Value of B2B Thought Leadership Survey 2023


First launched in 2016, we track the C-suite’s attitudes and preferences about thought leadership: why they consume it, the qualities they value, the formats they prefer, whose views they seek, the sources they use and the actions they take when thought leadership hits the mark.

For this edition we’ve surveyed 400 senior executives at enterprise-level organisations in the US, Europe, MENA and Asia Pacific. As you’d expect there are some fascinating findings: both longer-term trends we’ve been witnessing over the past seven years, as well as newer patterns emerging as we move out of the pandemic and into a new set of complex challenges.

This report summarises results, highlights implications and features insights from two thought leadership experts who participated in a panel discussion about the research: Laura Klysz, Global Head of Marketing & Communications at Simmons & Simmons LLP and Will Sturgeon, Head of Content and Thought Leadership at PwC UK.


Download the report