The Business Of Marketing

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.

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0:00 - Early days of LinkedIn video & creator skepticism
1:01 - How to turn personal brand into business opportunities
1:31 - Holl...

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 advi...

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 voic...

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. 

The episode explores how marketers can shift their mindset from focusing on content containers to prioritizing storytelling and strategic content creation. Lee Judge and Robert Rose discuss the evolving role of content marketing in the age of AI, the pitfalls of over-measuring, and the importance of valuable friction in marketing processes. 

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00:00 - Get Out o...

The episode explores how AI is reshaping SEO and content strategy, emphasizing the need for marketers to adapt their websites and messaging to train AI effectively. Lee Judge and Andy Crestodina discuss how AI-powered search changes user behavior, the importance of co-occurrence and proximity of keywords, and how brands can optimize their content to influence AI-generated results. 

With AI rapidly evolving, marketers face both new opportunities and pressing concerns about data privacy, search optimization, and content creation. Christopher Penn breaks down the rise of local AI models, their implications for privacy and data control, and how generative AI will reshape marketing strategies. The conversation offers actionable advice on making content accessible to AI, the continued importance of strong SEO, and creative techniques for maximizing the impact of AI-generated content.

This episode explores the strategic value of podcasting for businesses and personal brands, offering expert insights on how to launch, structure, and promote a podcast effectively. Lee Judge and Katie Brinkley discuss common misconceptions, content repurposing, and the importance of aligning podcast goals with broader marketing strategies. 

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0:00 - Introduction of podcast production company experts
5:04 - Podcasting for Businesses: C...

The episode explores the intersection of design and marketing, emphasizing the importance of visual communication that drives business outcomes rather than just aesthetic appeal. A. Lee Judge and guest Jim MacLeod, author of The Visual Marketer, discuss how marketers can leverage design principles and professional tools to create visuals that are both effective and aligned with business goals. 

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00:40 - Introduction t...

The episode explores how B2B professionals can strategically use LinkedIn to build authentic engagement, optimize their profiles, and leverage AI to enhance content creation and visibility. Lee Judge and guest Neal Schaffer dive into the nuances of LinkedIn's evolving features, including newsletters, carousels, and video, while emphasizing the importance of intentionality and audience alignment in content strategy. 

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The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers. 

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01:15 - Evolution of the podcast and guest introduction 
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Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation. 

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00:00 - The Power of D...

The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors. 

Time S...

The episode explores how AI is reshaping the landscape of SEO and digital marketing, urging marketers to shift from traditional keyword strategies to relevance and intent-based content creation. A. Lee Judge and Dale Bertrand discuss the importance of building content that resonates with human audiences while adapting to AI-driven search environments, emphasizing the need for marketers to align their efforts with business outcomes rather than vanity metrics. 

Jennifer Jurgens, CEO of 1BoldStep, shares how to reframe marketing as a core revenue function by focusing on measurable outcomes, fixing funnel bottlenecks, and driving customer retention.

From aligning with sales to applying Lean principles across the revenue cycle, Jennifer explains what it really takes to prove marketing’s value and earn a permanent seat at the table.

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In this special internal episode, A. Lee Judge and Marc Raco from Content Monsta unpack how companies can build content engines that deliver consistent visibility, authority, and demand—without burning out their teams.

They reveal why framing matters when selling marketing initiatives internally, how to build a content engine from expert conversations, resulting in multiple formats and a steady cadence of content creation.

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Pam Didner, B2B marketing expert and author of The Modern AI Marketer, joins A. Lee Judge to break down why prompting, automation, and AI-driven workflows are now critical for marketers.

She shares practical frameworks for individuals, teams, and enterprises - and explains why focusing on workflows (not tools) is the key to staying competitive.

If you want real-world strategies to future-proof your marketing career in an AI-first world, this conversation is essential.

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Best-selling author Mark Schaefer shares how marketers can thrive in AI by leaning into what machines can’t replicate: creativity, community, and courage.

Drawing from his latest book Audacious, Mark breaks down how to create standout content, build trust through word-of-mouth, and foster shared experiences that make your brand unforgettable. 

