Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Is employee advocacy just an engagement pod with a company logo? In this episode, Michelle J Raymond breaks down a growing debate on LinkedIn: when teams coordinate engagement through tools like Slack, is that smart marketing or artificial amplification?
You’ll learn the difference between engagement pods, employee advocacy and internal content amplification, and why the real issue isn’t the tactic — it’s the intent behind it.
If you’re a B2B marketer, business leader or social media manager trying to build a LinkedIn strategy that actually drives results, this episode will help you understand where to draw the line.
Key moments in this episode -
00:00 Employee Advocacy or Pod
03:20 What Engagement Pods Are
05:58 Employee Advocacy Defined
08:11 Slack Swarm Debate
10:19 Where I Draw the Line
13:55 Zooming Out to Goals
15:38 Employee Advocacy Reality Check
17:23 Final Takeaways
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Michelle J Raymond on LinkedIn
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B2B Growth Co newsletter

Today'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=20260317_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1
#EmployeAdvocacy #LinkedIn #B2BMarketing

LinkedIn is now the most cited domain in AI tools like ChatGPT, Perplexity, and Google AI Mode — but does that mean your LinkedIn content is getting cited? Not necessarily.
In this episode, Michelle J Raymond cuts through the noise and breaks down what the latest research actually says about LinkedIn and AI citations, so B2B marketers and businesses can make smarter decisions about where to focus their energy.
Key moments in this episode -
00:00 LinkedIn AI citations — what's the real story?
01:30 Two LinkedIn AI research studies you need to know
03:00 LinkedIn is cited (but here's the catch)
05:00 Not all LinkedIn content performs the same
06:30 Why LinkedIn Company Pages outperform profiles
08:00 The 3 fundamentals AI needs to cite your brand
11:00 Practical tips to boost your LinkedIn AI visibility
13:30 How to check if your LinkedIn content is indexed
Find all the details in this week's newsletter
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
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https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260310_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1

Most corporate LinkedIn strategies underperform because social teams are brought in too late.
In this episode, Michelle J Raymond speaks with Melissa Dawson from WD about what high-performing corporate social on LinkedIn actually looks like inside large organisations. They explore why treating social media as a distribution channel rather than a strategic partner limits results.
Topics include corporate social strategy, LinkedIn marketing for B2B, employee advocacy, organic and paid LinkedIn strategies, and how marketing teams can better align campaigns with social from the start.
Key moments in this episode -
00:00 – Why corporate LinkedIn strategies underperform
01:05 – Defining high-performing corporate social in B2B
03:10 – Why brand impact matters more than leads
06:20 – Why creative and message drive campaign success
10:35 – The “just post this” problem for social teams
13:05 – Why trade show social posts usually fail
18:45 – Employee advocacy and LinkedIn visibility
20:30 – Combining organic and paid LinkedIn strategies
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260303_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1

Is B2B marketing serving customers… or dashboards?
In this episode, Michelle J Raymond is joined by Moni Oloyede to question what’s really driving modern B2B strategy. From MQL obsession to attribution models and misunderstood buyer behaviour, this conversation challenges the metrics-first mindset many teams feel pressured to follow.
If you’ve ever felt like you’re busy but not aligned — this episode will resonate.
Michelle and Moni unpack where marketing may have drifted, why attribution isn’t the safety net we think it is, and how returning to customer understanding changes everything — including your LinkedIn strategy.
This is not about creating more content. It’s about creating better direction.
Key moments in this episode -
00:00 – Why marketing may have drifted away from customers
02:10 – Stakeholder pressure vs customer focus
04:30 – The real power of niching (and why teams avoid it)
09:05 – How MQL obsession shrinks marketing’s role
15:40 – Why marketing attribution doesn’t tell the full story
18:30 – Offline influence, word of mouth & what dashboards miss
24:15 – The most misunderstood B2B buying statistic
28:00 – What true customer understanding really looks like
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260224_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

Are you faking confidence on LinkedIn? In this episode, Michelle J Raymond speaks directly to B2B marketers who feel like they’re “figuring it out as they go” on LinkedIn. If you’ve ever thought, “I don’t know what I don’t know,” this conversation is for you.
We unpack the real cost of guessing, why generic advice and AI tools aren’t enough on their own, and how to build genuine LinkedIn strategy confidence that delivers measurable ROI. If you’re responsible for brand awareness, leads, Company Pages, or employee advocacy, this will resonate.
Key moments in this episode -
0:00 Fake It Till You Make It on LinkedIn: The Real Cost
01:27 Why Marketers Are Struggling on LinkedIn
04:27 Overwhelming Reality of Modern Marketing
05:43 What You Actually Need to Succeed
06:10 Why Generic/AI-Generated Strategies Can Lead You Astray
07:19 What a Proper LinkedIn Strategy Should Give You (Clarity + Analytics)
09:23 No One-Size-Fits-All: Ask for Help and Get Tailored Support
10:27 Next Steps: Book the Free Strategy Intro Call (Wrap-Up)
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260217_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1