ExpertFile is the worlds largest open-access, curated search engine for experts. ExpertFile is the best way to search and connect with credible experts on over 50,000+ topics. Our award-winning software platform is trusted by leading knowledge-based organizations to help them manage and connect their research and perspectives to a broader audience.

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View and connect with expert @[Full Name](fullname), @[Job Title](job_title) at @[Organization](organization) for media, speaking, professional opportunities and more.

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Since 1986, the SIIA CODiE Awards have recognized the best platforms in software, information and education technology.  The CODiE Awards are the only peer-recognized program in the industry based on votes tabulated following a careful platform review/ . The CODiE Award win serves as strong market validation for a product’s innovation, vision, and overall industry impact.

www.siia.net/codie/

2021 CODiE Award - Best Content Marketing Solution (Software Information Industry Association)

The IABC Heritage Region Silver Quill award is an exceptional distinction within the communication profession. Entries are evaluated on their own merit, not against each other. Each entry is evaluated by two communication professionals who follow IABC's seven-point global scale of excellence.

IABC Silver Quill Award

2018 CODiE Award - Best Content Marketing Solution (Software Information Industry Association)

Winner of the Model of Excellence award by the InfoCommerce Group and the Software & Information Industry Association (SIIA).  InfoCommerce Group regularly scans the information services landscape to identify products that are pioneering or perfecting new business models, exhibit best practices or offer technological innovation. Those that are re-setting the standards for data excellence are named each year as Models of Excellence, based on content, innovation, utility, functionality, revenue.


2012 Industry Award Recipient - InfoCommerce Group & SIIA (Award of Excellence)

Hacking Health is a national organization dedicated to fostering collaboration between health and IT experts.  Over 100 doctors and healthcare practitioners (VIP/administrators) as well as over 220 hackers gathered to develop solutions and show off their prototypes.
With a focus on frontline clinicians who have identified opportunities for technology to improve the way we practice and deliver healthcare.

Workshop Leader - Hacking Health

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Junior Achievement - Economics of Staying in School

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MaRS Entrepreneurship 101 - Guest Lecturer (Marketing, Strategy & Investment Presentation)

Peter’s work has been featured in publications such as Inc. Magazine and PRWeek and has won industry awards including a 2021 IABC Award and 2 CODiE Awards for "Best Content Marketing Solution" (2021 & 2018). With over 20 years of technology experience in corporate roles and venture backed startups, he has been at active as an operator, consultant and angel investor in markets such as media, telecom, healthcare, Internet services and SaaS software. He has spoken as a keynote/panelist at global conferences hosted by organizations including PRSA, Conference Board of Canada, Business Marketing Association and IABC. He holds an MBA from Queen’s University.

Professional Experience
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SaaS Software, Information Services, Market/Product Research, Corporate Strategy, Channels/Alliances, Product Management, Brand Strategy/Architecture

Speaking Experience
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US, Canada, Europe, Asia

Citizenship
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European Community (United Kingdom) + Canadian Citizen (Received in 2000)

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10 Minutes with ExpertFile: An Interview with Peter Evans of ExpertFile

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Connecting Journalists with Knowledgeable, Responsive Sources

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Dejero and ExpertFile Announce Partnership at NAB Show to Add Expert Directory Feature for Newsrooms

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Associated Press Integrates ExpertFile Planner Platform

In the drive to attract students MBA schools are adding industry-specific streams to set themselves apart

The Diversification of B-Schools

With MBA degrees becoming commoditized, Business schools are under pressure to showcase faculty with specialized expertise most relevant to the grow sectors of the economy. We weigh in on the latest trends shaping how business schools are marketing their expert faculty to attract students.

When it comes to content marketing, the majority of business-to-business (b2b) marketers surveyed in a recent Forrester report revealed they are not as mature as they think.

Forrester CMO blog Reveals Most B2B Marketers Can't Connect Their Content Activity to Business Value 

Laura Ramos, VP and Principal Analyst in Forrester’s CMO practice has some sobering comments about the state of content marketing.  She states that “CMOs will need to take a hard look at skills, staff, and creative resources directed at content production.  Staying the current course will not be productive long-term. The study revealed just 4% of those we surveyed are true masters of content marketing. 

This week, Google started prioritizing mobile-friendly websites in google searches made on a smartphone. the change could hurt businesses whose sites don't pass google's mobile-ready test.

