The Business of Marketing Podcast: https://contentmonsta.com/podcasts/the-business-of-marketing-podcast/

With the rise of the creator economy on platforms like LinkedIn, B2B brands are seeking ways to authentically leverage influencers for greater reach, impact, and tangible business results. Kate Strachnyi shares industry insights on setting realistic ROI expectations, vetting true thought leaders over surface-level creators, and embracing genuine narratives over empty metrics. The episode explores how agencies and companies can bridge the gap between impactful storytelling, accurate data, and business growth, especially amidst evolving digital measurement challenges.

Connect with us:
Rocio Osuna - https://www.rocioosuna.com/
Kate Strachnyi - https://www.linkedin.com/in/kate-strachnyi-data/
A. Lee Judge https://ALeeJudge.com

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⏰ Timecodes ⏰
0:00 - Setting ROI expectations with clients
1:16 - The rise of LinkedIn's creator marketplace
3:12 - Setting ROI for brand collaborations
4:46 - Niche influencer marketing and defining success metrics
6:28 - Impact of platform-driven influencer programs on agencies
7:33 - Building and maintaining an exclusive creator network
9:34 - Vetting influencers for brand partnerships
12:13 - Who should publish on LinkedIn inside a B2B company?
13:25 - When executives or customers aren't camera ready
16:26 - What B2B teams get wrong about data storytelling
18:22 - Presenting marketing data internally & setting honest expectations
23:19 - The value of "LinkedIn lurkers" and unmeasurable impact
27:17 - What companies need in place before starting influencer programs
30:54 - Big vs. small companies: who’s prepared for influencer marketing?
31:56 - Where to find Kate Strachnyi and wrap-up

Anyone can launch a social tool, but few can empower an entire organization to create authentic content and nurture genuine communities. This episode explores the mindset and tactics behind fostering high-engagement communities, both digital and in-person, while embracing transparency, value-first content, and the power of personal branding. The conversation centers on how companies like Buffer uniquely empower their teams as creators, adapt to ever-changing measurement landscapes, and build sustainable brand differentiation through consistent, human-led growth.

Rocio Osuna - https://www.rocioosuna.com/
Sabreen Haziq - https://www.sabreen.info/
A. Lee Judge https://ALeeJudge.com

⏰ Timecodes ⏰
0:00 - Building Social Tools vs. Building Community
1:11 - The Importance of Real Life Community and Authentic Connections
3:21 - Word-of-Mouth Marketing and In-Person Events
5:18 - Transitioning from Digital Marketer to Physical Product Creator
8:19 - The Challenge of Measurement and Changing Social Metrics
10:49 - Buffer’s Differentiation: Team of Creators Philosophy
17:17 - Supporting Employee Personal Brands and Retention
23:12 - Creating Standout Content Without Sensationalism
35:01 - Community Building Do’s and Don’ts
44:42 - Using AI to Analyze and Grow Community Engagement
46:42 - Surprising Content Trends & Value of Consistency

Feeling burnt out and stuck at a career crossroads, Heike Young channeled her experiences as a working mother and marketer into creating authentic, resonant video content on LinkedIn. The conversation explores the growing demand for employee-generated content (EGC) in a world saturated with AI-driven material, emphasizing authenticity, creativity, and the importance of building trust through human voices. Listeners gain insight into practical strategies for launching impactful EGC programs, the advantages and pitfalls for organizations, and the ongoing evolution of personal and professional branding in today’s digital landscape.

Rocio Osuna - https://www.rocioosuna.com/
Heike Young - https://heike-young.com/
A. Lee Judge https://ALeeJudge.com

⏰ Timecodes ⏰
0:00 - Heike Young shares her origin story as a LinkedIn video creator and creative outlet
1:08 - Rocio Osuna introduces the rise of employee-generated content (EGC) amid the AI surge
2:06 - A. Lee Judge discusses authenticity and the human + AI content formula
4:02 - Rocio Osuna introduces Heike Young and her unique experience
7:22 - Heike Young explains her evolution as a video creator while balancing professional and personal life
12:20 - Heike Young on resisting pressure to niche down and following creative urges over algorithm demands
18:31 - A. Lee Judge asks about the business impact of content—balancing creativity with measurable results
22:28 - Heike Young describes launching Salesforce’s first marketing podcast and lessons learned
26:14 - Rocio Osuna asks about best practices and mistakes in employee-generated content programs
40:26 - Rocio Osuna and Heike Young discuss what makes webinars memorable and engaging