The ITL leadership team brings together a powerful mix of insurance-industry expertise, experience in publishing and world-class editors, writers and marketers. But we subscribe to the saying: “Nobody is as smart as everybody.” So, rather than use the traditional model of journalism — we talk, you listen — we have created a platform where the smartest people can share their best ideas about every form of insurance, about all the issues that come up as policyholders try to wring the most value out of that insurance and about all the disruptive forces, including digital technology, that are transforming the industry. Already, Thought Leaders from dozens of prestigious firms — including Deloitte, Accenture, EY, PwC, Milliman, Sedgwick, SMA and HCL — are publishing on ITL. ITL is read in 196 countries and has more than 345,000 readers. Insurance is the bedrock of the economy. If businesses couldn’t take risks — secure in the knowledge that they are insured — there wouldn’t be businesses. And we believe that the insurance industry is going to see more change in the next 10 years than it has in the last 25, maybe the last 50. ITL intends to play a major role, letting the industry’s best thinkers share the ideas that will shape our future — while, of course, building their own brands and books of business. May the best ideas win!

2. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
PUBLICATION OF ARTICLES
You join our nearly 400 authors and are, thus, branded
as a Thought Leader. Your ideas are validated by an
objective third party as potentially game-changing.
You gain access to our community of more than
340,000 users. You retain the copyright for your articles,
and there is no charge to publish them with us.
We exist to serve our Thought Leaders.
We want to help you find the biggest audience for your
breakthrough ideas that we can.

3. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
STRATEGY CONSULTING
We draw on two main assets
• Our Team. We have a team of veteran journalists and consultants,
including content marketing experts and former CXOs of major
insurance companies, whose background in thought leadership and
strategy may be unmatched. For example, our editor-in-chief is Paul
Carroll, who spent 17 years as an editor and reporter at the Wall
Street Journal, which twice nominated him for the Pulitzer Prize. He
founded and edited a thought-leadership magazine that helped put
a start-up consulting firm on the map. The magazine was a finalist for
the National Magazine Award for General Excellence, the industry’s
highest honor. He has written five highly regarded books
on innovation.
• Our Insight. We have been publishing for almost four years, have
nearly 1,200 articles on the site, have nearly 400 thought leaders
and are used by more than 340,000 people. So we know what gets
attention and what doesn’t. We also have unusual insights into
emerging issues that our Thought Leaders could own.
Many companies don’t have fully articulated thought-leadership strategies -- or
have multiple strategies owned by different parts of the organization. We use a
formal process to facilitate the development of a detailed strategy that begins by
identifying the audiences you want to reach and works backward to understand
the ideas, authors and channels that will reach them.

4. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
execution
We pull together an editorial calendar,
help Thought Leaders execute against
it, and promote their articles.
That typically means planning sessions to generate ideas, followed
by assistance that can range from simple copy-editing up to
ghost-writing.
We promote the articles to our list (which has quickly grown from
about 600 to more than 20,000 and will keep increasing rapidly)
through email newsletters and other means.
We also can do email campaigns that will target your lists with
your articles – if you send the articles, they come across as
promotions; if we send them, they come across as impartial
thought leadership.

5. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
analytics
Act-on and Lead Forensics
Through Act-on and Lead Forensics,
we can provide exceptionally detailed
information about not only how many
people have read a piece but who they
are, how long they spent on the article,
what else they read, who else in their
business read the piece and so on – we
can often even give you a phone number
to call.
This information not only lets you track
the success of your thought-leadership
marketing campaign but can be used in
your business-development organization
to develop leads.

6. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
Premium Access
We have a unique arrangement through
which we provide insurance content to
the world’s fastest-growing network of
professionals in the office of the CFO.
This gives certain of our Thought Leaders
exposure to a very active community
of approximately 1.2 million visitors
annually and more than 60,000 registered
members. We can help you shape your
content and give you access to that
network of potential buyers.
access to cfos

7. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
BRANDING PAGE
Let us set you up!
We can set up a page for you that will
highlight all your thought leadership on
the ITL site, not only including the articles
you publish with us but also white papers,
video, webinars, podcasts and so on.
That way, when someone searches about
a topic on our site and finds something
one of your thought leaders has written,
the person not only sees that article
but has access to the full array of your
resources. This dynamic, highly curated
page is designed to communicate your
brand message by highlighting the
breadth and depth of your ideas.

8. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
webinars
Engage your Audience
We can promote webinars, host them for
you or conduct co-branded webinars that
would let you tap into our audience, as
well as yours.

9. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
ADVERTISING + SPONSORSHIPS
There are, of course, opportunities to advertise with us and sponsor
specific content or various topics or portions of our website.
Specific Content Sponsorship
You can sponsor specific content, whether you
produced it or whether it’s generated by ITL (for
example, ITL’s Thought Leader in Action profile).
Advertising
Naturally, there are traditional advertising opportunities
at any number of locations throughout the ITL website.
Discussion Forums
(Public and Private Communities)
The opportunity is to sponsor collaborative discussions
held in communities that will drive market change.
Six Things
This is a weekly newsletter sent to all of our subscribers
highlighting what our editor-in-chief views as the most
compelling content published on the ITL site.
Conference Sponsorships
We will be conducting a range of conferences, ranging
from intimate gatherings of CEOs of major companies
to larger meetings addressing specific topics.
Topic Page Sponsorship
The opportunity is for your company to be viewed as
the sponsor of an entire topic and the market leader in
the industry concerning that topic.

10. CASE STUDIES

11. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
STRATEGY consulting
absolutely worthy of coverage and encouraged
the thought leader to write about it. That became
the first article to appear on the ITL platform and
marked the kickoff of the firm’s thought-leadership
strategy. The piece has been read by several
thousand people and has been shared hundreds
of times on social media. The author reports that,
after years of trying and failing to get a speaking
slot at a particular conference, organizers called
him and asked him to fill a prominent spot on
the agenda.
Carroll provided a suggested editorial calendar
for the firm’s articles. He also generated rough
outlines for some of the pieces, although the firm
has good enough writing resources that it didn’t
need a lot of help there. Carroll edited all of the
pieces and has begun publishing them on ITL. ITL
promotes the pieces through its growing social
media channels, as does the firm.
The initial efforts have become a steady stream
of articles. The firm, which initially signed up for a
six-month engagement in 2014, has renewed the
agreement for the full year of 2015.
ITL worked with the CEO, the CMO and the
director of PR at a medium-sized firm to help it
form its thought-leadership strategy. We started
with a discussion of the firm’s intended targets for
business development and worked backward to
identify the sorts of articles and media channels
that would best reach them. ITL’s editor-in-
chief, Paul Carroll, then spent two days at the
firm, meeting with 10 potential thought leaders
to discuss ideas. Drawing both on his personal
background and on the analytics available to
ITL about what resonates with audiences on the
ITL platform, on social media and in ITL’s email
campaigns, he helped each prospective thought
leader identify two to six articles to write.
In many cases, the thought leaders came in with
the ideas, but there were also many times when
Carroll suggested areas to explore and topics
that were in demand. Ideas also sprang from
the interaction. For instance, one thought leader
joked about a topic he really wanted to cover but
was staying away from because he worried his
colleagues would think he was a quack, fretting
about everything. Carroll said the topic was

12. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
Execution: email campaign
ITL worked with a medium-sized insurer to promote
thought leaders via a sophisticated email marketing
campaign, managed through Act-on. The campaign
helped one piece, for instance, be read by more than
15,000 people in 2014 and drove traffic to the numerous
articles that the thought leaders published on ITL. The
campaign also drove signups for a webinar that is one of
the insurer’s biggest marketing events each year. More
than 900 signed up for the latest webinar, which was
more than double the prior year’s attendance.
Through Google Analytics, Act-on and Lead Forensics,
ITL provided detailed metrics on who was reading
articles, how long they were spending on the articles,
how many at a firm were reading a particular article, etc.,
to help the insurer identify warm leads. Each new client
typically brings more than $500,000 in commissions.

13. Insurance Thought Leadership, Inc. insurancethoughtleadership.com | March 5, 2015
EXECUTION: THIRD-PARTY VALIDATION
A startup approached ITL in 2013, looking for help validating a service that it felt could make a
significant impact on workers’ comp, saving money for employers while improving treatment
for injured workers. The firm had produced brochures and articles that read like brochures but
needed validation by a third party. ITL helped the firm recast its brochures as articles on ITL
and generate a steady flow of articles that kept up a presence on the platform. ITL promoted
the articles to its list of subscribers and provided copies that carried the ITL logo, which
branded the firm’s materials as thought leadership, not advertising. The firm has thrived and
credits ITL with a significant portion of its success.