Who should contribute to our technology thought leadership series?

Bring internal innovators into an industry conversation by asking them to address questions that matter beyond the organisation. UST's Boundless Thinkers series gives innovators within UST and across the industry a platform to tackle today's big questions and interrogate future challenges. The series sits within the Boundless campaign, whose content programmes were designed to show, rather than simply claim, what "boundless impact" means. Use that approach to select internal contributors for the thinking they can offer, not just the corporate messages they can deliver. A 2025 Edelman survey of hidden B2B buyers, fielded in the United States, found that 64% trust thought leadership more than product sheets or brochures when assessing a supplier's capabilities.

Give outside voices a substantive role by building content around their technology expertise, rather than treating them only as channels for product messages. For IBM's storage campaign, Wize Guys became a thought leadership content stream built around technology influencers. The approach reflected a finding from the campaign's audience work: respected industry people strongly influenced many of IBM's target buyers. Rather than focusing directly on IBM solutions, the campaign centred on respected people who advocated for the products. For a technology thought leadership series, use that distinction when choosing external contributors: look for specialists whose standing with the intended audience makes their perspective relevant, and give their expertise a central place in the programme.