How to Build a Coordinated Brand and Demand Strategy

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 video

• How to make executives feel natural on camera

• The three principles LinkedIn teaches top advertisers

• Why “cheap reach” is the wrong metric and what actually drives ROI

• How to combine brand and demand in one strategy

• The rise of Thought Leader Ads and what makes them work

• Real examples from Ramp, Amex, ServiceNow, and Microsoft

• What’s coming next for LinkedIn: creators, brand-link video, and original programming

Perfect for founders, CMOs, and B2B marketers who want to:

• Turn executives into trusted voices

• Combine brand and demand effectively

• Understand how LinkedIn’s ad ecosystem really work

Connect 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-ads

• Enhanced 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/brandlink

• ServiceNow Video Case Study: https://business.linkedin.com/marketing-solutions/case-studies/servicenow-kantar-ctv

• American 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=videos

Connect with me:

• LinkedIn: https://www.linkedin.com/in/finnthormeier/

• Website: https://www.project33.io

• Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 Introducing Alex Josephson, from Twitter to LinkedIn
02:00 Why LinkedIn is betting big on vertical video
07:00 Stories, executives, and authentic B2B content
09:30 How Blackstone’s president built a following with 60-second videos
11:30 The psychology behind “show vs. tell” marketing
13:00 The 3 core principles for winning on LinkedIn ads
17:00 Thought Leader Ads and persona-based storytelling
21:00 Video vs. static and what actually performs
23:00 Using video to warm audiences before retargeting
26:00 How to structure your LinkedIn ad funnel like a pro
30:00 Should you promote thought leadership content?
32:00 Debunking the “LinkedIn reduced reach” myth
34:00 The shift from SEO to AEO (Answer Engine Optimization)
36:00 Ramp’s live-streamed “expense office” campaign and why it worked
38:00 American Express: co-creating with real customers
40:00 Why creative still wins in a world of automation
41:00 The rise of executive content at LinkedIn
42:00 How companies can actually enable their people to post
44:00 Corporate Natalie, Rob Mayhew, and the B2B comedy era
46:00 What’s next for LinkedIn → creators, shows, and premium media
48:30 Closing thoughts