Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing

Hosted by Michelle J Raymond - LinkedIn B2B Expert

Business

Website RSS feed

Episodes

160

Latest episode

Aug 2026

Language

About the show

Social Media for B2B Growth is the podcast for B2B marketing leaders, social media managers and business leaders who want to get more from LinkedIn without relying on hacks, shortcuts or chasing the algorithm. Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this podcast helps B2B organisations turn LinkedIn into a genuine business growth channel. The organisations seeing the greatest success on LinkedIn have one thing in common. Their Company Page doesn't work alone. They combine strategic Company Page marketing with employees, executives and subject matter experts to build trust, increase visibility and create more meaningful business opportunities. Michelle calls this The Power of Two. Through practical solo episodes and conversations with leading B2B marketers and industry experts, you'll learn how to: • Build a LinkedIn Company Page that your buyers want to follow. • Activate employees to amplify your brand and expertise. • Align Company Pages, executives and employee advocacy. • Create content that supports trust, demand generation and long B2B buying cycles. • Build executive thought leadership. • Connect global brand strategy with regional marketing execution. • Measure the impact of your LinkedIn investment beyond impressions and follower growth. This isn't a podcast about chasing the latest LinkedIn feature or gaming the algorithm. It's about helping B2B organisations build a LinkedIn strategy that's difficult for competitors to copy, because it's powered by both your Company Page and your people. Whether you're responsible for a global B2B brand or leading LinkedIn inside a growing organisation, every episode is designed to help you think more strategically and take practical action. Company Page + People. The Power of Two. Have a question you'd like answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com

Listen to episodes

60 recent

August 26, 202630 min

Why Automating Employee Advocacy Is Hurting Your LinkedIn Results

Corporate social media is much more than publishing posts, and employee advocacy is much more than giving employees content to share. The systems, governance, enablement and strategy behind the activity are what make it work. Michelle J Raymond is joined by Chris Downey , Head of Social Media & Editorial at Elastic, to unpack what effective corporate social media and LinkedIn employee advocacy look like inside large B2B organisations. From why the tool is only 5% of an advocacy programme to the roles of Company Pages, employees, and opt-in participation, Chris shares what he’s learned while building these programmes from the ground up. Key moments in this episode - 00:00 Corporate social media strategy: Pages + people 02:00 What businesses misunderstand about social media teams 05:00 Can one bad LinkedIn post damage your brand? 07:00 Building a corporate social media programme from scratch 09:00 Why social media governance matters 12:00 Why employee advocacy tools aren’t the strategy 17:00 Why employee advocacy should be opt-in 21:00 LinkedIn Company Page vs employee content 25:00 Measuring the real value of employee advocacy 27:00 How to keep employee advocacy momentum going CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter Connect with Chris Downey on LinkedIn

August 15, 202614 min

The 3 Conversations Your LinkedIn Strategy Is Missing

Most B2B LinkedIn strategies are built entirely inside the marketing team. Goals, content plan, execution, reporting — all one department. It works, until you realise the people who actually talk to buyers were never in the room. In this episode, LinkedIn Company Page expert Michelle J Raymond breaks down the three conversations that separate a LinkedIn strategy built on assumptions from one built on real buyer intelligence — plus the specific questions to ask in each. What you'll learn: Why a LinkedIn strategy built by marketing alone is only half a strategy The questions to ask your sales team about buyer objections and language What customer interviews reveal that internal research never will How regional and global teams stop competing and start compounding How to turn what you hear into Company Page content pillars Timestamps 00:00 — Why marketing alone can't build a LinkedIn strategy 02:15 — What to ask your sales team about buyers 06:20 — Customer research questions that sharpen your content 11:50 — Aligning regional and global LinkedIn teams 14:20 — Turning insights into LinkedIn content pillars 18:15 — The Power of Two behind better strategy Better LinkedIn strategy starts with better conversations. Talk to sales, talk to customers, talk across the business — then build the strategy. CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter

