On demand: 2022 Approaches to Content Monetization

About the webinar

Tuesday 27 September 2022

1400-1500 BST


Collingwood Advisory and OneNineFive by Agent3 are delighted to co-host this webinar, “2022 Approaches to Content Monetization”.

Publishers have fast woken up to the fact that ‘traditional’ digital content monetization approaches are outdated and under pressure due to various economic, compliance and technological factors within and outside their organization. 

We will discuss how B2B media organizations can move to results-based advertising products, allowing them to add significant revenue & data acquisition through content syndication.  

Key topics:

  • Demand gen is a core element of the marketing solutions playbook.
  • Entrepreneurs can benefit from increased growth, repeatable revenues, increased CLV and a higher value business.
  • Getting started, getting it right and scaling the proposition can, however, all be challenging.

Collingwood Managing Director of Scaleup Advisory Fergus Gregory and OneNineFive CEO Jordan Adams will be co-hosting experts Will Brookes, CEO of Raconteur and Paul Franklin, Ex Publisher/Operations Director B2B Division at Dennis Publishing, to explore the opportunities and pitfalls to avoid when scaling your demand gen business.

To book your place, please complete the form.


Fergus_GregoryFergus Gregory, Managing Director of Scaleup Advisory, Collingwood Advisory (Co-host)

Fergus is an experienced B2B media business leader who has spent over 15 years in the world of media, subscriptions, and events. He led two major profit centres at Informa, and was responsible for The Drum’s global expansion in his most recent role as Group Commercial Director.


Jordan Adams 195Jordan Adams, CEO, OneNineFive by Agent3 (Co-host)

Jordan is a top-performing sales management, sales operations and business operations specialist with 10 years’ experience demonstrated within the demand generation, telemarketing and business to business sales sectors. An expert in creating and executing b2b sales and lead generation strategies for clients across multiple industries, including global brands.

Will Brookes RaconteurWill Brookes, CEO, Raconteur

After joining the business in 2011, he went on to run Raconteur’s special reports division for three years before being promoted to managing director in late 2016. Having overseen several years of impressive growth, Will was appointed CEO in early 2021, when he guided the company to an EBITDA figure of more than £2m – the most profitable year in its 13-year history by some distance.

During his tenure, Raconteur has also reduced its historical reliance on print revenue, both by growing its registered audience on raconteur.net and by launching several digital publishing products and services. In 2022, Raconteur won the PPA’s Business Media Brand of the Year award.

Paul Franklin DennisPaul Franklin, Ex Publisher/Operations Director B2B Division, Dennis Publishing

With a 20 year career in B2B for the likes of Future, IDG and Dennis Publishing, Paul has witnessed first hand the changes across this landscape.

As Publishing Director for the B2B division he launched, developed, and supercharged Data Driven Services as a key revenue stream framework. Set against declining traditional models of ads and sponsorship, Demand Generation and Digital events offered clients the tangible return on investment the market demanded. With a laser focus on editorially supported data programs, they were able to ensure that audience user-journeys for these campaigns maintained the same levels of editorial excellence they expected.

Latterly, as Operations Director for IT Pro, Paul oversaw Marketing, Ops and Customer Success teams as well as partner networks to ensure the highest levels of service for their clients.

About the hosts


Collingwood Advisory provides value creation and scale-up advice to growing media businesses. The team of senior advisers have decades of experience in media business models and helping Collingwood clients to embed sales strategy and best practice in their businesses to maximise growth and quality of earnings.

Part of the Agent3 family, OneNineFive helps some of the world’s most respected B2B brands build thoughtful demand generation programs that increase account engagement and accelerate pipelines. In short, it connects B2B companies with B2B buyers, in any country, in any language in the world. All 1 9 5 of them.