Overview
Based on Mary Meeker’s prediction that future CMOs would spend more money on technology than current CTOs, IBM worked with Gather to create a new content platform to engage directly with CMOs –and the thinkLeaders brand was born.
The Approach
For the last 5-years, IBM and Gather have teamed up to expand the brand to showcase thought leadership of IBMers and industry luminaries alike. Gather has worked hand in hand with IBM’s executives to identify the target audience, define the content strategy, and continues to lead the production of regular blog posts and videos, a weekly podcast, and a popular global conference series.
The Impact
Today, thinkLeaders has become an influential community at the intersection of technology and business. The podcast, which operates at the center of its content strategy, has grown its listenership 3x annually for the last three years. This online community acts as a venue to which IBM can bring thought leaders from all areas of expertise, currently focusing on Watson Marketing around Artificial Intelligence.