Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Hosted by Michelle J Raymond - LinkedIn B2B Expert

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160

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Jun 2026

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About the show

Social Media for B2B Growth is the podcast for B2B marketers, social media managers and business leaders who want to use LinkedIn properly, without relying on hacks, shortcuts or recycled advice. Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this show helps B2B organisations turn LinkedIn into a trusted business growth channel. Each episode shares practical LinkedIn marketing strategy for B2B teams that want to build brand trust, strengthen their Company Page, activate employees and support longer sales conversations. With a mix of solo episodes and expert guest interviews, Michelle shares real-world insights from working with B2B marketing teams, sales leaders and business owners who want more than vanity metrics. The focus is on clarity, credibility and sustainable growth. You’ll learn how to: • Build credibility and trust on LinkedIn • Grow and strengthen your LinkedIn Company Page • Align Company Pages, personal profiles and employee advocacy • Create content that supports demand, sales conversations and long B2B buying cycles • Make smarter LinkedIn marketing decisions with limited time and resources This is not a podcast about chasing the algorithm. It’s for B2B marketers who want to use LinkedIn as part of a wider business growth strategy. If you’re responsible for LinkedIn marketing, B2B social media, employee advocacy or Company Page growth inside a B2B organisation, this podcast will help you think more strategically and take practical action. B2B Growth. No hacks. Got a question you want answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com

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60 recent

June 9, 202631 min

How Global B2B Brands Balance Company Pages, Paid, Organic and Employee Advocacy

How do global B2B brands balance LinkedIn Company Pages, paid social, organic content and employee advocacy? In this episode of Social Media for B2B Growth, Michelle J Raymond speaks with Molly Hopkins, Associate Director of Social Media at CBRE, about what it takes to manage LinkedIn strategy inside a large global B2B organisation.Molly shares practical lessons on treating social media as an ecosystem, supporting executives and employees, managing multiple Company Pages, and deciding when content belongs on the brand Page versus a personal profile.Key moments in this episode:00:00 – Introduction01:45 – What a global B2B social media role really involves04:45 – Why clear processes matter for social media teams06:55 – How paid, organic, executive and employee content work together09:35 – A practical tiered approach to employee advocacy13:20 – Why you can’t force employees to post on LinkedIn18:25 – Why LinkedIn Company Pages are not dying21:35 – Managing 150+ LinkedIn Company Pages globally23:35 – Why personal profiles can drive more clicks than Company PagesABOUT MICHELLE J RAYMONDMichelle J Raymond is a globally recognised LinkedIn Company Page strategist, trainer, speaker and founder of B2B Growth Co. She helps B2B organisations use LinkedIn Company Pages, employee advocacy and social selling to build trust, visibility and business growth.CONNECT WITH MICHELLELinkedIn: https://www.linkedin.com/in/michellejraymond/Website: https://b2bgrowthco.com/Subscribe to my newsletter: https://b2bgrowthco.com/newsletter/CONNECT WITH MOLLY HOPKINSLinkedIn: https://www.linkedin.com/in/molly-hopkins/LinkedIn CBRE Company Page: https://www.linkedin.com/company/cbre/

June 2, 202632 min

Why Employee Advocacy Fails on LinkedIn (And What to Do Instead)

Employee advocacy is more than asking your team to share company posts on LinkedIn.For B2B organisations, the real opportunity is using employee advocacy, LinkedIn Company Pages and social media strategy to build trust before buyers are ready to speak to sales.In this episode of Social Media for B2B Growth, Michelle J Raymond is joined by Colin Day from Oktopost to explore why B2B brands need to move beyond content distribution and start treating social media as part of their go-to-market strategy.If your employee advocacy programme is focused only on more reach, more shares or more impressions, you’re missing the bigger picture. Your Company Page builds brand credibility, but your employees bring the human voice, expertise and context that B2B buyers trust.Timestamps00:00 Introduction to employee advocacy with Colin Day02:18 Why social media is now go-to-market infrastructure05:15 Why B2B brands need to stop broadcasting10:15 The problem with treating advocacy as distribution15:15 How employee advocacy builds trust before sales22:30 Why your LinkedIn Company Page still matters26:30 Measuring employee advocacy beyond vanity metricsConnect with Michelle J RaymondLinkedIn: https://www.linkedin.com/in/michellejraymond/Website: https://b2bgrowthco.comSubscribe to the B2B Growth Co newsletterConnect with Colin DayLinkedIn: https://www.linkedin.com/in/daycolin/Oktopost: https://www.oktopost.com

May 26, 202632 min

Why Your B2B Marketing Isn’t Building Buyer Trust (Insights from The B2B Institute)

