Beyond B2B Marketing

Customer Context: Heidi Bullock on the Missing Layer in AI-Powered B2B Marketing

AI is changing B2B marketing fast, but as customer expectations rise and B2B marketing tactics become commoditized by AI tools, the real competitive advantage is customer context. In this episode of the Beyond B2B Marketing podcast, Lee Odden talks with Heidi Bullock, Chief Marketing Officer at Tealium and former marketing leader at Marketo and Engagio, about why real-time customer data has become foundational for modern B2B marketing, personalization, AI-driven experiences, and revenue growth for B2B brans. Heidi shares insights from nearly 25 years in B2B marketing leadership, exploring how customer context powers more relevant buyer experiences, stronger personalization, better sales and marketing alignment, and more effective AI-powered marketing. The conversation also looks at how fragmented discovery across AI search, Reddit, YouTube, communities, review platforms, and dark funnel channels is changing how marketers think about visibility, trust, and buyer engagement. Here are 5 important takeaways from this conversation about customer context: Customer context is becoming the real competitive advantage in AI-powered marketing As AI models and tools become increasingly commoditized, the quality, freshness, and contextual relevance of customer data is what differentiates buyer experiences and marketing performance. There is no such thing as a "perfect" buyer journey anymore Modern B2B buying journeys are dynamic and nonlinear, requiring marketers to respond to real-time behavioral signals instead of relying on static funnels and rigid nurture tracks. Real-time data is fundamentally changing personalization The shift from rules-based personalization to AI-powered orchestration enables marketers to deliver more relevant content, messaging, and experiences based on current buyer behavior and intent. Trust depends on consented, connected customer data Strong customer experiences require accurate, unified, and permission-based data that reduces friction, improves relevance, and builds confidence throughout the buying journey. AI increases the importance of human judgment, not decreases it AI can accelerate execution and improve efficiency, but marketers still need human expertise for strategy, creativity, governance, differentiation, and maintaining brand integrity. Be sure to subscribe to Beyond B2B Marketing [episodes/view/00:00%20Introduction%20to%20Michael%20Brenner%20and%20His%20Journey%2001:39%20Transition%20from%20Sales%20to%20Marketing%2003:21%20Role%20at%20Workday:%20Thought%20Leadership%20and%20Customer%20Advocacy%2007:49%20Defining%20Thought%20Leadership%20in%20Marketing%2012:44%20The%20Importance%20of%20Retention%20in%20Marketing%2016:47%20Influencer%20Collaboration%20in%20B2B%20Marketing%2020:16%20Experiential%20Content%20in%20Thought%20Leadership%2023:49%20Navigating%20the%20Productivity%20Trap%20with%20AI%2029:35%20Workforce%20Trends%20and%20AI%20Adoption%2031:09%20Empathy-Driven%20Leadership%20and%20Workforce%20Trends%2032:37%20The%20Role%20of%20Trust%20in%20Marketing%2034:31%20Human%20Connection%20in%20AI-Driven%20Marketing%2037:16%20Evolution%20of%20Marketing%20Channels%2040:11%20The%20Importance%20of%20Storytelling%20in%20Marketing%2041:38%20Crafting%20Emotional%20B2B%20Stories%2044:23%20Balancing%20Informative%20and%20Emotional%20Content%2051:55%20Breaking%20Free%20from%20the%20Status%20Quo%20in%20Marketing] for conversations with B2B marketing industry leaders about how B2B companies can become Best Answer Brands by building visibility, trust, and decision confidence with buyers and those that influence them. Learn more about the B2B influence, SEO/AEO and creative content marketing solutions from TopRank Marketing [https://www.toprankmarketing.com/].

The Consensus Engine: Debbie Kestin Schildkraut on AI, Community, and Influence in B2B Buying

