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 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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