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 on the future of B2B marketing and decision-making. We help marketers define their growth strategies.
Lee: I’m a big fan-the research you produce is fantastic. You’ve had an incredible career journey, from elite track athlete to B2B marketing thought leader. How did your athletic background influence your marketing career, and how did you transition into B2B?
Ty: It was quite serendipitous. I studied international economics and politics at Georgetown University, thinking I’d become an ambassador. But I was also a top-ranked 800-meter runner and decided to pursue Olympic dreams instead. I moved to join the Nike Farm Team at Stanford, which put me in Silicon Valley, introducing me to tech and digital marketing. I ended up working at Google to support my training, and I fell in love with digital marketing’s ability to communicate ideas and drive decisions, similar to politics.
Later, while earning my MBA, I stumbled upon B2B marketing content online, particularly from HubSpot, which fascinated me with its relationship-building, long sales cycles, and rich content strategies. Eventually, someone asked if I was an agency because of my online presence-I wasn’t, but I decided to become one! I founded an agency during my MBA program, later joining LinkedIn and ultimately founding the B2B Institute.
Lee: You’ve said B2B marketing doesn’t need to be boring. Based on your research, what recommendations do you have for B2B marketers to include more creativity and storytelling without losing credibility?
Ty: We really owe it to ourselves to integrate creativity. Marketing is both an art and a science-without art, you can’t capture attention or engage emotionally. At the B2B Institute, we’ve found creativity to be a huge competitive advantage. Historically, B2B hasn’t invested enough in creativity because of perceived risks or misconceptions about decision-makers being purely rational. But brands that embrace creativity build memorable experiences. We often say, “The brand that’s remembered is the brand that’s bought.”
Lee: Could you share an example of a creative B2B campaign that stands out to you?
Ty: Absolutely. The Workday “Rockstar” campaign really stuck with me-it featured humor and memorable celebrities like Billy Idol and Tommy Lee. Another standout is monday.com’s recent campaign, and SAS Viya, which had an impactful visual metaphor of people drowning in data. Maersk also creates incredibly cinematic, memorable storytelling. Campaigns like these demonstrate the potential for creativity in B2B.
Lee: Creators and video content are booming on LinkedIn. Has B2B influencer marketing finally matured?
Ty: B2B influencer marketing is rapidly growing and evolving. The B2B creator economy is projected to reach half a trillion dollars by 2027. In B2B, credibility and authenticity matter most. Brands increasingly recognize the value of credible voices and are making longer-term investments in partnerships. While influencer marketing is still maturing, there’s significant opportunity-especially as creators grow more proficient on platforms like LinkedIn.
Lee: Who do you draw inspiration from in marketing, or beyond?
Ty: There are many influential voices: Les Binet, Peter Field, Jenny Romaniuk, Grace Kite, Karen Nelson Field, Rory Sutherland, and Rashad Tabakowala. It’s important to draw insights from adjacent fields because great ideas often emerge from unexpected connections. Allowing time for unconscious synthesis-like staring at a tree or walking-is crucial for creative breakthroughs.
Lee: What’s your best advice for creating impactful content on LinkedIn?
Ty: Invest in mental availability and build distinctive brand assets. Consistency and being memorable are critical. It’s not about going viral, but about consistently creating memorable content. Emotional storytelling will become increasingly significant, blending entertainment and expertise to drive engagement.
Lee: Are there misconceptions about LinkedIn content worth addressing?
Ty: Marketers sometimes overcomplicate their content. Simplifying complex ideas into memorable, digestible messages is much more effective. Content doesn’t need to cover everything at once-simple, clear messages resonate best.
Lee: How are you experimenting with AI, and what opportunities do you see for marketers?
Ty: AI offers enormous productivity gains-accelerating content creation, idea refinement, and informed decision-making. Personally, I’ve used AI to debate and refine ideas, sharpening my messages. AI can be a creative partner, especially when quick idea exchanges are needed.
Lee: What keeps you inspired and motivated in your career?
Ty: I strive to do work that’s worthy of this life. A mentor, Sylvia High, once challenged me to write my life’s story backward from the time of my imagined death. It’s a powerful exercise that helps align daily choices with long-term purpose, keeping me inspired and intentional.
Lee: What’s one change you’d like to see in the B2B marketing industry?
Ty: I’d like marketing’s strategic value better recognized across business functions. Marketing plays a crucial role in risk mitigation and driving business outcomes. I also encourage more marketers to nurture emerging B2B creators, providing platforms for their growth and visibility.
Lee: This has been fantastic. What’s the best way for people to connect with you?
Ty: Connect with me on LinkedIn, Tyrona Heath, and follow the B2B Institute there or visit b2binstitute.org for our latest research and insights.
Lee: Fantastic. Thank you for your time, Ty. And thank you to everyone for tuning into the Beyond B2B Marketing podcast. Remember, there’s no better time than now to break free of boring B2B.
