13 Years Inside B2B Media

I've spent 13 years inside B2B media, across operations and commercial roles.

I watched "digital first" hit publishing. Output went up. Results didn't. Three stories a week became five, then seven. Teams got busier, sponsor packages got more generic, and ROI turned into a debate instead of a number.

Then I saw the real problem. Most publishers are sitting on an audience and an archive advertisers would kill for. But it's trapped in disconnected systems and treated like disposable news.

One campaign made that impossible to ignore. A publisher had 35,000 contacts. The advertiser had 60,000. We segmented the publisher's list by interest, behaviour, and engagement history. The smaller list generated 20% more inquiries than the advertiser's own database.

That's when it clicked. The problem wasn't traffic. It was packaging and delivery.

Last year, I helped publishers generate over £500K in revenue from a single lead generation product - same method, different verticals.