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. Fix Your LinkedIn Company Page: 3 Mistakes to Avoid

    3D AGO

    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
  2. 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
  3. 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
  4. How to Get Your B2B Brand Cited by LLMs Using LinkedIn (Without Falling for the Hype)

    MAR 11

    How to Get Your B2B Brand Cited by LLMs Using LinkedIn (Without Falling for the Hype)

    LinkedIn is now the most cited domain in AI tools like ChatGPT, Perplexity, and Google AI Mode — but does that mean your LinkedIn content is getting cited? Not necessarily. In this episode, Michelle J Raymond cuts through the noise and breaks down what the latest research actually says about LinkedIn and AI citations, so B2B marketers and businesses can make smarter decisions about where to focus their energy. Key moments in this episode - 00:00 LinkedIn AI citations — what's the real story? 01:30 Two LinkedIn AI research studies you need to know 03:00 LinkedIn is cited (but here's the catch) 05:00 Not all LinkedIn content performs the same 06:30 Why LinkedIn Company Pages outperform profiles 08:00 The 3 fundamentals AI needs to cite your brand 11:00 Practical tips to boost your LinkedIn AI visibility 13:30 How to check if your LinkedIn content is indexed Find all the details in this week's newsletter 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=20260310_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1

    18 min
  5. Why Most Corporate LinkedIn Strategies Underperform | B2B Marketing Lessons

    MAR 4

    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
  6. 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
  7. 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
  8. 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
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4.9
out of 5
18 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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