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.

Cindy Anderson, CMO at the IBM Institute for Business Value, and Anthony Marshall, Senior Research Director of Thought Leadership at IBM, delve into the real value of thought leadership. They discuss its crucial role in client relationships, stressing that independent, data-driven content fosters trust rather than direct sales. They also explore the impact of AI on content creation and outline the characteristics of effective thought leaders. Their insights highlight the need for quality engagement in the evolving thought leadership landscape.