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Peter Evans - ExpertFile. Toronto, ON, CA

Peter Evans Peter Evans

Co-Founder & CEO | ExpertFile

Toronto, ON, CANADA

Recognized speaker on expertise marketing, technology and innovation

Answers (5)

Why should experts drive your content marketing strategy?

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Who qualifies as an expert?

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What is the difference between Thought Leadership and Expertise Marketing?

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Peter Evans Publication



Keynote: Collision 2019 Global Conference ExpertFile Explained 2018 CODiE Award Winner: ExpertFile Entrepreneurship 101 2008/09 - Basics of Marketing for Entrepreneurs, Pt. 1



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

Speaking Experience
US, Canada, Europe, Asia

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


Areas of Expertise (10)

Strategic Planning

Angel Investing

Online Media

Software as A Service (Saas)


Thought Leadership


Business Model Innovation


Expertise Marketing

Industry Expertise (4)

Management Consulting


Computer Software

Media - Online

Sample Talks (5)

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

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 ---------------------------------------------- • 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

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

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

"More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing"

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.

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

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.

Marketing that Matters for Technology Entrepreneurs

Your big idea in a crowded market is worth nothing... until you figure out how to competitively differentiate your product and connect with a market that cares. This session will first focus on the unique marketing challenges faced by early stage technology companies. It will also provide attendees with proven and practical principles for visioning new products, breaking into a market and building a sustainable business venture.

Accomplishments (7)

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


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.

IABC Silver Quill Award (professional)


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.

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


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.

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


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.

Workshop Leader - Hacking Health (professional)


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.

Big Brothers of Metropolitan Toronto (personal)

Volunteer Big Brother

Junior Achievement - Economics of Staying in School (personal)

Program Instructor

Education (4)

Queen's University: Masters, Business Administration, Business 1998

Massachusetts Institute of Technology (MIT): Certificate (In Progress), Strategy & Innovation

Ryerson University: Telecommunications Management

University of Toronto: Psychology

Testimonials (4)

Marilee Yorchak, Executive Director, | Business Marketing Association (BMA - Colorado)

Peter came highly recommended to us by one of our sponsors in the Denver area. He spoke to our members at our monthly breakfast on the topic of "Making your Experts Visible as Thought Leaders to Drive Sales." The session was extremely well received. His talk was very informative and he held everyone's attention with a very engaging speaking style. I would highly recommend Peter as a speaker for your event.

Jo Ann Dizy, Executive Director | AceTech Ontario

"Peter’s presentation on thought leadership was engaging and thought-provoking. He challenged all of us to re-evaluate our role as CEOs within our companies and to strongly consider the impact that this type of marketing can have on our businesses.”

Dr. Tony Redpath, Director, Entrepreneurship 101 Program | MaRS Discovery District

Peter presented to the MaRS Entrepreneurship program for 8 years on topics ranging from strategy and marketing to building an investor pitch. He was hands down one of our best rated and viewed speakers online. Peter was there at the very start, helping us build one of the leading programs of its kind in the world with an international audience. Highly recommended !

Lucia Gavin, Events Producer | Collision Conference Web Summit Events

"Fantastic keynote presentation in Toronto. Peter was a pleasure to work with."

Media Appearances (5)

Collision Global Tech Conference

Collision & Web Summit Conferences 2019  online


Keynote Session - "More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing"

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

Education Investor Magazine  print


Featured interview for magazine read by global investors focused on emerging technologies.

Media Appearance Image

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Connecting Journalists with Knowledgeable, Responsive Sources

Associated Press  online


Interview with Jake Kreinberg from the Associated Press focusing on the partnership ExpertFile has with the AP to help newsrooms in the print, broadcast and digital media find credible sources.

Associated Press, ExpertFile

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

TV Technology  print


Dejero and ExpertFile formed a partnership to provide its global network of television broadcast clients using the Dejero Live+ Control platform with faster access to credible experts on over 30,000 topics. The initial launch was announced at the National Association of Broadcasters Conference in Las Vegas.


