The Value of B2B Thought Leadership Survey
Be a voice, not an echo – how surveys hold sway with the C-suite.
The Value of B2B Thought Leadership Survey tracks the C-suite’s attitudes and preferences about thought leadership: why they consume it, the qualities they value, the formats they prefer, whose views they seek, the sources they use, and the actions they take when thought leadership hits the mark.
Over 400 senior executives at enterprise-level organizations in the US, Europe, MENA, and Asia-Pacific took part in the study. This report summarizes the results, highlights implications, and features bonus insights from two thought leadership experts who took part in a panel discussion about the research: Laura Klysz, Global Head of Marketing & Communications at Simmons & Simmons LLP, and Will Sturgeon, Head of Content and Thought Leadership at PwC UK.
A clear pattern – insights, actions, and help – is echoed throughout the research and is the beating heart of valuable thought leadership: business leaders want to understand their customers better, figure out what to do, and then get help implementing solutions.
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