Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing

Is your LinkedIn Company Page building trust or making potential buyers question your business? Jay Schwedelson joins LinkedIn Company Pages expert Michelle J Raymond to share why he’s tripled down on LinkedIn and how his Company Pages and personal profile generate inbound enquiries.
Discover why B2B brands need to stop posting boring content, show the people behind the business and help employees build their LinkedIn presence. Plus, an honest conversation about marketing confidence, AI and Jay’s advice on email marketing.
Key moments in this episode -
00:00 LinkedIn Marketing for B2B Growth
00:20 Meet Jay Schwedelson
01:53 Why Your LinkedIn Company Page Matters for Buyer Trust
03:44 How LinkedIn Helped Save Jay’s Business
07:56 Stop Posting Boring LinkedIn Content
11:17 Behind-the-Scenes Content for LinkedIn Company Pages
15:30 LinkedIn Company Pages and Employee Advocacy
20:49 AI, Imposter Syndrome and Marketing Confidence
28:05 Email Marketing and AI Inbox Summaries
30:58 Stop Overthinking Your LinkedIn Posts
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
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CONNECT WITH JAY SCHWEDELSON
Jay Schwedelson on LinkedIn
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#LinkedIn #LinkedInCompanyPages

Should your business have one LinkedIn Company Page or multiple Pages in 2027? More Pages can mean more complexity, diluted audiences and significantly more work for B2B marketing teams.
Michelle J Raymond explains when one LinkedIn Company Page is enough, when multiple Pages make strategic sense, and how to choose the right structure for your 2027 LinkedIn strategy.
Key moments in this episode -
00:00 The LinkedIn Company Page Circus
01:19 Why brands create multiple LinkedIn Company Pages
02:15 The hidden cost of multiple Company Pages
04:45 How multiple Pages dilute your LinkedIn presence
06:08 When one LinkedIn Company Page is enough
09:20 When multiple LinkedIn Company Pages make sense
11:55 Choosing the right LinkedIn Company Page structure
12:32 The LinkedIn Company Page test for 2027
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
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Is your LinkedIn Company Page strategy ready for 2027? LinkedIn has changed, buyer behaviour is shifting, and simply repeating what worked in 2026 won't be enough.
Key moments in this episode -
00:00 – LinkedIn Company Page Strategy for 2027
01:20 – What Is Your LinkedIn Company Page Actually Doing?
03:00 – AI Discovery and LinkedIn Company Pages in 2027
04:50 – Company Page + People: The Power of Two
06:00 – Why Rinse-and-Repeat LinkedIn Strategy Won’t Work
08:40 – LinkedIn Analytics and Metrics That Matter in 2027
12:00 – When to Audit Your LinkedIn Company Page Strategy
Learn more: https://b2bgrowthco.com/linkedin-company-page-audit-strategy/
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
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#LinkedInCompanyPage

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

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