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The ROI of thought leadership, with Susan Baier. Learn the importance of being a thought leader and what’s the ROI of thought leadership. Susan Baier has been a marketing strategist for over 30 years and founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. In early 2020, Susan partnered with the team at Predictive ROI and embarked on an initiative to gain better insight into the attitudes and perspectives of professionals who follow experts or thought leaders in order to evaluate the ROI of thought leadership. Stephen and Susan discuss several of the key findings from the research in this encore interview. Study parameters: custom quantitative attitudinal segmentation study of 325 professionals. 250 respondents came from a panel of professionals in a range of industries, with the remainder from Predictive ROI’s own contacts. All respondents indicated that they follow “someone you consider an expert