The Business Of Marketing

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

The conversation explores how AI and automation are reshaping the marketing landscape, emphasizing the importance of not seeking 100% automation but instead aiming for impactful, sustainable 80% solutions. Joining the show is Dale Bertrand, founder and CEO of Fire and Spark, who brings over 17 years of expertise in SEO and a unique perspective rooted in computer engineering.

The episode confronts anxieties around AI replacing human jobs, advocating for a focus on expertise amplification and the development of critical thinking skills in the AI era. It also highlights the importance for marketers to communicate value to business leaders in financial terms rather than just traditional marketing metrics.

⏰ Timecodes ⏰
0:00 - The 80/20 Rule of AI Automation
1:27 - The Next Generation Growing Up with AI
2:21 - Students' Approaches to AI: Learning vs. Cheating
4:23 - Introducing Dale Bertrand: SEO, AI, and Content Discoverability
5:55 - Smallest, Most Impactful AI Automation for B2B Marketers
10:13 - The ROI of Building Context for AI Workflows
13:05 - AI Agents, Job Security, and the Human Element in Marketing
17:20 - Higher Education, AI, and Preparing for a New Job Market
23:19 - AI Lifting Creative Bottlenecks: What Changes for SEOs & Marketers
25:59 - Translating SEO Metrics into Business Growth Language
33:43 - Contribution vs. Attribution: Measuring Marketing’s Real Impact

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

Marketers love to measure everything. Robert Rose joins A. Lee Judge and Rocio Osuna on The Business of Marketing to ask a harder question: what happens to all the value marketing creates that no spreadsheet can capture?
Lee makes the controversial case for pausing measurement, and Robert explains why so much of marketing's real impact, the trust, the referrals, the lurkers, never shows up in a quarterly report. From there the conversation moves into AI and the future of marketing careers, why proof of work now beats a resume, how the role of universities is shifting, the rise of fractional work, and Robert's idea that the value of content is created at consumption, not creation.

CHAPTERS
00:00 The value marketers never put on the spreadsheet
01:45 Quality vs. quantity in content marketing
04:09 Why LinkedIn matters for AI search visibility
07:06 Should marketers pause measurement?
10:19 The customer who referred $1M and never entered the funnel
12:45 Why marketing has always been bad at measurement
15:29 AI, new grads, and the vanishing entry-level job
23:40 Personal brand and why the "who" matters
30:06 Becoming a consultant after a layoff
41:29 Value is created at consumption, not creation

Rocio Osuna - https://www.rocioosuna.com/
Robert Rose - https://robertrose.net/
A. Lee Judge https://ALeeJudge.com

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

LinkedIn Video: Building Influence and Personal Branding That Lasts

LinkedIn video is no longer an experiment, and it is not just for people who want to go viral. It is a business tool for building credibility, a personal brand, and direct influence over your professional audience. If you have not noticed the shift, it is time to reconsider how you think about LinkedIn video and its role in modern content strategy.

⏰ Timecodes ⏰
0:00 - Early days of LinkedIn video & creator skepticism
1:01 - How to turn personal brand into business opportunities
1:31 - Hollywood and media embracing content creators
2:20 - Influencer case studies and building a business
4:19 - Success as an influencer: turning fame into business
5:14 - Guest introduction: Goldie Chan, author and LinkedIn expert
5:48 - Evolution of LinkedIn video: then vs now
8:39 - Why so few create content on LinkedIn
11:18 - Standing out from AI and "slopified" content
14:46 - Overcoming self-doubt and social anxiety in video creation
26:45 - Setting boundaries and managing energy as an introverted public figure
32:00 - Managing business as a creator through life’s challenges
36:16 - Staying in your personal branding lane vs pivoting
40:01 - Consistent branding and the power of a clear personal story
43:06 - Book details and where to find Goldie Chan

Explore the intersection of personal and professional branding in a rapidly evolving, AI-driven workforce with hosts A. Lee Judge and Rocio Osuna, alongside special guest Rod Brinson. This episode unpacks why everyone already has a personal brand, whether they realize it or not, and offers actionable strategies for building an authentic, visible, and resilient brand “by design, not by default.” The conversation demystifies how belief in yourself, authenticity, and making yourself distinguishable can unlock new opportunities, while addressing barriers like fear of self-promotion. Plus, the hosts discuss trends in AI adoption, its impact on workplace dynamics, and share career-boosting advice for professionals navigating layoffs and transitions.

The Business of Marketing hosts A. Lee Judge and Rocio Osuna discuss the delicate balance between using AI for efficiency and maintaining human authenticity in business storytelling. They are joined by global storytelling expert Gabrielle Dolan, author of Story Intelligence, who explains why personal and professional stories are more critical than ever in an era of "AI slop" and digital distrust. The conversation explores practical frameworks for extracting genuine stories from executives, the four types of stories every leader should master—Personal, Professional, Public, and Parables—and how to use AI as a creative partner without losing your unique voice.

In this Season 5 kickoff of The Business of Marketing, host A. Lee Judge introduces new co-host Rosio Assuna. The episode explores the current "wild" job market, characterized by significant layoffs at major companies like Amazon, Meta, and Tesla. The hosts discuss the challenges of a saturated "seller's market," the impact of AI on hiring, and the importance of maintaining a professional personal brand on LinkedIn even when facing frustrations like "ghosting" by employers.

Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode,  Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes. 

• Misalignment within marketing and between marketing and sales
• Importance of shared KPIs and revenue team structures
• Challenges and solutions in marketing attribution
• Using AI effectively in enterprise sales and marketing
• Strategies for CMOs to survive and lead change

Time Stamps
01:15 - Introduction and overview of the funnel debate
06:40 - Internal marketing misalignment and KPI silos
18:50 - Revenue team KPIs and sales pipeline velocity
30:10 - Account selection and accelerating funnel velocity
42:00 - Attribution challenges and blended models
58:30 - AI use cases and limitations in B2B marketing
01:10:00 - Upcoming webinar and change management for CMOs 

Main Takeaways

Marketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs.

Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews.

AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams.

Subscribe and share this episode to help others align marketing and sales for better revenue outcomes. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.