Today’s guest is Valerie Beauchamp, VP Global Head of Agency Development and Marketer Education at LinkedIn. And if you’ve ever written off B2B as a less exciting part of the industry, then this episode will change your mind.

Valerie spent two decades agency-side before heading to Amazon and now LinkedIn – so she knows the landscape better than most. She shares why B2B is full of creative, strategic and commercial gold – and why you don’t need to be a specialist agency to unlock it.

She breaks down the legacy myths that have held B2B back and offers a refreshing take on the needs of so-called ‘boring’ brands – from complex buyer psychology and high-stakes storytelling, to brand building for the 95% of people not yet ready to buy.

Valerie also offers practical advice on where you can start, which skills to leverage and how to reframe your B2C experience as a launchpad into B2B.

HIGHLIGHTS:

[03:20 ] Valerie’s full-circle journey

[07:35 ] Owning the label of ‘marketer’

[09:52 ] Why B2B gets misunderstood

[10:52 ] Applying psychology

[15:32 ] Finding your ‘why’ in B2B

[22:16 ] Hidden opportunity in B2B

[26:01 ] Reaching who’s *not* buying

[30:13 ] How agencies springboard into B2B

[34:00 ] The knowledge network

MORE ABOUT VALERIE:

LinkedIn: linkedin.com/in/valeriebeauchamp

HOST SOCIALS:

LinkedIn:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Mentioned in this episode:

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