In this episode of Beyond B2B Marketing, host Lee Odden, CEO of TopRank Marketing, is joined by Todd Lebo, CEO of Ascend2, to talk about why original research has become one of the most powerful proof points in modern B2B marketing.

Todd brings decades of experience across marketing publishing, data-driven research, and executive leadership. Drawing on Ascend2's work surveying nearly 800 senior B2B marketers, the conversation explores how research-driven content strengthens thought leadership, fuels influencer collaboration, and creates differentiated visibility in an AI-driven discovery environment. Together, Lee and Todd discuss why data-backed insight is increasingly essential for helping buyers navigate complexity, reduce risk, and build confidence across the full customer lifecycle.

The discussion also addresses common gaps and missed opportunities. While nearly all marketers recognize the value of thought leadership, many still limit research-driven content to top-of-funnel awareness. Todd shares practical guidance on extending research into sales enablement, customer onboarding, and post-sale engagement, as well as how experiential and interactive formats significantly increase repeat engagement. The episode closes with a forward-looking perspective on AI discovery, answer engine optimization, and why brands that invest early in credible, differentiated research gain a durable advantage.

Highlights include:

Why original research consistently outperforms other content formats for engagement
How benchmarking data builds trust and supports buyer decision-making
The role of influencers in adding context, credibility, and distribution to research
Why experiential and interactive research content drives deeper engagement
How original research improves visibility in AI-powered search and discovery
Practical steps for getting started with research-driven thought leadership

This episode offers practical, experience-backed insight for B2B marketers, content leaders, and executives looking to use proof, not promotion, to earn trust, stand out in AI-driven discovery, and drive impact across the entire customer journey.

todd-lebo-power-of-proof

Guest: Todd Lebo, CEO, Ascend2 Host: Lee Odden, CEO, TopRank Marketing Podcast: Beyond B2B Marketing

As an emerging top B2B marketing podcast, Beyond B2B Marketing delivers conversations with the leaders shaping the future of B2B marketing with actionable ideas to help your B2B company break free of boring B2B and become a Best Answer Brand.

The Power of Proof in B2B: Todd Lebo on Original Research, Influence, and AI Discovery