The Evolution of B2B Content: Stephanie Losee on Thought Leadership, Trust, and Experience
Release Date: 12/21/2025
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B2B Marketing From Cannes Lions to Creators with Steve Kearns, LinkedIn
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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...
info_outlineIn this episode of Beyond B2B Marketing, host Lee Odden, CEO of TopRank Marketing, is joined by Stephanie Losee, Director and Executive Editor at Salesforce and a longtime pioneer of content marketing for B2B brands.
Stephanie's career spans journalism, brand publishing, and executive content leadership - from Fortune Magazine to Dell, Autodesk, Politico, and now Salesforce. In this conversation, she talks about how B2B content has evolved, why thought leadership remains essential, and what B2B marketers must rethink as AI reshapes discovery and engagement.
Highlights include:
- The changing role of thought leadership in a world of AI-powered search and content saturation
- Why trust and credibility are now central to full-funnel B2B performance
- How internal alignment with sales and customer success can unlock greater content impact
- The difference between content promotion and creating a true value exchange with customers
- What AI will-and won't-replace in high-quality editorial and content strategy
This conversation offers a ton of practical insight for B2B marketers, content leaders, and CMOs that are looking to build more effective, human-centered content strategies while navigating the rapid changes fueled by AI.
Guest: Stephanie Losee, Director & Executive Editor, Salesforce
Host: Lee Odden, CEO, TopRank Marketing
Podcast: Beyond B2B Marketing
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