Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Michelle J Raymond - LinkedIn B2B Expert
  • 4.9 (16)
  • MARKETING
  • UPDATED WEEKLY

Social Media for B2B Growth is the podcast for B2B marketers who want LinkedIn insight — not hacks. Hosted by Michelle J Raymond, a globally recognised LinkedIn Company Page strategist and founder of B2B Growth Co, this podcast focuses on how B2B organisations use LinkedIn as a strategic business channel. Most episodes are solo insights from Michelle, based on real-world work with B2B marketing teams, leaders, and sales organisations. The emphasis is on clarity, relevance, and sustainable growth — not trends, recycled ideas, or empty advice. The show is built around a company page–led approach, scaled through employee advocacy, helping B2B teams: • Build credibility and trust on LinkedIn • Align company pages and personal profiles • Support demand, sales conversations, and long buying cycles • Make better decisions with limited time and resources This is not a podcast about chasing algorithms or shortcuts. It’s about using LinkedIn properly as part of a wider B2B growth strategy. If you’re responsible for LinkedIn performance inside a B2B organisation and want clear thinking you can actually apply, this podcast is for you. B2B Growth. No hacks. Got a question you want answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com Cheers

  1. How To Build a LinkedIn Company Page That Actually Grows

    FEB 10

    How To Build a LinkedIn Company Page That Actually Grows

    If you're struggling to grow your LinkedIn Company Page, this episode is for you. In this episode, Michelle J Raymond dives into the essential 4C's framework for growing your LinkedIn Company Page. Key moments in this episode - 00:00 Introduction: Is Your Company Page Built to Grow? 01:10 Understanding the Four C's Framework 04:09 Clarity: Defining Ownership and Audience 06:19 Content: Crafting Engaging Posts 09:32 Community: Building Connections and Engagement 13:49 Cadence: Maintaining Consistency and Reporting 15:27 Conclusion: Implementing the Four C's for Success CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260210_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

    19 min
  2. 360Brew Explained. Why Reach No Longer Matters on LinkedIn

    FEB 4

    360Brew Explained. Why Reach No Longer Matters on LinkedIn

    What is 360Brew? Is it a brand-new LinkedIn algorithm? Does it change your reach? Should B2B marketers change their content strategy? Michelle J Raymond explains in plain English what 360Brew actually is, how it works behind the scenes, and what really matters for growth on LinkedIn in 2026. In this episode, you’ll learn: What 360Brew really is (and what it isn’t)How LinkedIn evaluates content signals todayWhether 360Brew changes reach or visibilityWhat 360Brew means for B2B marketers and Company PagesWhy strategy, relevance, and consistency still beat hacks Key moments in this episode - 00:00 Introduction to LinkedIn's 360Brew 03:06 Understanding 360Brew: What It Is and Why It Matters 06:15 How 360Brew Works: A Deep Dive 07:49 Impact of 360Brew on Reach and Visibility 11:26 360Brew for B2B Marketers: Key Insights 15:06 Company Pages and 360Brew: Best Practices 18:00 Employee Advocacy in the Age of 360Brew 20:05 Posting Strategies and Formats on LinkedIn 21:47 Rapid Myth Busting and Final Thoughts Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260203_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1 CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter #LinkedIn #B2BMarketing #LinkedInAlgorithm

    24 min
  3. Why Your Employee Advocacy Isn’t Working on LinkedIn (And How to Fix It)

    JAN 26

    Why Your Employee Advocacy Isn’t Working on LinkedIn (And How to Fix It)

    If your leaders want control and your employees want nothing to do with LinkedIn, you don’t have a content problem; you have an alignment problem. Michelle J Raymond explains why employee advocacy fails on LinkedIn and what actually gets teams confidently showing up. Learn how Company Pages should lead strategy while employees scale trust, visibility and real B2B growth. Key moments in this episode - 00:00 The Alignment Problem in Employee Advocacy 00:47 The Human Side of LinkedIn 01:26 Leadership Perspective on LinkedIn 05:31 Employee Perspective on LinkedIn 09:02 The Power of Communication 11:20 Alignment and Activation 14:25 Clarity and Confidence CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260127_michelle-raymond_jan-sm-study_en&utm_content=audio&utm_term=q1 #LinkedIn #EmployeeAdvocacy #B2BMarketing

