Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Michelle J Raymond - LinkedIn B2B Expert
  • 4.9 (18)
  • 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. 500K LinkedIn Followers: What Actually Grew This Company Page

    21H AGO

    500K LinkedIn Followers: What Actually Grew This Company Page

    LinkedIn Company Pages are supposedly dead. So how did AtkinsRéalis grow more than 500,000 followers in under two years? Michelle J Raymond sits down with Holly Kerr (Global Social Media Lead - AtkinsRéalis) to unpack what actually drove the growth, why posting less became part of the strategy, and how employee advocacy evolved into something much bigger than a marketing tactic. This is a practical conversation about what it really takes to grow a modern B2B LinkedIn Company Page in 2026. Key moments in this episode - 00:00 Why this LinkedIn growth story matters 01:20 Holly Kerr’s role at AtkinsRéalis 04:45 What actually grew the Company Page 06:40 Why they reduced Company Page posting frequency 08:00 Building a LinkedIn Page worth following 10:30 Testing LinkedIn content creation without fear 14:30 Employee advocacy at scale 19:30 Managing competing business requests 21:00 The problem with event posts on LinkedIn 25:50 Biggest lesson from the journey 28:30 LinkedIn newsletter insights CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter Connect with Holly Kerr on LinkedIn Follow the AtkinsRéalis Company Page #LinkedInCompanyPage #LinkedInB2B #B2BMarketing

    31 min
  2. AI Won’t Save Your B2B Marketing (It’ll Expose It Faster)

    MAY 10

    AI Won’t Save Your B2B Marketing (It’ll Expose It Faster)

    What actually matters in B2B marketing right now? After attending Social Media Marketing World and AI Business World 2026, Michelle J Raymond shares the biggest lessons B2B marketers need to hear about AI, LinkedIn, strategy, thought leadership and why clarity matters more than ever. Because after seeing all the AI tools, demos and hype, Michelle came to one conclusion: AI won’t save bad marketing. In fact, it might expose it even faster. Why strategy matters more in the AI era - The problem with scaling average contentWhy LinkedIn now rewards expertise and clarityThe growing pressure on B2B marketing teamsWhy human perspective and original thinking matter moreHow to avoid burnout while adopting AI toolsThe role of Company Pages and employee advocacy in 2026Why most AI tools are accelerators, not replacements If you’re a B2B marketer trying to keep up with AI, LinkedIn changes, content demands and constant pressure to do more, this episode will help you refocus on what actually moves results. Key moments in this episode - 00:00 Why AI won’t save bad marketing 01:00 Inside Social Media Marketing World 2026 03:05 Why strategy matters more than ever 04:25 LinkedIn’s shift towards expertise and clarity 06:06 AI tools are accelerators, not replacements 09:30 Why human perspective matters more in B2B marketing 12:31 AI overwhelm and burnout for marketing teams 15:12 The biggest lesson from SMMW26: back to fundamentals CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter #LinkedInMarketing #B2BMarketing #SMMW26

    18 min
  3. LinkedIn's Algorithm Didn't Kill Company Pages. Marketers Did...

    APR 21

    LinkedIn's Algorithm Didn't Kill Company Pages. Marketers Did...

    Another article is doing the rounds saying LinkedIn's algorithm killed Company Pages. It didn’t. Marketers did. In this episode, Michelle J Raymond breaks down why LinkedIn Company Pages are not dead, why most B2B marketing and corporate social teams are using them the wrong way, and what actually drives results today. This isn’t about chasing impressions or blaming the LinkedIn algorithm. It’s about understanding the real role of your Company Page and how it supports your broader LinkedIn and B2B marketing strategy. You’ll also hear why ManyChat’s LinkedIn Company Page approach is working—and what you can learn to improve your own Page strategy. If you’re managing a LinkedIn Company Page, leading corporate social, or responsible for B2B marketing, this episode will challenge how you think about Pages. Key moments in this episode - 00:00 LinkedIn didn’t kill Company Pages 01:00 The article and why it’s wrong 02:00 Pages vs profiles on LinkedIn 03:00 Why Company Pages still matter 04:00 The real problem with Page content 05:30 How Pages become “bulletin boards” 06:30 ManyChat throws out the rule book 07:30 What ManyChat is doing differently 08:30 Why this strategy works on LinkedIn 09:30 The reality for social media managers 10:30 You don’t need to be “fun” to stand out 11:30 How to build a strong point of view 12:30 Using comments as a Page strategy 13:30 Why most LinkedIn Pages feel boring 14:30 Page advocacy and taking risks 15:30 Final thoughts on LinkedIn Company Pages CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter #LinkedIn #B2BMarketing #LinkedInCompanyPages

    16 min
  4. Why Your LinkedIn Profile Matters More Than Your Posts (2026 Update)

    APR 9

    Why Your LinkedIn Profile Matters More Than Your Posts (2026 Update)

