The Marketing Millennials – Episode 354

How to Make B2B Content Actually Exciting
Guest: Heike Young, Head of Content, Social, and Integrated Marketing at Microsoft
Host: Daniel Murray
Date: October 3, 2025

Overview

This episode dives into strategies for making B2B marketing content genuinely engaging, fun, and effective—particularly on platforms like LinkedIn. Host Daniel Murray sits down with Heike Young from Microsoft, who shares her journey from traditional publishing to becoming a LinkedIn video content creator with a distinctive comedic angle. Heike offers actionable advice for both individuals and brands seeking to break away from the stale, overly polished, and uninspired mold often associated with B2B content.

Key Discussion Points & Insights

1. Heike’s Background and Content Journey

• Began in book publishing and editing (For Dummies books) before pivoting to social and B2B at Salesforce and now Microsoft.
• Started focusing on LinkedIn content creation in January 2024, during her second maternity leave:

  “I really was at sort of a low point in my second maternity leave. Really lacking creative outlets, feeling kind of down… wanted to add something to that mix while also learning some video editing skills that I really didn’t have at the time.” – Heike [01:56]

• Gained rapid traction on LinkedIn, scaling from 2,000 followers to 35,000+ in 18 months, primarily through humorous short-form vertical videos.

2. Why Comedy & Distinctiveness Work in B2B

• Inspiration from TikTok's authentic, low-production, high-engagement content; noticed LinkedIn’s feed was “super serious,” lacking personality or humor:

  “This isn’t the TV show Severance. We are the same person when we come to work that we are at night.” – Heike [05:22]

• Approach: Blend professional topics with the same entertainment touch people seek outside work—humor, relatability, and a little irreverence.

3. Low Fidelity > High Production (Most of the Time)

• High production does not guarantee high performance.
• Low-fi, authentic content can outperform slick, highly branded assets on social, especially in B2B.
• For brands with strict guidelines: Use external case studies, competitor examples, and internal performance/budget/speed-to-market data to persuade stakeholders:

  “A bigger budget does not mean bigger performance, full stop when it comes to video content.” – Heike [08:31]

• Speed and relevance are paramount in today’s social-first world; influencers and creators often deliver in days, not months.

4. Action Steps for Individuals & Brands Getting Started

For Individuals

• Lean into the cringe (watch yourself back to learn and improve)

  “You’re going to learn so much about yourself by leaning into the cringe, by watching the video, listening to yourself back.” – Heike [17:47]

• Practice consistently to build confidence, just like athletes reviewing game film.

  “You get confidence from consistency, like putting things out there… you get confidence from just putting things out there.” – Daniel [22:23]

• Accept that your content isn’t for everyone – focus on serving those who need your message.

For Brands

• Normalize a test-and-learn approach; not every post needs to be a smash hit. Use underperforming content as data to refine strategy.
• Consider creators/influencers for speed and authenticity.
• Don’t default to the highest title—pick the most engaging, authentic voices (see “Marketing Hill” below).

5. Tactical LinkedIn Video Tips

“There’s four things your content needs very tactically to perform well on LinkedIn.” – Heike [28:09]

• Title on Video: Overlay a text box to say what the video is about.
• Effective Captions: Don’t waste initial seconds introducing yourself; get to the hook.
• Visual Hook: Use engaging visuals—smiling faces, props, or interesting backgrounds.
• Grabby Text Post: Pair your video with a compelling text intro or post copy.

Consistency in these elements builds trust and recognition over time.

6. Format Matters: It’s About Attention

• Good ideas can flop without the right format—short hooks, fast-paced editing, and clear overlays are critical for capturing LinkedIn scrollers.
• Platforms favor new features (e.g., LinkedIn pushing video, Instagram with Reels). Early adopters get outsized reach:

  “If a platform is doubling down on a feature, that means you should probably double down your content on that feature because they’re going to push more impressions to prove out that feature.” – Daniel [35:36]

Notable Quotes & Memorable Moments

• “We’re not in severance. It’s the same person who’s watching your video on LinkedIn in the morning as they are… surfing the web for personal reasons at night.” – Heike [34:09]
• “The content isn’t for everyone every single time… If every single piece of content you post is a huge hit, you’re not taking enough risks.” – Heike [24:39]
• “Normalize posting on LinkedIn for a variety of growth opportunities… it might not even be a promotion. It might simply be getting outside perspectives, meeting new people.” – Heike [17:40]
• “Production does not equal high performance. A bigger budget does not mean bigger performance, full stop when it comes to video content.” – Heike [08:31]
• “Your goal is probably to influence an ICP. Your goal is not to go viral every time.” – Heike [25:10]

Timestamps for Important Segments

• Intro and Heike’s backstory: [01:08]
• Comedic content & LinkedIn’s evolution: [04:25]
• Why low-fidelity content works: [08:12]
• Convincing stakeholders at brands: [10:59]
• Practical steps for creators: [17:15]
• How to build confidence/learning from sports: [22:19]
• Brand content test-and-learn, tactical tips: [24:39], [28:09]
• Format, hooks & platform strategy: [31:22], [35:36]
• The “marketing hill Heike would die on”: [39:16]
• Where to find Heike’s resources: [36:29], [43:41]

Heike’s “Marketing Hill To Die On”

“Always go with the person that’s going to be the most engaging. People don’t care the title of the person that’s speaking, they care how interesting, engaging and fun and enjoyable the content is to read or watch or listen to.” – Heike [39:16]

Avoid defaulting to SVPs and execs for every spokesperson slot. Seek out and elevate those who are natural communicators.

Where to Find Heike Young

• LinkedIn: Heike Young
• TikTok: @HeikeYoung (corporate mom & relatable content)
• LinkedIn Video Hooks Guide: Linked from her LinkedIn profile

Final Takeaways

• Great B2B content is authentic, human, and often much less “polished” than you think.
• Consistency, relevance, and attention to format trump high production value.
• LinkedIn is evolving—and those who adapt early to its video push will have an edge.
• Don’t let “cringe” or perfectionism hold you back from creating.