A wealth of workflow tools not only helps the user achieve this, it helps a publishing firm understand more about what the user wants and enables them to feed this back into the development process.

So then, which tools are most useful?

Good quality search and the structuring of returns is vital. In fact, search is the number one workflow tool, in terms of usefulness to the subscriber. Corporates value search so highly some have been known to cancel entire global subscriptions because users have not been able to find the information they need from large portfolios.

If an end user is trying to make a comparison of data or analysis from multiple reports, it’s unlikely they’ll want to open all those reports simultaneously. A snippet of each relevant section is more useful. In addition, it might be quite handy for a user to view relevant returns for all reports – even those for they don’t yet have access to.

Relevant snippets of content should then be easily saveable in a clippings list, which is equally easy to locate at a later date.

So, you’ve found info. What next?

What about exporting various points of information, wherever they have come from and in whatever format, and unifying them all for export as an Office doc?

Search, find relevant content, save to clippings, and export to Word, PPT, or Excel in seconds. Then edit your document in the platform to finalise that dataset for your meeting, that presentation for the Board, or that report for your boss, without having to reformat any of the elements it contains.

Smart tools = happy users

Once a subscription has been sold, the ability for the end user to easily navigate and pull together bespoke reports is the main element that will ensure high renewal rates. It’s this simplicity that will also encourage end-users to advocate use of the platform amongst colleagues and for a subscriber base to grow within that business.

How moving to a subscription model helps research firms fix costs, remove revenue fluctuation, and then grow big…

The great benefit of a research business shifting from a transactional model to one based on subscriptions is that it helps the firm know its basic monthly income and be reassured that revenue will reoccur in the months to come, but often the cost-saving benefit and positive effect this can have on future revenues is overlooked.

Fixed costs = no headaches

The move to a subscriptions model usually means the adoption of a new piece of software through which the process, along with many other client-friendly functions, can be managed.

The selection of this new technology can be a vital decision and, often, can be the difference between a research firm’s new business model thriving or floundering. Use of the right SaaS system can keep your client relationships bubbling along nicely and help you know your costs into perpetuity.

How does it do this? By removing all the uncertainty associated with building an in-house solution.

An established serviced solution doesn’t have to be developed, tested, then managed and upgraded as it becomes old fashioned. A high-quality system will be in constant evolution; with upgrades and fixes applied each month, with no extra cost, with no downtime, and without the publisher having to build an expensive in-house team to support the technology.

Licencing a serviced software solution to manage research subscriptions takes all the risk out of this investment – and more importantly, it helps refocus research businesses around their core tasks of creating and selling research.

In fact, the challenge of running a research business is simplified; it no longer has to be about managing the technical elements to provide research, it instead becomes refocused on increasing the value of the research publisher’s relationship with its clients.

Know your income, build on that income…

With all clients on subscriptions, and all costs known upfront, a research publisher can begin to accurately forecast its minimum monthly income.

What this does is bring assurance, and with it comes a shift in focus. If your sales team isn’t worried each month about meeting report sales quotas, naturally attention will shift to the cross- and upsell opportunities, as these are now the avenues to build on those monthly revenue subs.

Once customers are into that ‘account journey’ process, publishers can then develop the relationship, build a unique offering for the customer, sell them further packages and access, and move them to the point where a full subscription is both necessary and vital.

The long term in salesrooms therefore becomes: what can I do to improve the offering to this client? How can I deepen this relationship in a way that will only make the service we offer them better than last month?

That’s no longer a salesperson and a target; that’s a working relationship with the aim of growing the customer offering in the knowledge that, thanks to the fixed costs of the business, every additional bit of income created is additional profit.

Five questions B2B publishers of high-value content should answer to accelerate success

Beyond transactions – how understanding user behaviour creates competitive advantage

Email me the handbook

From knowing how content is used to understanding its value and context, publishers of high-value research face a number of varied challenges as they look evolve their businesses for the digital economy.

Reduced customer budgets, new and alternative content types and increasing competition from lower cost producers all contribute to an increasingly difficult trading environment through which publisher need to navigate.

In our Trends in High-Value Research Publishing 2019 whitepaper, we explore how B2B publishers should respond to ensure they remain relevant to customers.

We look at the ‘Three Kings’ of research publishing: data, content and context – and examine how publishers should consider each of these from their customers’ viewpoint as part of their move to create the stronger and long-lasting relationships needed to deliver reoccurring revenues and future value.