The Value of Thought Leadership 2025: How to win minds and markets

The Momentum ITSMA Value of Thought Leadership 2025 report reveals that thought leadership has never been more influential in the B2B buying process – yet many providers struggle to realize its full potential.

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The Value of Thought Leadership 2025: How to win minds and markets

Join Mark Wellings, Executive Director, Thought Leadership at Momentum ITSMA, as he unveils key findings from our sixth global survey of 600 senior executives. This webinar will explore how thought leadership builds trust, elevates engagement, and drives growth in today’s increasingly complex buying landscape.

Highlights from our study include:

Thought leadership is more important than ever: 99% of senior executives view it as important or critical when assessing new providers, yet 57% often struggle to differentiate between providers’ content
Thought leadership can make or break a buying decision: 70% say it helps buying groups align on key issues, but 66% wouldn’t work with a new provider whose thought leadership was poor
Thought leadership offers the opportunity for collaboration and mutual value creation: 80% believe collaborating with providers on thought leadership improves the relevance and quality of the content, yet 77% would like to be asked to take part in thought leadership more often

Catch up on-demand to gain exclusive insights and actionable takeaways to ensure your thought leadership delivers what today’s buyers really need.

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Anton Roe
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In my experience, MomentumABM training and certification is the best training there is.

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Managing Director, Head of Product and Account-Based Marketing, State Street
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The Value of Thought Leadership 2025: How to win minds and markets

The Value of Thought Leadership 2025: How to win minds and markets

FM: Rewriting the ABM playbook

Fujitsu: Building a client-first growth engine

From data overload to decisive action: How Fujitsu proved the power of Agentic AI in ABM

Successfully relaunching People First was a vital part of MHR’s growth strategy. The results so far have been very positive. MomentumABM has allowed us to address multiple objectives.

In my experience, MomentumABM training and certification is the best training there is.

We were able to pilot Account-Based Marketing really quickly, show the value that can add, and now we're looking ahead to scale across our top business opportunities.

We were able to partner with MomentumABM to quickly show the value of Account-Based Marketing, to pilot that quickly, and had a big contribution to a major business win.

One of the biggest successes we've had is our partnership with MomentumABM. In particular, the thought process around the materials that we build together and the insights that we deliver back into the account team, again and again, have driven such incredible impact.

MomentumABM Pulse

Successfully relaunching People First was a vital part of MHR’s growth strategy. The results so far have been very positive. MomentumABM has allowed us to address multiple objectives.