Facts tell but stories sell, so what does great B2B storytelling look like today?

In this episode of Beyond B2B Marketing, host Lee Odden sits down with Michael Brenner, VP of Thought Leadership and Customer Advocacy at Workday, to talk about how empathy-driven content can help B2B brands tell stories that build trust, drive retention, and stand out.

Michael shares insights from his journey from sales to marketing leadership and explains why "marketing has a marketing problem." He argues that marketing's true role is not promotion, it's helping. The conversation covers how thought leadership should focus on consistent value, why retention is the most overlooked growth lever in B2B, and how customer advocacy strengthens both acquisition and loyalty.

They also talk about the AI productivity paradox and why AI adoption is ultimately a leadership challenge vs. one about technology. Michael outlines practical guidance for redefining roles, measuring outcomes, and ensuring that storytelling remains human in a world of AI and generative content.

If you are a B2B marketer, CMO, content strategist, or business leader looking to create more meaningful engagement and measurable impact, this episode delivers actionable insights you can apply immediately.

Here's a timeline of their conversation:

00:00 Introduction to Michael Brenner and His Journey 01:39 Transition from Sales to Marketing 03:21 Role at Workday: Thought Leadership and Customer Advocacy 07:49 Defining Thought Leadership in Marketing 12:44 The Importance of Retention in Marketing 16:47 Influencer Collaboration in B2B Marketing 20:16 Experiential Content in Thought Leadership 23:49 Navigating the Productivity Trap with AI 29:35 Workforce Trends and AI Adoption 31:09 Empathy-Driven Leadership and Workforce Trends 32:37 The Role of Trust in Marketing 34:31 Human Connection in AI-Driven Marketing 37:16 Evolution of Marketing Channels 40:11 The Importance of Storytelling in Marketing 41:38 Crafting Emotional B2B Stories 44:23 Balancing Informative and Emotional Content 51:55 Breaking Free from the Status Quo in Marketing

Be sure to subscribe to Beyond B2B Marketing for conversations with industry leaders that are helping to guide the future of B2B marketing and how B2B companies can become Best Answer Brands.

B2B Storytelling: Michael Brenner on Empathy-Driven Content