August 4, 202629 min

Manychat Broke Their LinkedIn Company Page on Purpose — And It Worked

Most LinkedIn Company Pages feel like an empty office lobby — beautifully vacuumed, nobody there. Manychat decided to break theirs. In public. On purpose. Ashley Sava , Content Marketing Manager and self-described content anarchist, took over the Manychat LinkedIn Company Page and announced it wasn't going to behave like a Company Page anymore. Three months later: thousands of new followers, creators voluntarily returning to the Page, and other brands screenshotting it as the example to copy. In this episode, Ashley shares how she won the internal argument, why commenting matters more than publishing, and the one metric she cares about that LinkedIn analytics doesn't measure. Key moments in this episode - 00:00 – Meet Ashley Sava, the content anarchist behind the Manychat Page 03:31 – Why most Company Pages feel like an empty office lobby 04:45 – Who actually owns your LinkedIn Page 07:05 – The metric Ashley cares about most 12:17 – Changing the Manychat strategy 17:16 – Company Page Commenting as strategy 21:02 – The LinkedIn jail moment 22:31 – What the Company Page delivered for the business 26:13 – How to get buy-in to change a boring Company Page Connect with Ashley Sava on LinkedIn Follow the Manychat Company Page on LinkedIn CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter

August 1, 202629 min

The Reality of Launching LinkedIn Employee Advocacy (Jen Roth - JLL)

Employee advocacy looks simple from the outside. Building it inside a global organisation is another story. Jen Roth, Senior Manager of Global Social Media at JLL, joins Michelle J Raymond to share the reality of launching a global LinkedIn employee advocacy program. They discuss leadership buy-in, internal partnerships, employee adoption, Company Page strategy and how to decide whether content should come from the brand, an employee or both. Key moments in this episode - 00:00 Meet Jen Roth from JLL 01:40 Where to start with global social media strategy 03:24 What employee advocacy needs before launch 04:00 Why leadership buy-in matters 05:42 Building a connected social media ecosystem 07:12 Why you shouldn’t force employee participation 08:12 Using technology to reduce barriers 12:20 Supporting the employees in the middle 14:18 Why people follow employees over Company Pages 17:24 Company Page content versus employee content 19:16 Bringing offline expertise into the LinkedIn feed 20:34 Using data to manage content requests 23:24 Setting boundaries and prioritising at scale 27:20 The LinkedIn Company Page analytics Jen wants CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter CONNECT WITH JEN ROTH Jen Roth on LinkedIn #EmployeeAdvocacy #LinkedInStrategy #B2BMarketing

July 15, 202616 min

Is Your LinkedIn Company Page Set Up for B2B Buyers?

Most LinkedIn Company Pages are built to describe the business. The best ones help buyers decide whether they want to do business with you. In this episode of Social Media for B2B Growth , Michelle J Raymond explains why B2B marketers should stop viewing their LinkedIn Company Page through the eyes of the business and start seeing it through the eyes of their buyers. You'll learn why Company Pages still influence the B2B buying journey, what buyers are really looking for and why improving your Page setup often has a bigger impact than posting more content. In this episode 00:00 Why your LinkedIn Company Page may look better to your marketing team than your buyers 02:10 Why LinkedIn Company Pages still influence B2B buying decisions 04:45 The biggest mistake marketers make when setting up a LinkedIn Company Page 07:05 What B2B buyers are actually looking for 09:35 How clarity, relevance and trust build buyer confidence 12:05 Why every LinkedIn Company Page needs a clear next step 13:05 Take Michelle's free LinkedIn Company Page 10-Second Test 15:00 Why posting more won't fix the wrong LinkedIn Company Page strategy Resources • Read the LinkedIn Company Page 10-Second Test https://b2bgrowthco.com/linkedin-company-page-10-second-test/ • Connect with Michelle J Raymond on LinkedIn for more practical B2B LinkedIn strategies. https://www.linkedin.com/in/michellejraymond/ If you're responsible for a LinkedIn Company Page and want to improve brand awareness, build trust with buyers and support demand generation, this episode will help you build stronger foundations before you create your next post. #LinkedInCompanyPages #LinkedIn #B2BMarketing

July 1, 202612 min

Why Posting More Won't Fix Your LinkedIn Company Page

Is your LinkedIn Company Page helping your business grow, or are you just posting and hoping for the best? Many B2B marketers are losing confidence in their LinkedIn Company Page. Organic reach is down, engagement is unpredictable, and every week there's another opinion about what you "should" be doing. In this episode of Social Media for B2B Growth , Michelle J Raymond explains why so many marketers are second-guessing their LinkedIn strategy and why the answer isn't posting more content. It's building stronger foundations. If your LinkedIn Company Page feels like it's lost direction, this episode will help you step back, refocus and regain confidence. Key moments in this episode - 00:46 Why so many B2B marketers are losing confidence in their LinkedIn Company Page 02:00 The warning signs your LinkedIn Company Page strategy is off track 04:08 The simple checklist every Company Page admin should review 07:28 Is your LinkedIn Company Page really set up for buyers? 10:11 What confident LinkedIn Company Pages do differently CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter #LinkedInCompanyPage #LinkedInB2BMarketing