As B2B buying becomes more fragmented, networked, and influenced by AI, how can marketing leaders build trust, align buying groups, and drive decisions with confidence? In this episode of Beyond B2B Marketing, host Lee Odden sits down with Debbie Kestin Schildkraut, VP, Global B2B Program Lead and CMO Global Growth Council at the Association of National Advertisers. With a career spanning global leadership roles at IBM and industry-wide initiatives at ANA, Debbie brings a unique perspective on how B2B marketing is evolving at the intersection of AI, community, and influence. Together, they explore why today's buyer journey is no longer linear, how AI is reshaping both discovery and decision-making, and why the most effective marketing strategies are built around trust, validation, and shared experiences-not just reach and visibility. Key Takeaways from this Episode: The Fragmented Discovery Challenge: B2B buyers are navigating a non-linear, networked journey across AI platforms, communities, and peer recommendations-making traditional funnel-based strategies less effective. The Rise of Buyer Consensus: With buying groups expanding to 15-20+ stakeholders, marketers must shift from targeting individuals to enabling group confidence, validation, and decision defense. AI's Real Impact on Marketing: AI is transforming content lifecycle management and insight generation, but success depends on governance, human oversight, and reinvestment in creative and analytical capabilities. Community as a Growth Engine: Communities and peer networks are becoming critical drivers of influence, providing real-time validation that often outweighs brand messaging. Experiential Marketing as Differentiation: Memorable, interactive experiences-both physical and digital-are increasingly essential for engaging buyers and standing out in crowded markets. Influence as a Credibility System: From customer advocacy to employee creators and partner ecosystems, trusted voices are becoming central to how B2B brands build relevance and trust. About Our Guest: Debbie Kestin Schildkraut is VP, Global B2B Program Lead and CMO Global Growth Council at the Association of National Advertisers. A recognized change agent, she has spent more than two decades leading global B2B marketing initiatives at IBM and building industry-wide programs at ANA. Her expertise spans ecosystem marketing, community building, and emerging technologies, with a focus on helping CMOs drive growth through collaboration, innovation, and strategic alignment. Connect with Debbie Kestin Schildkraut: LinkedIn [https://www.linkedin.com/in/debbie-kestin-schildkraut/] Connect with TopRank Marketing: Lee Odden on LinkedIn [https://www.linkedin.com/in/leeodden/] TopRank Marketing [https://www.toprankmarketing.com/] Start your journey to becoming a Best Answer Brand: Beyond B2B Marketing Podcast [https://www.toprankmarketing.com/beyond-b2b-podcast/] TopRank B2B Marketing Blog [https://www.toprankmarketing.com/blog/]

AI, Trust, and the Future of B2B Marketing with Kelsey Voss

As B2B buying cycles become increasingly complex and AI-driven, how can marketing leaders maintain credibility and stand out in a sea of "AI slop"? In this episode of Beyond B2B Marketing, host Lee Odden sits down with Kelsey Voss, Principal Analyst at eMarketer, to discuss the evolving landscape of B2B marketing as we make our way through 2026. Kelsey brings a unique 360-degree perspective from her early days in New York theater and B2B publishing to leading marketing for startups and large enterprises. Together, they explore why visibility alone is no longer enough and why the most successful B2B CMOs are prioritizing their focus on data governance, influencer partnerships, and human-centric creativity. Key Takeaways from this Episode: * The Compressed Window of Influence: Learn how AI tools like ChatGPT are not necessarily accelerating the buying cycle, but are compressing the window brands have to influence a buyer's shortlist. * Beating "AI Fatigue": Discover why buyers aren't rejecting AI itself, but rather "low-value output." [cite_start]Kelsey explains how a distinct point of view and credible authorship are the keys to maintaining trust. * The Maturity of B2B Influence: Influencer marketing has moved from a "nice-to-have" awareness tactic to a core pillar of performance marketing, with 81% of B2B marketers now holding dedicated influencer budgets. * Data Governance as a Deal-Breaker: Data quality is no longer just a back-end reporting issue; in an AI world, bad data leads to "visibly wrong" customer experiences that instantly erode trust. * The Human Checkpoint: Why human judgment, creativity, and "failing with style" remain non-negotiable for brands that want to remain authentic in an automated world. About Our Guest: Kelsey Voss is a Principal Analyst at eMarketer, where she leads B2B marketing analysis and the "Leading with Confidence" CMO series. With a background spanning senior leadership roles at multiple B2B companies, Kelsey focuses on helping marketers navigate hype to find practical, executable strategies that drive revenue. Connect with Kelsey Voss: LinkedIn [https://www.linkedin.com/in/kelseyvoss/] Connect with TopRank Marketing: Lee Odden on LinkedIn [https://www.linkedin.com/in/leeodden/] TopRank Marketing [https://www.toprankmarketing.com/] Start your journey to becoming a Best Answer Brand: Beyond B2B Marketing Podcast [https://www.toprankmarketing.com/beyond-b2b-podcast/] B2B Marketing Blog [https://www.toprankmarketing.com/blog/]

The Commercial Marketer: David Rowlands on the Shift to Strategic Leadership in B2B Marketing

