Chat with us, powered by LiveChat
5th October 2022

Scale up to stay up – approaches to content monetization for the B2B publishing sector

Scaling any business is hard, but the challenges for those in the B2B publishing industry can seem particularly stark.  ‘Traditional’ digital content monetization approaches are outdated and under pressure – potentially leaving ‘money on the table’ for B2B publishers – yet the move to results-based advertising products can seem complex to navigate and overwhelming.

Little wonder, then, that we had so many attendees to our ‘Approaches to Content Monetization’ webinar last week!  With close to 120 registrations for the event, I was fortunate enough to be joined by industry experts who have been through the process and could share successes as well as flag some of the ‘banana skins’ in a frank, open and ‘warts and all’ discussion.

Paul Franklin is the former publisher and operations director of the B2B Division at Dennis Publishing and Will Brookes is CEO of Raconteur, a B2B publishing house which, under Will’s leadership, has reduced its historical reliance on print revenue both by growing its registered audience online and by launching several digital publishing products and services. Co-hosting the session alongside me was Fergus Gregory, managing director of the scaleup advisory unit at Collingwood Advisory, a consultancy that provides scaleup and exit advice to independent media entrepreneurs.

The very honest accounts from both Paul and Will clearly struck a chord with attendees as – quite unusually for webinars – the questions from the ‘floor’ came flooding in. So many questions, in fact, that we were unfortunately unable to answer them all, but fortunately leading to us deciding to run a ‘part 2’ to the session in the near future, such was the interest, so watch this space!

Here are the key takeaways from the discussion:

  • Be absolutely clear on the difference between lead generation and demand generation
  • Be brave with where your brand is going to go. It’s going to have to go to places it hasn’t been to before – you’re syndicating the content.
  • Ask your advertisers what they are after. Content syndication helps them reach a bigger audience or connect with their audience in a deeper way.
  • Don’t try to build it out alone – talk to people who’ve been there, done that and got the t-shirt.
  • Collingwood Advisory’s recent Media Acquisition Report shows the continued growth in value and desirability of digital marketing services, that Demand Gen is a key growth area of marketing services and so investing in getting it right not only helps you grow, revenues, market share and share of wallet, it also helps add value to your business.

If you missed the webinar and would like to hear it on demand, click here.

Here at oneninefive by Agent3, we are experts in creating and executing b2b sales and lead generation strategies for clients across multiple industries. If you want to learn more about monetization from content syndication, please get in contact here – we’d love to hear from you!

30th August 2022

How to target the right audience part 1: a four step process to cracking the account centric demand gen code

Part 1: Cracking the account centric demand gen code – a 4-step process

Given our market focus is on delivering global, account-based marketing solutions for some of the world’s largest and most innovative B2B brands, our customers expect us to be able to build demand generation programs that intelligently identify and target likely buyers for their (often considered purchase) products and solutions.  So far, so good.  But if finding ‘likely buyers’ was straightforward, then there would be no need for the multi-billion dollar market dedicated to marketing technology, customer profiling and data interrogation.

In B2B marketing, there are typically two types of audience to target:

(i)  A defined set of accounts that broadly fulfil the criteria required to be classed as a potential buyer

(ii)  A certain type of economic buyer, or particular job title, that could exist in a significant number of accounts

Each ‘ask’ requires a different approach and in the next two blogs, I’m going to explain how to be successful for each of them.  For this, initial blogpost, I’m going to focus on defining a list of target accounts.  But before we get into describing HOW to pick the right set of accounts, let’s begin by looking at WHY it’s so important to get this right.

As discussed, finding likely buyers is far from straightforward.  Indeed, account list selection is very, very easy to get wrong.  And the problem is, when you get it wrong, it’s extremely difficult to rectify further down the line.  Once campaigns have been activated, if the results don’t come back as expected, there are so many variables to consider in the analysis around those unexpected results, that it becomes a highly complex, near impossible task to find sufficient evidence to point at the account list being the cause.  And, in addition to the complexity, is the time and budget already invested in the campaign which will have been wasted. If you get poor results because you targeted the wrong accounts, this will only become evident when sales have already worked the leads, by which time the programme will likely have finished and the investment fruitless.

