Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing

How can LinkedIn, YouTube and AI search work together to build a B2B pipeline? Michelle J Raymond joins Sam Dunning, founder of Breaking B2B, to explore his “deadly trio” for building awareness, capturing demand and earning buyer trust.

Discover how to turn sales conversations into buyer-focused content, where LinkedIn organic and paid fit into the system, and what B2B marketing teams should prioritise over the next 90 days.

Key timestamps:

00:00 Rethinking LinkedIn’s role in B2B marketing

01:56 The deadly trio: LinkedIn, YouTube and AI search

10:21 Finding buyer questions and high-intent keywords

18:29 Prioritising content for SEO and AI search

24:00 Adding LinkedIn ads to your organic strategy

27:02 Creating content that helps B2B buyers choose

29:31 Getting started: priorities for the next 90 days

33:14 LinkedIn newsletters and search visibility

CONNECT WITH MICHELLE J RAYMOND

• Michelle J Raymond on LinkedIn
• Book a free intro call
• B2B Growth Co newsletter

CONNECT WITH SAM DUNNING

• Sam Dunning on LinkedIn
• Breaking B2B YouTube
• Find out more about Breaking B2B

#B2BMarketing #LinkedIn #AIO

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

• Michelle J Raymond on LinkedIn
• Book a free intro call
• B2B Growth Co newsletter

• Jay Schwedelson on LinkedIn
• Buy your copy of "Stupider People Have Done It" on Amazon
• Do This Not That Podcast

#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

• Michelle J Raymond on LinkedIn
• Book a free intro call
• B2B Growth Co newsletter

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/

• Michelle J Raymond on LinkedIn
• Book a free intro call
• B2B Growth Co newsletter

#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

• 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.

• 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

• 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

• Michelle J Raymond on LinkedIn
• Book a free intro call
• B2B Growth Co newsletter

#LinkedInCompanyPage #LinkedInB2BMarketing