Podcast
Beyond B2B Marketing
Hosted by Lee Odden · EN
The Beyond B2B marketing podcast is on a mission to elevate the B2B marketing industry by shining a light on talent, insights and inspiration. Host Lee Odden, CEO at TopRank Marketing, features discussions with today's top B2B marketers to uncover what makes them tick, what drives ROI and how they're breaking free of boring B2B. Whether you're looking for the impact of AI on content, search, social and influencer marketing or practical examples of the best in B2B, this is the place to be.
19episodes
Episodes
Newest firstAll episodes
B2B Trust System: Ashley Faus on Human Centered Thought Leadership
Feb 101:14:53Tap to summarizeWhat does human-centered marketing look like when AI is reshaping how buyers discover, evaluate and decide? In this episode of Beyond B2B Marketing, host Lee Odden talks with Ashley Faus, Head of Lifecycle Marketing (Portfolio) at Atlassian and author of Human-Centered Marketing: How to Connect with Audiences in the Age of AI. Ashley shares why traditional funnel thinking falls short in today's B2B environment and how marketers must rethink trust, content intent, and thought leadership. Together, they explore how human behavior-more than automation-should shape your strategy and how brands can authentically influence complex buying journeys. In this episode, you'll discover: 🔷 Why the traditional marketing funnel no longer mirrors real B2B buyer behavior 🔷 How to build trust at every stage by aligning content with genuine audience intent 🔷 What genuine thought leadership really means-and what it doesn't 🔷 Practical frameworks for elevating internal experts and external validation 🔷How AI amplifies opportunities and risks in human-centric marketing Whether you're leading content strategy, growth marketing, or customer experience, this episode reorients how influence, credibility, and trust fit into modern B2B demand generation. Your next steps: ▶️ Subscribe to Beyond B2B Marketing for weekly insights you can put to work ⭐ Leave a review on Apple Podcasts to help other B2B leaders discover this show 🔗 Visit the show notes over at the B2B Marketing Blog to access the full transcript, resource links, and episode timestamps
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The Power of Proof in B2B: Todd Lebo on Original Research, Influence, and AI Discovery
Jan 1300:59:14Tap to summarizeIn this episode of Beyond B2B Marketing, host Lee Odden, CEO of TopRank Marketing, is joined by Todd Lebo, CEO of Ascend2 Research, 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. 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. Learn more about the B2B influence, SEO/AEO and creative content marketing solutions from TopRank Marketing.
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The Evolution of B2B Content: Stephanie Losee on Thought Leadership, Trust, and Experience
Dec 2100:55:32Tap to summarizeIn this episode of Beyond B2B Marketing, host Lee Odden, CEO of TopRank Marketing, is joined by Stephanie Losee, Director and Executive Editor at Salesforce and a longtime pioneer of content marketing for B2B brands. Stephanie's career spans journalism, brand publishing, and executive content leadership - from Fortune Magazine to Dell, Autodesk, Politico, and now Salesforce. In this conversation, she talks about how B2B content has evolved, why thought leadership remains essential, and what B2B marketers must rethink as AI reshapes discovery and engagement. Highlights include: The changing role of thought leadership in a world of AI-powered search and content saturation Why trust and credibility are now central to full-funnel B2B performance How internal alignment with sales and customer success can unlock greater content impact The difference between content promotion and creating a true value exchange with customers What AI will-and won't-replace in high-quality editorial and content strategy This conversation offers a ton of practical insight for B2B marketers, content leaders, and CMOs that are looking to build more effective, human-centered content strategies while navigating the rapid changes fueled by AI. Guest: Stephanie Losee, Director & Executive Editor, Salesforce Host: Lee Odden, CEO, TopRank Marketing Podcast: Beyond B2B Marketing Subscribe to Beyond B2B Marketing for conversations with the people shaping the future of B2B marketing and practical ideas to help your brand stand out, earn trust, and drive impact beyond the funnel. Learn more about the B2B influence, SEO/AEO and creative content marketing solutions from TopRank Marketing.
