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.