Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

212 episodios

The LinkedIn Newsletter Gold Rush Is Going to Backfire (Here's How to Get It Right)
22/06/2026 | 20 min
LinkedIn newsletters are having another gold rush, driven by the hype around AI citations. But starting one without a clear strategy can damage your B2B brand more than it helps.
In this episode, Michelle J Raymond shares the biggest LinkedIn newsletter mistakes brands make and what it takes to build one that people actually want to read, remember, and subscribe to.
https://b2bgrowthco.com/linkedin-newsletter-growth-lab/
Key moments in this episode -
00:00 LinkedIn newsletters, AI citations and the current gold rush
02:20 Why LinkedIn newsletters are back in focus for B2B brands
03:50 The ghost town newsletter mistake that damages trust
05:10 Why every LinkedIn newsletter needs a clear promise
06:00 Lazy LinkedIn newsletter strategy
06:35 The LinkedIn Company Page bulletin board problem
08:15 Why relevance matters more than subscriber count
10:57 How to create a LinkedIn newsletter people want to read
17:18 LinkedIn newsletter analytics B2B marketers should measure
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
B2B Growth Co newsletter

#LinkedIn #LinkedInNewsletters #LinkedinB2BMarketing
10 NEW LinkedIn Features Ranked Honestly (2026)
16/06/2026 | 24 min
LinkedIn has rolled out a bunch of new features in 2026, but which ones are actually worth paying attention to?
In this episode, LinkedIn B2B expert Michelle J Raymond ranks 10 new LinkedIn features from “who cares?” to “this has my attention”, including AI-powered feed recommendations, post performance insights, video feed updates, Creator Marketplace, verification filters, GIFs, post boosting and more.
If you use LinkedIn for B2B marketing, Company Page growth or employee advocacy, this episode will help you stay focused on the updates that matter most.
Key moments in this episode -
00:00 LinkedIn features ranked honestly
00:30 LinkedIn updates worth paying attention to in 2026
01:18 LinkedIn puzzle game Wend
02:22 LinkedIn mobile post boosting
03:24 LinkedIn verification filters
05:13 LinkedIn limiting AI slop
07:10 LinkedIn Creator Marketplace
09:21 LinkedIn video feed in Australia, UK and Canada
12:33 LinkedIn consultant booking and payment links
14:25 LinkedIn GIFs in comments
15:40 LinkedIn post performance insights
18:03 LinkedIn AI-powered feed recommendations
22:11 LinkedIn strategy beats chasing new features
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
B2B Growth Co newsletter

#LinkedIn2026 #LinkedInNewFeatures #LinkedInB2BMarketing
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

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Social Media for B2B Growth is the podcast for B2B marketing leaders, social media managers and business leaders who want to get more from LinkedIn without relying on hacks, shortcuts or chasing the algorithm. Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this podcast helps B2B organisations turn LinkedIn into a genuine business growth channel. The organisations seeing the greatest success on LinkedIn have one thing in common. Their Company Page doesn't work alone. They combine strategic Company Page marketing with employees, executives and subject matter experts to build trust, increase visibility and create more meaningful business opportunities. Michelle calls this The Power of Two. Through practical solo episodes and conversations with leading B2B marketers and industry experts, you'll learn how to: • Build a LinkedIn Company Page that your buyers want to follow. • Activate employees to amplify your brand and expertise. • Align Company Pages, executives and employee advocacy. • Create content that supports trust, demand generation and long B2B buying cycles. • Build executive thought leadership. • Connect global brand strategy with regional marketing execution. • Measure the impact of your LinkedIn investment beyond impressions and follower growth. This isn't a podcast about chasing the latest LinkedIn feature or gaming the algorithm. It's about helping B2B organisations build a LinkedIn strategy that's difficult for competitors to copy, because it's powered by both your Company Page and your people. Whether you're responsible for a global B2B brand or leading LinkedIn inside a growing organisation, every episode is designed to help you think more strategically and take practical action. Company Page + People. The Power of Two. Have a question you'd like answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com

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