In this conversation, Robert Dippell, CEO of Morning Brew, shares insights into the unique challenges of B2B media compared to consumer models. He discusses Morning Brew's successful transition into the B2B space and the importance of innovative audience engagement strategies. The talk covers the shift towards creator-led media, the necessity of diversifying revenue streams, and how early growth tactics have evolved. Dippell emphasizes adapting to audience feedback and building strong brand identities, making this a must-listen for media enthusiasts.
Robert Dippel highlights the fundamental differences between consumer and B2B media, emphasizing the underestimation of challenges by many publishers.
Morning Brew has successfully developed a diverse B2B portfolio through tailored content that addresses industry-specific needs and leverages its existing audience.
The company's pivot to multimedia platforms and creator-led content illustrates its strategy to adapt to changing media consumption patterns for sustained growth.
Deep dives
Impact of Audience Development Research
A new research report from a collaboration with industry experts examines how publishers are adapting their audience development strategies, especially during shifts in consumer behavior and engagement. This effort stems from ongoing conversations with publishing executives who recognize the need for innovative audience engagement approaches. The survey of around 100 publishers highlights emergent trends and strategies tailored to today's market dynamics. Such insights are essential for understanding how to effectively reach and maintain audiences in a rapidly evolving media landscape.
Transition in Leadership at Morning Brew
Robert Dippel's appointment as the new CEO of Morning Brew marks a significant leadership transition as he succeeds co-founder Austin Reif. During his tenure in the B2B industry, Dippel has developed insights that will guide Morning Brew in expanding its B2B offerings. His background allows him to leverage existing consumer media knowledge while navigating the distinct dynamics between B2C and B2B businesses. The company is well-positioned to capitalize on its existing audience base while exploring new revenue streams in the B2B landscape.
Success in B2B Expansion
Morning Brew successfully transitioned into the B2B space, establishing seven distinct B2B brands despite challenges faced by other consumer media outlets attempting a similar shift. This strategic move was supported by the founders' foresight, who recognized the necessity of branching beyond the original newsletter model. Their approach entails understanding the needs of professionals and delivering tailored content that resonates with specific industry interests. By capitalizing on a significant existing subscriber list, Morning Brew effectively turned its audience engagement into fruitful B2B revenue streams.
Diversification Beyond the Newsletter
Morning Brew has begun to reshape its identity beyond being just a newsletter company by diversifying its content offerings into multimedia platforms, including video and audio. The leadership's awareness of changing media consumption patterns allowed them to pivot towards creator-led content initiatives that resonate more broadly with audiences. The launch of various franchises, such as the podcast 'Morning Brew Daily,' exemplifies how they are creating a diversified portfolio that captures attention and drives engagement across multiple formats. This strategic diversification is crucial for sustaining growth and maintaining relevance in the competitive media landscape.
Navigating the Complex B2B Sales Environment
The complexities of B2B sales require a different approach from consumer-focused sales models, and Morning Brew has successfully adapted its strategies. Building a dedicated professional sales team equipped to handle the nuances of B2B is essential for engaging with a variety of advertisers and creating tailored ad products. Understanding the dynamics of the professional audience allows them to navigate relationships and develop offerings that resonate with industry-specific needs. This focus on education—both internally and for clients—has become a cornerstone for sustaining growth as they venture deeper into the B2B space.
Morning Brew CEO Robert Dippell joins me to break down the fundamental differences between consumer and B2B media, why so many publishers underestimate the challenge, and how Morning Brew has built a thriving B2B business alongside its flagship newsletter. We also discuss the role of events, the shift to creator-led media, and why some of Morning Brew’s early growth strategies wouldn’t work today.
