We are a people-based business and it's our people, our ideas, how they are able to communicate that actually gives us a competitive advantage.
Paul Miller, CEO of Questex, has led a remarkable transformation of the company over the past six years, focusing on three key areas that offer valuable insights for leaders in the media and events industry:
1. Centralizing Data and Operations
When Miller joined Questex, the company operated as 20 small, independent businesses with disparate data systems. He recognized that this structure limited the company's potential and took decisive action:
- Consolidated databases into a single, centralized Questex database
- Implemented a unified customer data platform (CDP)
- Centralized key functions like product development, brand and experience, data management, and event operations
This centralization allowed Questex to:
- Hire higher-caliber talent by offering roles within a $120 million operation rather than $5 million units
- Enable cross-pollination of ideas and best practices across the organization
- Force market-focused teams to concentrate on customers rather than operational tasks
Miller emphasizes that this was not a simple process, stating, "When I talk about it, sounds kind of simple, it really was a rip the company down to its studs and rebuild it as a fit for purpose for the new generation, really".
2. Leveraging Data for Content and Customer Engagement
With a centralized data infrastructure in place, Questex now uses real-time audience insights to drive content creation and customer engagement:
- Editorial teams receive reports on trending articles across Questex properties and the broader internet
- Content creators use this data to steer interviews, panel recruitment, and conference programming
- Sales teams leverage audience interest data to identify relevant accounts for targeted outreach
Miller provided a concrete example: "They now see that there's a huge surge in people reading about affordability of prescription drugs. Actually happens to be a real thing. And once they get that, the editors can then steer their content, their interviews, their panel recruitment, their conference programs to affordability as being a key section".
This data-driven approach allows Questex to:
- Deliver highly relevant content across digital and event platforms
- Personalize marketing messages based on demonstrated interests
- Increase the value proposition for advertisers and sponsors
3. Adapting to Evolving Private Equity Expectations
Having worked with private equity-owned companies throughout his career, Miller has observed a shift in focus from PE investors:
- Board meetings have become increasingly data-driven, with members demanding supporting data for strategic decisions
- While EBITDA remains important, there's a growing emphasis on top-line growth
- PE firms are more willing to invest in growth initiatives based on data-backed strategies
Miller notes, "I'm certainly finding that growth, top line growth, is actually a much more significant part of my current conversations with private equity. And I'm not saying it never was, I mean, it was always there. But now it's almost like a, listen, let's invest for top line growth based on the data".
This shift has led to new types of data requests from PE owners, including:
- New logo performance metrics
- Customer churn analysis
- Pricing strategy evaluations
By aligning with these evolving PE expectations, Questex is positioning itself for sustainable growth and increased enterprise value in a rapidly changing media landscape.
Join us at RevvedUP 2025 to hear more from Paul Miller and other visionary leaders shaping the future of AI. These trailblazers are redefining the rules of the AI landscape, offering transformative insights and strategies for leveraging data and technology to drive innovation and enterprise value.
About the Author
Heather Holst-Knudsen boasts deep roots in B2B media, events, data, and SaaS sectors. With beginnings in her family business, Thomas Publishing Company (now under Xometry), she brings years of expertise and passion for multi-faceted business models, data analytics, revenue, and profitability. As the founder and CEO of H2K Labs, Heather helps clients boost revenues, enhance profitability, and increase enterprise value by strategically activating data, digital technologies, and AI.
Her latest venture, Revenue Room™ Connect, is a professional network for CEOs and their revenue-critical teams to learn and execute the core foundations required to reshape, modernize and transform their organizations into scalable, high-performing, data-centric entities ready to compete and win. Revenue Room™ Connect will host its first face-to-face summit, RevvedUP 2025, on February 25-27th, in Sarasota FL.
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