Grab a copy of Audacious by Mark Schaefer here: https://amzn.to/44zPOpO

It’s about finding your edge as a human.

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Drew Neisser, author of Renegade Marketing and founder of CMO Huddles, shares what he’s learned from interviewing hundreds of top CMOs. He reveals how the best marketers earn trust in the C-suite, build real influence, and prove marketing’s value through smart business alignment.

From building pricing power to reshaping internal messaging, Drew explains how today’s marketing leaders can do more than drive leads—they can shape strategy, revenue, and long-term brand value.

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Nancy Harhut, author of Using Behavioral Science in Marketing, breaks down the psychology behind consumer decision-making and how marketers can apply these insights to drive action. She reveals how small, science-backed tweaks in messaging, design, and pricing can dramatically increase conversions.

From the power of social proof to the influence of scarcity and authority, Nancy shares how behavioral science can make your marketing more persuasive, effective, and profitable.

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Joe Pulizzi, the "Godfather of Content Marketing," shares how businesses and creators can build sustainable, revenue-generating content brands.

From monetization strategies and employee-driven content to the impact of AI on content creation, Joe unpacks what’s working today—and what’s next for content entrepreneurs.

He also explores why most companies underutilize their employees as brand advocates, how to diversify revenue streams, and the biggest missed opportunities in content marketing right now.

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Sandy Carter, COO of Unstoppable Domains and a leader in AI, blockchain, and next-gen marketing, breaks down how emerging technologies are reshaping the way businesses connect with customers.

From the impact of AI on SEO and content marketing to the growing role of blockchain in trust and privacy, Sandy shares insights from the World Economic Forum and beyond.

She also dives into AI-powered agents, the evolution of marketing automation, and why marketers need to adapt quickly to stay ahead in a rapidly changing landscape.

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B2B buyers are changing, and trust in brands is at an all-time low. Aaron Hassen, co-founder of AH Marketing, breaks down why traditional marketing strategies are failing and what businesses must do to stay relevant.

From building bold brands to navigating the shift toward informal, trust-driven engagement, Aaron shares insights on what it takes to capture attention and create demand.

He explores why businesses struggle to balance brand and demand generation, how executives consume content more like everyday consumers, and why human-centric marketing is the key to winning trust.

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Marcus Sheridan, author of They Ask, You Answer, breaks down the evolution of content marketing and why trust is the ultimate competitive advantage.

From turning his struggling pool company into the most trafficked swimming pool website in the world to helping businesses become industry leaders, Marcus reveals the strategies that drive real business growth. He explains why traditional sales tactics are failing, how buyer behavior has changed, and what companies must do to stay ahead.

He also shares the four pillars of a trusted brand, why transparency—especially around pricing—generates the most leads, and how...

AJ Wilcox, founder of B2Linked, breaks down the complexities of LinkedIn advertising and shares expert insights on making the platform work for your business. 

As one of the world’s top LinkedIn Ads specialists, AJ shares solutions to the challenges of high costs, targeting the right audience, and structuring campaigns for maximum ROI. From understanding LinkedIn’s unique ad ecosystem to building multi-stage funnels that nurture leads effectively, this episode is packed with actionable strategies for marketers looking to leverage LinkedIn Ads without breaking the bank. 

AJ also shares his journey from SEO to paid m...

Wil Reynolds, founder of SEER Interactive, gets real on the rapidly evolving landscape of digital marketing. 

Wil shares his unique perspective on navigating the AI revolution, the importance of continuous learning, and why marketers need to adapt quickly to survive. From practical advice on mastering LLMs (Large Language Models) to building authentic influence through valuable content, this episode delivers actionable insights for marketing professionals at all levels.

Wil also shares the inspiring story behind SEER Interactive's founding and his commitment to community impact, demonstrating how business success and social responsibility can coexist, along with other v...

Rand Fishkin, founder of SparkToro and former co-founder of Moz, takes us through the evolution of digital marketing. 

