Beyond B2B Marketing – Détails, épisodes et analyse

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.

More about Rishi Dave:
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More about TopRank Marketing:
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Beyond B2B Marketing Podcast
B2B Marketing Blog

Learn more about the B2B influencer marketing, SEO/AEO and creative content marketing solutions from TopRank Marketing.

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?

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 shares examples of successful B2B campaigns and highlights the growing significance of credible voices in the B2B creator economy. 

In this conversation, Ty Heath and Lee Odden also explore the nuances of creating impactful content on LinkedIn, emphasizing the importance of mental availability and simplifying complex ideas. They discuss the role of AI in enhancing productivity and creativity in marketing, and the significance of intentional living and inspiration in one's career. The dialogue also touches on the need for better recognition of marketing's value within organizations and the potential for nurturing new voices in the B2B space.

Takeaways from this episode of Beyond B2B:

• The B2B Institute aims to build famous B2B brands.
• Creativity is fundamental to B2B marketing success.
• Emotional engagement is key to effective storytelling.
• Brands must be remembered to be bought.
• The B2B creator economy is projected to grow significantly.
• Influencer marketing in B2B is still maturing.
• Credibility is crucial for B2B influencers.
• Successful B2B campaigns often use humor and relatable messaging.
• Marketers should look to adjacent fields for inspiration.
• Taking time to synthesize ideas can lead to creative breakthroughs. Invest in mental availability for impactful LinkedIn content.
• Consistency in branding is more important than frequency.
• Simplifying complex ideas leads to more effective communication.
• AI can enhance productivity and creativity in marketing.
• Intentional living can drive motivation in one's career.
• Marketing plays a crucial role in risk mitigation for businesses.
• B2B creators need support and mentorship to thrive.
• Storytelling will improve in B2B marketing over time.
• Engaging content should balance expertise with entertainment.
• Building community is essential for effective content distribution.

To learn from more brilliant minds in B2B marketing, subscribe to the Beyond B2B Marketing podcast. 

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

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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 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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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.

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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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 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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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 ever in an AI-driven world, and how top brands like ServiceNow are blending emotional resonance with strategic execution. From the role of creators and video in B2B to the evolution of SEO to thought leadership content, Steve delivers insights with style and substance.

Highlights from Episode 5 of Beyond B2B Marketing:

• Cannes Lions Experience and AI's Impact
• LinkedIn's Role in B2B Marketing at Cannes
• Understanding LinkedIn's Business Model
• The Intersection of Strategy, Data, and Storytelling
• The Role of Taste in B2B Marketing
• Successful Campaigns and Content Strategies
• The Evolution of B2B Branding
• Building Momentum in Marketing
• The Importance of Thought Leadership
• Navigating SEO in a Changing Landscape
• Embracing Video Content in B2B
• Finding Motivation in Leadership

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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 importance of community in everything from career development to the role of in-person events to the challenges of building successful communities. Kathleen shares  lessons learned from both business and personal use of AI in marketing and creating value on LinkedIn. The episode concludes with Kathleen's thoughts on finding inspiration in her career and the impact of Pavilion on its members.    Highlights from Episode 4 of Beyond B2B:

• Kathleen Booth was a member of Pavilion before joining as SVP.
• Pavilion serves go-to-market leaders, not just marketers.
• Community helps members succeed in high-pressure roles.
• Members seek support during critical career moments.
• Building a community requires long-term investment.
• Successful communities focus on commonality and engagement.
• In-person events strengthen community bonds.
• Pavilion grew rapidly during the pandemic.
• AI can enhance marketing efficiency but should not replace personal touch.
• Communication is key to leadership and community success.
  

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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 marketing, and the growing significance of video content. They also explore the untapped potential of B2B creators and the need for a long-term marketing strategy that includes brand awareness. The conversation highlights the importance of human connections in business and the need to return to marketing fundamentals.

Takeaways:

• Amber Naslund transitioned from marketing to sales at LinkedIn.
• Companies are adopting a conservative approach to marketing budgets.
• AI should not replace creativity in content creation.
• Engagement on LinkedIn requires genuine interest in others.
• Brand marketing is essential for long-term success.
• Video content is growing rapidly on LinkedIn.
• B2B marketing needs to return to its fundamental principles.
• Successful brands like Workday and Snowflake are leading by example.
• B2B creators represent an untapped opportunity in marketing.
• Investing in community engagement is crucial for brands.

Get more insights from top B2B marketers by subscribing to the Beyond B2B Marketing podcast.