LAF : The B2B Influencer Podcast

Why B2B Brands Should Launch Podcasts: Strategy, ROI & Content Insights

In this episode of the LAF B2B Influencer Podcast, we explore one of the fastest-growing formats in B2B communication: podcasts. Hosted by Russell, this episode features Estelle Ducommun, CMO at Les Années Folles, who shares her perspective on how podcasts are becoming a strategic growth tool for B2B brands, not just a content format. With real experience leading marketing and communication strategies, Estelle breaks down how brands should think about podcasts beyond visibility as a tool for thought leadership, trust-building, and long-term audience engagement. In this episode, we discuss: * Why podcasts are more effective than traditional content formats like blogs or social media for B2B * How brands should choose podcast topics aligned with their communication strategy * The real benefits and ROI of B2B podcasting * Where podcasts sit in a broader content ecosystem (PR, social media, events, and thought leadership) * How to repurpose podcast content effectively across multiple channels * Practical lessons and unexpected insights from running a B2B podcast series Estelle also shares concrete learnings from building and scaling podcast content within a B2B agency environment, including what actually works when it comes to audience engagement and content distribution. This episode is essential for marketing leaders, B2B founders, and brand strategists who want to understand how podcasting can become a core pillar of modern B2B communication strategy. 🎧 Listen to discover how podcasts can transform the way B2B brands build authority, trust, and long-term influence. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Scaling B2B Influence Internationally: LinkedIn Trends, Formats & What Actually Works in 2026

In this episode of The LAF B2B Influencer Podcast, we sit down with Julien Morisson, CEO of Les Années Folles, to break down what it really takes to scale B2B influencer campaigns across international markets. From expanding into the UK to managing cross-cultural collaborations, Julien shares practical insights on how brands can think beyond local markets and build impactful strategies across Europe. We also dive into the realities of B2B campaigns today: • Why international expansion requires more than just translation • The key differences in content formats and audience behavior across markets • What defines a top-performing campaign beyond simple visibility • How to structure influencer campaigns with a repeatable framework • The most effective LinkedIn formats in 2025 and what’s coming next Looking ahead, Julien shares his perspective on LinkedIn trends for 2026, including: • The rise of video and evolving engagement metrics • Why “saves” are becoming a key performance indicator in B2B • The balance between personal branding and professional expertise • How brands can stand out through creativity, consistency, and relevance 💡 Whether you’re a B2B brand, marketer, or content creator, this episode will give you a clear, practical understanding of how to navigate international growth and LinkedIn performance in today’s evolving landscape. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Retail Intelligence, LinkedIn Influence & B2B Trust: A Conversation with Steve Collinge

LAF B2B Influencer Podcast welcomes Steve Collinge, managing director of Insight Retail Group, one of the most respected voices in retail intelligence and retail technology. Recognized as a Rethink Retail Top Retail Expert 2026 and a Retail Technology Innovation Hub Top 100 Retail Technology Influencer 2025, Steve has built a reputation for helping retailers and brands turn complex market data into clear commercial insight. With more than a decade leading Insight Retail Group, Steve works at the intersection of data, technology, and retail strategy, advising everyone from regional chains to global retailers on how to make faster and smarter decisions. Beyond his work in retail intelligence, Steve has also built a highly engaged professional audience on LinkedIn, where he shares sharp commentary on retail innovation, industry trends, and the realities behind the retail technology ecosystem. In this conversation, we explore: • How decision-making and budget politics differ between regional retailers and global enterprises • Why data-driven insights sometimes fail inside organizations despite clear evidence • What motivated Steve to start creating content on LinkedIn and the gap he saw in retail conversations • How professionals can create content that actually saves executives time and delivers real insight • Why practitioners often have more influence than vendors in B2B decision-making • The real commercial impact of B2B influencer marketing and industry credibility • What brands must understand about audience pressures, KPIs, and internal roadblocks before collaborating with experts This episode also touches on Steve’s experience collaborating with Les Années Folles, and how credible voices in an industry can help brands build trust, visibility, and meaningful commercial relationships. Whether you're a retail executive, B2B marketer, tech founder, or industry analyst, this episode offers practical insights on how expertise, content, and influence intersect in modern B2B markets. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Creator Economy 2.0 : Strategy Meets Structure

🎙️ Creator Economy 2.0: Strategy Meets Structure The B2B creator economy is evolving, and it’s no longer about content alone. In this episode of The LAF B2B Influencer Podcast, we dive into Creator Economy 2.0, where creators are no longer just external voices but strategic assets embedded into brand leadership, demand generation, and growth strategy. We explore how B2B creators are reshaping the way companies communicate, influence, and scale trust, moving from ad-driven tactics to structured, creator-led ecosystems. In this episode, we cover: * How B2B creators are transitioning from freelancers to strategic partners inside organizations * How creators and executives co-create leadership content that performs on LinkedIn * The power of decentralized storytelling through employees and creators * The KPIs that matter beyond reach and engagement are pipeline, intent, and revenue impact * The challenges brands face when shifting to creator-led storytelling * What the future structure of B2B creator programs really looks like The B2B creator is no longer just a voice on a channel; they are a bridge between expertise and trust. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

The Rise of In-House B2B Creator Departments

Season 2, Episode 1 – The Rise of In-House B2B Creator Labs The era of the faceless B2B brand is officially over. In this opening episode of Season 2, we explore one of the most significant shifts in B2B marketing today: the rise of in-house creator teams, Creator Labs, and Influence Hubs inside enterprise brands. More than 68% of enterprise B2B companies now employ or contract full-time creators. But why is this happening now? And what does it change for thought leadership, storytelling, sales alignment, and influencer marketing as a whole? In this episode, Sam and Russ break down: * Why B2B brands are moving from logo-led communication to people-led influence * How internal creators impact LinkedIn engagement, visibility, and prospect trust * How Creator Labs are structured and why they operate more like a newsroom than a traditional marketing team * The frameworks used to translate expert knowledge into engaging, high-performing content * The core skills that define a strong in-house B2B creator today * This episode is essential listening for CMOs, marketing leaders, B2B founders, influencer marketing professionals, and creators who want to understand where B2B influence is heading and how to build trust at scale in a noisy market. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.