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A Peek Into the Future of B2B Marketing: Rishi Dave on Buyability, AI and Human Creativity
Dec 800:50:44Tap to summarizeIn this episode of Beyond B2B, host Lee Odden reconnects with longtime colleague Rishi Dave, Partner at Bain & Company and former CMO at Dun & Bradstreet, Vonage, and MongoDB. in this conversation they cover how B2B organizations are evolving from disconnected campaigns to modern growth systems-where AI accelerates performance but human creativity, story, and trust remain the true differentiators. Rishi shares insights from Bain's work with leading global brands, including: How to move beyond "micro-productivity" AI pilots to enterprise-wide transformation. Why original research and thought leadership are essential to train AI and fuel differentiated content. The concept of "buyability" and how marketers can get their brand onto a buyer's Day-One List. What it takes to build category fame in a world where hidden buyers, peer validation, and emotional connection drive B2B decisions. How marketing leaders can design always-on, integrated systems that connect marketing, sales, and customer success for predictable growth. Rishi also reflects on the creative side of leadership and how his love of science fiction sharpens his storytelling instincts. The conversation wraps up with advice for B2B marketers navigating the next era of human and AI collaboration. More about Rishi Dave: LinkedIn More about TopRank Marketing: Lee Odden on LinkedIn Beyond B2B Marketing Podcast B2B Marketing Blog Learn more about the B2B influencer marketing, SEO/AEO and creative content marketing solutions from TopRank Marketing.
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The Mindshift of B2B Marketing: Brian Solis on Trust, AI, and Human Connection
Nov 1601:01:40Tap to summarizeIn this episode of Beyond B2B, Lee Odden talks with Brian Solis, Head of Global Innovation at ServiceNow and author of Mindshift, about how AI, innovation, and human creativity are transforming the way B2B organizations build trust, lead change, and create value. Brian shares how the ServiceNow Innovation Office helps companies bridge the gap between iteration and innovation using technology to imagine entirely new possibilities for the future. He also explains why B2B marketing transformation starts with how we think, not what we do, and how leaders can drum up the courage to unlearn, experiment, and lead with imagination. We also explore the evolving role of B2B thought leadership in a world where AI-generated content has become ubiquitous. Brian breaks down what makes thought leadership credible and trustworthy, emphasizing empathy, generosity, and the power of human connection. From the concept of "AI agents" reshaping the future of work to why trust has become the ultimate differentiator in business, this episode delivers both a practical and philosophical roadmap for B2B leaders navigating disruption with purpose and authenticity. Key Questions Answered in This Episode: What does the Innovation Office at ServiceNow do, and what's its mission? Why does Brian say transformation starts with mindset, not technology? How can B2B leaders use AI as a "forcing function" for innovation instead of just automation? What's the difference between iteration and innovation, and why does it matter? How will AI and intelligent agents reshape the future of work? How can marketers retain human creativity in an AI-powered world? What makes great thought leadership content trustworthy? Why is empathy more powerful than expertise in building credibility? How should companies think about AI discoverability for thought leadership content? What does a "human-led, AI-powered" future really look like for B2B brands?
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The Future of B2B is Integrated: Creative Marketing with Heike Young
Oct 2600:46:58Tap to summarizeFrom LinkedIn Videos to Integrated Marketing: Heike Young on Creativity, Connection & B2B Marketing What happens when one of LinkedIn's most engaging B2B creators brings her storytelling skills inside some of the world's biggest tech brands? In this episode, Heike Young joins Lee Odden to share how she's helped humanize B2B marketing through authentic video, integrated strategy, and a creator's mindset. Episode Summary: Heike Young, former Head of Content, Social & Integrated Marketing at Microsoft, and one of LinkedIn's most recognizable B2B video voices, joins Lee Odden to discuss the intersection of creativity, content, and authenticity. She shares how integrated marketing breaks down silos, how video fuels trust and personality in B2B, and why the future belongs to marketers who lead with humanity, not jargon. Episode Takeaways Include: How Heike built one of LinkedIn's most-loved B2B creator brands through video Why integrated marketing delivers stronger storytelling across channels Tips for showing up authentically on camera (even if you hate filming) How to empower employees as creators and community voices Why humor, clarity, and empathy outperform corporate polish every time Guest: Heike Young, Former Head of Content, Social & Integrated Marketing, Microsoft Host: Lee Odden, CEO, TopRank Marketing Subscribe to the Beyond B2B Marketing podcast
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The ROI of Thought Leadership: Beyond B2B with Cindy Anderson of IBM
