Social Media for B2B Growth: LinkedIn Strategies and Tips

The LinkedIn Plot Twists That Will Shape B2B Marketing in 2026

Dec 10, 2025
LinkedIn's surprising 2025 changes have shifted the landscape for B2B marketers. Impressions are out; relevance and saves are in. Comments have taken on a vital role, generating visibility and trust. Company Pages can now act as landing pages, while social selling faces hurdles due to AI-driven spam. Short-form video isn't the magic solution many hoped for. As LinkedIn transitions from networking to discovery, mastering customer research and building rapport become essential for success.
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INSIGHT

Impressions Lose Their Throne

  • LinkedIn shifted from valuing raw impressions to relevance signals like saves and sends.
  • Michelle J. Raymond says marketers must design content people will save to prove value.
ANECDOTE

Months Of Reach Rollercoaster

  • Michelle describes months of confusion when reach dropped after LinkedIn's June changes.
  • She admits to feeling lost while testing posts that sometimes succeeded unpredictably.
INSIGHT

Comments Are The New Reach Engine

  • Comments now drive visibility and can outperform posts in impressions.
  • Michelle urges brands and pages to adopt commenting as a primary distribution strategy.
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