Alex Josephson is the VP of Brand and Content Strategy for Advertisers at LinkedIn, helping brands tell better stories and run smarter campaigns on the world’s largest B2B platform.In this episode, Alex gives a behind-the-scenes look at how LinkedIn thinks about vertical video, thought-leader ads, creative strategy, and what’s next for the platform.We also talk about B2B storytelling that actually entertains, why executives should stop over-engineering their content, and how brands like Ramp and Amex are setting a new bar for creativity in B2B.What You’ll Learn:Why LinkedIn is going all-in on vertical videoHow to make executives feel natural on cameraThe three principles LinkedIn teaches top advertisersWhy “cheap reach” is the wrong metric and what actually drives ROIHow to combine brand and demand in one strategyThe rise of Thought Leader Ads and what makes them workReal examples from Ramp, Amex, ServiceNow, and MicrosoftWhat’s coming next for LinkedIn: creators, brand-link video, and original programmingPerfect for founders, CMOs, and B2B marketers who want to:Turn executives into trusted voicesCombine brand and demand effectivelyUnderstand how LinkedIn’s ad ecosystem really workConnect with Alex:Alex’s LinkedIn: https://www.linkedin.com/in/alexjosephson/LinkedIn: https://www.linkedin.com/Thought Leader Ads: https://business.linkedin.com/marketing-solutions/native-advertising/thought-leader-adsEnhanced Discovery for Thought Leader Ads: https://www.linkedin.com/pulse/boost-reach-build-influence-enhanced-discovery-thought-m5alc/BrandLink: https://business.linkedin.com/marketing-solutions/native-advertising/brandlinkServiceNow Video Case Study: https://business.linkedin.com/marketing-solutions/case-studies/servicenow-kantar-ctvAmerican Express Together We Grow Campaign: https://www.linkedin.com/posts/linkedin_in-business-trust-is-key-which-is-why-american-activity-7350539632754704384-xmEo/Ramp’s “Brian's First Day As CFO” Campaign: https://www.linkedin.com/company/ramp/posts/?feedView=videosConnect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHChapters00:00 Introducing Alex Josephson, from Twitter to LinkedIn02:00 Why LinkedIn is betting big on vertical video07:00 Stories, executives, and authentic B2B content09:30 How Blackstone’s president built a following with 60-second videos11:30 The psychology behind “show vs. tell” marketing13:00 The 3 core principles for winning on LinkedIn ads17:00 Thought Leader Ads and persona-based storytelling21:00 Video vs. static and what actually performs23:00 Using video to warm audiences before retargeting26:00 How to structure your LinkedIn ad funnel like a pro30:00 Should you promote thought leadership content?32:00 Debunking the “LinkedIn reduced reach” myth34:00 The shift from SEO to AEO (Answer Engine Optimization)36:00 Ramp’s live-streamed “expense office” campaign and why it worked38:00 American Express: co-creating with real customers40:00 Why creative still wins in a world of automation41:00 The rise of executive content at LinkedIn42:00 How companies can actually enable their people to post44:00 Corporate Natalie, Rob Mayhew, and the B2B comedy era46:00 What’s next for LinkedIn → creators, shows, and premium media48:30 Closing thoughts

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