Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing

Are your LinkedIn Company Page numbers dropping, and you can’t work out why? Before you blame the algorithm, check these three things you can control and fix today.

In this episode, Michelle J Raymond shares the three checks that come up in almost every LinkedIn Company Page audit and strategy session she runs with global B2B marketing teams.

You’ll learn why a page that tries to be everything to everyone confuses buyers, why your banner, tagline and About section now shape who LinkedIn shows your content to, and why impressions and engagement rate don’t tell the whole story.

Michelle also shares a simple tip for building the right audience: commenting as your Company Page, and how to look beyond LinkedIn for the signals that show your page is working.

In this episode:

00:00 LinkedIn Company Page results dropping?

01:00 Stop blaming the LinkedIn algorithm

01:45 Is your LinkedIn Company Page clear about who it’s for?

5:00 Is your LinkedIn page set up for success?

6:55 LinkedIn Company Page analytics

8:15 Building the right LinkedIn Company Page followers

9:45 Comment as your Company Page

10:20 Measuring results beyond LinkedIn

11:30 The three Company Page checks recap

ABOUT MICHELLE J RAYMOND

Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

#LinkedInCompanyPages #LinkedInB2BMarketing

Which LinkedIn updates deserve your attention, and which can wait? Michelle J Raymond breaks down Company Page verification, collaborative posts, feed testing and newsletter changes, sharing what she’s tried and what matters for B2B marketers.

Hear why she’s sticking with LinkedIn newsletters despite missing open-rate data, and what the latest updates suggest about LinkedIn’s direction.

Key moments in this episode:

00:00 LinkedIn’s Latest Updates for B2B Marketers

01:05 LinkedIn Company Page Verification and Fake Employees

03:10 LinkedIn Page Invites: Identifying Active Connections

04:00 LinkedIn Collaborative Posts: Are They Worth Using?

05:25 LinkedIn Feed Testing: Network vs For You

08:35 LinkedIn Newsletter Analytics and Missing Open Rates

10:05 New Ways to Discover LinkedIn Newsletters

11:30 LinkedIn Newsletters and AI Search Visibility

12:20 LinkedIn’s Direction: Trust, Verification and B2B Creators

Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

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

ABOUT MICHELLE J RAYMOND

Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

CONNECT WITH MICHELLE

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

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

ABOUT MICHELLE J RAYMOND

Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

• 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 is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

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 is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

#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 is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

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 is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/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

Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

B2B Growth. No Hacks.

Connect with Ashley Sava on LinkedIn

Follow the Manychat Company Page on LinkedIn

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

Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.

With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.

She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.

LinkedIn strategy, training and speaking: https://b2bgrowthco.com/

Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/

Watch on YouTube: https://www.youtube.com/@MichelleJRaymond

Newsletter sign-up: https://b2bgrowthco.com/newsletter/

• B2B Growth. No Hacks.

CONNECT WITH JEN ROTH

• Jen Roth on LinkedIn

#EmployeeAdvocacy #LinkedInStrategy #B2BMarketing