1. 1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How to Raise Demand Throughout (very) Long Food Chains Karen Breen Vogel, President/CEO ClearGauge Tuesday, November 14, 2006

2. Buy Cycle “Food Chain” Performance Ingredient Message Customized Value Proposition Influencers Distributor Product Converter ManufacturerDistributor Consumer End-User After Market

3. Internet’s Value in the Food Chain Proactively send and receive messages at all points of the food chain – from manufacturers to distributors to specifiers to influencers to end users – to connect understandings across the chain. Drive application change, enhancements, and discover new uses. Proactively listen in on conversations on the internet and take action based on those findings. Influence price and demand based on positive knowledge gained through end-user feedback about application performance superiority and key differentiating factors.

4. 4 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you  Karen Breen Vogel  ClearGauge  karen.breenvogel@cleargauge.com  (312) 423-7616

5. 5 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How to Raise Demand Throughout (Very) Long Food Chains Fred Sitter, Marketing Director Duro-Last Roofing Tuesday, November 14, 2006

6. Duro-Last Roofing, Inc. Product Description Single-ply roofing system using a proprietary thermoplastic roofing membrane Key Differentiators Custom, pre-fabricated roofing systems manufactured to the exact specifications of each roofing project Complete system, delivered to the jobsite with all necessary components and accessories required for installation Applications Flat and low-sloped, commercial, industrial, and institutional roofs

7. Duro-Last Roofing Food Chain Specifiers (e.g. Architects); Local Regs; Trends (e.g. Sustainability); etc. Message Duro-Last Contractors Building Owners Facility Managers Specifiers (e.g. Architects); Local Regs; Trends (e.g. Sustainability); etc.

8. Duro-Last Case Study To better understand the effectiveness of investments in our website and Internet outreach efforts. To drive qualified leads through online lead generation tactics, and track and optimize their interactions. Objectives:

9. Duro-Last Roofing Demand Tactics Paid Search Marketing Keyword research, selection, and placement Relevant, timely messaging Online Media E-newsletter sponsorships and banner ads Web Analytics Website Tracking and Reporting Architecture Reporting for greater decision making and business value determination Optimization

10. Keyword List Selection Strategy - Selection of keywords that encompassed all points of the buy cycle, were meaningful to all parts of the food chain, and expanded to reach our key growth segments. Buy Cycle Segments Duro-Last Paid Search Engine Marketing Specifiers / Architects Contractors Building Owners Facility Managers - Reduce building energy costs - Long-term durability - Precision-fabricated roof Keywords - Leaky roof - Quick roof installation - Metal roof retrofit - Roofing contractor training - Become a Duro-Last contractor - Complete roofing system - Code compliant roof - Roof Consultants Institute - ASTM

11. Duro-Last Horizontal and Vertical Paid Search Important Buy Cycle keywords rank highly on Google and Business.com

12. Driving to the Right Content

13. More Vertical Search for Key Segment

14. Newsletter Sponsorship Very targeted e-mail sponsorship that reaches 50K facility managers, owners and other building industry professionals Determine ROI by tracking the reference source

15. Keyword Group Performance Tracking Sub- ​ Row: Visited Contact Us Form CampaignVisits% Visits% of All Visits 1. DLR Google Duro- ​ Last 10334.80%0.29% 2. DLR Yahoo Duro- ​ Last 217.09%0.06% 3. DLR Google Flat or Low- ​ Sloped Roof 175.74%0.05% 4.DLR Yahoo Metal Retrofit Roofing165.41%0.04% 5.DLR Yahoo Roofing Materials144.73%0.04% 6. DLR Google Single- ​ Ply Roofing 134.39%0.04% 7.DLR Google Roofing Materials134.39%0.04% 8.DLR Google Roofing System134.39%0.04% 9.DLR Buscom Construction113.72%0.03% 10.DLR Yahoo Roofing System103.38%0.03% Early data is showing which media placements and keyword groups are driving the most visits.

