#283 Data Storytelling With High ROI: How to Create Great Thought Leadership with Cindy Anderson & Anthony Marshall, CMO and Senior Research Director at IBM

36 snips

Feb 13, 2025

Cindy Anderson, CMO at IBM Institute for Business Value, and Anthony Marshall, Senior Research Director, dive into the art of thought leadership. They reveal how it can yield a jaw-dropping 156% ROI when integrated into marketing strategies. The duo emphasizes the role of generative AI in crafting compelling, data-driven narratives that resonate with C-suite executives. They discuss challenges in data-driven storytelling and the importance of quality and authenticity, while highlighting the mission of the Global Thought Leadership Institute to elevate standards in the field.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

INSIGHT

Thought Leadership Defined

Thought leadership leverages original research and data analysis to create compelling business narratives.
It helps executives make informed decisions and can significantly influence business relationships.

INSIGHT

Targeting Thought Leadership

Target your thought leadership towards specific executive audiences by understanding their needs and business problems.
Tailor research and surveys to address those specific needs for maximum impact.

ADVICE

Story Types for Thought Leadership

Structure thought leadership using four story types: explainers, issue pieces, how-tos, and persuasive pieces.
Choose the format that best suits your topic and target audience to maximize engagement.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Thought leadership is more than just a buzzword—it's a strategic tool that can significantly influence business decisions and relationships. But what makes thought leadership effective? How do you ensure your insights are not only heard but also trusted and acted upon? What role does generative AI play in enhancing the storytelling process, and how can it be leveraged to create compelling narratives that resonate with your audience?

Cindy Anderson is the Chief Marketing Officer/Global Lead for Engagement & Eminence at the IBM Institute for Business Value (IBV).  She has co-authored research reports, published numerous articles, and delivered presentations on thought leadership, diversity, strategy implementation, project management, and technology to global audiences. She oversees a team of 30 editors, designers, and social media/email marketers. She is a founding board member of the Global Thought Leadership Institute at APQC, a new association that advances the practice of thought leadership.

Anthony Marshall is the Chair of the Board of Advisors for The Global Thought Leadership Institute at APQC and the Senior Research Director of thought leadership at the IBM Institute for Business Value (IBV), leading the top-rated thought leadership and analysis program. He oversees a global team of 60 technology and industry experts, statisticians, economists, and analysts. Anthony conducts original thought leadership and has authored dozens of refereed articles and studies on topics including generative AI, innovation, digital and business transformation and ecosystems, open collaboration and skills.

In the episode, Richie, Cindy, and Anthony explore the framework for thought leadership storytelling, the role of generative AI in thought leadership, the ROI of thought leadership, building trust and quality in research, and much more.

Links Mentioned in the Show:

New to DataCamp?

Learn on the go using the DataCamp mobile app
Empower your business with world-class data and AI skills with DataCamp for business