Lee Odden

Lee Odden

About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.

Lee Odden

50 Top B2B Marketing Influencers, Experts and Speakers in 2019

Lee Odden on Oct 15th, 2019     B2B Marketing

B2B Marketing Influencers 2019

In a world saturated with marketing strategies, tactics and technology, much of what makes B2B marketing successful is understanding the realm of what’s possible. Lucky for us, MarketingProfs B2B Forum in Washington D.C. October 16-18, 2019 offers an infotaining mix of possibilities from some of the top experts in the B2B marketing industry.

But who are these experts? To help B2B marketing professionals connect with experts and influential speakers at this year’s #MPB2B event, we’ve sorted through the master list of presenters to identify 50 of the top B2B marketing social influencers.

List Methodology: Our starting point is to identify and validate credentials of all speakers from the MarketingProfs B2B Forum website. Then we imported the scrubbed info into the influencer marketing platform Traackr. Using Traackr’s algorithm for ranking, we sorted the speakers according to their respective B2B marketing social influence using reach, relevance, resonance, and audience metrics.

Lee Odden

B2B Marketing Fitness: 16 B2B Experts Share Top Tips for Optimized Performance #mpb2b

Lee Odden on Oct 9th, 2019     B2B Marketing, MarketingProfs B2B Forum

B2B Marketing Fitness

In a world where shiny object marketing and weight loss fads equally distract from reaching our potential, there are many parallels between improving physical health and optimizing B2B marketing effectiveness.

Just like world class athletes, top B2B marketers focus on key areas for improvement starting with goals and including the right mix of data insights, tactical best practices and ongoing performance optimization.

To help B2B marketers achieve record breaking levels of marketing fitness, we’ve tapped some of the top B2B experts from brands like MarketingProfs, LinkedIn, Content Marketing Institute, SAP Ariba, Dell Technologies, Facebook, Skyword, Arm Treasure Data, & Engagio.

B2B Marketing Experts

We also collaborated with B2B marketing influencers like Ann Handley, Pam Didner, Michele Linn, Christopher Penn, Ashley Zeckman, Keith Reynold Jennings, and Kathleen Booth for their best advice to help marketers on their fitness journey.

Lee Odden

B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b

Lee Odden on Oct 3rd, 2019     B2B Marketing, Interviews, MarketingProfs B2B Forum

Neen James Interview

Neen James is the author of Folding Time™ and her most recent book, Attention Pays™. She is frequently named one of the top 30 Leadership Speakers by Global Guru because of her work with companies like Viacom, Comcast, Cisco, Virgin, Pfizer, BMW, and the FBI, among others.

Neen is a leadership expert who delivers high-energy keynotes that challenge audiences to leverage their focus and pay attention to what matters most at work and in life.

She’s also originally from Australia but now lives in Florida. Neen and I are both members of a secret or not so secret society of speakers and although we have never met until today, the energy she shares through her digital communications makes me feel like we’ve known each other for years.

Lee Odden

B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

Lee Odden on Sep 26th, 2019     B2B Marketing, Interviews, MarketingProfs B2B Forum

Ty Heath Interview B2B Marketing

Ty Heath is one of those people whose reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn – who needs coffee with such inspiration around what’s possible?

Currently Ty is Global Lead of The B2B Institute at LinkedIn where she is responsible for scaling education on LinkedIn’s Marketing Solutions product globally. She has previously worked for major brands including IBM, Nestle and over 7 years at Google – plus she’s had her own consultancy.

Lee Odden

B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

Jay Baer Interview B2B Marketing

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card.

What a brilliant idea! Package your identity around something useful to trigger conversations.

Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award winning blog, a network of podcasts, professional speaking, training and consulting.

Lee Odden

B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b

Lee Odden on Sep 12th, 2019     B2B Marketing, Interviews, MarketingProfs B2B Forum

Interview Ann Handley
Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since.

I’m not alone.

During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers.

Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer.

Since Ann is the very first Chief Content Officer ever, a multi-book best selling author, international keynote speaker and who I like to call, The Khaleesi of Content, we’re pretty fortunate to share the following interview. And after recent events in Toronto, you call also call her a “badaxe” marketer.

Lee Odden

B2B Sales and Marketing Exchange Wrapup #B2BSMX

Lee Odden on Aug 14th, 2019     B2B Marketing

B2BSMX header

What do you get when three B2B thought leader brands come together to form a combined event featuring top B2B marketing experts? B2BSMX

This week in Boston, a new event launched called the B2B Sales and Marketing Exchange combining the best of three of the best resources in B2B: FlipMyFunnel from Terminus, RevTalks from the Pedowitz Group and Demand Gen Summit from Demand Gen Report. Together with another track focused on Labs and Case Studies, they powered over 50 sessions for about 1,000 registered attendees.

