Buyers use thought leadership to inform and influence. Thought leadership is a strategic value-add asset that can help drive market differentiation and new points of view. Buyers are looking for objective and data-backed insights that can help them stay ahead of their competition, grow their sphere of influence, and inform purchase decisions. Current Thought Leadership Use Cases Stay ahead of industry trends Aid understanding of market/industry trends Drive internal innovation Provide market intelligence/ benchmarks Inform which vendors we consider for purchase Impact perception of a vendor’s brand, vision, and/or values Help with personal and professional development Shape internal business strategy/decision-making (Showing “Always use” or “Frequently use”) 73% 73% 61% 60% 58% 58% 52% 43% Base: 759 technology buying decision-makers at global enterprises who have received thought leadership content from vendors Note: Showing top eight responses Source: Forrester’s Content Preferences Study, 2023 5 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 4
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