Experts Available to Comment on Today's Google Mobile Changes

Google's latest update, dubbed "mobilegeddon" began rolling out yesterday.  This update poses a significant threat to the way top websites are ranked in its search results. Google has effectively changed its definition of mobile readiness. Our experts have been studying this development closely, and can provide commentary for journalists looking for perspectives on this emerging story.

“Our Research on over three hundred websites in North America reveals that only 22% of organizations pass Google's new definition of mobile responsiveness,” says Robert Carter, Co-Founder and Vice President of Product at Toronto-based software company, ExpertFile.

"Google is clearly sending a signal that the marked increase in mobile device usage matters. The needs of mobile users must be recognized in the way that relevant search results are delivered,” writes Peter Evans, Co-Founder & CEO at ExpertFile.

Broadcast reporters are encouraged to connect our media relations department via ExpertFile, or contact George Raine at graine@expertfile.com or via cell at (647) 784 7191.

Publishing in academic journals is prestigious, but sharing your ideas with a wider audience is exciting and full of unexpected rewards

Academics: leave your ivory towers and pitch your work to the media

Dr. Kristal Brent Zook's article in The Guardian underscores the growing need for faculty experts to more effectively communicate with the media. 

Our experts are available to speak with media on a range of topics related to this story.

Approved Quotes: 
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"This is an issue that is very much related to the changing role of faculty in institutions. Our research shows there is an incredible opportunity for schools to better promote their academic research by helping media tell their story." 
- Peter Evans, Founder & CEO, ExpertFile

"While many faculty are becoming more attuned to the need to communicate their work beyond peer-reviewed journals, there are still many on the campus who lack both the attitude and the skills necessary to effectively translate their research to the media."
- Peter Evans, Founder & CEO, ExpertFile

SPEAKING TO "JOE THE PLUMBER": HOW ACADEMICS NEED TO CHANGE THEIR MESSAGING

There’s nothing new about fake news. satirical media outlets such as The Onion have been around for a decade giving us a good laugh. but…

In this era of fake news and alternate facts — experts are king

Fake news is suddenly big news. A quick browse this morning and the topic is featured in articles and stories in The Guardian, CNN, Forbes, Reuters, iPolitics and The New York Times. 

Explaining fake news, finding its source, its effectiveness and how to counter it are all top of mind priorities for journalists, politicians and even technology leaders. 

Fake news is eroding the trust the public has in its leaders and media and something must be done soon. We need to see a return of intelligence and knowledge to present true facts.

In this new era, issues such as climate change, economic data, security, crime and healthcare policy -people without qualifications are being asked to speak on topics that require years of study, research, and experience. Opinions — not always informed opinions — are taken as fact.

To reverse this trend, institutions need to work with the media to present a more balanced set of perspectives. We need to see academics, physicians, professionals, and leaders in their respective fields contribute more to these big conversations. 
It won’t be easy, but it is possible.

ExpertFile is the world's first marketing platform and search engine for expert content. The company specializes in providing media access to thought leaders and thousands of experts who are objective, credible and whose opinions are sought and respected worldwide.  Now more than ever – the public needs trustworthy sources of accurate and unbiased information.

Peter Evans is the CEO and Co-founder of ExpertFile. His experience and expertise has made him a leader in the realms of innovation, marketing and digital software. He is a respected speaker and a sought-out panelist for technology, marketing and innovation events throughout the world. Peter is available to speak to media regarding fake news and how technology companies are fighting back. Simply click on his icon to arrange an interview.

Confronting the Fake News Phenomenon with Credibility

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Inside the Next Generation Newsroom - Joint Session with Associated Press

Inside the Next Generation Newsroom - The New Rules for Communications

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"From Fail to Scale: Customer Value Design for Startups"

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Blue Ocean Strategy: Case Study Presentation

From Thought Leader to Market Leader: Rising Above the Market Noise

Marketing for Researchers

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Introduction to Marketing & Strategy 

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Essentials of a Killer Investor Pitch

Collision Conference 2019

Collision Conference 2019 Keynote

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2018 CODiE Award - Best Content Marketing Solution

the-light-that-lasts-exploring-the-meaning-and-magic-of-hanukkah

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Co-Founder & VP Product

    Hanukkah may not be the biggest holiday in Judaism, but culturally it’s one of the most recognizable — a celebration of resilience, identity, family, and (let’s be honest) some of the world’s finest fried foods.