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Associated Press Integrates ExpertFile Planner Platform

PR Week  print


Feature article on Associated Press partnership with ExpertFile to help journalists in over 15,000+ newsrooms get faster access to credible experts on over 30,000 topics.

AP, Associated Press

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Event Appearances (20)

Flipping the Funnel: How to Build a Trusted Advisor Program that Generates Expert Qualified Leads

Webinar Series  Webinar


"More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing"

Collision 2019 Global Tech Conference - Keynote  Toronto, Ontario


Inside the Next Generation Newsroom - Joint Presentation & Case Study with the Associated Press

PRSA Health Academy  Washington, DC


Storytelling in the Age of Disinformation

Associated Press Customer Workshop  AP Bureau, Washington DC


Expertise Marketing for Institutions

University College London, Marketing Event  London, United Kingdom


Inside the Next Generation Newsroom - Joint Session with Associated Press

PRSA Corporate Communications Conference  New York City


Inside the Next Generation Newsroom - The New Rules for Communications

IABC Global Conference  Austin, Texas


Promoting Your Faculty to Newsrooms: Best Practices

SUNYCUAD (Annual SUNY Marketing Conference)  Tarrytown, New York


Thought Leadership to Drive Sales

BMA Colorado Chapter (Business Marketing Association) - Keynote  Denver, Colorado


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

Action Startup Conference  McMaster University, DeGroote School of Business


CIO Innovation Workshop

Conference Board of Canada: CIO Council  Toronto


Innovation in Publishing Panel

Digital Book World 2013  New York, NY


Moving Ideas to Income in a Not So Flat World

Siftung Charite Conference (Sponsored by the Kauffman Foundation)  Berlin, Germany


Blue Ocean Strategy: Case Study Presentation

Blue Ocean Strategy Institute National Conference (Case Study & Panelist Discussion)  Toronto, Canada


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

Acetech CEO Quarterly Dinner (Keynote)  Toronto


Marketing for Researchers

Sick Children's Hospital Managers Workshop  Toronto, Canada


Business Plan Workshop

Hacking Health Conference 2012  Toronto


Introduction to Marketing & Strategy

MaRS Entrepreneurship 101 Series (Sponsored by CIBC)  Toronto, Canada


Investor Pitch Preparation - Workshop

Jolt Accelerator   Toronto


Essentials of a Killer Investor Pitch

AccelerateTO C100 Event  Toronto




  • Keynote
  • Moderator
  • Panelist
  • Workshop Leader
  • Host/MC
  • Corporate Training


1000 to 8000

Partnerships (2)

Media Distribution Partner

The Associated Press 


ExpertFile and the AP signed a partnership agreement to enable journalists in over 15,000 newsrooms to find experts on over 30,000 topics. ExpertFile is the exclusive provider powering the Find Experts Feature in 3 global platforms provided by the Associated Press.

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Newsroom Distribution Partner (Broadcast Television)



Dejero and ExpertFile announced a new partnership at the NAB Show in Las Vegas to enhance broadcast newsroom access to expert sources. Expert contacts are accessible through Dejero’s Control management system from a web browser within the newsroom or in the field. Those experts who already use Dejero equipment or software can be connected directly to the news organization, making it simple to bring together reporter and expert, wherever they are in the world.

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Courses (1)

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

Top rated lecturer for 8 straight years in Ent101 - one of the leading entrepreneurship programs provided to researchers and grad students who are looking to work in or found a science/tech venture . Hosted by the MaRS Discovery District., the program was started in 2005 and delivered weekly as a live session to 300+ students at the MaRS Center auditorium. The program also attracted a global following of thousands through its livestream webcast and MOOC. Also participated in the "Upstart Competition" which featured Ent101 program participants presenting their pitches to win $10,000 in prize money to help start their venture.

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