The Search Session The Creative Side of B2B Marketing | Lee Odden
What makes B2B marketing truly creative in an age of AI search?
On this episode of The Search Session, Gianluca Fiorelli talks with B2B marketing strategist Lee Odden about creativity beyond content production - from understanding complex buyer information journeys to building trust through creators, influencers, executives, and internal experts.The conversation explores why audience understanding will outlast AI visibility tactics, how B2B brands can turn expertise into influence, why informational content still matters, and how prioritization can turn SEO recommendations into real business impact.
A practical conversation about making B2B marketing more creative, credible, and useful.
This is the 77th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:
- (00:06) Meet Our Guest: Lee Odden
- (02:00) Creativity in B2B Goes Beyond Written Content
- (07:46) Audience Intelligence & Tailoring Content to Stakeholders
- (11:06) AI Search Optimization vs. Sustainable Information Journeys
- (15:36) How to Slow Down the AI Optimization Race
- (19:33) Prioritization in SMB vs. Enterprise B2B
- (22:56) Connecting B2B Marketing to the Creator Economy
- (27:40) A B2B Influencer Campaign That Generated 5,000+ Registrations
- (30:17) How to Find the Right B2B Influencers
- (36:47) Building Influence From Within the Company
- (41:34) When Creativity Means Hijacking the Conversation
- (44:21) Does B2B Still Need Informational Content?
- (52:29) Returning to the Game: Lee Odden’s Marketing Comeback
👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/creativity-in-b2b-marketing
Where to find Lee Odden
- LinkedIn: https://www.linkedin.com/in/leeodden/
- X: https://x.com/leeodden
- Website: https://www.toprankmarketing.com/
Where to find Gianluca Fiorelli
- Linkedin: https://www.linkedin.com/in/gianlucafiorelli/
- X: https://x.com/gfiorelli1
- Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social
- Website: https://iloveseo.net/
🎙 Listen to The Search Session on your favorite platform:
- YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh
- Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS
- Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201
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