Behind the candles and the dreidels is a deeper story that continues to resonate across generations, especially in a time when conversations about cultural identity, belonging, and freedom are front and centre.

Where It All Begins: A Miracle of Light in a Time of Darkness  Historically, Hanukkah commemorates the rededication of the Second Temple in Jerusalem around 164 BCE after the Jewish people, led by the Maccabees, revolted against oppressive rule. When they reclaimed the Temple, tradition says only one day’s worth of purified oil remained — yet it burned for eight days.

This “miracle of the oil” inspired the festival: eight nights of light triumphing over darkness, both literally and symbolically.

Cultural Significance: A Celebration of Identity and Resilience  Hanukkah stands as a powerful reminder of:

Religious freedom — the right to practice one’s traditions openly Perseverance in the face of adversity  The strength of cultural identity and community  While it is not one of Judaism’s major holy days, its timing in the winter — often alongside Christmas — has made it a cornerstone of Jewish visibility in North America and worldwide.

For many families, the holiday carries a warm mix of pride, heritage, and continuity: a chance to tell stories, honour ancestors, and reinforce cultural roots in a rapidly changing world.

The Festive Side: Food, Family, Flame… and Spinning Tops  Hanukkah traditions vary around the globe, but common themes include:

Lighting the Menorah Each night, families add one more candle, filling homes with increasing brightness — a powerful metaphor for hope and persistence.  Fried Foods Potato latkes, sufganiyot (jelly-filled doughnuts), fritters — all fried to commemorate the oil of the miracle. Dieticians everywhere look the other way.  Dreidel Games The spinning top (nun, gimel, hey, shin) is tied to historical stories of Jewish children studying Torah in secret. Today it’s mostly about bragging rights and chocolate coins.  Gifts and Gatherings Gift-giving is a more modern tradition in some regions, influenced by cultural exchange with North American holiday norms.  Looking for an angle or Story?  Hanukkah in a multicultural society — how Jewish visibility shapes community identity The Maccabees and modern conversations about resistance and resilience Evolving Hanukkah traditions across the global Jewish diaspora Food as cultural storytelling — the symbolism of oil in holiday cuisine The rise of public menorah lightings and interfaith holiday events How Hanukkah has been portrayed in pop culture — and why representation matters Why Hanukkah Still Resonates Today  Hanukkah is more than a ritual of candles — it’s a celebration of survival, spirit, and cultural pride. In a world where communities continue to navigate questions of identity, inclusion, and tradition, the Festival of Lights offers a meaningful lens on perseverance and the enduring human drive toward hope.

Connect with an expert today!  Journalists exploring religion, culture, family traditions, or seasonal celebrations can connect with Hanukkah scholars, Jewish studies experts, cultural historians, and community leaders on ExpertFile for interviews and deeper insights.

     Find your expert here: www.expertfile.com 

The Light That Lasts: Exploring the Meaning and Magic of Hanukkah

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Founder, Mission A

  The holidays promise joy, warmth, and “quality time,” but for many people they also deliver a cocktail of stress, expectations, forced cheer, family politics, and receipts longer than a CVS bill.
Between travel chaos, financial pressure, social burnout, and attempting to assemble toys designed by engineers who clearly hate humans, holiday anxiety is soaring.

The good news: experts who study mental health, behaviour, and stress management say there are ways to keep your nerves intact — and maybe even enjoy yourself along the way.

Why the Holidays Stress People Out (Science Says It’s Not Just You)  Adults report higher levels of stress in November and December than almost any other time of year. Common triggers include:

Financial expectations: gifts, gatherings, travel, meals, and the sudden belief that every present needs to be “meaningful.” Time pressure: too much to do, too few days on the calendar. Social overload: introverts, extroverts, and “I’m-just-here-for-the-food-verts” all feel it. Family dynamics: every family has at least one person who always “starts something.” Nostalgia vs. reality: the pressure to create a “perfect holiday,” despite the fact that perfect holidays only exist in movies and greeting cards.  Experts note that people often skip their routines (sleep, exercise, healthy meals) and then wonder why their stress spikes. The season demands more of people while simultaneously removing their coping mechanisms.

Practical Ways to Reduce Holiday Anxiety — Backed by Psychology (and Common Sense)  1. Lower the Bar: “Good Enough” Is a Holiday Gift to Yourself Researchers consistently find that perfectionism fuels anxiety. A store-bought pie, a slightly messy house, or wrapping gifts in whatever paper you can find at 11 p.m. will not derail the season.