So that’s the bad news!  The good news is that there are tools and data available to ensure you focus your time and money on the right audience.  Here is our four step process to selecting, identifying and prioritizing your target account list:

Step 1: Account selection:

Look at the information you have in-house already

Begin by analysing the data you have on existing customers and prospects you’re targeting.  This does not need to be scientific, but can be anecdotal evidence too.  Talk to your Sales and account  teams to get their views and, ultimately, try to turn this information into something that is analysable and searchable. Developing or referencing an Ideal Customer Profile (ICP) can be helpful for categorising current customers by size, sector, pain point, and identifying commonalities

Create a list of ‘good’ accounts

Establish what you think ‘good’ looks like.  Once you’ve looked at the information you have available, analyse the profile of your best performing accounts as you begin to build your account list. What are the common features of these accounts? It’s a good idea to have these existing accounts as a benchmark to refer back to. Also consider any significant blockers to progress within existing accounts and whether there are correlations with identifiable characteristics of accounts that could be used as exclusions when building your target account list.

Step 2: Account Identification

This initial list of benchmark accounts can now be extended by cross referencing key characteristics of these accounts with firmographic data, looking for commonalities.  These may include:

  • Size: does the account meet the target size criteria?
  • Geos – does the account’s geographical presence meet requirements?
  • Industry – is the account in an industry that we consider to be suitable for this programme?
  • Personas – can we identify relevant stakeholders that could be reached within this account? (more about this in next week’s blog)

Step 3: Account Prioritization:

Adding these accounts to the list of benchmark accounts means you now likely have a significant list of target accounts.  But this list now needs to be honed using further data sources, such as intent data, in order to create a final – yet dynamic – target account list.

Understanding which accounts are demonstrating interest in the subject matter you are dealing with will be useful when looking at the potential value in them as clients and whether they should be included in your campaign. Similarly, data which reveals which accounts are already working with direct competitors or industry partners (which partners, and to what extent?) is valuable.

Once you have your dynamic list of accounts, it’s important to weight the data available in order to prioritize your accounts.  For example, you might have an account that only just meets the numeric criteria, such as company size or revenue, and therefore returns a low score for this category, but is equally showing incredible indicators that it’s the right type of customer in terms of intent. In this instance, your scoring model should elevate this account above one that scores highly on company size and revenue, but is showing no suggestion that it might be right for you at that time.

Step 4: Testing the account list

Before launching full-scale activation of your strategy, carry out an experiment with a small proportion of your budget to assess whether you’re likely to get the results you’re looking for from these accounts. This could involve using multiple channels and tactics to measure general reach and engagement across your target account list. Use this data to identify hard-to-reach accounts and refine your approach to either exclude these accounts to focus on easier-to-reach accounts, or potentially employ different channels to reach them with your messaging.

Once you have your dynamic list of accounts, you can activate campaigns to measure engagement and impact on a continuous loop.  Which accounts or vertical sectors didn’t respond?  Was the messaging or channel used the right one?  Or was it simply due to these accounts using another solution that they’re happy with? If so, move those accounts out and move other accounts in. As the name dynamic suggests, it’s not a static model and can be assessed and optimized on a regular basis.

Demand generation is the antidote to silos between sales and marketing, but this begins with the intelligent identification and selection of likely buyers of your solution. For further information about how to do this, contact us at

30th August 2022

Meaning. Action. Impact. Turning your measurement into a path to value that delivers on accelerated, account-centric business outcomes.

Earlier in the year, Agent3 was invited to host a workshop at the B2B Marketing Exchange (B2BMX) event in Scottsdale, AZ, on  Measurement.  Entitled ‘Build Your ABM Measurement Blueprint,’ the workshop was led by me,  Alisa Groocock, and my colleague, Steve O’Neil, SVP of our Technology Unit, and shared some innovative new thinking surrounding ABM measurement that would help practitioners to improve, scale, and grow their accounts.

Suffice to say the session sold out quickly. Why?

Ask any ABM practitioner about the toughest nut that they have to crack when delivering programs, and they will inevitably say ‘measurement.’   Today, most clients struggle to tell a credible story about how they’ve driven the metrics that matter – especially engagement and pipeline.  Clients need a baseline for telling great stories about their ABM efforts – what’s working?  What can we do better?  How do we boost sales/marketing alignment?  And perhaps most importantly, what results have we driven?  This is especially true as we progress from measuring ABM to ABX, reflecting engagement across the entire customer lifecycle.

