Company: IBM Institute for Business Value
Company Description: The IBM Institute for Business Value is IBM's thought leadership think tank.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Achievement in Thought Leadership
 Nomination Title: IBM
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated achievements, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated organization: history and past performance (up to 200 words):
Total 189 words used.
IBM Institute for Business Value (IBV) has been delivering trusted, technology-based insights that help executives make smarter business decisions for 22 years. We add 120 reports each year to our thought leadership portfolio, which includes thousands of research deep dives across regions, industries and technologies.
In an independent study of 3,700 executive buyers of consulting services conducted by Source Global, IBV was ranked as the #1 thought leadership producer across all five categories: best quality, most influential, most useful, most engaging, and most trusted.In the same study, IBV was also identified as having the most recalled thought leadership. 22% of all respondents were able to identify a specific topic or report – twice as many as the second-place organization.
In the last four years, web traffic at IBM.com/IBV has increased by 65% and engaged use has increased by 53%. IBV’s social audience has grown 24%, and engagement – including lead generation – averages 4x higher than IBM benchmarks.
https://www.linkedin.com/showcase/ibm-institute-for-business-value.
IBV’s thought leadership is regularly featured in business media such as Wall Street Journal, Fortune, Bloomberg, CNBC, CNN, Forbes, and multiple technology media outlets.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the organization's thought leadership achievements since the beginning of January 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 231 words used.
Our marquee series: The CEO’s Guide to Generative AI is the most comprehensive data-informed look at generative AI in the market. It encompasses 15+ individual reports on the most critical business use cases for new AI technology, including customer service, digital labor, cybersecurity, sustainability and others. New reports were released every two weeks between July and December 2023, and monthly in 2024, a frequency of research-based content never before seen from any thought leadership-producing organization. In December 2023, all reports were compiled into a hardcover book, which was released at the World Economic Forum in Davos.
- 50% of executives at Davos who received a postcard to order the book completed the order, an extraordinary response rate.
- A truly global enterprise-wide collaboration, the book and affiliated content has been translated and localized into Japanese and Chinese. Affiliated content is available in Spanish, Portuguese, French, German, Indonesian, Korean, and Italian.
- Nearly 100,000 unique users generated nearly 200,000 unique page views for the series.
- Paid and organic content promotion has also produced more than 107,000 leads.
- Global media coverage includes: Fortune Europe, Bloomberg, CNN Chile, Forbes, La Ecuación Digital, BetaNews, Archyde, Techeconomy, Retail Brief Africa
Other content from the IBV also serves a global audience including the annual C-suite series (CEO, CIO/CTO/CDO, CSCO, CFO), Seven Bets, Augmented work for an AI world, Women forging the future of AI, Content supply chain.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 236 words used.
Media coverage of the IBV portfolio, including the CEO’s Guide to Generative AI has been exceptional, with organic + paid reach well over 100 million – exponentially higher than comparable coverage for a recent AI product launch. Two Smart Talks podcasts with Malcolm Gladwell have featured content from the book. Client-facing executives are routinely using the book or data from it to enable client conversations about important business topics.
Website unique page views for the book and associated reports have exceeded 200K, which is double internal benchmarks.
Conversion rates (interest to lead) are exceeding industry B2B benchmarks by 4x. And cost per lead is 92% less than a typical campaign targeting C-Suite executives.
Even apart from the generative AI book, the IBV is well respected among thought leadership producers. In an unpublished double-blind survey of 500 executives exploring the quality and value of thought leadership, IBV ranked #1 among technology consulting firms and #3 among business consultants. In the same survey, 79% of executives say they trust IBV thought leadership, and 25% say they have made a specific purchase decision based on IBV thought leadership. (Survey conducted in 2021 among 500 CEOs, CIOs, CTOs, CSCOs and CFOs of US-headquartered organizations with average revenue of $29 billion.)
IBV routinely co-brands with industry partners. The report: Revolutionary Content Supply Chain, co-branded with AWS and Adobe, used Adobe Firefly to reduce design time from 13 weeks to 8 days.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 120 words used.
Media Clips
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