ABM Strategic Plan 2009-2011: Leading a Transforming B2B Media Industry

1. DRAFT ABM Strategic Plan 2009-2011: Leading a Transforming B2B Media Industry

2. ABM Strategic Plan 2009 - 2011 Objective: ABM will be the leading voice for integrated B2B media companies during this time of dramatic transformation in the industry. It will act in collaboration with related associations and organizations as a catalyst for change.

3. Key Issues to Address for ABM Strategic Plan 2009-2011 • What are “quick wins” for the next 3 months? • What should we prioritize for tangible progress over the next 12 months vs. beyond that? • How can ABM model transformation? 4 Roadmapfor Change • What should ABM’s primary areas of focus be? • How can ABM be a catalyst for members’ transformation efforts? ABM Strategic Priorities 3 • How can ABM best differentiate itself from other associations? • What is ABM’s role in the B2B ecosystem? Fundamental Positioning and Purpose 2 • How will major discontinuities in our industry impact the needs of ABM members? • What are key threats and opportunities? How will this impact associations like ABM? Expectations About the Future Environment 1

4. 1. Expectations About Future Environment • Long term structural change in B2B marketing across all industries, driving large, multi-year declines in B2B advertising • Members being forced to transform their businesses in multiple ways, especially including digital – uncertainty on how to proceed • Massive pressure on ABM member P&L’s impacting ABM resources into the future • Members see value from multiple other associations – ABM needs to re-establish its distinctiveness, be more nimble and responsive • ABM risks further member attrition – limited window of opportunity to deliver additional value and signal ABM is making tangible progress The purpose of this plan is to re-establish the value of ABM for current and prospective members

5. 2. Fundamental Positioning and Purpose • Catalyst for Transformation: ABM will serve as an active force for change in the industry by providing a combination of research, networking, and proactive leadership on lobbying/ standard setting with a B2B-focused approach • Target Members:ABM members are in the business of providing attractive audiences to B2B marketers and actionable content to help their end-user customers run their businesses and make money • We’re About B2B:ABM is positioned at the center of the B2B eco-system encompassing publishers, pure play media and information companies, B2B advertisers and their agencies, service providers and specialized associations • Integration:ABM uniquely serves the distinctive needs of integrated B2B media and information companies (print, digital, events) and those businesses that work with them

6. ABM will be positioned at the center of the B2B ecosystem Other associations have interests in B2B, but are not focused on B2B and do not take an integrated view across print, digital and events ABM will build bridges to the B2B eco-system and magnify its impact via collaboration with other associations and organizations ABM will play a leadership role so that members involved in multiple associations see value in remaining in ABM ANA AAAA AAF SIIA ABM ABM SISO OPA BMA IAB 2. Fundamental Positioning and Purpose —The B2B Eco-System AAAA – American Association of Advertising Agencies AAF – American Advertising Federation ANA – Association of National Advertisers BMA – Business Marketing Association IAB – Interactive Advertising Bureau OPA – Online Publishers Association SIIA – Software and Information Industry Association SISO – Society of Independent Show Organizers

7. Lobbying/ Standards Research To Show Networking & Education Research To Know Research To Know • Create a favorable regulatory environment for B2B marketers and media businesses • Provide actionable information along the Marketer-Driven Solutions and End-User Solutions transformation paths • Provide actionable information along the Marketer-Driven Solutions and End-User Solutions transformation paths • Reinforce the value of integrated media campaigns • Position ABM members as leaders in helping marketers that build their own media assets • Engage the entire B2B ecosystem to provide access to thought leadership, best practices and cutting edge ideas 3. ABM Strategic Priorities — Solutions for Members ABM as Catalyst For B2B Industry Transformation

8. Lobbying/ Standards Research To Know Research To Show Networking & Education 3. ABM Strategic Priorities — Key Activities Active Collaborationwith Other Associations • Be the distinctive voice for theB2B industry • Lead on lobbying issues • Drive standards • Educate Members • Track key industry data • Benchmark critical functions • Develop actionable case studies ABM as Catalyst For B2B Industry Transformation • Showcase value of B2B media and information • Actively promote B2B industry through multiple forums • Develop events and virtual forums to increase opportunities for networking and sharing ideas and best practices • Attract C-level and below

9. 4. Roadmap for Change – Urgency Required • Need Quick Wins (3 months): To demonstrate to members that ABM is adding value and acting with sense of urgency (e.g., dues, program agenda) • Need to prioritize what needs to be done over the next 12 months vs. addressed as longer term priorities • Communicate to members what’s coming and visibly signal the change • Utilize a multi-channel approach • Model the transformation for members • Engage members to get them involved in driving forward key initiatives • Define initiatives that will be addressed but in future years given resource constraints and need for focus in collaboration efforts

10. Quick Wins (3 Months) Focused Initiatives (12 months) Long TermPriorities Lobbying / Standards Research To Know Research To Show Networking and Education 4. Roadmap for Change – The Way Forward ILLUSTRATIVE

11. Lobbying / Standards Research To Know Research To Show Networking and Education 4. Roadmap for Change – The Way Forward ILLUSTRATIVE Quick Wins (3 Months) Focused Initiatives (12 months) Long TermPriorities • Position on privacy / behavioral targeting (i.e., self regulation) • Prioritize and forge collaborations • Align Bin studies to transformation paths • Define agenda to demonstrate value to marketers and agencies (i.e., integration, branding) • Revamp top-management program around transformation priorities

12. Quick Wins (3 Months) Focused Initiatives (12 months) Long TermPriorities Lobbying / Standards Research To Know Research To Show Networking and Education 4. Roadmap for Change – The Way Forward ILLUSTRATIVE • Prioritize and address other issues • Develop an “early warning system” • Develop and advocate for B2B standards • Collaborate with related associations • Restructure core services (surveys and directories) • Use digital tools to drive relevance and engagement • Identify future landmark studies • Develop self funding research model, in collaboration with other associations • Scale up the model • Partner with others in B2B ecosystem to drive broader engagement across the full ecosystem • Scale up the model

13. Ranked in priority order (note: done in parallel, not sequentially over time) Focus on helping traditional ABM members on path from “A” to “B”. This should include building a “bigger tent” for greater marketer and vendor engagement. In parallel assist traditional ABM members transition from “B” to “C”. Begin to develop deeper offerings to attract and retain predominantly End-User Driven information providers. “D” 4. Roadmap for Change – Prioritization Marketer Driven C B A D End-User Driven Actively pursue collaboration with other associations and ABM members along both transformation paths

14. Quick Wins Focused Initiatives Membership Retention and Recruitment Model Transformation Market & Launch Strategic Plan 4. Roadmap for Change – ABM’s Evolution ILLUSTRATIVE • Revamp dues structure • Re-engage dropped members and engage prospects • CEBA Awards • NEAL Awards • Focus on Integrated Media • Scale up the model • Identify new partners for program development • Develop expanded communication program • Build out collaboration strategy with others in B2B Ecosystem

15. ABM Strategic Plan 2009 - 2011 Objective: ABM will be the leading voice for integrated B2B media companies during this time of dramatic transformation in the industry. It will act in collaboration with related associations and organizations as a catalyst for change.