In this episode of the Beyond B2B Marketing Podcast [https://www.toprankmarketing.com/beyond-b2b-podcast/], host Lee Odden sits down with David Rowlands, Head of Content at B2B Marketing and Propolis, to talk about how the role of B2B marketing is evolving. From his unconventional path into B2B marketing to leading content and community for a global audience of B2B marketing practitioners, David shares his perspective on what's changed, and what hasn't, when it comes to creating impact in the world of B2B. Their conversation centers on the rise of the Commercial Marketer, which is a shift from campaign-driven execution to strategic, revenue-focused leadership. Lee and David dig in to how changing buyer behavior, increased pressure for accountability, and the growing influence of AI are changing expectations for B2B marketers. They also discuss why aligning with sales, product, and finance is no longer optional, and how marketers need to move beyond MQLs to drive real business outcomes. If you're a B2B marketer navigating increased expectations, evolving technology, and the need to prove value, this episode offers is a smart way to understand how B2B marketers can become more relevant in a time of significant change. Highlights & takeaways from this episode: * The difference between promotional marketers and commercial marketers-and why it matters now * How shifting buyer behavior is putting marketing at the center of revenue growth * Why aligning with sales, product, and finance is critical for modern B2B teams * The growing impact of AI and LLMs on content, discovery, and marketing strategy * Why data-driven, differentiated content is replacing generic "blog-first" approaches * The increasing role of community, influencers, and peer validation in B2B decision-making * Practical steps marketers can take to become more strategic and commercially impactful Connect with David Rowlands: LinkedIn [https://www.linkedin.com/in/david-rowlands-567376105/] Connect with TopRank Marketing: Lee Odden on LinkedIn [https://www.linkedin.com/in/leeodden/] TopRank Marketing [https://www.toprankmarketing.com/]

GTM Singularity: Dave Frankland on Reinventing Go-To-Market for an AI World

B2B go-to-market models are under pressure from every direction: AI-powered buyer autonomy, expanding buying networks. collapsing funnels, and fragmented tech stacks. As a result, B2B marketing is approaching a "GTM Singularity." In this episode of the Beyond B2B Marketing Podcast, host Lee Odden talks with Dave Frankland, VP and Research Director at Forrester, about some of the major changes transforming B2B marketing, sales, and customer strategy - and why legacy revenue models are about to break. As the opening keynote speaker and host of Forrester's B2B Summit North America, Dave explains why the singularity in GTM singularity is not about AI replacing humans, but about the pressures forcing GTM norms to collapse and new models to emerge. From AI-driven buyer autonomy to the rise of buying networks and answer engines, this conversation dives in to what senior marketing leaders must rethink now to stay visible, trusted, and relevant. You'll hear insights on: * Why "buying has become an act of confirmation, not selection" * How AI search and buyer autonomy are eroding traditional funnel visibility * What "trusted discovery" means in an AI-mediated world * The risks of siloed AI adoption across marketing, sales, and customer success * Why strategy-to-execution alignment is the real GTM transformation challenge * Forrester's predictions for influencer investment, decentralized content creation, and marketing accountability * How B2B leaders should approach AI governance and human-AI orchestration If you are a B2B marketer esponsible for marketing, revenue, brand, customer growth, or GTM strategy, this episode offers both the strategic framing and practical shifts you'll need to navigate what comes next in B2B. Episode Timeline: 00:00 - Introduction to GTM Singularity and the forces driving change 08:50 - Systemic shifts in B2B buyer behavior 19:20 - The GTM crisis: broken funnels, misaligned incentives, and siloed data 22:00 - Defining the GTM Singularity 25:12 - "Buying is an act of confirmation, not selection" 29:56 - The visibility vacuum and trusted discovery 33:00 - Human + AI alignment and orchestration 39:29 - Strategy and execution fusion in GTM transformation 42:24 - 2026 predictions: content decentralization, influencer growth, brand shifts 50:50 - How to get the most out of the 2026 B2B Summit North America event Be sure to subscribe to the Beyond B2B Marketing Podcast [show/episodes/view/00:00%20Introduction%20to%20Michael%20Brenner%20and%20His%20Journey%2001:39%20Transition%20from%20Sales%20to%20Marketing%2003:21%20Role%20at%20Workday:%20Thought%20Leadership%20and%20Customer%20Advocacy%2007:49%20Defining%20Thought%20Leadership%20in%20Marketing%2012:44%20The%20Importance%20of%20Retention%20in%20Marketing%2016:47%20Influencer%20Collaboration%20in%20B2B%20Marketing%2020:16%20Experiential%20Content%20in%20Thought%20Leadership%2023:49%20Navigating%20the%20Productivity%20Trap%20with%20AI%2029:35%20Workforce%20Trends%20and%20AI%20Adoption%2031:09%20Empathy-Driven%20Leadership%20and%20Workforce%20Trends%2032:37%20The%20Role%20of%20Trust%20in%20Marketing%2034:31%20Human%20Connection%20in%20AI-Driven%20Marketing%2037:16%20Evolution%20of%20Marketing%20Channels%2040:11%20The%20Importance%20of%20Storytelling%20in%20Marketing%2041:38%20Crafting%20Emotional%20B2B%20Stories%2044:23%20Balancing%20Informative%20and%20Emotional%20Content%2051:55%20Breaking%20Free%20from%20the%20Status%20Quo%20in%20Marketing] so you don't miss upcoming conversations with B2B marketing leaders going beyond the status quo and influencing the future of B2B. Learn more about Best Answer Marketing and the B2B influence, search and content marketing solutions from TopRank Marketing [https://www.toprankmarketing.com/].