Inside the minds of Business leaders survey
This integrated thought leadership programme has enabled Price Bailey – a top 30 accountancy and business advisory firm – to create a stimulating learning environment that promotes shared knowledge, deep understanding and thought-provoking debate.
The latest Inside the Minds of Business Leaders campaign in 2019 included comprehensive pre- and post-event marketing, leveraging thought leadership content in order to drive event footfall and database opt-ins – event attendance was 23% prospects in 2017 increasing to 66% in 2019 and, by May 2019, database opt ins had grown 21.5%.
Grist conducted comprehensive research into the growth strategies of 400 business leaders – double the amount of respondents from 2017’s survey. We created a research report, which formed the nucleus to Price Bailey’s campaign, pulling together the findings from all the research activity, including a series of interviews with leading entrepreneurs, academics and business thinkers.
The latest research was also used to deliver three high-profile regional events at research institutes in 2019, and these events led to videos on the key themes of talent, technology and business planning.
To continue the dialogue with Price Bailey’s clients, business partners and other industry influencers, between each research phase, Grist produced a series of practical ebooks in 2018 based on themes that emerged from the 2017 report and event series. And six months on from the 2019 launch, we created three pieces of teaser content, using the research and ebook series to encourage further downloads ahead of the launch of the 2020 research.
Mel Root, Director of Marketing and Business Development at Price Bailey, says: “The feedback has been exceptional particularly around the quality of the content and how unique it is in the SME marketplace.”