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The Laws of B2B Attraction: A Framework for Best Answer Marketing
By Lee Odden I think we can all agree: marketing in the B2B world isn’t getting any easier. Traditional SEO has become less predictable (was it ever?) with AI Overviews and AI Mode in Google. And conversational search in tools like Bing Copilot, Perplexity, and ChatGPT are inspiring a whole new set of buyer behaviors.
Meanwhile, paid media is under pressure: research from Nielsen shows over half (54%) of global respondents said they were planning to cut ad spending in 2025. LinkedIn reports that 95% of B2B buyers are out-of-market at any given time, and even those in-market are researching in stealth mode across multiple channels.
Along with greater uncertainty and complexity, content fatigue is real. Generative AI has made it easier to produce content, but most of what’s being created is forgettable. According to analysis from JKR, only 15% of branded content assets are truly distinctive. And System1’s research underscores that emotional and creative impact is a key predictor of long-term effectiveness. Yet most B2B content is optimized for clicks, not connection.
Clearly there’s no shortage of content. No lack of data. No end to martech, tools, or AI-inspired shortcuts. And yet, a lot of what’s out there in B2B marketing is simply…boring.
As I’ve said for years:
“In B2B marketing, it’s no longer enough to inform. Our content must make them feel.”
What is Best Answer Marketing?
Zero click search experiences are here to stay, effectively using publisher content to interpret and deliver answers without direct referred traffic benefit. Searchers are also chatting with AI agents to find solutions, in many cases as an alternative or at least an augmentation to how they use search.
We know that buyers of B2B solutions trust and are influenced by peers, industry experts and key opinion leaders. They discover content in a variety channels including social feeds, podcasts, communities, and email. If we want to build B2B brands that buyers remember and trust, now and when they’re ready to buy, we need a framework that works.
Best Answer Marketing is about being the best answer wherever customers are looking. It focuses on:
Irrefutable Credibility – through original research and partnerships with trusted experts, creators, and industry influencers
Clarity, Community, and Continuity – with a clear brand position communicated consistently across channels
Content Experience – through creative formats that are memorable, emotional, and easy to consume
Full-Funnel Strategy – integrating research, derivative content, influencer collaboration, and episodic formats
Continuous Optimization – using AI-powered insights to unify performance data and drive improvements
This approach isn’t just a tactical mix. It’s strategic and rooted in part on behavioral science. That’s where the Laws of B2B Attraction come in. Here’s what I mean:
How the Laws of B2B Attraction Connect to Best Answer Marketing
1. Law of Credible Connection
Psychological Principle: Authority and Social Proof
People are more likely to trust and follow voices they perceive as credible. In B2B, that means industry experts, analysts, and credible practitioners that are either influencers or creators or increasingly, both.
How Best Answer Marketing Activates It: We build irrefutable credibility by conducting original research and integrating influencers, subject matter experts, and …read more
Source:: Top Rank Blog
