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 Marketing!
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 of Market Engagement 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:
Here is a summary of my discussion with Ty Heath:
For B2B marketing, creativity and authenticity are becoming the fuel that powers genuine brand connections and I had an opportunity to have a great conversation with Ty Heath, Director and Co-Founder of LinkedIn’s B2B Institute on this very topic. We covered a lot of ground from the future of creative storytelling, to influencer marketing, to the critical need for human connection in a time when people are hungry for human connection.
Ty’s journey from elite track athlete to a prolific thought leader in B2B marketing was fascinating and enlightening. She shared how the discipline, focus, and perseverance she developed as an athlete translated into her professional career and how that past experience as an athlete helped her to tackle challenges with creativity and determination. Ty’s unique background shows that B2B marketing is not confined to a single path or skill set. Instead, success in marketing thrives on diverse experiences and perspectives, something the industry needs as it continues to evolve.
Creativity in B2B marketing was a key theme throughout our discussion. According to Ty, creativity is no longer optional-it’s fundamental. B2B brands have historically approached marketing with some caution, often earning the expression “boring 2 boring”. The reality is, the B’s in B2B are people too. And to resonate with them, Ty said that brands must make themselves memorable. Being remembered is synonymous with being bought. She shared standout examples such as Workday’s “Rockstar” campaign, which blended humor and celebrity, demonstrating how creativity and entertainment can effectively coexist with professionalism.
As we discussed the rapid rise of influencer marketing in B2B, Ty highlighted the potential of credible, authentic voices shaping the future of brand storytelling. The B2B creator economy is rapidly expanding, estimated by LinkedIn’s own research to reach half a trillion dollars by 2027. This growth underscores the need for B2B brands to invest in credible influencers whose authenticity can genuinely move audiences. Unlike consumer influencer marketing, B2B influencers must possess real expertise and credibility to effectively impact professional decisions. Ty reinforced the importance of nurturing these credible voices, even if they don’t initially see themselves as creators.
Of course our conversation moved to LinkedIn itself as a platform and insights on creating impactful content there. Ty emphasized simplicity and consistency are keys to success with content and engagement on LinkedIn. With so many messages competing for attention, the brands that consistently deliver simple, memorable ideas will rise above the noise. She shared the concept of “mental availability,” stressing the necessity for marketers to be easily remembered and easily associated with their key solutions.
Of course, our chat couldn’t avoid addressing AI. While many marketers are still working through the right AI adoption, Ty views AI as a powerful partner to enhance productivity, sharpen ideas, and inspire creativity. AI isn’t just a tool for automation, it’s a collaborator that can elevate strategic thinking.
Finally, Ty shared what personally inspires her career: the idea of intentional living. By defining a clear purpose and aligning her daily actions toward it, she continually finds renewed energy and motivation.
From our conversation, it’s clear that B2B marketing is entering an exciting era that is increasingly defined by creativity, authenticity, and human connection. Ty’s insights remind us all that marketing isn’t just about business; it’s fundamentally about people.
Be sure to watch, listen, like and subscribe to the Beyond B2B Marketing podcast on your favorite podcast platform. You won’t want to miss our next guest. And remember, there’s no better time than now to break free of boring B2B!
*Disclosure: LinkedIn is a TopRank Marketing client