    Most B2B marketers focus on what to post on LinkedIn. But in 2026, your LinkedIn profile matters more than your posts. With changes to the LinkedIn feed, AI visibility, and how expertise is interpreted, your profile is now the clearest signal of what you’re known for — not your content. If LinkedIn can’t understand who you are, it can’t confidently recommend you. In this episode, Michelle J Raymond breaks down: What’s changed on LinkedInWhy profiles now drive visibility and reachHow to fix your profile so your content actually works If your results feel inconsistent, don’t post more. Start here. Key moments in this episode - 00:00 Would LinkedIn get you right in one sentence? 01:00 What’s changed on LinkedIn 03:00 From connections to expertise 05:00 Why profiles matter more than posts 06:30 Posts vs profile explained 08:30 Why posting more isn’t the answer 11:00 Get clear on who you’re for 12:30 What are you known for? 14:30 Consistency between profile and content 17:30 Why proof and credibility matter 19:00 Fix this before you post again CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter #LinkedIn #B2BMarketing #LinkedInProfile

    21 min
  5. Why Most B2B Content Never Gets Used

    APR 7

    Why Most B2B Content Never Gets Used

    Most B2B marketing content doesn’t fail because it’s bad. It fails because no one ever sees or uses it. In this episode, Michelle J Raymond is joined by Lee Densmer to break down the real problem behind content waste in B2B marketing — and how to fix it with a smarter content strategy. You’ll learn why even high-quality content gets ignored, how misalignment between sales and marketing creates wasted effort, and what it takes to build a content system that actually drives visibility, engagement and business results. If you’re relying on LinkedIn, content marketing or employee advocacy to grow your brand, this episode will help you stop creating more — and start using what you already have. Key moments in this episode - 00:00 Why most B2B content gets wasted 01:30 What content waste actually looks like 04:00 Why good content still fails 06:30 Fixing sales and marketing misalignment 09:00 Repurposing content across channels 18:00 What a strong content system looks like 24:00 Where to start fixing your strategy CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter #LinkedIn #ContentMarketing #B2BMarketing

    29 min
  6. Fix Your LinkedIn Company Page: 3 Mistakes to Avoid

    APR 1

    Fix Your LinkedIn Company Page: 3 Mistakes to Avoid

    Most LinkedIn Company Pages don’t fail because of the algorithm. They fail because they drift away from strategy. In this episode, Michelle J Raymond breaks down the three most common types of LinkedIn Company Pages she sees in audits and exactly what to fix first. From neglected “ghost town” pages to internal newsletter overload and product-heavy content that no one remembers, this is a practical, no-fluff guide to getting your Page back on track. If your content feels off, your results aren’t where they should be, or you’re constantly pulled in different directions internally, this episode will help you refocus on what actually works. Key moments in this episode - 00:00 Fix your LinkedIn Company Page fast 02:35 Ghost Town Company Page 04:45 Internal Newsletter Company Page 07:37 Product Dump Company Page 10:22 Bringing it all together 11:10 Final advice & next steps 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=20260331_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1 #LinkedIn #CompanyPages #B2BMarketing2026

    13 min
  7. LinkedIn Just Changed It's Home Feed (This Changes Everything)

    MAR 23

    LinkedIn Just Changed It's Home Feed (This Changes Everything)

    On LinkedIn, it’s not about who you know anymore — it’s about what you’re known for. LinkedIn’s home feed has changed how content is distributed, and if you get this right, it’s a huge opportunity for your brand. Key moments in this episode - 00:00 LinkedIn’s feed has changed (March 2026) 02:00 The biggest shift in the LinkedIn Home Feed 04:00 How LinkedIn now reads your behaviour over time 06:30 LinkedIn Home Feed for LinkedIn users 08:30 LinkedIn Home Feed for Company Pages 11:00 Why clarity beats volume on LinkedIn 13:00 Practical ways to take advantage of the new feed 17:00 Strategy wins again What You'll Learn How LinkedIn’s feed now matches content to professional interestsWhy your behaviour is shaping what LinkedIn shows youWhat this means for your LinkedIn profile and Company PageHow to create content the algorithm can understand and distributeWhy clarity, consistency and expertise matter more than everSimple ways to train the feed to work in your favour 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=20260324_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1 #LinkedIn #B2BMarketing #LinkedInNewFeature

    20 min
  8. Employee Advocacy vs Engagement Pods: What’s Real on LinkedIn?

    MAR 17

    Employee Advocacy vs Engagement Pods: What’s Real on LinkedIn?

    Is employee advocacy just an engagement pod with a company logo? In this episode, Michelle J Raymond breaks down a growing debate on LinkedIn: when teams coordinate engagement through tools like Slack, is that smart marketing or artificial amplification? You’ll learn the difference between engagement pods, employee advocacy and internal content amplification, and why the real issue isn’t the tactic — it’s the intent behind it. If you’re a B2B marketer, business leader or social media manager trying to build a LinkedIn strategy that actually drives results, this episode will help you understand where to draw the line. Key moments in this episode - 00:00 Employee Advocacy or Pod 03:20 What Engagement Pods Are 05:58 Employee Advocacy Defined 08:11 Slack Swarm Debate 10:19 Where I Draw the Line 13:55 Zooming Out to Goals 15:38 Employee Advocacy Reality Check 17:23 Final Takeaways 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=20260317_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1 #EmployeAdvocacy #LinkedIn #B2BMarketing

    18 min
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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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