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

• 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.

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.

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 explores why B2B brands should retool SEO now for Google's AI Overviews and how original, human-driven content fuels those algorithms. Christiana closes by urging leaders to pursue "impact efficiency," blending data discipline with human imagination to drive sustainable growth.

Chapters from this interview include:

00:00 Introduction to StackAdapt and Christiana Marouchos

02:49 The Importance of Creativity in B2B Marketing

06:11 Content Marketing in an AI-Driven World

09:00 Navigating SEO Changes with AI

11:57 The Role of Video and Storytelling in Marketing

15:06 Leveraging Partnerships for Co-Creation

18:00 Maximizing Marketing Efficiency in Challenging Times

21:01 The Impact of AI on AdTech

24:10 The Evolution of AI in Marketing

27:09 Finding Inspiration in B2B Marketing

30:09 Conclusion and Future Directions

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.