2. Set Boundaries (Even With the Loud Relatives) Experts often emphasize that saying “no” is one of the most effective stress-management tools. Fewer events, fewer obligations, fewer emotional landmines.

3. Budget Before You Shop Financial therapists note that anxiety drops when people pre-set limits and stick to them. You don’t need a MasterCard bill that arrives in January carrying the emotional weight of a Greek tragedy.

4. Protect Your Recharge Time A short walk, fresh air, or 10 minutes of solitude is not selfish — it’s psychological maintenance. Mental-health researchers recommend intentionally scheduling downtime before the calendar fills itself.

5. Keep Expectations Realistic Not every moment will be magical. Not every conversation will be smooth. Not every plan will unfold as imagined. Experts say acceptance, not forced positivity, lowers stress significantly.

6. Focus on Meaning, Not Perfection Studies show that people feel calmer when they shift their focus toward connection, gratitude, and small moments rather than elaborate performances of holiday cheer.

Holiday Angles for Journalists  The psychology behind holiday anxiety — what triggers it and why it’s so universal How family systems and old patterns surface at holiday gatherings The economics of holiday stress — debt, spending pressure, and emotional spending How introverts (and extroverts) navigate holiday overload differently Why holiday nostalgia makes people emotionally sensitive Healthy boundary-setting during family events How immigrant, multicultural, and blended families are reshaping holiday expectations  Let's get you connected to an expert.  The holiday season is increasingly fast-paced, commercialized, and socially demanding. Many people feel pressure to present a perfect life at a time when burnout, financial strain, and mental-health challenges are higher than ever.

Helping audiences understand holiday stress — and giving them practical, research-grounded strategies — can make a measurable difference in their emotional well-being.

For journalists covering mental health, family dynamics, holiday culture, or stress-management trends, ExpertFile’s roster of psychologists, counsellors, behavioural scientists, and wellness experts can offer insights, interviews, and real-world advice to support your reporting.

      Find your expert here: www.expertfile.com 

Holiday Anxiety Is Real — Here’s How People Can Actually Stay Sane This Season

university-communications-needs-a-bigger-role-in-the-research-conversation

Because the Public Doesn't Care About Your Altmetrics Scores

 While attending the Expert Finder Systems International Forum (EFS), several notable themes emerged for me over the 2-day event. It's clear that many universities are working hard to improve their reputation by demonstrating the real-world impact of their research to the public and to funders, but it's proving to be a challenging task - even for the largest R1 universities.  Many of these challenges stem from how institutions have traditionally organized their research functions, management systems, and performance metrics.  Engaging faculty researchers in this process remains a significant challenge, despite the need for rapid transformation. 

While this EFS conference was very well-organized and the speakers delivered a great deal of useful information, I appeared to be one of the few marketing and communications professionals in a room full of research leaders, administrative staff, librarians, and IT professionals. There's a certain irony to this, as I observe the same phenomenon at HigherEd marketing conferences, which often lack representation from research staff.  My point is this.

We can't build better platforms, policies, and processes that amplify the profile of research without breaking down silos.  We need University Communications to be much more involved in this process.   As Baruch Fischhoff, a renowned scholar at Carnegie Mellon University, notes:

Bridging the gap between scientists and the public “requires an unnatural act: collaboration among experts from different communities” – but when done right, it benefits everyone.   But first, let's dive in a little more into RIM's and Expert Finder Systems for context.

What are Research Information Systems (RIMs)  Research Information Management systems (aka Expert Finder Systems) are the digital backbone that tracks everything researchers do. Publications, grants, collaborations, patents, speaking engagements. Think of them as massive databases that universities use to catalog their intellectual output and demonstrate their research capacity.  These systems matter. They inform faculty promotion decisions, support strategic planning and grant applications, and increasingly, they're what institutions point to when asked to justify their existence to funders, accreditors, and the public.

But here's the problem: most RIM systems were designed by researchers, for researchers, during an era when academic reputation was the primary currency. The game has fundamentally changed, and our systems haven't caught up. Let's explore this further.

Academic Research Impact: The New Pressure Cooker  Research departments across the country are under intense pressure to demonstrate impact—fast. State legislators want to see economic benefits from university research. Federal agencies are demanding clearer public engagement metrics. Donors want stories, not statistics. And the general public? They're questioning whether their tax dollars are actually improving their lives.

