Last month, we introduced our all new podcast, Elevate B2B, with the goal of elevating the B2B industry. The show features conversations that inform, include and inspire the best of B2B marketing. Each episode will feature insights from a B2B marketing leader having a conversation with our very own Lee Odden.
The Elevate B2B Marketing Podcast kicked off with the queen of content herself, Ann Handley of MarketingProfs. She shared insights about the new normal of B2B marketing and emphasized the need for empathy and emotion in content marketing. Check it out here if you missed it.
Featured guest, Tyrona Heath, joins this next episode of Elevate B2B to discuss creativity & inclusivity in B2B marketing.
Ty is a leading B2B marketer, speaker, author, athlete and community builder who explores topics at the intersection of behavioral science, diversity, equity, inclusion and transformation. She is Director of Market Engagement at The B2B Institute at LinkedIn, which is a think tank funded by LinkedIn studying the future of B2B marketing and decision making. Ty is passionate about connecting people with information needed to make intelligent decisions, sharing research to help marketers be more productive and successful with a bit of humor. She is also a two time Olympic Trials qualifier and top B2B marketing influencer dedicated to leadership and diversity, equity and inclusion.
When asked what she is move excited about in the B2B marketing world right now, Ty shared,
“I feel the energy and the shift in the industry right now. It’s one of the most exciting times to be a B2B marketer. More people are excited to work on B2B creative and B2B ideas and are excited about the long term relationship building aspects and the science of it.” – Ty Heath
“There’s just massive growth potential in the B2B economy. B2B sales add up to be about $9 trillion a year, but it doesn’t focus enough on long term brand building. That means there’s an opportunity for massive value creation.” – Ty Heath
“There’s just massive growth potential in the B2B economy. B2B sales add up to be about $9 trillion a year, but it doesn’t focus enough on long term brand building. That means there’s an opportunity for massive value creation.” — @tyrona Click To Tweet
Here are a few highlights and topics covered in the conversation between Ty and Lee:
- The importance of investing in branding and marketing during market downturns
- Principles of creativity in B2B marketing
- Managerial diversity and prioritization breaking human bias
- The role of emotion and logic within marketing
- and MORE!
Check out the full interview podcast here: