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PCMA APAC Lab, Singapore – Thought Leadership: Measuring what matters
July 31 @ 3:00 pm– 6:00 pm SMT
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Thought Leadership: Measuring what matters
Measuring the return on marketing activities has always been a challenge, whether we measure traditional return on investment or something more bespoke like return on value or return on creativity. Events and thought leadership, which sit at the top of the brand funnel and serve mainly to keep organisations in the purchase consideration set, are especially tricky to measure.
This session will:
- Share one approach to calculating ROI (based on the author’s book, “The ROI of Thought Leadership”)
- Investigate other metrics that can give marketing leaders the evidence they need to prove value
- Explore the correlation between thought leadership and event impact
Who should attend
Event organisers | Event marketers | Event managers | Agency leaders | Marketers | Association leaders
Speaker & Facilitator
Cindy Anderson
CMO and Global Lead for Thought Leadership Engagement & Eminence, IBM Institute for Business Value
Cindy is the CMO and Global Lead for Thought Leadership Engagement & Eminence at the IBM Institute for Business Value, IBM’s #1 rated thought leadership think tank. She oversees the team handling content development, design, social media engagement, events, digital delivery, and campaign promotions. She is co-author of The ROI of Thought Leadership, a book published in February 2025 by Wiley, along with many articles and research reports. She is also a co-founder and member of the board of advisors for the Global Thought Leadership Institute. Cindy works out of IBM’s Singapore office.
Check out Cindy’s Linkedin.
Dosik Bang
Head of APAC Cross-Brand Marketing | Distinguished Market Intelligence Professional, IBM
Dosik drives cross-brand marketing at IBM, integrating cloud, software, hardware, and consulting, while leading industry marketing and key alliances with AWS and Microsoft. With over 20 years of experience, he is a recognised expert in tech market research, client and industry insights, go-to-market strategy, field marketing, and data science. Known for his innovative approach, he has been inducted into the IBM Distinguished Market Intelligence Professional Society, the highest honor for master-level experts.
Check out Dosik’s LinkedIn.
Event Details
Date: Thursday, 31 July 2025
Time: 3:00 – 6:00 pm
Venue: The Ritz-Carlton, Millenia Singapore
Limited spots available – priority will be given to PCMA Members. An email will be sent to you to confirm your registration and guide you through the payment process to secure your spot.
When registering – please log in to your PCMA account or create one if you’re new.
About PCMA Labs
PCMA Labs is a sandbox for event organisers, marketers, event managers, and event strategists. Explore business events industry trends and pain points in a safe environment where you will be challenged to think out of the box, where the seemingly impossible may be possible with collective wisdom and action. Build trusted, peer-to-peer relationships and be part of a community that innovates and shapes the future of our industry.
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