And yet, ABM measurement is notoriously complex. According to one report, only 54% of marketers are confident that they can measure full-funnel ROI within marketing.  There are many reasons for this, ranging from technology and infrastructure limitations to process and capability gaps.

So it is vital to address this challenge with a credible and effective solution.  With this in mind, it is with great pride that, today, we are announcing the launch of a new measurement approach, the Agent3 Measurement Blueprint.  It’s something we’ve been working on for some time, in collaboration with our clients; we believe the end result contains the latest thinking that clients can use to build a meaningful metrics roadmap.  Demand and ABM leaders now have a new tool for telling credible stories about performance, optimizing what they do and how they do it, ultimately growing their budgetary span of control and organizational influence.

The approach outlined in the Blueprint includes program planning, campaign activity and business results – a PAR model – incorporating the three key pillars of successful ABM measurement:  program readiness, campaign performance and business outcomes.  To learn more about how we approach measurement, and for our latest tips and tricks on how to succeed with ABM measurement, check out our new guide on turning your measurement into a path to value that delivers on business outcomes here.

Our hope and expectation is that this blueprint will help break down the chaos and confusion. We’re incredibly proud of the end result and can’t wait to hear your feedback. To learn more about our approach to ABM measurement, or have an exploratory chat, drop us an email at

30th August 2022

Account-centric Demand Gen report: How to realistically manage your marketing expectations

If you need to build confidence, combining quick wins with long-term strategy is often the best way to ensure marketing success.

In a world changed by Covid we’ve noticed that one increasing challenge facing marketers is the growing expectation from their business to demonstrate more directly attributable value. With everything moving online, many marketers understandably feel the need to increase the volume and complexity – to be seen to be doing more – but this obsession with activity isn’t always helpful. It likely doesn’t add long-term value, often introduces confusion and asks too much of prospects. Moreover, it doesn’t mean that increased output will automatically equal increased value.

Here is what some of the people we asked – both practitioners of ABM and demand gen – had to say about the problems they faced when it came to their marketing efforts:

  • “We’ve just started doing ABM. We can see how it’s working, but we’re still at the beginning. In future, we’ll need to align more closely with sales.”
  • “I’m nervous about the fact that we haven’t been able to get a lot of numbers on the page this year from marketing.
  • ‘We have a lot more demand than we know what to do with’
  • “Sometimes we generate a lot of leads, but no opportunities come from them.”
  • “Sales tend to like merchandise marketing, whereas I’m focussed on digital marketing. Our expectations are very different”.

With that in mind we took these concerns into consideration, and actioned them into 3 main solutions to follow when looking to improve your marketing efforts.

1.Talk to your stakeholders and reframe what success looks like

In this newly shifting landscape, marketers often are trying to run before they can walk. This is something only made worse when success in the eyes of stakeholders is based around volume metrics. Yet panic spending on initiatives that don’t work is not only a waste of time and money, but proves to be a scattershot, less focused approach which won’t help marketers gain traction or impact in the long-term.

Instead, to overcome this need to prove worth and show what you’re doing is successful, move the goalposts and reframe what you’re doing. Ask questions. Where does this ideal number of leads come from? Why do stakeholders expect it? Encourage your stakeholders to take stock, and consider why these numbers are used, and to think smarter about generating leads.

2. Value over volume

Since you’ve questioned ‘why’ you’re measuring your marketing activities, now is the time to scrutinise ‘what’ you’re doing. We’ve talked about quality over quantity before with lead generation strategy, and the same logic applies here. With many B2B marketers fighting to be heard in an increasingly crowded, noisy digital landscape, don’t add to the volume with activity that is simply pushed out for the sake of having something to show. New tactics may also need new KPIs.

Instead, look at the value of what you’re doing. Does it provide a solution to your audience’s challenges? Add a unique twist to a common topic? The number of leads might well be lower, but the pay-off with higher engagement rates is worth it in the long-term, and better for boosting brand awareness that will benefit your marketing efforts.