Why is your B2B marketing reaching buyers but still not building enough trust to move them forward?In this episode, Michelle J Raymond speaks with Vita Molis from The B2B Institute about the credibility gap facing B2B brands. They explore why B2B buying journeys are getting longer, why more deals are stalling, and why reach alone is not enough to create buyer confidence.This episode is for B2B marketers who want to understand why their LinkedIn content, brand activity, and demand-generation efforts may not be converting into pipeline, and what they can do to build buyer trust before sales ever get involved.Key moments in this episode - 00:00 - Why B2B marketers need better research, not more trends02:00 - The B2B credibility gap and why reach is not enough03:15 - Why 40% of B2B deals stall before closing05:30 - Why marketers need to influence the whole buying committee07:30 - Are B2B creators becoming the new demand engine?09:00 - The credibility stack: brand, employees, customers and creators13:00 - The employee advocacy opportunity for B2B brands19:20 - Is video becoming the new language of B2B marketing?24:20 - What smart B2B marketers should do in 202631:10 - New B2B Institute research to watch: The Credibility CodeConnect with Vita Molis on LinkedInCheck out The B2B Institute researchCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter#LinkedIn #B2BMarketing

May 19, 202630 min

500K LinkedIn Followers: What Actually Grew This Company Page

LinkedIn Company Pages are supposedly dead. So how did AtkinsRéalis grow more than 500,000 followers in under two years?Michelle J Raymond sits down with Holly Kerr (Global Social Media Lead - AtkinsRéalis) to unpack what actually drove the growth, why posting less became part of the strategy, and how employee advocacy evolved into something much bigger than a marketing tactic.This is a practical conversation about what it really takes to grow a modern B2B LinkedIn Company Page in 2026.Key moments in this episode - 00:00 Why this LinkedIn growth story matters01:20 Holly Kerr’s role at AtkinsRéalis04:45 What actually grew the Company Page06:40 Why they reduced Company Page posting frequency08:00 Building a LinkedIn Page worth following10:30 Testing LinkedIn content creation without fear14:30 Employee advocacy at scale19:30 Managing competing business requests21:00 The problem with event posts on LinkedIn25:50 Biggest lesson from the journey28:30 LinkedIn newsletter insightsCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletterConnect with Holly Kerr on LinkedInFollow the AtkinsRéalis Company Page#LinkedInCompanyPage #LinkedInB2B #B2BMarketing

May 10, 202618 min

Stop Using AI for B2B Marketing on LinkedIn Until You Fix This First

What actually matters in B2B marketing right now?After attending Social Media Marketing World and AI Business World 2026, Michelle J Raymond shares the biggest lessons B2B marketers need to hear about AI, LinkedIn, strategy, thought leadership and why clarity matters more than ever.Because after seeing all the AI tools, demos and hype, Michelle came to one conclusion:AI won’t save bad marketing.In fact, it might expose it even faster.Why strategy matters more in the AI era -The problem with scaling average contentWhy LinkedIn now rewards expertise and clarityThe growing pressure on B2B marketing teamsWhy human perspective and original thinking matter moreHow to avoid burnout while adopting AI toolsThe role of Company Pages and employee advocacy in 2026Why most AI tools are accelerators, not replacementsIf you’re a B2B marketer trying to keep up with AI, LinkedIn changes, content demands and constant pressure to do more, this episode will help you refocus on what actually moves results.Key moments in this episode - 00:00 Why AI won’t save bad marketing01:00 Inside Social Media Marketing World 202603:05 Why strategy matters more than ever04:25 LinkedIn’s shift towards expertise and clarity06:06 AI tools are accelerators, not replacements09:30 Why human perspective matters more in B2B marketing12:31 AI overwhelm and burnout for marketing teams15:12 The biggest lesson from SMMW26: back to fundamentalsCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter#LinkedInMarketing #B2BMarketing #SMMW26

April 21, 202616 min

LinkedIn's Algorithm Didn't Kill Company Pages. Marketers Did...

Another article is doing the rounds saying LinkedIn's algorithm killed Company Pages.It didn’t. Marketers did.In this episode, Michelle J Raymond breaks down why LinkedIn Company Pages are not dead, why most B2B marketing and corporate social teams are using them the wrong way, and what actually drives results today.This isn’t about chasing impressions or blaming the LinkedIn algorithm. It’s about understanding the real role of your Company Page and how it supports your broader LinkedIn and B2B marketing strategy.You’ll also hear why ManyChat’s LinkedIn Company Page approach is working—and what you can learn to improve your own Page strategy.If you’re managing a LinkedIn Company Page, leading corporate social, or responsible for B2B marketing, this episode will challenge how you think about Pages.Key moments in this episode - 00:00 LinkedIn didn’t kill Company Pages 01:00 The article and why it’s wrong 02:00 Pages vs profiles on LinkedIn 03:00 Why Company Pages still matter 04:00 The real problem with Page content 05:30 How Pages become “bulletin boards” 06:30 ManyChat throws out the rule book 07:30 What ManyChat is doing differently 08:30 Why this strategy works on LinkedIn 09:30 The reality for social media managers 10:30 You don’t need to be “fun” to stand out 11:30 How to build a strong point of view 12:30 Using comments as a Page strategy 13:30 Why most LinkedIn Pages feel boring 14:30 Page advocacy and taking risks 15:30 Final thoughts on LinkedIn Company PagesCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter#LinkedIn #B2BMarketing #LinkedInCompanyPages