Yet some academics are still asking, “Why should I simplify my research? Doesn’t the public already trust that this is important?” In a word, no – at least, not like they used to. Communicators must navigate a landscape where public trust in science and academia is not a given.  The data shows that there's a lot of work to be done.

Trust in science has declined and it's also polarized:. According to a Nov. 2024 Pew Research study, 88% of Democrats vs. 66% of Republicans have a great deal or fair amount of confidence in scientists; overall views have not returned to pre-pandemic highs and many Americans are wary of scientists’ role in policymaking.

While Public trust in higher education has declined, Americans see universities having a central role in innovation. While overall confidence in higher education has been falling over the past decade, a recent report by Gallup Research shows innovation scores highest as an area where higher education helps generate  positive outcomes. 

 

 Communication is seen as an area of relative weakness for scientists. Overall, 45% of U.S. adults describe research scientists as good communicators, according to a November 2024 Pew Research Study. Another critique many Americans hold is the sense that research scientists feel superior to others; 47% say this phrase describes them well.

 The traditional media ecosystem has faltered:. While many of these issues are largely due to research being caught in a tide of political polarization fueled by a significant rise in misinformation and disinformation on social media, traditional media have faced serious challenges.  Newsrooms have shrunk, and specialized science journalists are a rare breed outside major outlets. Local newspapers – once a reliable venue for highlighting state university breakthroughs or healthcare innovations – have been severely impacted. The U.S. has lost over 3,300 newspapers since 2005, with closures continuing and more than 7,000 newspaper jobs vanished between 2022 and 2023  according to a Northwestern University Medill Report on Local News. Competition for coverage is fierce, and your story really needs to shine to grab a journalist's attention – or you need to find alternative ways to reach audiences directly. 

 

The Big Message These Trends are Sending  We can’t just assume goodwill – universities have to earn trust through clear, relatable communication.  Less money means more competition and more scrutiny on outcomes. That's why communications teams play a pivotal role here: by conveying the impact of research to the public and decision-makers, they help build the case for why cuts to science are harmful.

Remember, despite partisan divides, a strong majority – 78% of Americans – still agree government investment in scientific research is worthwhile. We need to keep it that way.
But there's still a lot of work to do.


The Audience Mismatch Problem  The public doesn't care about your Altmetrics score. The policymakers I meet don't get excited about journal impact factors. Donors want to fund solutions to problems they understand, not citations in journals they'll never read. 

Yet our expert systems are still designed around these traditional academic metrics because that's what the people building them understand. It's not their fault—but it's created a blind spot.

"Impact isn't just journal articles anymore," one EFS conference panelist explained. "It's podcasts, blogs, media mentions, datasets, even the community partnerships we build." But walk into most research offices, and those broader impacts are either invisible in the system or buried under layers of academic jargon that external audiences can't penetrate. Expert systems have traditionally been primarily focused on academic audiences. They're brilliant at tracking h-Index scores, citation counts, and journal impact factors. But try to use them to show a state legislator how your agriculture research is helping local farmers, or explain to a donor how your engineering faculty is solving real-world problems? There's still work to do here.

As one frustrated speaker put it: "These systems have become compliance-driven, inward-looking tools. They help administrators, but they don't help the public understand why research matters.   The Science Translation Crisis  Perhaps the most sobering observation came from another EFS Conference speaker who said it very plainly. 

"If we can't explain our work in plain language, we lose taxpayers. We lose the community. They don't see themselves in what we do."  However, this feels more like a communication problem masquerading as a technology issue. We've built systems that speak fluent academic, but the audiences we need to reach speak human. When research descriptions are buried in jargon, when impact metrics are incomprehensible to lay audiences, when success stories require a PhD to understand—we're actively pushing away the very people we need to engage.


The AI Disruption Very Few Saw Coming  Yes, AI, like everywhere else, is fast making its mark on how research gets discovered. One impassioned speaker representing a university system described this new reality: 

"We are entering an age where no one needs to click on content. AI systems will summarize and cite without ever sending the traffic back."  Think about what this means for a lot of faculty research. If it's not structured for both AI discovery and human interaction, your world-class faculty might as well be invisible. Increasingly,  you will see that search traffic isn't coming back to your beautifully designed university pages—instead, it's being "synthesized" and served up in AI-generated summaries.  I've provided a more detailed overview of how AI-generated summaries work in a previous post here. Keep in mind, this isn't a technical problem that IT can solve alone. It's a fundamental communications challenge about how we structure, present, and distribute information about our expertise.

