1. We Have Already Started
4 Case studies: The VAR Guy, NRN app,
Equipment Watch, Siemens
Key Themes: How did you innovate,
obstacles faced, lessons learned

2. Table 16 – Safety Program
• (Across Penton platforms)
• MENU Training Data Events Display
• Engagement/Interaction Webinars/Videos
• Social Newsletters PACKAGES
• Menu Items
• Appearance of Customizable & Unique __ Yet
backend definition with metrics, scalability,
cross-department support

3. Branded content - Gluten free focus
Best vertical. Short version of how to
General Mills as target
- thought leader on gluten
- multi client custom research- custom consumer
- Use insights to shape focused content opportunity
- Multi- verticals
1. restaurant
2. natural products
3. grocery cross over
- thought leader on gluten free
- social component- plug in twitter feed- hash tags match topics
- branded live event (could also be we binary, focus groups)

5. Project: Partnering across platforms.
Build a comprehensive plan that has value for them.
A number of companies that operate behind the scenes. Come into the lab with a new
idea and there are companies that can help you formulate the product through
research and testing. Then work with Amazon to get the products out to the retailers
and consumers.
Amazon, selling direct to consumers
Research, work more closely with Amazon to understand who is buying their products
and why, who are their target consumers, especially in the natural and organic
products space
Getting more companies to sell their products on Amazon
Provide to Amazon research on products are trending positively

6. Project: Partnering across platforms.
Build a comprehensive plan that has value for them.
A number of companies that operate behind the scenes. Come into the lab with a new
idea and there are companies that can help you formulate the product through
research and testing. Then work with Amazon to get the products out to the retailers
and consumers.
Amazon, selling direct to consumers
Research, work more closely with Amazon to understand who is buying their products
and why, who are their target consumers, especially in the natural and organic
products space
Getting more companies to sell their products on Amazon
Provide to Amazon research on products are trending positively

7. Project: Partnering across platforms.
Partnership between us and Amazon, get Amazon access to our Manufacturers.
Manufacturers provide the product to Amazon.
The retailers, figure out of way for them from getting pinched. Allow smaller retailers
to sell through amazon. Enable retailers to sell through Amazon.

9. Vertical is Waste.
Creation of landfills
Equipment needed (source data from EW)
Sentivity to environmental issues
Planning process
Population growth/ density/ housing growth Age of infrastructure - sewage, water % of
income of municipality driven by services vs manufacturing Recycling rules, single
stream Life cycle of trash trucks, tracks moving How is trash pick up paid for - private
provider or public service paid via taxes Local politicians that make decisions / decision
process Previous contractors for city - Previous service providers - legal, accountants
RFP frequency and average size.

10. Building a SaaS Business -Table 11
User - restaurant or small business owners
Pain point - small independent businesses making healthcare decisions under new
insurance requirements
How to get data - public exchange from the government, insurance companies and
healthcare consulting organizations
Fed content about options, benefits of each option, IRS information, reporting
requirements, community of small business owners to try to keep cost down
Subscription based model, employer subscribes

11. Building a SaaS Business -Table 11
Available information:
Website providing choice options for staff
Information regarding governmental filing requirements
Calculation tool of scenarios of what makes most sense - converting ft employees to pt
or buying through private exchange versus public exchange

13. Branded content programs
-Table 2
(Michael madej, Susan lipp, Lisa schnettler, mike eby, David Armstrong, Chrissy ferraro)
Wealth management.com
Non-traded Real Estate Investment Trusts (REIT's) Focus on Pricing, how they work,
how to talk about them with clients
Landing page (non traded reit)
Existing Content retagged
Include feed of newly registered Reit's
Guest blogger (our choice from industry best) Sponsored poll around the rest of the
site
Custom research (how are Reit's actually used, etc) Forum topics
Elistening (a lot of confusion and negative perception around this)

14. Siemens case study
IW Siemens - Partnering across platforms
• Incorporate mechanical systems
• Design engineering
• Need a big client, that thinks big
• Need to go big w/ ad program/campaign
• Research - first understanding pain points/trends Add
markets unique features to program Share between
properties Leverage B2B to obtain B2C where possible

15. Siemens case study
• Boils down to Multi channel marketing campaign with research Identify mega trends across a group, what
companies tie into that trend
• Products insurers want to push
• To do it nationally is hard as regulations are state specific
• Doing research in anyone market
• Cross market
• Research smb
• Crossover
• Restaurant market
• Ag
• Foods
• Healthy lifestyle
• Identify mega trend
• Look at largest clients in the group that are impacting those trends Market leader approach National sales
managers Build custom proposal
• Driving shortage
• Training and recruiting