Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

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

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

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

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

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