Faculty Fatigue is Real   Meanwhile, many faculty are experiencing serious challenges managing busy schedules and mounting responsibilities.  As another EFS panelist commented on the challenges of engaging faculty in reporting and communicating their research, saying, "Many faculty see this work as duplicative.  It's another burden on top of what they already have. Without clear incentives, adoption will always lag."

Faculty researchers are busy people.  They will engage with these internal systems when they see direct benefits. Media inquiries, speaking opportunities, consulting gigs, policy advisory roles—the kind of external visibility that advances careers and amplifies research impact.  And they require more support than many institutions can provide. 

Yet, many universities have just one or two people trying to manage thousands of profiles, with no clear strategy for demonstrating how tasks such as profile updates and helping approve media releases and stories translate into tangible opportunities. In short, we're asking faculty to feed a system that feels like it doesn't feed them back.  Breaking Down the Silos  Which brings me to my main takeaway: we need more marketing and communications professionals in these conversations. The expert systems community is focused on addressing many of the technical challenges—data integration, workflow optimization, and new metadata standards — as AI transforms how we conduct research. But they're wrestling with fundamental communication challenges about audience, messaging, and impact storytelling.

That's the uncomfortable truth. The systems are evolving whether we participate or not. The public pressure for accountability isn't going away. Comms professionals can either help shape these systems to serve critical communications goals or watch our expertise get lost in translation.  ⸻

Key Takeaways  Get Closer to Your Research: This involves having a deeper understanding of the management systems you use across the campus.  How is your content appearing to external audiences? —not just research administrators, but the journalists, policymakers, donors, and community members we're trying to reach. 

Don't Forget The Importance of Stories: Push for plain-language research descriptions without unnecessarily "dumbing down" the research.  Show how the work your faculty is doing can create real-world benefits at a local community level.  Also, demonstrate how it has the potential to address global issues, further enhancing your authority.  And always be on the lookout for story angles that connect the research to relevant news, adding value for journalists.

Structure Expert Content for AI Discoverability: Audit your content to see how it's showing up on key platforms such as Google Gemini, ChatGPT.  Show faculty how keeping their information fresh and relevant translates to career opportunities they actually care about.

Show Up at These Research Events: Perhaps most importantly, communications pros need to be part of these conversations. Next year's International Forum on Expert Finder Systems needs more communications professionals, marketing strategists, and storytelling experts in the room. The research leaders, administrators and IT professionals you will meet have a lot of challenges on their plate and want to do the right thing.  They will appreciate your input.

These systems are being rapidly redesigned - Whether you're part of the conversation or not.   The question is: do we want to influence how they serve our institutions' communications goals, or do we want to inherit systems that work brilliantly for academic audiences but get a failing grade for helping us serve the public?




University Communications Needs a Bigger Role in the Research Conversation

We’re entering a new era where audience attention spans are declining, and buyer journeys, impacted by social and search algorithms, are becoming increasingly complex. 

Successful founders understand thought leadership is critical to navigating these challenges.  But they don’t have time to waste on activities that fail to drive results. That’s why we’ve put together a simple yet powerful framework to help you tell your story in ways that help you boost reach, reputation, relationships, and revenue - in very little time, even on a very limited budget.

Based on research and in-field success with hundreds of startups and larger enterprise customers, we’ll show you 7 proven secrets of thought leadership to help you rise above the noise to build the market influence necessary to help you scale.

The Seven Secrets We’ll Cover

1. Discoverability: How to quickly make your content more visible in search and social platforms.
2. Originality:  Why focusing on a niche to will help you stand out in a sea of sameness, especially in this new age of AI-driven content.
3. Relevance: How connecting your messages to current trends and pressing issues will pay off in more customer engagement, social sharing, and media coverage.
4. Intrigue: Ways to position your product/service in a more provocative and authentic way to sustain curiosity with audiences.
5. Generosity: How to avoid negatively triggering your prospects by educate more and selling less with your content.
6. Visualizations: Ways to simplify complex ideas and stand out from the competition with a visual framework for your product/service.
7. Brevity: How neuroscience shows us ways to gain attention and sustain curiosity by being more succinct with content.

Whether you're refining your brand story or scaling your business, this session will equip you with practical tools to make thought leadership work for you.

