In this episode of the Beyond B2B Marketing Podcast, host Lee Odden sits down with David Rowlands, Head of Content at B2B Marketing and Propolis, to talk about how the role of B2B marketing is evolving. From his unconventional path into B2B marketing to leading content and community for a global audience of B2B marketing practitioners, David shares his perspective on what's changed, and what hasn't, when it comes to creating impact in the world of B2B.

Their conversation centers on the rise of the Commercial Marketer, which is a shift from campaign-driven execution to strategic, revenue-focused leadership. Lee and David dig in to how changing buyer behavior, increased pressure for accountability, and the growing influence of AI are changing expectations for B2B marketers. They also discuss why aligning with sales, product, and finance is no longer optional, and how marketers need to move beyond MQLs to drive real business outcomes.

If you're a B2B marketer navigating increased expectations, evolving technology, and the need to prove value, this episode offers is a smart way to understand how B2B marketers can become more relevant in a time of significant change.

Highlights & takeaways from this episode:

• The difference between promotional marketers and commercial marketers-and why it matters now
• How shifting buyer behavior is putting marketing at the center of revenue growth
• Why aligning with sales, product, and finance is critical for modern B2B teams
• The growing impact of AI and LLMs on content, discovery, and marketing strategy
• Why data-driven, differentiated content is replacing generic "blog-first" approaches
• The increasing role of community, influencers, and peer validation in B2B decision-making
• Practical steps marketers can take to become more strategic and commercially impactful

B2B go-to-market models are under pressure from every direction: AI-powered buyer autonomy, expanding buying networks. collapsing funnels, and fragmented tech stacks.

As a result, B2B marketing is approaching a "GTM Singularity."

In this episode of the Beyond B2B Marketing Podcast, host Lee Odden talks with Dave Frankland, VP and Research Director at Forrester, about some of the major changes transforming B2B marketing, sales, and customer strategy - and why legacy revenue models are about to break.

As the opening keynote speaker and host of Forrester's B2B Summit North America, Dave explains why the singularity in GTM singularity is not about AI replacing humans, but about the pressures forcing GTM norms to collapse and new models to emerge. From AI-driven buyer autonomy to the rise of buying networks and answer engines, this conversation dives in to what senior marketing leaders must rethink now to stay visible, trusted, and relevant.

You'll hear insights on:

• Why "buying has become an act of confirmation, not selection"
• How AI search and buyer autonomy are eroding traditional funnel visibility
• What "trusted discovery" means in an AI-mediated world
• The risks of siloed AI adoption across marketing, sales, and customer success
• Why strategy-to-execution alignment is the real GTM transformation challenge
• Forrester's predictions for influencer investment, decentralized content creation, and marketing accountability
• How B2B leaders should approach AI governance and human-AI orchestration

If you are a B2B marketer esponsible for marketing, revenue, brand, customer growth, or GTM strategy, this episode offers both the strategic framing and practical shifts you'll need to navigate what comes next in B2B.

Episode Timeline:

00:00 - Introduction to GTM Singularity and the forces driving change
08:50 - Systemic shifts in B2B buyer behavior
19:20 - The GTM crisis: broken funnels, misaligned incentives, and siloed data
22:00 - Defining the GTM Singularity
25:12 - "Buying is an act of confirmation, not selection"
29:56 - The visibility vacuum and trusted discovery
33:00 - Human + AI alignment and orchestration
39:29 - Strategy and execution fusion in GTM transformation
42:24 - 2026 predictions: content decentralization, influencer growth, brand shifts
50:50 - How to get the most out of the 2026 B2B Summit North America event

Be sure to subscribe to the Beyond B2B Marketing Podcast so you don't miss upcoming conversations with B2B marketing leaders going beyond the status quo and influencing the future of B2B.

Facts tell but stories sell, so what does great B2B storytelling look like today?

In this episode of Beyond B2B Marketing, host Lee Odden sits down with Michael Brenner, VP of Thought Leadership and Customer Advocacy at Workday, to talk about how empathy-driven content can help B2B brands tell stories that build trust, drive retention, and stand out.

Michael shares insights from his journey from sales to marketing leadership and explains why "marketing has a marketing problem." He argues that marketing's true role is not promotion, it's helping. The conversation covers how thought leadership should focus on consistent value, why retention is the most overlooked growth lever in B2B, and how customer advocacy strengthens both acquisition and loyalty.

They also talk about the AI productivity paradox and why AI adoption is ultimately a leadership challenge vs. one about technology. Michael outlines practical guidance for redefining roles, measuring outcomes, and ensuring that storytelling remains human in a world of AI and generative content.

If you are a B2B marketer, CMO, content strategist, or business leader looking to create more meaningful engagement and measurable impact, this episode delivers actionable insights you can apply immediately.

Here's a timeline of their conversation:

00:00 Introduction to Michael Brenner and His Journey
01:39 Transition from Sales to Marketing
03:21 Role at Workday: Thought Leadership and Customer Advocacy
07:49 Defining Thought Leadership in Marketing
12:44 The Importance of Retention in Marketing
16:47 Influencer Collaboration in B2B Marketing
20:16 Experiential Content in Thought Leadership
23:49 Navigating the Productivity Trap with AI
29:35 Workforce Trends and AI Adoption
31:09 Empathy-Driven Leadership and Workforce Trends
32:37 The Role of Trust in Marketing
34:31 Human Connection in AI-Driven Marketing
37:16 Evolution of Marketing Channels
40:11 The Importance of Storytelling in Marketing
41:38 Crafting Emotional B2B Stories
44:23 Balancing Informative and Emotional Content
51:55 Breaking Free from the Status Quo in Marketing

Be sure to subscribe to Beyond B2B Marketing for conversations with industry leaders that are helping to guide the future of B2B marketing and how B2B companies can become Best Answer Brands.