Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

210 episodios

How Global B2B Brands Balance Company Pages, Paid, Organic and Employee Advocacy
09/06/2026 | 31 min
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/
Why Employee Advocacy Fails on LinkedIn (And What to Do Instead)
02/06/2026 | 32 min
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
Why Your B2B Marketing Isn’t Building Buyer Trust (Insights from The B2B Institute)
26/05/2026 | 32 min
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 trends
02:00 - The B2B credibility gap and why reach is not enough
03:15 - Why 40% of B2B deals stall before closing
05:30 - Why marketers need to influence the whole buying committee
07:30 - Are B2B creators becoming the new demand engine?
09:00 - The credibility stack: brand, employees, customers and creators
13:00 - The employee advocacy opportunity for B2B brands
19:20 - Is video becoming the new language of B2B marketing?
24:20 - What smart B2B marketers should do in 2026
31:10 - New B2B Institute research to watch: The Credibility Code
Connect with Vita Molis on LinkedIn
Check out The B2B Institute research
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

#LinkedIn #B2BMarketing
500K LinkedIn Followers: What Actually Grew This Company Page
19/05/2026 | 30 min
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 matters
01:20 Holly Kerr’s role at AtkinsRéalis
04:45 What actually grew the Company Page
06:40 Why they reduced Company Page posting frequency
08:00 Building a LinkedIn Page worth following
10:30 Testing LinkedIn content creation without fear
14:30 Employee advocacy at scale
19:30 Managing competing business requests
21:00 The problem with event posts on LinkedIn
25:50 Biggest lesson from the journey
28:30 LinkedIn newsletter insights
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Connect with Holly Kerr on LinkedIn
Follow the AtkinsRéalis Company Page
#LinkedInCompanyPage #LinkedInB2B #B2BMarketing
Stop Using AI for B2B Marketing on LinkedIn Until You Fix This First
10/05/2026 | 18 min
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 content
Why LinkedIn now rewards expertise and clarity
The growing pressure on B2B marketing teams
Why human perspective and original thinking matter more
How to avoid burnout while adopting AI tools
The role of Company Pages and employee advocacy in 2026
Why most AI tools are accelerators, not replacements

If 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 marketing
01:00 Inside Social Media Marketing World 2026
03:05 Why strategy matters more than ever
04:25 LinkedIn’s shift towards expertise and clarity
06:06 AI tools are accelerators, not replacements
09:30 Why human perspective matters more in B2B marketing
12:31 AI overwhelm and burnout for marketing teams
15:12 The biggest lesson from SMMW26: back to fundamentals
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

#LinkedInMarketing #B2BMarketing #SMMW26

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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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