The Power of Proof in B2B: Todd Lebo on Original Research, Influence, and AI Discovery
Beyond B2B Marketing · 2026-01-13 · 59 min
Episode notes
In this episode of Beyond B2B Marketing , host Lee Odden, CEO of TopRank Marketing, is joined by Todd Lebo, CEO of Ascend2 Research, to talk about why original research has become one of the most powerful proof points in modern B2B marketing. Todd brings decades of experience across marketing publishing, data-driven research, and executive leadership. Drawing on Ascend2's work surveying nearly 800 senior B2B marketers, the conversation explores how research-driven content strengthens thought leadership, fuels influencer collaboration, and creates differentiated visibility in an AI-driven discovery environment. Together, Lee and Todd discuss why data-backed insight is increasingly essential for helping buyers navigate complexity, reduce risk, and build confidence across the full customer lifecycle. The discussion also addresses common gaps and missed opportunities. While nearly all marketers recognize the value of thought leadership, many still limit research-driven content to top-of-funnel awareness.