3. Best of both: quick wins and long term strategy

We all know that enacting sudden radical change with a snap of our fingers cannot happen when it comes to your marketing strategy and expectations. A blended, sensitive approach to reframing your success is best, one that brings in your sales and business stakeholders along for the journey.

Combine quick wins – such as ad impressions, clicks, email opens and form fills – with activities that move the needle, particularly engagement with influencers, and decision makers at accounts that matter to you. Doing this not only builds engagement with your audience, but also satisfies sales, and doesn’t prevent you from delivering on more long-term strategic outcomes over time.

Keep on reading…

Interested to see how else we can help B2B marketers improve their practices? Download the full Account-centric Demand Generation report to learn more about how this account-centric approach can help you find solutions to some more tough marketing challenges, such as:

  • Matching the right ABM approach to suit your business
    Measuring your marketing programs correctly
    Maximizing the progression and conversion rates of your content
30th August 2022

Why do ABM and Demand Gen continue to be growth areas for B2B marketing?

Late last year we published “Account-centric Demand Gen: the Cross Discipline Opportunity” The inspiration for researching and writing that report was the growing number of conversations with prospects and new customers about both Demand Generation and Account Based Marketing and more specifically, how we employ the tactics commonly associated with both disciplines in campaigns.

To understand why ABM and Demand Gen continue to be growth areas for B2B marketing, it’s useful to consider that being successful in modern B2B marketing starts with two simple points: 1. having something interesting to say and 2. identifying and having the permission to speak to an audience that will be interested. Simple, right?

Triggering interest in your target audience, delivering a value exchange and starting a conversation sets you on the path to a commercially successful engagement. True ABM offers the ultimate in audience identification, understanding and need mapping. Data-led identification of target accounts should always result in better ROI, while deep account and audience insights can be used to identify interest and need, and therefore content that will better meet audience expectations. Demand tactics can reach that audience, put the right content in front of it and gain consent to market.

While scaling up can impact the ultimate accuracy of your data, many of the benefits associated with ABM planning and Demand tactics remain. Consider for a moment the downsides of ignoring either of these tools. All too often we find prospects talking to us about the need to generate thousands of leads without a clear understanding of what will engage potential leads or a view of the value of that engagement. Even if you gain marketing opt-ins from a campaign, with poorly targeted content you miss the opportunity to add value to a lead’s journey and risk creating a negative brand impression. Similarly, we see well researched and planned ABM programs that are the executional equivalent of shouting in the street. Without a clearly identified (and ideally opted in) audience, the brand’s ability to engage, influence and, ultimately, convert will always be limited.

While there are very few truly new approaches to B2B marketing, the intelligent combining of ABM and Demand Generation is without doubt a winning one.

If you want to find out more, please get in contact at

23rd November 2021

The People of oneninefive: Madison Cooper



The People of 195 is a content series that showcases the interesting, creative and all-round cool people that make up oneninefive.

Let’s get to know Madison…

What’s your name? Madison Cooper AKA Mads

When did you join ONF? 9th August 2021

What’s one thing that surprised you about working at ONF? That ONF is one big family and are so welcoming

What led you to this industry?  The original aim was to get into the sporting industry, however I started getting interested in the marketing world and wanted to learn more!!

What’s your hobby or passion project outside of work? Football, Drinking and Partying (they’re hobbies in my eyes)


What’s your favorite way to unwind after a busy day? Chilling with friends or going to the gym (if I can be bothered)

What did you want to be when you were younger? Footballer – Would’ve made it pro if it wasn’t for an injury

How are you finding the work from anywhere lifestyle? I’m really enjoying it!! Breaks the week up so much more and means I don’t have to get on a busy tube everyday!!

What trend do you hope makes a comeback? Heelys – Made it so much easier to get around until you fell 🙁


What’s a trip that changed you, and why?  I feel like I’m too young to of had a life changing trip!!

