Beyond B2B Marketing

Lee Odden
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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.

  1. GTM Singularity: Dave Frankland on Reinventing Go-To-Market for an AI World

    3 DAYS AGO

    GTM Singularity: Dave Frankland on Reinventing Go-To-Market for an AI World

    B2B go-to-market models are under pressure from every direction: AI-powered buyer autonomy, expanding buying networks. collapsing funnels, and fragmented tech stacks. As a result, B2B marketing is approaching a "GTM Singularity." In this episode of the Beyond B2B Marketing Podcast, host Lee Odden talks with Dave Frankland, VP and Research Director at Forrester, about some of the major changes transforming B2B marketing, sales, and customer strategy - and why legacy revenue models are about to break. As the opening keynote speaker and host of Forrester's B2B Summit North America, Dave explains why the singularity in GTM singularity is not about AI replacing humans, but about the pressures forcing GTM norms to collapse and new models to emerge. From AI-driven buyer autonomy to the rise of buying networks and answer engines, this conversation dives in to what senior marketing leaders must rethink now to stay visible, trusted, and relevant. You'll hear insights on: Why "buying has become an act of confirmation, not selection" How AI search and buyer autonomy are eroding traditional funnel visibility What "trusted discovery" means in an AI-mediated world The risks of siloed AI adoption across marketing, sales, and customer success Why strategy-to-execution alignment is the real GTM transformation challenge Forrester's predictions for influencer investment, decentralized content creation, and marketing accountability How B2B leaders should approach AI governance and human-AI orchestration If you are a B2B marketer esponsible for marketing, revenue, brand, customer growth, or GTM strategy, this episode offers both the strategic framing and practical shifts you'll need to navigate what comes next in B2B. Episode Timeline: 00:00 - Introduction to GTM Singularity and the forces driving change 08:50 - Systemic shifts in B2B buyer behavior 19:20 - The GTM crisis: broken funnels, misaligned incentives, and siloed data 22:00 - Defining the GTM Singularity 25:12 - "Buying is an act of confirmation, not selection" 29:56 - The visibility vacuum and trusted discovery 33:00 - Human + AI alignment and orchestration 39:29 - Strategy and execution fusion in GTM transformation 42:24 - 2026 predictions: content decentralization, influencer growth, brand shifts 50:50 - How to get the most out of the 2026 B2B Summit North America event Be sure to subscribe to the Beyond B2B Marketing Podcast so you don't miss upcoming conversations with B2B marketing leaders going beyond the status quo and influencing the future of B2B.

    58 min
  2. B2B Storytelling: Michael Brenner on Empathy-Driven Content

    22 FEB

    B2B Storytelling: Michael Brenner on Empathy-Driven Content

    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.

    58 min
  3. B2B Trust System: Ashley Faus on Human Centered Thought Leadership

    1 FEB

    B2B Trust System: Ashley Faus on Human Centered Thought Leadership

    What 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

    1h 15m
  4. The Power of Proof in B2B: Todd Lebo on Original Research, Influence, and AI Discovery

    13 JAN

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

    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.

    59 min
  5. The Evolution of B2B Content: Stephanie Losee on Thought Leadership, Trust, and Experience

    21/12/2025

    The Evolution of B2B Content: Stephanie Losee on Thought Leadership, Trust, and Experience

    In 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.

    56 min
  6. A Peek Into the Future of B2B Marketing: Rishi Dave on Buyability, AI and Human Creativity

    08/12/2025

    A Peek Into the Future of B2B Marketing: Rishi Dave on Buyability, AI and Human Creativity

    In 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.

    51 min
  7. The Mindshift of B2B Marketing: Brian Solis on Trust, AI, and Human Connection

    16/11/2025

    The Mindshift of B2B Marketing: Brian Solis on Trust, AI, and Human Connection

    In 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?

    1h 2m
  8. The Future of B2B is Integrated: Creative Marketing with Heike Young

    26/10/2025

    The Future of B2B is Integrated: Creative Marketing with Heike Young

    From 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 Read the full recap and show notes: https://www.toprankmarketing.com/blog/beyond-b2b-heike-young

    47 min
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About

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.

Information

  • Creator
    Lee Odden
  • Years Active
    2025 - 2026
  • Episodes
    16
  • Rating
    Clean
  • Copyright
    © 2025
  • Show Website
    Beyond B2B Marketing