June 22, 202620 min

The LinkedIn Newsletter Gold Rush Is Going to Backfire (Here's How to Get It Right)

LinkedIn newsletters are having another gold rush, driven by the hype around AI citations. But starting one without a clear strategy can damage your B2B brand more than it helps. In this episode, Michelle J Raymond shares the biggest LinkedIn newsletter mistakes brands make and what it takes to build one that people actually want to read, remember, and subscribe to. https://b2bgrowthco.com/linkedin-newsletter-growth-lab/ Key moments in this episode - 00:00 LinkedIn newsletters, AI citations and the current gold rush 02:20 Why LinkedIn newsletters are back in focus for B2B brands 03:50 The ghost town newsletter mistake that damages trust 05:10 Why every LinkedIn newsletter needs a clear promise 06:00 Lazy LinkedIn newsletter strategy 06:35 The LinkedIn Company Page bulletin board problem 08:15 Why relevance matters more than subscriber count 10:57 How to create a LinkedIn newsletter people want to read 17:18 LinkedIn newsletter analytics B2B marketers should measure CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter #LinkedIn #LinkedInNewsletters #LinkedinB2BMarketing

June 16, 202624 min

10 NEW LinkedIn Features Ranked Honestly (2026)

LinkedIn has rolled out a bunch of new features in 2026, but which ones are actually worth paying attention to? In this episode, LinkedIn B2B expert Michelle J Raymond ranks 10 new LinkedIn features from “who cares?” to “this has my attention”, including AI-powered feed recommendations, post performance insights, video feed updates, Creator Marketplace, verification filters, GIFs, post boosting and more. If you use LinkedIn for B2B marketing, Company Page growth or employee advocacy, this episode will help you stay focused on the updates that matter most. Key moments in this episode - 00:00 LinkedIn features ranked honestly 00:30 LinkedIn updates worth paying attention to in 2026 01:18 LinkedIn puzzle game Wend 02:22 LinkedIn mobile post boosting 03:24 LinkedIn verification filters 05:13 LinkedIn limiting AI slop 07:10 LinkedIn Creator Marketplace 09:21 LinkedIn video feed in Australia, UK and Canada 12:33 LinkedIn consultant booking and payment links 14:25 LinkedIn GIFs in comments 15:40 LinkedIn post performance insights 18:03 LinkedIn AI-powered feed recommendations 22:11 LinkedIn strategy beats chasing new features CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call B2B Growth Co newsletter #LinkedIn2026 #LinkedInNewFeatures #LinkedInB2BMarketing

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 – Introduction 01:45 – What a global B2B social media role really involves 04:45 – Why clear processes matter for social media teams 06:55 – How paid, organic, executive and employee content work together 09:35 – A practical tiered approach to employee advocacy 13:20 – Why you can’t force employees to post on LinkedIn 18:25 – Why LinkedIn Company Pages are not dying 21:35 – Managing 150+ LinkedIn Company Pages globally 23:35 – Why personal profiles can drive more clicks than Company Pages ABOUT MICHELLE J RAYMOND Michelle 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 MICHELLE LinkedIn: https://www.linkedin.com/in/michellejraymond/ Website: https://b2bgrowthco.com/ Subscribe to my newsletter: https://b2bgrowthco.com/newsletter/ CONNECT WITH MOLLY HOPKINS LinkedIn: 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. Timestamps 00:00 Introduction to employee advocacy with Colin Day 02:18 Why social media is now go-to-market infrastructure 05:15 Why B2B brands need to stop broadcasting 10:15 The problem with treating advocacy as distribution 15:15 How employee advocacy builds trust before sales 22:30 Why your LinkedIn Company Page still matters 26:30 Measuring employee advocacy beyond vanity metrics Connect with Michelle J Raymond LinkedIn: https://www.linkedin.com/in/michellejraymond/ Website: https://b2bgrowthco.com Subscribe to the B2B Growth Co newsletter Connect with Colin Day LinkedIn: https://www.linkedin.com/in/daycolin/ Oktopost: https://www.oktopost.com