Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Michelle J Raymond - LinkedIn B2B Expert
  • 4.9 (19)
  • Marketing
  • Updated Weekly

Social Media for B2B Growth is the podcast for B2B marketers, social media managers and business leaders who want to use LinkedIn properly, without relying on hacks, shortcuts or recycled advice. Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this show helps B2B organisations turn LinkedIn into a trusted business growth channel. Each episode shares practical LinkedIn marketing strategy for B2B teams that want to build brand trust, strengthen their Company Page, activate employees and support longer sales conversations. With a mix of solo episodes and expert guest interviews, Michelle shares real-world insights from working with B2B marketing teams, sales leaders and business owners who want more than vanity metrics. The focus is on clarity, credibility and sustainable growth. You’ll learn how to: • Build credibility and trust on LinkedIn • Grow and strengthen your LinkedIn Company Page • Align Company Pages, personal profiles and employee advocacy • Create content that supports demand, sales conversations and long B2B buying cycles • Make smarter LinkedIn marketing decisions with limited time and resources This is not a podcast about chasing the algorithm. It’s for B2B marketers who want to use LinkedIn as part of a wider business growth strategy. If you’re responsible for LinkedIn marketing, B2B social media, employee advocacy or Company Page growth inside a B2B organisation, this podcast will help you think more strategically and take practical action. B2B Growth. No hacks. Got a question you want answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com

  1. Employee Advocacy Is More Than Content Distribution On LinkedIn

    5d ago

    Employee Advocacy Is More Than Content Distribution On LinkedIn

    Employee advocacy is more than asking your team to share company posts on LinkedIn. For B2B organisations, the real opportunity is using employee advocacy, LinkedIn Company Pages and social media strategy to build trust before buyers are ready to speak to sales. In this episode of Social Media for B2B Growth, Michelle J Raymond is joined by Colin Day from Oktopost to explore why B2B brands need to move beyond content distribution and start treating social media as part of their go-to-market strategy. If your employee advocacy programme is focused only on more reach, more shares or more impressions, you’re missing the bigger picture. Your Company Page builds brand credibility, but your employees bring the human voice, expertise and context that B2B buyers trust. Timestamps00:00 Introduction to employee advocacy with Colin Day 02:18 Why social media is now go-to-market infrastructure 05:15 Why B2B brands need to stop broadcasting 10:15 The problem with treating advocacy as distribution 15:15 How employee advocacy builds trust before sales 22:30 Why your LinkedIn Company Page still matters 26:30 Measuring employee advocacy beyond vanity metrics Connect with Michelle J RaymondLinkedIn: https://www.linkedin.com/in/michellejraymond/ Website: https://b2bgrowthco.com Subscribe to the B2B Growth Co newsletter Connect with Colin DayLinkedIn: https://www.linkedin.com/in/daycolin/ Oktopost: https://www.oktopost.com

    33 min
  2. Why Your B2B Marketing Isn’t Building Buyer Trust (Insights from The B2B Institute)

    May 26

    Why Your B2B Marketing Isn’t Building Buyer Trust (Insights from The B2B Institute)

    Why is your B2B marketing reaching buyers but still not building enough trust to move them forward? In this episode, Michelle J Raymond speaks with Vita Molis from The B2B Institute about the credibility gap facing B2B brands. They explore why B2B buying journeys are getting longer, why more deals are stalling, and why reach alone is not enough to create buyer confidence. This episode is for B2B marketers who want to understand why their LinkedIn content, brand activity, and demand-generation efforts may not be converting into pipeline, and what they can do to build buyer trust before sales ever get involved. Key moments in this episode - 00:00 - Why B2B marketers need better research, not more trends 02:00 - The B2B credibility gap and why reach is not enough 03:15 - Why 40% of B2B deals stall before closing 05:30 - Why marketers need to influence the whole buying committee 07:30 - Are B2B creators becoming the new demand engine? 09:00 - The credibility stack: brand, employees, customers and creators 13:00 - The employee advocacy opportunity for B2B brands 19:20 - Is video becoming the new language of B2B marketing? 24:20 - What smart B2B marketers should do in 2026 31:10 - New B2B Institute research to watch: The Credibility Code Connect with Vita Molis on LinkedIn Check out The B2B Institute research CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletter #LinkedIn #B2BMarketing

    32 min
  3. 500K LinkedIn Followers: What Actually Grew This Company Page

    May 19

    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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
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4.9
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About

Social Media for B2B Growth is the podcast for B2B marketers, social media managers and business leaders who want to use LinkedIn properly, without relying on hacks, shortcuts or recycled advice. Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this show helps B2B organisations turn LinkedIn into a trusted business growth channel. Each episode shares practical LinkedIn marketing strategy for B2B teams that want to build brand trust, strengthen their Company Page, activate employees and support longer sales conversations. With a mix of solo episodes and expert guest interviews, Michelle shares real-world insights from working with B2B marketing teams, sales leaders and business owners who want more than vanity metrics. The focus is on clarity, credibility and sustainable growth. You’ll learn how to: • Build credibility and trust on LinkedIn • Grow and strengthen your LinkedIn Company Page • Align Company Pages, personal profiles and employee advocacy • Create content that supports demand, sales conversations and long B2B buying cycles • Make smarter LinkedIn marketing decisions with limited time and resources This is not a podcast about chasing the algorithm. It’s for B2B marketers who want to use LinkedIn as part of a wider business growth strategy. If you’re responsible for LinkedIn marketing, B2B social media, employee advocacy or Company Page growth inside a B2B organisation, this podcast will help you think more strategically and take practical action. B2B Growth. No hacks. Got a question you want answered? Connect with Michelle J Raymond on LinkedIn or email support@b2bgrowthco.com

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