In this episode of Beyond B2B Marketing, TopRank Marketing CEO Lee Odden sits down with Steve Kearns, Global Head of Content for Marketing Solutions at LinkedIn, to explore what it takes to build brand, demand, and lasting influence in the modern world of B2B marketing.

Steve shares how LinkedIn helped bring the Creative B2B Awards to Cannes Lions, why taste and storytelling matter more than ever in an AI-driven world, and how top brands like ServiceNow are blending emotional resonance with strategic execution. From the role of creators and video in B2B to the evolution of SEO to thought leadership content, Steve delivers insights with style and substance.

Highlights from Episode 5 of Beyond B2B Marketing:

• Cannes Lions Experience and AI's Impact
• LinkedIn's Role in B2B Marketing at Cannes
• Understanding LinkedIn's Business Model
• The Intersection of Strategy, Data, and Storytelling
• The Role of Taste in B2B Marketing
• Successful Campaigns and Content Strategies
• The Evolution of B2B Branding
• Building Momentum in Marketing
• The Importance of Thought Leadership
• Navigating SEO in a Changing Landscape
• Embracing Video Content in B2B
• Finding Motivation in Leadership

• Kathleen Booth was a member of Pavilion before joining as SVP.
• Pavilion serves go-to-market leaders, not just marketers.
• Community helps members succeed in high-pressure roles.
• Members seek support during critical career moments.
• Building a community requires long-term investment.
• Successful communities focus on commonality and engagement.
• In-person events strengthen community bonds.
• Pavilion grew rapidly during the pandemic.
• AI can enhance marketing efficiency but should not replace personal touch.
• Communication is key to leadership and community success.

In this episode of the Beyond B2B Marketing Podcast, host Lee Odden speaks with Amber Naslund, Director of Enterprise Sales and Customer Success at LinkedIn. They discuss Amber's transition from marketing to sales, the current market conditions affecting enterprise tech, and the role of AI in content creation. Amber emphasizes the importance of engagement on LinkedIn, the relevance of brand marketing, and the growing significance of video content. They also explore the untapped potential of B2B creators and the need for a long-term marketing strategy that includes brand awareness. The conversation highlights the importance of human connections in business and the need to return to marketing fundamentals.

Takeaways:

• Amber Naslund transitioned from marketing to sales at LinkedIn.
• Companies are adopting a conservative approach to marketing budgets.
• AI should not replace creativity in content creation.
• Engagement on LinkedIn requires genuine interest in others.
• Brand marketing is essential for long-term success.
• Video content is growing rapidly on LinkedIn.
• B2B marketing needs to return to its fundamental principles.
• Successful brands like Workday and Snowflake are leading by example.
• B2B creators represent an untapped opportunity in marketing.
• Investing in community engagement is crucial for brands.