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The Human Side of B2B Marketing with Ty Heath, B2B Institute
05/10/2025
The Human Side of B2B Marketing with Ty Heath, B2B Institute
In this episode of the Beyond B2B Marketing podcast, CEO of TopRank Marketing, Lee Odden, interviews Ty Heath, Director & Co-Founder, The B2B Institute at LinkedIn. They discuss Ty's unique journey from elite athlete to B2B marketing thought leader, emphasizing the importance of creativity in B2B marketing, the rise of influencer marketing, and the need for emotional engagement in storytelling. Ty shares examples of successful B2B campaigns and highlights the growing significance of credible voices in the B2B creator economy. In this conversation, Ty Heath and Lee Odden also explore the nuances of creating impactful content on LinkedIn, emphasizing the importance of mental availability and simplifying complex ideas. They discuss the role of AI in enhancing productivity and creativity in marketing, and the significance of intentional living and inspiration in one's career. The dialogue also touches on the need for better recognition of marketing's value within organizations and the potential for nurturing new voices in the B2B space. Takeaways from this episode of Beyond B2B: The B2B Institute aims to build famous B2B brands. Creativity is fundamental to B2B marketing success. Emotional engagement is key to effective storytelling. Brands must be remembered to be bought. The B2B creator economy is projected to grow significantly. Influencer marketing in B2B is still maturing. Credibility is crucial for B2B influencers. Successful B2B campaigns often use humor and relatable messaging. Marketers should look to adjacent fields for inspiration. Taking time to synthesize ideas can lead to creative breakthroughs. Invest in mental availability for impactful LinkedIn content. Consistency in branding is more important than frequency. Simplifying complex ideas leads to more effective communication. AI can enhance productivity and creativity in marketing. Intentional living can drive motivation in one's career. Marketing plays a crucial role in risk mitigation for businesses. B2B creators need support and mentorship to thrive. Storytelling will improve in B2B marketing over time. Engaging content should balance expertise with entertainment. Building community is essential for effective content distribution.
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