How to Master LinkedIn for B2B

42 snips

Jan 1, 2026

Guest

Emeric Ernoult

Dasha Shakov, Head of Marketing at Proton.ai and a B2B marketing expert, joins Finn Thormeier, founder of Project 33 focusing on executive thought leadership, and Emeric Ernoult, CEO of Agorapulse, to share insights on leveraging LinkedIn for B2B success. They discuss the platform's evolution into a vital social space, debunk myths about audience presence, and emphasize the power of employee-driven content. Learn why thought leader ads outperform traditional posts and how to effectively measure success in a complex landscape.

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INSIGHT

LinkedIn Is A Professional Social Platform

LinkedIn is no longer a CV site but a full social platform where professionals consume content during work.
It uniquely combines professional context with low barrier to entry, making it powerful for B2B reach.

INSIGHT

LinkedIn Reached Beyond The Tech Bubble

LinkedIn now reaches professionals across ages and industries, not just a tech bubble.
This ubiquity makes it a powerful place to learn from peers and influence decision-makers.

ADVICE

Choose The Right People To Post

Pick people with relevant expertise, customer proximity, or unique charisma to post for your company.
Ensure the chosen people actually want to post and sustain the effort over time.

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#317 | Dave hosts a live session with Dasha Shakov (Head of Marketing, Proton.ai), Emeric Ernoult (Founder, CEO, Agorapulse), and Finn Thormeier (Founder, Project 33) to break down what’s working on LinkedIn right now. They discuss why LinkedIn is the most important channel for B2B, why social media is the best marketing channel available today, how founder-led and employee content drives growth, and what’s changed about how people use the platform over the last five years. The group also gets into LinkedIn’s thought leader ads, thoughts on measuring results when attribution is messy, and how to sell LinkedIn’s value to leadership and convince them to spend time there. It’s a look into how B2B teams can earn attention, build credibility, and make LinkedIn a massive growth channel in 2026.

Timestamps

(00:56) - – Why LinkedIn is still Dave’s favorite B2B channel
(05:01) - – Panel intros: Dasha, Finn, Emeric
(07:25) - – Why LinkedIn changed and why it matters now
(09:34) - – “Our buyers aren’t on LinkedIn” is mostly wrong
(12:26) - – Who should post: CEO, team, or company page
(16:47) - – Why promo posts flop (and why that’s okay)
(21:44) - – What to actually post when starting from zero
(38:13) - – Why thought leader ads outperform everything else

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