Beyond B2B Marketing

AI search is changing how B2B buyers discover, evaluate, and trust brands . As platforms like ChatGPT, Google AI Overviews, Perplexity, Claude, and Gemini increasingly answer questions directly, marketers face a new challenge: optimizing not just for rankings, but for how AI understands, cites, and recommends their B2B brand. In this episode of Beyond B2B Marketing , host Lee Odden talks with  Tre...

Search is changing faster than most B2B marketers realize. AI Overviews, ChatGPT, Reddit, YouTube, influencers, podcasts, and social platforms are fragmenting how buyers discover information and evaluate solutions. At the same time, traditional metrics like rankings, traffic, and even clicks are becoming less reliable indicators of marketing impact. In this episode of the Beyond B2B Marketing podc...

Creativity has always mattered in B2B marketing. But in an time where AI can create content, images, videos, and even entire campaigns, human originality may be more valuable than ever. In this episode of Beyond B2B Marketing, Lee Odden sits down with Reuben Webb, B2B Editorial Lead at The Drum and former Chief Creative Officer at Stein IAS, for a thought-provoking conversation about the evolution...

AI is changing B2B marketing fast, but as customer expectations rise and B2B marketing tactics become commoditized by AI tools, the real competitive advantage is customer context. In this episode of the Beyond B2B Marketing podcast , Lee Odden talks with Heidi Bullock, Chief Marketing Officer at Tealium and former marketing leader at Marketo and Engagio, about why real-time customer data has becom...

As B2B buying becomes more fragmented, networked, and influenced by AI, how can marketing leaders build trust, align buying groups, and drive decisions with confidence? In this episode of Beyond B2B Marketing, host Lee Odden sits down with Debbie Kestin Schildkraut, VP, Global B2B Program Lead and CMO Global Growth Council at the Association of National Advertisers. With a career spanning global l...

As B2B buying cycles become increasingly complex and AI-driven, how can marketing leaders maintain credibility and stand out in a sea of "AI slop"? In this episode of Beyond B2B Marketing , host Lee Odden sits down with Kelsey Voss , Principal Analyst at eMarketer , to discuss the evolving landscape of B2B marketing as we make our way through 2026. Kelsey brings a unique 360-degree perspective fro...

In this episode of the Beyond B2B Marketing Podcast , host Lee Odden sits down with David Rowlands, Head of Content at B2B Marketing and Propolis , to talk about how the role of B2B marketing is evolving. From his unconventional path into B2B marketing to leading content and community for a global audience of B2B marketing practitioners, David shares his  perspective on what's changed, and what ha...

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 tr...

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...

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...

In 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 8...

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 conversatio...

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....

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 im...

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 mi...

In 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 co...

In 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...

In 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...

In this episode of Beyond B2B Marketing , TopRank Marketing CEO Lee Odden sits down with Steve Kearns , Global Head of Content for Marketing Solutions at LinkedIn, to explore what it takes to build brand, demand, and lasting influence in the modern world of B2B marketing. Steve shares how LinkedIn helped bring the Creative B2B Awards to Cannes Lions, why taste and storytelling matter more than eve...

In this episode of the Beyond B2B Marketing Podcast , host Lee Odden speaks with Kathleen Booth , Senior Vice President of Marketing and Growth at Pavilion. They discuss all things related to building B2B community starting with Kathleen's journey to Pavilion, the unique structure of the Pavilion GTM leader community, and the specific needs of go-to-market leaders.  The conversation explores the i...

In this episode of the Beyond B2B Marketing Podcast, host Lee Odden speaks with Amber Naslund, Director of Enterprise Sales and Customer Success at LinkedIn. They discuss Amber's transition from marketing to sales, the current market conditions affecting enterprise tech, and the role of AI in content creation. Amber emphasizes the importance of engagement on LinkedIn, the relevance of brand market...

On this second episode of the Beyond B2B Marketing Podcast, host Lee Odden sits down with Christiana Marouchos, VP of Marketing at StackAdapt. She shares how she scaled her team from 10 to 50 while keeping bold creativity at the center. Christiana explains how StackAdapt's AI-native platform fuses adtech and martech to extract more performance from every programmatic dollar. Their conversation exp...

In this episode of the Beyond B2B Marketing podcast, CEO of TopRank Marketing, Lee Odden, interviews Ty Heath, Director & Co-Founder, The B2B Institute at LinkedIn. They discuss Ty's unique journey from elite athlete to B2B marketing thought leader, emphasizing the importance of creativity in B2B marketing, the rise of influencer marketing, and the need for emotional engagement in storytelling. Ty...