THE FUTURE OF MARKETING / ADVISOR SERIES
What makes thought leadership worth citing?
Marketing leaders discuss good research questions, timely findings, and turning a report into useful pieces of content.
Put the idea to work ↓FROM THE CONVERSATION
The question behind
your next move.
Build a research campaign around a finding people can cite, share, and use.
Start with the decision or business goal. Identify what you already know, what buyers can help you understand, and how the answer will change what your team does next.
Explore Data as Marketing ↗The notes above summarize an edited advisor conversation. The video is the source for exact wording and individual views.
KEEP EXPLORING
More perspectives.
Original research
The moat is customer understanding.
When competitors have access to the same AI tools, customer understanding and a distinctive idea become more valuable.
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Original research
Everyone can spot AI slop. What breaks through?
Marketing leaders discuss undifferentiated AI content and the value of depth, real people, and a clear point of view.
Watch the conversation ↗
Original research
Start with the data you already have.
A conversation about customer interactions, existing knowledge, and identifying the questions that still need answers.
Watch the conversation ↗