16. Highly Valued Activity Tracking Step 1: Track our highly valued activities from each media venue. Step 2: Determine the cost per highly valued activity. Business.com – Completed Forms Google – Completed Forms

17. Scenario and Campaign Tracking

18. Preliminary Results Understand the effectiveness of our investments. Determine qualified lead flow activity.

19. 19 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you  Fred Sitter  Duro-Last Roofing, Inc.  (800) 248-0280  fsitter@duro-last.com

20. 20 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How to Raise Demand Throughout (Very) Long Food Chains Greg Hachtel, Marketing & Promotions Manager Siemens Energy & Automation, Inc. Tuesday, November 14, 2006

21. | 21 Siemens Energy & Automation, Inc. 11/14/2006 PROFINET

22. | 22 Siemens Energy & Automation, Inc. 11/14/2006 Case Study: PROFINET Program Overview Program Goal - Build an online measurable marketing program to drive adoption of PROFINET in the U.S. PROFINET’s Objectives - Create segment-specific messaging - Build Brand awareness - Address myths about PROFINET - Generate interest - Educate the marketplace - Understand customer/prospect behavior - Build the sales lead pipeline - Measure Marketing spend

23. | 23 Siemens Energy & Automation, Inc. 11/14/2006 PROFINET Food Chain OEM Distributors PROFINET System Integrators End User Message Consultants and PROFIBUS Trade Organization

24. | 24 Siemens Energy & Automation, Inc. 11/14/2006 PROFINET Paid Search Engine Marketing Keyword List Selection Strategy - Word selection encompassed all points of the buy cycle and were meaningful to all parts of the food chain. - Keyword value scoring was built to place weighted value on user engagement activities (click, page views/visit, highly valued activities) for greater optimization. - Final list of keywords was reduced from 5,000 to 300 of the best performing terms. Awareness Consideration Desire Trial Purchase Segments Engineers IT Plant Managers Keywords PLC Ladder Logic Bottling Protocol TCP/IP Protocol TCP/IP Action Based Costing Inventory Management Action Based Costing Inventory Management

25. | 25 Siemens Energy & Automation, Inc. 11/14/2006 Online Media Strategy

26. | 26 Siemens Energy & Automation, Inc. 11/14/2006 Target group: Technical Management Target group: Technical Specialists Here we see manufacturing related functions (plant, manufacturing, maintenance management). They are Siemens‘ traditional partners in automation They are interested to integrate their special requirements into the company‘s data integration. Specialists have the same basic shop floor orientation as their management. Furthermore they are strongly interested in technical details. Benefit: Open to other manufacturers Use of existing know-how (engineering) Faster from planning to operation (Easy Engineering - Reduction of engineering costs) Reduction of maintenance costs (installation and operation) Optimized production Highly flexible, adaptive, easy to reconfigure productions systems Key message: PROFINET - reduce network complexity and enable plant wide interoperability Target Segment Landing Page Strategy Offers: Case Studies / References White Papers “IT-Buddy” L-n-L’s Training On Component Editor Webinars Demo Simatic iMAP Newsletter Contact

27. | 27 Siemens Energy & Automation, Inc. 11/14/2006 Engineer Specific Offers Engineer Specific Benefit Messaging

28. | 28 Siemens Energy & Automation, Inc. 11/14/2006 Buy Cycle Offerings Awareness Offer Featured offerings specific to parts of the buy cycle and/or key segment.

29. | 29 Siemens Energy & Automation, Inc. 11/14/2006 Keyword Referrals by Segment Key Segments search on terms relevant to their roles within the organization. Engineers IT Plant Managers

30. | 30 Siemens Energy & Automation, Inc. 11/14/2006 Siemens Analytics

31. | 31 Siemens Energy & Automation, Inc. 11/14/2006 Contact Form Funnel Track the number of visitors that fill out a contact form by segment, and look at the pages they visit in the site after they filled out a form to understand pages and content of interest.

32. | 32 Siemens Energy & Automation, Inc. 11/14/2006 Results Educate marketplace. Measure Marketing spend. Understand customer/prospect behavior. Generate Interest. Build Sales Lead Pipeline.

33. 33 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you Greg Hachtel Siemens Energy & Automation, Inc. (770) 871-3906 greg.hachtel@siemens.com