From the concept of "zero-click marketing" to why traditional traffic-focused metrics are becoming less relevant in today's digital landscape, the conversation explores how major platforms are keeping users within their ecosystems, making it harder to drive external traffic, and why marketers need to adapt their strategies accordingly. 

Fishkin also discusses SparkToro's approach to audience research and provides insights on measuring marketing success in an era where direct attribution is increasingly challenging. 

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In this episode, Bernie Borges and A. Lee Judge explore leveraging a podcast for B2B business development, covering practical podcasting formats, recruiting the right guests, effective interviewing, editing, and promotion.

Bernie gives additional insight into his role as the Vice President of Global Content Marketing for iQor, his podcast host roles for iQor's Digital Irresistible podcast, and his podcast titled Midlife Fulfilled.

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In this episode, Gini Dietrich and A. Lee Judge dive into both Marketing and PR to discuss the intersections of the two and if they are perhaps growing into the same thing in the modern digital world.

Gini gives additional insight into marketing, public relations, digital media, and the PESO model.

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In this episode, Darrell Evans and A. Lee Judge discuss all things marketing from revenue growth to working with agencies.

Darrell gives additional insight into marketing, sales, and business strategies.

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

A. Lee Judge is the host of The Busi...

In this episode, Brightcove CMO Jennifer Griffin Smith and A. Lee Judge discuss video format and platforms to use for content marketing.

Jennifer gives additional insight into two marketers' sayings, "Content is King" and "Every company should act like a media company", Jennifer's role and expertise as the CMO of Brightcove - one of the world's leading video platforms, levels of enterprise video platforms, and remote production.

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In this episode, Andy Crestodina and A. Lee Judge discuss the relationship between content marketing and web development.

Andy gives additional insight into web design vs web development, how to properly optimize a website, content marketing, and how educating his audience has translated into business value.

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In this episode, Brian Piper and A. Lee Judge discuss Web3, optimizing digital content, and more.

Brian gives additional insight into web analytics such as Google Analytics 4 and cookieless web, and the next industry-changing technology.

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

A. Lee J...

In this episode, Chris Wallace and A. Lee Judge discuss the parallels (and even co-dependency) between marketing and customer experience.

Chris gives additional insight into branding, sales, marketing, and corporate leadership.

Chris also shares how companies can better align the strategies of the board room with the daily execution at the front lines.

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In this episode, Mark Kaigwa and A. Lee Judge discuss the nuances between digital marketing in Africa compared to a global perspective.

Mark gives additional insight into the advantages and disadvantages of digital marketing in Sub-Saharan African mobile marketing trends, social media, storytelling, content marketing, social networks, and research.

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In this episode, Ahava Leibtag and A. Lee Judge discuss the importance of niche marketing and creating content that communicates to your audience clearly.

Ahava gives additional insight into the advantages and disadvantages of hiring a specialized marketing agency, content strategy, content marketing, digital communications, and podcasting.

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In this episode Zontee Hou and A. Lee Judge discuss B2B marketing and how businesses are figuring out how to implement B2B video into their marketing strategy.

Zontee also gives additional insight into B2B marketing through her years of experience as the founder of Brooklyn-based digital marketing agency Media Volery, head of strategy for Jay Baer's Convince & Convert, and a professor in the graduate programs at Columbia University and the City College of New York.

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In this episode Mark Schaefer and A. Lee Judge revisit the idea of personal brand in 2022 and how businesses are figuring out how to harness personal brands. 

There is an opportunity at a corporate level to benefit from personal brands. How does a company establish a personal and human voice?

Mark also gives additional insight from his recent book Cumulative Advantage a book on how to build momentum for your ideas, business, and life. 

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In this episode, Sangram Vajre and A. Lee Judge discuss the importance of B2B marketing.

Sangram Vajre and Lee chat about sales and marketing alignment, Sangram's MOVE framework, and how organizations should facilitate their Go-To-Market strategy. Plus other insights into the realm of the Business of Marketing.

Sangram Vajre shares his expertise on B2B Marketing, Startup Culture, Marketing Technology, and Sales & Marketing Alignment.

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