April 9, 202620 min

Why Your LinkedIn Profile Matters More Than Your Posts (2026 Update)

Most B2B marketers focus on what to post on LinkedIn. But in 2026, your LinkedIn profile matters more than your posts.With changes to the LinkedIn feed, AI visibility, and how expertise is interpreted, your profile is now the clearest signal of what you’re known for — not your content.If LinkedIn can’t understand who you are, it can’t confidently recommend you.In this episode, Michelle J Raymond breaks down:What’s changed on LinkedInWhy profiles now drive visibility and reachHow to fix your profile so your content actually worksIf your results feel inconsistent, don’t post more. Start here.Key moments in this episode - 00:00 Would LinkedIn get you right in one sentence?01:00 What’s changed on LinkedIn03:00 From connections to expertise05:00 Why profiles matter more than posts06:30 Posts vs profile explained08:30 Why posting more isn’t the answer11:00 Get clear on who you’re for12:30 What are you known for?14:30 Consistency between profile and content17:30 Why proof and credibility matter19:00 Fix this before you post againCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter#LinkedIn #B2BMarketing #LinkedInProfile

April 7, 202629 min

Why Most B2B Content Never Gets Used

Most B2B marketing content doesn’t fail because it’s bad. It fails because no one ever sees or uses it. In this episode, Michelle J Raymond is joined by Lee Densmer to break down the real problem behind content waste in B2B marketing — and how to fix it with a smarter content strategy.You’ll learn why even high-quality content gets ignored, how misalignment between sales and marketing creates wasted effort, and what it takes to build a content system that actually drives visibility, engagement and business results.If you’re relying on LinkedIn, content marketing or employee advocacy to grow your brand, this episode will help you stop creating more — and start using what you already have.Key moments in this episode - 00:00 Why most B2B content gets wasted01:30 What content waste actually looks like04:00 Why good content still fails06:30 Fixing sales and marketing misalignment09:00 Repurposing content across channels18:00 What a strong content system looks like24:00 Where to start fixing your strategyCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter#LinkedIn #ContentMarketing #B2BMarketing

April 1, 202612 min

Fix Your LinkedIn Company Page: 3 Mistakes to Avoid

Most LinkedIn Company Pages don’t fail because of the algorithm. They fail because they drift away from strategy. In this episode, Michelle J Raymond breaks down the three most common types of LinkedIn Company Pages she sees in audits and exactly what to fix first.From neglected “ghost town” pages to internal newsletter overload and product-heavy content that no one remembers, this is a practical, no-fluff guide to getting your Page back on track.If your content feels off, your results aren’t where they should be, or you’re constantly pulled in different directions internally, this episode will help you refocus on what actually works.Key moments in this episode - 00:00 Fix your LinkedIn Company Page fast02:35 Ghost Town Company Page04:45 Internal Newsletter Company Page07:37 Product Dump Company Page10:22 Bringing it all together11:10 Final advice & next stepsCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260331_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1#LinkedIn #CompanyPages #B2BMarketing2026

March 23, 202619 min

LinkedIn Just Changed It's Home Feed (This Changes Everything)

On LinkedIn, it’s not about who you know anymore — it’s about what you’re known for. LinkedIn’s home feed has changed how content is distributed, and if you get this right, it’s a huge opportunity for your brand.Key moments in this episode - 00:00 LinkedIn’s feed has changed (March 2026)02:00 The biggest shift in the LinkedIn Home Feed04:00 How LinkedIn now reads your behaviour over time06:30 LinkedIn Home Feed for LinkedIn users08:30 LinkedIn Home Feed for Company Pages11:00 Why clarity beats volume on LinkedIn13:00 Practical ways to take advantage of the new feed17:00 Strategy wins againWhat You'll LearnHow LinkedIn’s feed now matches content to professional interestsWhy your behaviour is shaping what LinkedIn shows youWhat this means for your LinkedIn profile and Company PageHow to create content the algorithm can understand and distributeWhy clarity, consistency and expertise matter more than everSimple ways to train the feed to work in your favourCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260324_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1#LinkedIn #B2BMarketing #LinkedInNewFeature