September 15-17
San Diego, CA
September 15-17, 2025
San Diego, CA
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Thought Leadership as the 8th P of Marketing
Cindy Anderson (CMO, Global Lead, Engagement & Eminence, IBM Institute for Business Value)
Anthony Marshall (Senior Research Director, IBM Institute for Business Value)
Location: Room 6B
Date: Wednesday, September 17
Time: 3:10 pm - 3:45 pm
Pass Type: All Access, Main Conference Plus, Main Conference, Digital - Get your pass now!
Audience Level: Intermediate
Conference Theme: B2B
Session Type: Session
Track: Thought Leadership
Vault Recording: TBD
Audience Level: Intermediate
Many have long believed that thought leadership delivers business value, but no one has been able to prove it – until now. Anchored on data from the largest survey of global executives about their use of thought leadership, those who attend this session will walk away with evidence that supports thought leadership as the 8th P of marketing – the platform on which all other marketing activities should be built. Along with data that quantifies the impact of thought leadership, attendees will walk away with a value calculator that empowers every marketer to assess the potential return for their own organization - a budget justification that will satisfy CMOs and CFOs alike.
Takeaway
- Budget justification for investing in thought leadership as the platform on which to build other marketing activities.
- Data that quantifies the revenue opportunity for thought leadership-producing organizations and how marketers can capture their share of that opportunity.
- Evidence that demonstrates the value executives receive from consuming thought leadership and validates their preference for purchasing from organizations that produced valuable thought leadership.
- A value calculator that enables every marketer to calculate ROI for their own organization.