Oct 700:43:18Tap to summarizeIn this episode of Beyond B2B Marketing, host Lee Odden sits down with Cindy Anderson, Chief Marketing Officer and Global Lead for Engagement and Eminence at the IBM Institute for Business Value and co-author of The ROI of Thought Leadership. From Singapore, Cindy shares her journey from journalism to global thought leadership, defining what separates true thought leadership from traditional content marketing: evidence-based intelligence, independent of product promotion, that gives leaders the insight and inspiration to act. She discusses her groundbreaking research with 4,000 executives that quantified thought leadership's business impact, revealing that 87% of executives made a purchase decision in the past 90 days based on thought leadership and that it delivers a 156% ROI, 16 times higher than traditional campaigns. Together, Lee and Cindy explore how thought leadership can serve as the 8th P of marketing - the platform that fuels brand awareness, trust, and full-funnel growth. Cindy explains the hub-and-spoke model, where a single research-backed idea becomes the foundation for multiple derivative assets, and why original research will only grow in value as AI transforms discovery. They also dive into topics like synthetic data, answer engines, and the Global Thought Leadership Institute's efforts to standardize and "de-squishify" the discipline. For B2B marketers looking to elevate their influence, credibility, and ROI, Cindy makes a clear case for treating thought leadership not as content, but as a strategic business asset. Episode Takeaways Include: The three traits that set thought leadership apart: data, expertise, and independence from commercial messaging Why 87% of executives make purchase decisions influenced by thought leadership How the "hub-and-spoke" model multiplies ROI by turning one big idea into many derivative assets Why thought leadership should be the platform other marketing campaigns are built upon - the "8th P" of marketing The growing importance of original research as a trust signal in the AI era How AI can extend thought leadership content without sacrificing credibility The role of synthetic data in niche research - and the risk of losing trust if misused Why every B2B organization can quantify and prove the ROI of their thought leadership initiatives
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B2B Brand, Experience and AI: Jon Miller on Reimagining B2B Marketing
Sep 200:43:22Tap to summarizeIn this episode of Beyond B2B Marketing, host Lee Odden reconnects with B2B marketing visionary Jon Miller, co-founder of Marketo and Engagio, and now back in the lab building a new martech venture. From the rise and fall of MQLs to the role of AI in reshaping marketing automation, Jon delivers a clear-eyed view of what's broken in B2B marketing today and where the biggest opportunities lie ahead. They explore how the old playbook of gated content and lead scoring is giving way to a new era of brand-driven growth, emotional relevance, and full-funnel accountability. Along the way, Jon shares insights on why most marketing automation platforms are stuck in the past, why brand is more important than ever, and how AI can unlock scale without sacrificing creativity or customer experience. Episode Takeaways Include: Why the "gumball machine" model of lead gen is broken - and what to do instead How today's buyers are stitching together their journeys across micro-content, community, and AI search Why brand isn't soft - it's revenue: the emotional edge in a data-saturated world What Jon means by "Marketing Automation Stockholm Syndrome" - and how to escape it How AI-native platforms will reshape campaign execution, segmentation, and content delivery The three elements B2B marketers must double down on in the age of AI: experiences, relationships, and craftsmanship Why original research is a powerful differentiator in an era of infinite content
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Analog Intelligence: Ann Handley on Reclaiming Creativity in B2B
Aug 3, 202500:53:12Tap to summarizeIn this episode of the Beyond B2B Marketing podcast, host Lee Odden and guest Ann Handley, Chief Content Officer at MarketingProfs discuss AI "Analog Intelligence" as well as the continued impact of artificial intelligence on marketing while also exploring the importance of human vulnerability, creativity and authenticity in B2B storytelling,. Ann shares insights from her upcoming book, 'ASAP: As Slow As Possible,' which emphasizes the need to reclaim our humanity in a fast-paced digital world. She also shares lessons from Taylor Swift's marketing strategies and the impact of Instagram's new search features on user experience and content visibility. The importance of meaningful engagement on platforms like LinkedIn, the necessity of providing value through newsletters, and the innovative approaches that will be showcased at the B2B Forum are covered. The conversation wraps up with a fun word association game about various social media platforms. Takeaways: Is it possible to discuss marketing without mentioning AI? No. Analog intelligence is about maintaining our own thinking. AI can lead to mediocrity if not used thoughtfully. Vulnerability in marketing can create authentic connections. Ann's new book ASAP focuses on reclaiming humanity in marketing. Taylor Swift's vulnerability is a lesson for B2B marketers. B2B brands can tell compelling stories to engage audiences. The Northeast Ohio Regional Sewer District excels in storytelling. Posting less on social media can lead to better engagement. Building relationships in influencer marketing is crucial. Social media platforms are evolving, impacting how content is consumed. LinkedIn remains a powerful tool for professional engagement and storytelling. Quality over quantity: posting less frequently can lead to more impactful engagement. Email newsletters should be central to marketing strategies for building relationships. Engagement through comments can be as effective as posting new content.
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