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. Why Most Corporate LinkedIn Strategies Underperform | B2B Marketing Lessons

    5D AGO

    Why Most Corporate LinkedIn Strategies Underperform | B2B Marketing Lessons

    Most corporate LinkedIn strategies underperform because social teams are brought in too late. In this episode, Michelle J Raymond speaks with Melissa Dawson from WD about what high-performing corporate social on LinkedIn actually looks like inside large organisations. They explore why treating social media as a distribution channel rather than a strategic partner limits results. Topics include corporate social strategy, LinkedIn marketing for B2B, employee advocacy, organic and paid LinkedIn strategies, and how marketing teams can better align campaigns with social from the start. Key moments in this episode - 00:00 – Why corporate LinkedIn strategies underperform 01:05 – Defining high-performing corporate social in B2B 03:10 – Why brand impact matters more than leads 06:20 – Why creative and message drive campaign success 10:35 – The “just post this” problem for social teams 13:05 – Why trade show social posts usually fail 18:45 – Employee advocacy and LinkedIn visibility 20:30 – Combining organic and paid LinkedIn strategies 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=20260303_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1

    31 min
  2. Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus

    FEB 25

    Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus

    Is B2B marketing serving customers… or dashboards? In this episode, Michelle J Raymond is joined by Moni Oloyede to question what’s really driving modern B2B strategy. From MQL obsession to attribution models and misunderstood buyer behaviour, this conversation challenges the metrics-first mindset many teams feel pressured to follow. If you’ve ever felt like you’re busy but not aligned — this episode will resonate. Michelle and Moni unpack where marketing may have drifted, why attribution isn’t the safety net we think it is, and how returning to customer understanding changes everything — including your LinkedIn strategy. This is not about creating more content. It’s about creating better direction. Key moments in this episode - 00:00 – Why marketing may have drifted away from customers 02:10 – Stakeholder pressure vs customer focus 04:30 – The real power of niching (and why teams avoid it) 09:05 – How MQL obsession shrinks marketing’s role 15:40 – Why marketing attribution doesn’t tell the full story 18:30 – Offline influence, word of mouth & what dashboards miss 24:15 – The most misunderstood B2B buying statistic 28:00 – What true customer understanding really looks like 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=20260224_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

    33 min
  3. How To Build Real Authority On LinkedIn (Without Faking It)

    FEB 17

    How To Build Real Authority On LinkedIn (Without Faking It)

    Are you faking confidence on LinkedIn? In this episode, Michelle J Raymond speaks directly to B2B marketers who feel like they’re “figuring it out as they go” on LinkedIn. If you’ve ever thought, “I don’t know what I don’t know,” this conversation is for you. We unpack the real cost of guessing, why generic advice and AI tools aren’t enough on their own, and how to build genuine LinkedIn strategy confidence that delivers measurable ROI. If you’re responsible for brand awareness, leads, Company Pages, or employee advocacy, this will resonate. Key moments in this episode - 0:00 Fake It Till You Make It on LinkedIn: The Real Cost 01:27 Why Marketers Are Struggling on LinkedIn 04:27 Overwhelming Reality of Modern Marketing 05:43 What You Actually Need to Succeed 06:10 Why Generic/AI-Generated Strategies Can Lead You Astray 07:19 What a Proper LinkedIn Strategy Should Give You (Clarity + Analytics) 09:23 No One-Size-Fits-All: Ask for Help and Get Tailored Support 10:27 Next Steps: Book the Free Strategy Intro Call (Wrap-Up) 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=20260217_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

    11 min
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
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4.9
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16 Ratings

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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