    17 min
  4. LinkedIn Company Pages in 2026 - What B2B Brands Must Stop and Start Doing

    JAN 20

    LinkedIn Company Pages in 2026 - What B2B Brands Must Stop and Start Doing

    Most B2B brands are running their LinkedIn Company Pages like personal profiles, and it’s quietly killing results. In this episode, Michelle J Raymond breaks down the biggest mistakes B2B marketers make with LinkedIn Company Pages and what must change in 2026 to drive real visibility, engagement and brand growth. If you manage a LinkedIn Company Page, lead B2B marketing, or are responsible for employee advocacy and brand visibility, this episode will help you reset your LinkedIn strategy for 2026. Key moments in this episode - 00:00 – Why LinkedIn Company Pages fail 02:00 – Copying LinkedIn creators won't help your Page 04:00 – Stop Neglecting Your LinkedIn Company Page 06:00 – Content That Works on LinkedIn Company Pages 09:00 – LinkedIn Page advocacy for Company Page growth 11:00 – How To Use Your LinkedIn Page Best 13:00 – Templated Content Doesn't Work On Company Pages 14:00 – Smart LinkedIn experiments for Company Pages 15:00 – Build a Niche Audience for Your LinkedIn Page CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260120_michelle-raymond_jan-sm-study_en&utm_content=audio&utm_term=q1 #LinkedIn #LinkedInCompanyPages #B2BMarketing

    20 min
  5. LinkedIn B2B Marketing in 2026: New Strategies & Changes You Need to Know!

    JAN 14

    LinkedIn B2B Marketing in 2026: New Strategies & Changes You Need to Know!

    Join Michelle J Raymond as she breaks down the major shifts and strategies for LinkedIn B2B marketing in 2026. From the introduction of 360Brew and the rise of pay-to-play features, to the changing demographics of LinkedIn users, she covers all the essential updates. Discover the importance of revisiting your marketing fundamentals, updating your profile and Company Page, and maximising the Power of Two by aligning company and employee efforts. This episode is packed with insights to help you stand out and achieve your LinkedIn goals in the coming year. Key moments in this episode - 00:00 Introduction: New Year, New Playbook 01:04 Reflecting on LinkedIn Changes in 2025 01:34 Understanding the 360Brew LinkedIn Algorithm 03:41 Key Shifts in LinkedIn's Platform 07:42 The Importance of a Strong LinkedIn Strategy 11:06 Revamping Your LinkedIn Presence 13:44 The Power of Two: Company Pages and Employees 16:36 Final Thoughts and Looking Ahead CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260113_michelle-raymond_jan-sm-study_en&utm_content=audio&utm_term=q1

    21 min
  6. What Brain Science Teaches Us About LinkedIn Marketing

    JAN 6

    What Brain Science Teaches Us About LinkedIn Marketing

    What does brain science really teach us about LinkedIn marketing for B2B marketers? In this episode of Social Media for B2B Growth, LinkedIn expert Michelle J Raymond is joined by marketing behavioural science specialist Nancy Harhut to break down how emotion, relevance, repetition, and buyer psychology shape decision-making on LinkedIn. You’ll learn why B2B buyers are never purely rational, why niche LinkedIn content outperforms broad thought leadership, and how to create LinkedIn marketing that drives trust, engagement, and sales — without sounding salesy. If you’re a B2B marketer using LinkedIn as a growth channel, this episode will change how you plan, write, and prioritise your LinkedIn content. Key moments in this episode - 00:00 LinkedIn Marketing Myths in B2B 02:50 Emotion and Decision-Making in LinkedIn Marketing 05:45 Fear, FOMO, and Loss Aversion on LinkedIn 08:20 Repetition and Trust in LinkedIn Marketing 11:35 LinkedIn’s Shift from Reach to Relevance 14:50 Niche LinkedIn Marketing for B2B Growth 18:15 Reducing Friction in LinkedIn Marketing Content 22:25 Why Your Product Shouldn’t Be the Hero on LinkedIn 25:45 One LinkedIn Marketing Change B2B Marketers Should Make 29:10 The Future of LinkedIn Marketing for B2B Brands CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260106_michelle-raymond_jan-sm-study_en&utm_content=audio&utm_term=q1 Metricool Social Media Study 2026