Lee Odden Nick Nelson
As a media sponsor, TopRank Marketing was invited to shine a light on some of the talent at the event though speaker interviews and liveblogging presentations. Nick Nelson and I attended numerous sessions each day allowing us to accelerate our B2B sales and marketing knowledge as well as our connections with thought leaders, practitioners and vendors in the industry.

Lee Odden

B2B Marketing Spotlight: Shonodeep Modak, CMO NA at Schneider Electric #B2BSMX

Lee Odden on Aug 14th, 2019     B2B Marketing, Interviews

Shonodeep Modak

Shonodeep Modak is CMO of North America at Schneider Electric. He has more than 18 years of commercial experience across energy, oil & gas, electrical distribution, automation and aftermarket services where he has architected and led nimble, data-driven global teams to propel portfolio expansion and deliver double-digit returns.

At the recent B2B Sales and Marketing Exchange conference, Shonodeep presented on how to restructure your marketing department around the customer vs. around your products or services: Opening Up The Panel Door…Rewiring How Your Marketing Team Works.

During the first day of the conference, Shonodeep and I met to discuss his presentation, his experiences at companies like GE and ExxonMobil, what’s broken with today’s marketing departments and where to marketing leaders can start to fix their own organizational structure.

Lee Odden

B2B Marketing Spotlight: Omar Al-Sinjari, Sr Digital Marketing Manager, RelayHealth McKesson #B2BSMX

Lee Odden on Aug 8th, 2019     B2B Marketing

Omar Al-Sinjari

Next week’s B2B Sales and Marketing Exchange conference in Boston is coming up fast! To give you another sneak peek at the talented brand marketers sharing their insights and best practices, I’ve interviewed Omar Al-Sinjari, Senior Manager, Digital Marketing at RelayHealth – McKesson.

Omar is responsible for all things digital and a full stack operator including ABM, web, analytics, attribution, lead generation and marketing operations.

RelayHealth is a business unit of McKesson which is a $214 billion Fortune 10 company. Large enterprise level organizations bring with them a different set of marketing challenges and opportunities and with all of the evolution in B2B marketing and sales that has emerged, Omar is a great person to give us perspective.

Lee Odden

B2B Marketing Spotlight: Alexandra Gobbi, CMO at Secureworks #B2BSMX

Lee Odden on Aug 1st, 2019     B2B Marketing

Alexandra Gobbi

Sales and Marketing alignment is a wonderful and yet elusive thing. Many B2B marketers and sales professionals in particular are in search of leadership, strategy, best practices and networks of peers they can connect with as they adapt to an ever changing marketing world. Lucky for those working in B2B industries, there’s an upcoming conference in Boston that was developed for just this purpose: B2B Sales and Marketing Exchange.

That name might sound familiar because the same people at Demand Gen Report who brought you B2BMX in Scottsdale have expanded. This first B2BSMX event in Boston features both a Sales and Marketing focus with 6 keynotes, 50+ sessions and over 1,000 registrants. TopRank Marketing has partnered with B2BSMX to give you a glimpse at some of the top talent speaking at the conference through a series of pre-conference interviews.

Lee Odden

Infographic: 5 Must Have Ingredients for a Great Content Marketing Strategy

Lee Odden on Jun 14th, 2019     Content Marketing

ingredients content marketing strategy

If you’re still struggling with establishing your content marketing strategy for 2019, you’re not alone. Only 12% of respondents to a recent survey by the Content Marketing Institute felt successful at their current efforts to strategically manage content. What’s particularly striking about this is that the vast majority of organizations surveyed – 91% – used content marketing to sell their products. Where’s the disconnect?

To help answer that question, I’ve collaborated with the folks at Oracle Marketing Cloud to create an infographic featuring 5 must-have ingredients for a great content marketing strategy. You can download the full infographic here.

We could talk about the talent gap or the technology gap, but I believe that content marketing success really comes down to five basic ingredients:

  1. Goals
  2. Operations
  3. Insights
Lee Odden

7 Top B2B Influencer Marketing Trends for 2020

b2b influencer marketing trends

While there are some who think the expression “influencer” is an expired term, the role of influence on B2B buying decisions is irrefutable.

According to the World Federation of Advertisers, 65% of multinational brands will increase influencer marketing spending in the next 12 months and there’s good reason for increased confidence: The 2019 Content Preferences Survey from DGR reports 95% of respondents favor credible content from industry influencers as a top preference, a 30% increase compared year over  year.

Earlier this year in a post about The Business of Influence for 2019, I shared 5 influencer marketing trends including:

  • Micro AND Macro influencers
  • Centralizing Influencer Operations
  • Always On Influencer Engagement
  • Focus on Quality vs. Quantity Metrics
  • Influencer Marketing Software Investment