Attributed - A podcast by Dreamdata

Creator and influencer marketing continue to evolve, and AI is changing what success looks like.

Join us as we sit down with Lee Odden, CEO of TopRank Marketing and a 20+ year pioneer in B2B content, influencer marketing, and search strategy, to unpack insights from TopRank Marketing's fifth annual B2B Influencer & Creator Marketing Research Report.

Based on responses from more than 400 B2B marketers, the report reveals how leading organizations are approaching creator partnerships, where they're seeing the biggest opportunities, and what's holding others back.

We'll cover:
- The biggest findings from this year's survey and what they mean for B2B marketers
- How creator and influencer marketing priorities are changing in 2026
- What separates high-performing, always-on creator programs from one-off campaigns
- Why the intersection of influencer marketing and AI search visibility is becoming a major competitive advantage
- How trusted creators and industry experts can help brands build authority with both buyers and AI-powered discovery tools like ChatGPT, Claude, and Gemini


Whether you're building a creator program, investing in content and SEO, or preparing for the future of AI-powered search, this conversation will help you understand where B2B marketing is heading and how to stay ahead.


Follow on Lee OddenLinkedIn: https://www.linkedin.com/in/leeodden/ 
Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/


Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

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Creators and Guests

Host
Steffen Hedebrandt
Steffen Hedebrandt is the Chief Marketing Officer at Dreamdata, a leading Revenue Attribution Platform that enables B2B marketing teams to optimize and automate their marketing efforts with confidence. Steffen has become a household name in revenue marketing circles, combining a growth mindset with a deep, data-driven approach to scaling marketing orgs. A seasoned marketing leader known for his non-nonsense results-oriented approach, Steffen has a proven track record of scaling companies and building high-performing teams at Upwork and Airtame. With hands-on experience in tackling the challenges of rapid growth, he understands what it takes to drive success in today’s fast-paced marketing environment.
Guest
Lee Odden
Founder and CEO at TopRank B2B Marketing Agency | Building Best Answer Brands with Integrated AI Search, Content, Influence, & Thought Leadership Marketing

What is Attributed - A podcast by Dreamdata?

Welcome to Attributed by Dreamdata, the B2B marketing podcast for marketing teams looking to master growth. Every week, we host experts from the B2B go-to-market space to discuss digital marketing strategies, B2B podcast marketing, and revenue optimization. Whether you're lead gen or Ops, join our marketing podcast interviews to learn how to fire up revenue and solve your biggest B2B marketing challenges.