Speakers:

Lars Dahlberg — Host, Sälj- och Marknadspodden
Daniel Brazier — Guest, Video Producer

Lars: Hej och välkomna till ännu ett avsnitt av Säljmarknadspodden från Business Reflex. Det här är podcasten för dig som vill ha ny inspiration och kunskap om hur man marknadsför och säljer till den moderna business to business köparen. Jag som sitter I studion idag heter Lars Dahlberg. Det här avsnittet kommer vi att leverera på engelska. Det beror nämligen på att min kära gäst som jag har bjudit in i podden om en liten stund, han jobbar fortfarande på att öva på sin svenska.

Lars: I’ll switch over to English. Before we introduce our speaker today, I’d like to set the scene for this episode. Many B2B marketing and sales organizations are struggling to find a modern recipe for growth and efficient go-to-market. There are so many options and opportunities, but one approach that hasn’t really been used enough is running live streams on LinkedIn.

Lars: Live streaming on LinkedIn has huge potential—combining those two is powerful. So I’ve invited a true professional who knows a lot about this and can hopefully inspire you and teach you how to do it.

Lars: Welcome, Daniel Brazier.

Daniel: Hello, Lars. Pleasure to be here.

Lars: It’s a real pleasure to do this podcast with you. Today is all about LinkedIn live streaming and video. We’re recording this podcast with video as well.

Daniel: That’s right—that’s my bread and butter, Lars: video and live streaming. It’s what I do every day for companies in Stockholm and across the Nordics.

Lars: It’s great to visit you and experience what it’s like to record a podcast in a truly professional environment.

Daniel: Thank you. We moved studios about four months ago, and it’s nice to have everything in one place. We can be super-efficient with the equipment and all the gear behind the scenes to make great broadcasts.

Lars: Let’s dive into today’s topic. Daniel, you’ve done a lot of live streaming and LinkedIn-related video. Why is the combination of LinkedIn and live streaming such a great fit right now?

Daniel: There are many reasons, and my favorites change week to week, but the big one is the sheer amount of AI-generated content in our feeds. We’re all seeing LinkedIn change. These tools are dominating. I see live streaming as an antidote. AI content is amazing and useful, but do we lose authenticity? Live streaming restores that—your message and business communications feel real and build trust with customers.

Lars: Exactly—trust is key. Another important reason: companies have brands, but when you work with live video on LinkedIn, you bring people from your organization—the personal brands—into the foreground. That’s far more effective for building trust and thought leadership. You put your people in front of your audience.

Daniel: Yes. When you go live with your team, you showcase the people who make up the brand. There’s a tendency in marketing to hide the people, and live streaming gives you a chance to tell individual stories and how they align with the goals of the business. It’s like a conference expo with beautiful stands but no people—something’s missing. You need people to communicate the mission, purpose, and objectives. LinkedIn Live gives you that format.

Lars: What about the younger generation who are becoming more important as B2B buyers and professionals? They come from video.

Daniel: They do—video first, and now live video first. If you take that demographic seriously—and you should, because there are many of them entering their thirties and forties—you need to communicate in formats they’re comfortable with. We’re all time-starved, and short videos or short live streams—five to ten minutes—can be a better way to get your message across than hefty PDFs or long emails. As always, good marketers think intensely about the audience. There’s more need than ever to communicate via video.

Lars: Live streams and video are good in general for that generation. And when they start working professionally in B2B, it’s natural for them to join LinkedIn and become active there.

Daniel: Yes—and they often have a history of being very active on other social platforms. They bring that value to LinkedIn as they get older. But, if I can contrast that: the older generation actually needs to step up. There’s a huge bank of knowledge and experience locked away. It’s time for baby boomers—often on company boards—to put themselves forward for live broadcasting, whether LinkedIn Live or even TikTok Live. That generation needs to get comfortable with video and accept the reality that video—and now live—is very important.

Lars: We’ll talk more about how to overcome those challenges—especially for that generation—because they often see obstacles in doing what we’re talking about. Before that, what types of live streams can companies do?

Daniel: It’s very broad. One thing I coach clients on is to imagine your business as a late-night TV show. You already have an audience—if your LinkedIn has two, three, four thousand followers, they’re waiting for you to educate or entertain them. The opportunity is to broadcast your knowledge in that format.

Lars: I agree. You can do inspirational content—make people think differently—and educational content—teach them something new.

Daniel: “Educate” is the best mindset. If you’ve been in your career four or five