Quick Fire Q’s

What are you watching on Netflix right now? Re watching The Vampire Diaries – If you don’t know… get to know

What’s one song that you’re embarrassed to admit you like? Butterflies (A song my ex wrote about me)

What’s one song that isn’t played enough? Grace Kelly – MIKA

Sand or Snow? Which would you prefer to holiday? I’ve only ever been on holidays in the sun, however I’m going skiing in the new year so my answer could change 🙂

One meal for the rest of your life, what would it be? Anything without diary (allergies are a killer)

How do you like your eggs? Scrambled Gordon Ramsay style (even though I make them better then him)



11th November 2021

The People of oneninefive: Annabel Murphy



The People of 195 is a content series that showcases the interesting, creative and all-round cool people that make up oneninefive.

Let’s get to know Annabel..

What’s your name? Annabel Murphy

When did you join ONF? 14th March 2021

What’s one thing that surprised you about working at ONF? Everyone steps up when faced with a challenge.

What led you to this industry?  I knew virtually nothing about the industry before joining ONF. I had decided to leave the world of newspapers and do something more commercial. A good friend.

What’s your hobby or passion project outside of work? I’ve taken up playing golf in the last couple of years and I’m really enjoying it. Bring on PKD golf day 2022!

What’s your favorite way to unwind after a busy day? Going to a gig with some enthusiastic pals.

What did you want to be when you were younger? An actor, inability to sing held me back.

How are you finding the work from anywhere lifestyle? It’s great to have a working from home/office schedule that suits the modern life. I love getting my focussed work done at home and popping to the office for group meetings, training sessions and socials.

What trend do you hope makes a comeback? Britpop.

What’s a trip that changed you, and why? I went to South Africa alone for a month when I was 18. It was terrifying but once I got there I learnt so much about other cultures and ways of living – and made friends for life.

Quick Fire Q’s

What are you watching on Netflix right now? I’ve just finished watching Sunderland Till I Die (living for the league one drama).

What’s one song that you’re embarrassed to admit you like? Club Tropicana by Wham!

What’s one song that isn’t played enough? Columbia by Oasis

Sand or Snow? Which would you prefer to holiday? Snow

One meal for the rest of your life, what would it be? Pizza from Yard Sale (where I won a year of free pizza from – couldn’t not mention)

How do you like your eggs? Fried egg sandwich with ketchup

12th October 2021

The People of oneninefive: Malinda Griffin


The People of 195 is a content series that showcases the interesting, creative and all-round cool people that make up oneninefive.

Let’s get to know Malinda..

What’s your name? Malinda Griffin

When did you join ONF? July, 2021

What’s one thing that surprised you about working at ONF? How fun, diverse and curious my colleagues are. I am learning so much.

What led you to this industry? A passion for evidence-based problem solving. One of the best things about running a People function is the application of learnings across industries and sectors. I’m a huge fan of analogies and while each business and its people are unique, there are some incredible parallels. I bring to demand gen experience of diverse people challenges from the worlds of documentary film, museums, luxury travel, international charities, and big tech.

What’s your hobby or passion project outside of work? I am the shortest but most enthusiastic member of a local London basketball team. I volunteer at Soho’s only remaining state school and am passionate about engaging kids of all backgrounds in science, math and taking care of personal finance. I geek out on anything related to the future of work- from tech to identity & meaning to how jobs are changing for humans. I also help raise a small human, which is definitely a passion project outside of work.


What’s your favorite way to unwind after a busy day? Basketball (playing), Spurs match (watching/weeping), or behavioural economics podcast (listening/sipping a deep, bold red).

What did you want to be when you were younger? A baker, diplomat and flying superhero.
All at once, apparently.

How are you finding the work from anywhere lifestyle? Splendid and frustrating all in one breath. I love the flexibility and freedom of work from anywhere but miss the spontaneous buzz of others in one room, sometimes. Bring on proper hybrid working!

What trend do you hope makes a comeback? Reading printed paper books.

What’s a trip that changed you, and why? Each and every one. I’ve lived and worked in 6 countries and counting, so my current stable life in central London is actually the trip of a lifetime.


Quick Fire Q’s

What are you watching on Netflix right now? Squid Game. I have to look away (a lot) but I’m transfixed. Game theory, Stanford prison experiment, every war that’s ever been and a twisted take on the Hunger Games? Somebody stop me.


What’s one song that you’re embarrassed to admit you like? One Shot by Eminem. It’s the only song I can run to.

What’s one song that isn’t played enough? Feeling Good by Nina Simone.

Sand or Snow? Which would you prefer to holiday? Snow. I’m a Canadian Rockies girl at heart.


