By Lee Odden

B2B Marketing is a journey with twists and turns, wins and obstacles, and few certainties beyond the fact that things will change. Change is certainly the experience most of us are having now as we navigate the implications of AI and the increasingly noisy and complex digital environments in which we must attract, engage, convert and retain customers.

One of the primary goals of this blog is to help B2B marketers navigate their journey with insights and tactics from our experienced team on all aspects of B2B content, search, influence and social media marketing.

The thing is, there’s more to B2B marketing than best practices, the industry’s growing collection of acronyms, and dizzying number of martech solutions.

That’s why TopRank Marketing is launching a new podcast called Beyond B2B!

The Beyond B2B marketing podcast is on a mission to help elevate the B2B marketing industry by shining a light on talent, uncovering insights and delivering inspiration for B2B marketers on their journey as humans in an increasingly technology driven world. Our interviews feature discussions with today’s top B2B marketers to uncover what makes them tick, what drives their career 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 how to better humanize your B2B brand, this podcast is designed to help you navigate the beyond of B2B marketing.

Our first episode of Beyond B2B is with one of my favorite B2B Marketing thought leaders, long time friend and amazing human being, Ty Heath, Director and Co-Founder of The B2B Institute at LinkedIn.

Besides learning the backstory of how Ty went from Olympic level track athlete to working at Google, getting her MBA and moving into B2B marketing, we also talk about the critical role that creativity, storytelling, and influencer marketing play in humanizing B2B brands. We also talk about how marketers can leverage credible voices, simplify complex ideas, and strategically use AI to create impactful content and drive authentic engagement.

As is our tradition with podcasts, you can listen, watch or read the interview.

Listen to the full episode here:

Watch the full video here:

Of course if you prefer to read a transcript of our conversation, here you go:

Lee: Hello and welcome to the Beyond B2B Marketing podcast. I’m Lee Odden, CEO of TopRank Marketing, and today we’re talking with a force of nature in the B2B marketing world-super smart, amazingly charismatic, and an all-around good human being-Director and Co-Founder of the B2B Institute at LinkedIn, Ty Heath. Welcome, Ty!

Ty: Thank you, “Force of nature.” I’m keeping that! Thanks so much, Lee.

Lee: Absolutely. I’m excited to share your wisdom with our community. Can you kick things off by telling us a bit about the B2B Institute at LinkedIn and your role there?

Ty: The B2B Institute is an independent think tank funded by LinkedIn. We have a simple mission: to build famous B2B brands. We partner with academics and experts to investigate how marketers can create more value, focusing …read more

Source:: Top Rank Blog

Author: Aaron