Episode 213: Best answer marketing: Building trust, reaching the 95%, and winning buying groups

Episode notes

B2B marketing is getting harder. Buyers are more complex, content is everywhere, and trust is now the deciding factor. In this week’s episode, David Rowlands sits down with Lee Odden, CEO, TopRank Marketing about Best Answer Marketing (BAM) - a six-pillar framework designed to help brands become the most credible and relevant voice in their market. They explore the impact of AI-driven content overload, why trust signals like research, influencers, and earned media matter more than ever, and how buying groups have expanded far beyond the traditional few stakeholders. Lee also explains why marketers need to focus on the 95% of buyers not yet in market, and what it takes to build visibility and confidence before demand is created. If you want to shift from content volume to commercial impact, this episode offers a clear and practical way forward.

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