Engaging Executives with Ideas and Innovation: ITSMA 2018 Thought Leadership Study

  • Author(s) Julie Schwartz, Rob Leavitt
  • Published May 24, 2018
  • 137 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Benchmarking
  • 137 Pages
  • .PDF Format

B2B companies have long invested in thought leadership programs to build eminence in their markets, infuse marketing campaigns with issue-based content, and equip sales to have higher-level conversations.

With few exceptions, though, most B2B marketing organizations continue to struggle with managing thought leadership programs that consistently provide differentiated points of view and effective platforms for engaging the senior executives within the clients that matter most.

ITSMA’s 2018 Thought Leadership Study documents the approaches that B2B marketers are taking to develop and use thought leadership to engage and strengthen relationships in the C-suite.

In particular, the report provides data on program strategy and governance, how companies develop points of view and produce thought leadership assets, how they disseminate their ideas in the market, and how they equip sales and SMEs to engage at the executive level. The report includes both aggregate data and cross-tabs by overall performance (leaders and followers) and by company type (providers of primarily services or both products and services).

Along with essential new data on how top firms are connecting thought leadership and executive engagement programs, the study highlights five specific ways in which the most effective programs stand apart from the rest.


  • Survey invitations were emailed during March 2018 to ITSMA member companies and Marketing Strategist subscribers
  • 44 companies completed the survey–Primarily marketers at B2B technology and business services companies
  • 38 unique companies represented

Participating Companies

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

  • Adobe
  • Avanade
  • Baker Hughes, a GE Company
  • CA
  • Capgemini
  • CGI
  • Cisco
  • Cognizant
  • EnterpriseDB
  • EXL
  • EY
  • FIS Global
  • Fujitsu
  • IBM
  • IBS Software
  • Microsoft
  • NetApp
  • Neudesic
  • NIIT Technologies
  • NTT DATA Services
  • Optum
  • Panasonic, NA
  • Perficient
  • Persistent Systems
  • Philips Healthcare
  • Pulse Communications
  • PwC
  • Ricoh
  • Salesforce
  • SAP
  • SITA
  • Syntel
  • TCS
  • Unisys
  • Wipro
  • ZS

For non-participating companies, this report is available for sale at member and non-member prices.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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