Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

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
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https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

#LinkedIn #B2BMarketing

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

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

Another article is doing the rounds saying LinkedIn's algorithm killed Company Pages.
It didn’t. Marketers did.
In this episode, Michelle J Raymond breaks down why LinkedIn Company Pages are not dead, why most B2B marketing and corporate social teams are using them the wrong way, and what actually drives results today.
This isn’t about chasing impressions or blaming the LinkedIn algorithm. It’s about understanding the real role of your Company Page and how it supports your broader LinkedIn and B2B marketing strategy.
You’ll also hear why ManyChat’s LinkedIn Company Page approach is working—and what you can learn to improve your own Page strategy.
If you’re managing a LinkedIn Company Page, leading corporate social, or responsible for B2B marketing, this episode will challenge how you think about Pages.
Key moments in this episode -
00:00 LinkedIn didn’t kill Company Pages
01:00 The article and why it’s wrong
02:00 Pages vs profiles on LinkedIn
03:00 Why Company Pages still matter
04:00 The real problem with Page content
05:30 How Pages become “bulletin boards”
06:30 ManyChat throws out the rule book
07:30 What ManyChat is doing differently
08:30 Why this strategy works on LinkedIn
09:30 The reality for social media managers
10:30 You don’t need to be “fun” to stand out
11:30 How to build a strong point of view
12:30 Using comments as a Page strategy
13:30 Why most LinkedIn Pages feel boring
14:30 Page advocacy and taking risks
15:30 Final thoughts on LinkedIn Company Pages
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

#LinkedIn #B2BMarketing #LinkedInCompanyPages

Most B2B marketers focus on what to post on LinkedIn. But in 2026, your LinkedIn profile matters more than your posts.
With changes to the LinkedIn feed, AI visibility, and how expertise is interpreted, your profile is now the clearest signal of what you’re known for — not your content.
If LinkedIn can’t understand who you are, it can’t confidently recommend you.
In this episode, Michelle J Raymond breaks down:
What’s changed on LinkedIn
Why profiles now drive visibility and reach
How to fix your profile so your content actually works

If your results feel inconsistent, don’t post more. Start here.
Key moments in this episode -
00:00 Would LinkedIn get you right in one sentence?
01:00 What’s changed on LinkedIn
03:00 From connections to expertise
05:00 Why profiles matter more than posts
06:30 Posts vs profile explained
08:30 Why posting more isn’t the answer
11:00 Get clear on who you’re for
12:30 What are you known for?
14:30 Consistency between profile and content
17:30 Why proof and credibility matter
19:00 Fix this before you post again
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

#LinkedIn #B2BMarketing #LinkedInProfile