Beyond B2B Marketing
Beyond B2B Marketing
Podcast Description
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.
Podcast Insights
Content Themes
The podcast covers a range of topics in B2B marketing including the impact of AI on marketing strategies, the rise of influencer marketing, emotional engagement in storytelling, and practical case studies of successful campaigns. For instance, episodes delve into the importance of mental availability for creating impactful LinkedIn content and strategies for making complex ideas more accessible, showcasing the evolving landscape of B2B marketing.
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.
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?
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