    33 min
  7. The B2B Marketing Reset for LinkedIn 2026: What to Stop, Start, Rethink & Redo

    12/18/2025

    The B2B Marketing Reset for LinkedIn 2026: What to Stop, Start, Rethink & Redo

    LinkedIn marketing is changing, and many B2B brands are heading into 2026 with the wrong priorities. In this episode, LinkedIn expert Michelle J Raymond is joined by marketing strategist Bec Chappell to unpack a practical B2B marketing reset for LinkedIn in 2026. They explore what businesses need to stop, start, rethink and redo to get better results from LinkedIn, without relying on AI shortcuts, beige content or chasing the algorithm. You’ll learn: Why LinkedIn strategy must align with real marketing fundamentalsHow brand and relevance drive better B2B outcomes on LinkedInWhat role LinkedIn should play in your wider marketing mixHow to prepare your LinkedIn marketing for 2026 with confidence If you’re a B2B marketer, founder or leader using LinkedIn to drive growth, this episode will help you focus on what actually matters next. Key moments in this episode - 00:00 – The B2B Marketing Reset for 2026 02:15 – Why AI Is Hurting LinkedIn Strategy 09:30 – Bringing Brand Back to LinkedIn 16:10 – Rethinking LinkedIn’s Role in B2B Marketing 21:40 – Aligning Marketing Strategy and LinkedIn 26:40 – How to Prepare Your LinkedIn Strategy for 2026 30:15 – Final Advice for B2B Marketers Connect with Bec Chappell on LinkedIn CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20251216_michelle-raymond_dec-premium_en&utm_content=audio&utm_term=q3 #b2bmarketing #linkedin #linkedinmarketing

    35 min
  8. The LinkedIn Plot Twists That Will Shape B2B Marketing in 2026

    12/10/2025

    The LinkedIn Plot Twists That Will Shape B2B Marketing in 2026

    LinkedIn changed the rules in 2025 — fast, unexpectedly, and without warning. In this episode, host Michelle J Raymond breaks down the five major plot twists every B2B marketer needs to understand before planning their 2026 LinkedIn strategy. Key moments in this episode -  00:00 — The wild year LinkedIn kept us guessing 01:00 — Why LinkedIn impressions no longer mean success 03:00 — The shift toward relevance + intent metrics 06:00 — The rise of comments as a powerful visibility tool 10:00 — Company Page Premium: worth it or not? 14:00 — Social selling gets harder as spam increases 18:00 — The unexpected decline of video content 22:00 — LinkedIn moves from networking to discovery 24:00 — What B2B marketers must focus on in 2026 25:00 — Michelle’s final advice for staying consistent and effective 🧠 Key Takeaways Stop chasing impressions. Start designing content that earns Saves.Comments = visibility, trust, and relationships. Prioritise them.Premium for Pages can now function like a true landing page tool.AI-driven spam and automation have made rapport more important than ever.Short-form video isn’t the magic bullet marketers hoped for — proceed with caution.Consistency and community beat every algorithm shift. CONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletter Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days.  https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20251209_michelle-raymond_dec-premium_en&utm_content=audio&utm_term=q3 #LinkedIn #B2BMarketing2026

    28 min
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4.9
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About

Social Media for B2B Growth is the podcast for B2B marketers who want LinkedIn insight — not hacks. Hosted by Michelle J Raymond, a globally recognised LinkedIn Company Page strategist and founder of B2B Growth Co, this podcast focuses on how B2B organisations use LinkedIn as a strategic business channel. Most episodes are solo insights from Michelle, based on real-world work with B2B marketing teams, leaders, and sales organisations. The emphasis is on clarity, relevance, and sustainable growth — not trends, recycled ideas, or empty advice. The show is built around a company page–led approach, scaled through employee advocacy, helping B2B teams: • Build credibility and trust on LinkedIn • Align company pages and personal profiles • Support demand, sales conversations, and long buying cycles • Make better decisions with limited time and resources This is not a podcast about chasing algorithms or shortcuts. It’s about using LinkedIn properly as part of a wider B2B growth strategy. If you’re responsible for LinkedIn performance inside a B2B organisation and want clear thinking you can actually apply, this podcast is for you. B2B Growth. No hacks. Got a question you want answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com Cheers

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