Supercharge 2024:The role of thought leadership in building trust and reputation

Presented by

Mark Wellings, Momentum ITSMA, Anna Bernasek, State Street and Euan Davis, Virtusa

About this talk

Take a first look at the findings from our Thought Leadership Benchmark Report and explore the implications for your organization. 98% of leaders say thought leadership contributes to revenue growth. So, this is an opportunity to gain insights into what marketing leaders are doing differently and how to make your thought leadership rise above the noise. Our survey of 400 senior marketing and BD executives across the tech, professional services, and financial services sectors gives unparalleled insights into thought leadership, allowing us to benchmark best practices. Discover how strategic alignment, processes, capabilities, results, and innovations like Gen AI are critical to high-performing thought leadership. What are leaders doing differently? Key findings we’ll be exploring: • 53% of leaders can measure thought leadership impact on revenue very well, compared to only 7% of laggards • On average, 8% of marketing budgets are dedicated to thought leadership for both leaders and laggards • 90% of leaders say co-creating thought leadership improved the strength of their relationships with clients, partners, and experts, vs 51% of laggards • 36% of leaders personalize thought leadership for individual accounts, compared to 18% of laggards • 75% believe Gen AI will improve the quality of thought leadership, but 72% worry it will make it all the same Speakers Anna Bernasek is Global Head of Thought Leadership at State Street, where she has produced innovative and award-winning content. Prior to this she was at the McKinsey Global Institute where she developed some of the most respected thought leadership in the world. Euan Davis is Vice President Growth Markets at Virtusa, which he recently joined after a 20-year career spanning the IT analyst industry and leading strategic messaging and thought leadership globally for Cognizant, raising the quality of client and prospect interactions to generate revenue, client, and market impact.
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With a dedicated focus on services and solutions for the connected economy, our webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships. We are a world-leading B2B growth consultancy. As pioneers of account-based marketing (ABM), we enable you to embed a customer-first mindset, truly understand your markets, and build the right capabilities.