One meal for the rest of your life, what would it be? Truffle mash. Are you seriously going to suggest that’s not a meal?!

How do you like your eggs? Over easy.

4th August 2021

The People of oneninefive: Louis Easy



The People of 195 is a content series that showcases the interesting, creative and all-round cool people that make up oneninefive.

Let’s get to know Louis..

What’s your name? Louis Easy but my friends just call me “Easy”.

When did you join ONF? May 2021

What’s one thing that surprised you about working at ONF? How quickly I felt at home. Everyone is super supportive, it feels like one big family!

What led you to this industry? I’ve always had interest in marketing and data, but lead generation was a field that was relatively new to me. When the opportunity came along, I jumped at the chance.

What’s your hobby or passion project outside of work? Travelling is my #1 favourite thing to do whenever I have free time. Seeing new places and different cultures is definitely the vibe.

What’s your favorite way to unwind after a busy day? At the moment I’m practicing Spanish, so that’s usual my go to.. either that or smashing my friends up on FIFA!


What did you want to be when you were younger? A Zoologist!

How are you finding the work from anywhere lifestyle? I love it! I think it’s created the perfect balance for my work and personal life.. Plus, who wants to ride the tube 5 days a week?

What trend do you hope makes a comeback? Airlines not charging for carry-on bags.

What’s a trip that changed you, and why? An 8 day solo trip to Madeira, Portugal – spending significant time away from family and friends was great to collect my thoughts, unwind and recharge.


Quick Fire Q’s

What are you watching on Netflix right now? Snowfall. If you haven’t seen it, you’re slacking mate.

What’s one song that you’re embarrassed to admit you like? Unwritten by Natasha Bedingfield.

What’s one song that isn’t played enough? Don’t stop till you get enough by Michael Jackson


Sand or Snow? Which would you prefer to holiday? Sand. No challenge.

One meal for the rest of your life, what would it be? Jerk Chicken, Rice & Peas with a Ginger Beer 🙂

How do you like your eggs? With Beans, 2 Sausages, 2 Hash Browns, 2 Slices of Sourdough Bread and a glass of Orange Juice.

By Rosie Broad | 27th July 2021

What Can We Learn in B2B From B2C

Traditionally there has been a clear distinction between B2B (business to business) and B2C (Business to consumer) audiences, whether working in sales, marketing, or any other industry. In saying that, are they closer than we think? There are facets of both that have similar qualities, yet they are treated very differently.

The demand generation sector is traditionally B2B. However, after I moved from a mixed B2B and B2C sector to working at oneninefive, I realised I’d never truly worked in B2B in this unique way before. Understandably, the most consistent aspect between B2B and B2C is that we are all obsessed with targeting specific individuals. In B2B everyone wants to understand the psychology and mindset of this individual in order to target and sell to their business. Hence personalisation of content should be at the forefront of everything we do, no matter the industry, in turn making it unique to the individual. Understanding what the individual is thinking, how they’re behaving, their competitors and any other factors that may influence their decision-making process is important. So, is B2B all that different to B2C?

Think of it this way. We’re selling directly to a person within a business, in the same way we would B2C. So, why do we as marketers treat B2B and B2C so differently?

Content is usually the focal point of many B2C marketing strategies, to drive interest, awareness, and trust around products and brands, which improves conversion rates and customer loyalty. 58% of marketers in 2018 reported content marketing creation was their top priority (CMI). This has now risen to 94% as marketers are investing in content marketing and 68% plan on increasing their budget for 2021 (The state of content marketing 2020 by SEMrush). When we think of content we usually think of B2C but it’s important to remember content in B2B. Remember, behind every business is a person.

The importance of content marketing and specialist targeting has only increased during the pandemic, highlighting the importance of being able to convey a message to an individual without being directly in front of them – a particularly exciting and important time for the marketers in the world!

B2C marketing campaigns are seen as much more fun, exciting, yet there is no reason that B2B cannot be the same.

  • We can still be customer centric
  • Use the power of social media
  • Tell the story of our brand

We as B2B marketers should look at deploying some of the same principles as B2C, this is exactly why here at oneninefive we don’t want to look like a narrow minded B2B demand generation business.