22nd July 2025
Valerie Beauchamp on creative and strategic opportunities for agencies
Episode 38
Valerie Beauchamp
VP Global Head of Agency Development and Marketer Education, LinkedIn
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
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