The Value of Thought Leadership 2025: How to Win Minds and Markets

MomentumABM's Value of Thought Leadership 2025 report reveals that thought leadership has never been more influential in the B2B buying process – yet many providers struggle to realize its full potential. Join Mark Wellings, Executive Director, Thought Leadership at MomentumABM, as he unveils key findings from our sixth global survey of 600 senior executives. This webinar will explore how thought leadership builds trust, elevates engagement, and drives growth in today’s increasingly complex buying landscape. Guest speakers: Cindy Anderson, Chief Marketing Officer and Global Lead for Thought Leadership Engagement & Eminence, IBM Institute for Business Value Richard Horton, EMEA Executive Director, Deloitte Insights Highlights from our study include: • Thought leadership is more important than ever: 99% of senior executives view it as important or critical when assessing new providers, yet 57% often struggle to differentiate between providers’ content • Thought leadership can make or break a buying decision: 70% say it helps buying groups align on key issues, but 66% wouldn’t work with a new provider whose thought leadership was poor • Thought leadership offers the opportunity for collaboration and mutual value creation: 80% believe collaborating with providers on thought leadership improves the relevance and quality of the content, yet 77% would like to be asked to take part in thought leadership more often Watch to gain exclusive insights and actionable takeaways to ensure your thought leadership delivers what today’s buyers really need.