Thought Leadership Secrets for Founders: 7 Keys to Unlock Your Story & Scale Your Business                                  (Presented to Harvard Alumni Entrepreneurs Association Nov. 2024)

Research shows experts are a top source of trusted information for buyers.  Strong evidence is now emerging that proves the value of making experts more approachable at the front end of the sales process.
For example, IBM’s new “Expert Advice” program is generating thousands of leads by making key employees available for one on one phone calls with prospects for an informed, no pressure conversation. IBM also reports that conversion rates (from consultation to pipeline) are 400% higher than conventional marketing programs.  

What We'll Cover In This Session
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•  Why expert conversations can work better than traditional content for high value sales prospects
• How to identify, recruit and reward your experts to maximize your success
•  How to design and calculate the ROI for an Expert Advisory Program
•   Why a focus on experts can help you boost employee culture and drive corporate visibility and reputation

Conversations are the New Content: How to Position your Experts as Trusted Advisors to Build Reputation & Revenue

Research shows “experts” help you tell more compelling stories that build reputation and market visibility.  That’s why organizations are turning to “Expertise Marketing” as a way to position their people as brand ambassadors.  It’s a proven way to boost search rank, news coverage, speaking opportunities and customer leads.  Join us to learn how leading organizations are showcasing their expertise to tell more compelling stories that engage audiences.  Drawing from a rich variety of case studies, attendees will also be provided with a toolkit they can take back to the office to help them with a range of activities including expert assessment; content planning; storytelling; business case development and measurement.

What you will Learn in this Session:
• The best ways to better position your people as go-to “experts” to enrich your content and media pitches. 
• How to engage your experts and get them to help you develop better stories 
• How simple changes to your website can boost to massively boost visitor engagement and valuable market connections.
• The 5 most important things that journalists are looking for when they seek out expert sources    
• How to better leverage breaking news and identify key topics that are more likely to engage users online and generate media coverage.
• Ways to quickly measure ROI for your expertise marketing programs

Why Experts Are Shaping the Future of Marketing (Keynote, Workshop or Webinar)

Trends such as the erosion of consumer trust and increasingly complex buyer journey are driving enterprises and institutions to rethink how they make their experts more approachable to key audiences as media sources, speakers and customer advisors. This session will outline how organizations can better engage their internal experts to competitively differentiate their brand and drive new revenues. We will also share key insights and data learned from working with top organizations in sectors such as corporate, healthcare, higher education and industry associations.

What can established companies learn from smaller, innovative firms about making innovation happen - faster, cheaper, better? In this workshop we look at how small startups take an idea, develop it, and ultimately create viable products and services that drive growth. The workshop provides examples of how startups use emerging systems such as lean startup, blue ocean strategy and customer value management and also includes case studies.

More Results...Less Drama: What Big Companies Can Learn from Startups

Marilee Yorchak

Executive Director,

Jo Ann Dizy

Executive Director

Dr. Tony Redpath

Director, Entrepreneurship 101 Program

Lucia Gavin

Events Producer

Co-Founder & CEO

In his 2019 Collision Conference keynote session titled "More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing," Peter Evans - CEO of ExpertFile speaks to how organizations can better engage their internal experts to competitively differentiate their brand and drive new revenues. The session outlined how trends such as the erosion of consumer trust and increasingly complex buyer journey are driving enterprises and institutions to make experts more approachable to key audiences as media sources, speakers and customer advisors.  Peter also shared key insights learned from working with top organizations in sectors such as corporate, healthcare, higher education and industry associations.

Keynote: Collision 2019 Global Conference

Showcase your people and reach new audiences with ExpertFile the world’s first expertise marketing platform. From potential clients to media outlets, diverse audiences are actively looking for your in-house expertise.  Through award-winning software, industry know how and leading partnerships ExpertFile’s here to help.

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Expertise Marketing, content marketing

ExpertFile Explained

Peter Evans, Best Content Marketing Solution

CODiE Awards

2018 CODiE Award Winner: ExpertFile

Speakers: Peter Evans Summary: Part One of the marketing lectures discusses: - Why marketing effectiveness often matters as much today as pure product innovation - How to identify key market trends and better connect with the real needs of potential customers - How to use "value innovation" methods to competitively design a product as faster, cheaper and better - Pragmatic ways to position your product and quickly build market acceptance - How effective marketing must connect to focused business development and sales channel efforts MaRS - Building Canada's next generation of global technology companies. www.marsdd.com