Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing

LinkedIn Company Page results slipping? Explore three practical checks before blaming the algorithm. Learn how page focus, branding foundations, audience quality, employee participation, and smarter measurement can change performance. Plus, discover why comments from your Company Page and off-platform signals like website visits, inquiries, and booked calls matter.

LinkedIn is tightening trust with Company Page verification to tackle fake employees. New invite tools spotlight active connections, while collaborative posts aim to boost partner visibility. Feed testing explores Network and For You experiences. Newsletter analytics lose open rates but gain stronger discovery, search visibility and potential AI reach, revealing LinkedIn’s growing focus on credible B2B creators.

Sam Dunning, founder of Breaking B2B, explores the “deadly trio” of LinkedIn, YouTube and AI search. They discuss turning sales conversations into buyer-focused content, building a money keyword matrix, matching formats to search intent, and using LinkedIn ads to amplify proven organic content. The conversation also covers a practical 90-day growth plan and the rising search visibility of LinkedIn newsletters.

Is your LinkedIn Company Page building trust or making potential buyers question your business? Jay Schwedelson joins LinkedIn Company Pages expert Michelle J Raymond to share why he’s tripled down on LinkedIn and how his Company Pages and personal profile generate inbound enquiries.Discover why B2B brands need to stop posting boring content, show the people behind the business and help employees build their LinkedIn presence. Plus, an honest conversation about marketing confidence, AI and Jay’s advice on email marketing.Key moments in this episode - 00:00 LinkedIn Marketing for B2B Growth00:20 Meet Jay Schwedelson01:53 Why Your LinkedIn Company Page Matters for Buyer Trust03:44 How LinkedIn Helped Save Jay’s Business07:56 Stop Posting Boring LinkedIn Content11:17 Behind-the-Scenes Content for LinkedIn Company Pages15:30 LinkedIn Company Pages and Employee Advocacy20:49 AI, Imposter Syndrome and Marketing Confidence28:05 Email Marketing and AI Inbox Summaries30:58 Stop Overthinking Your LinkedIn PostsABOUT MICHELLE J RAYMONDMichelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.CONNECT WITH MICHELLE J RAYMONDLinkedIn strategy, training and speaking: https://b2bgrowthco.com/Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/Watch on YouTube: https://www.youtube.com/@MichelleJRaymondNewsletter sign-up: https://b2bgrowthco.com/newsletter/B2B Growth. No Hacks.CONNECT WITH JAY SCHWEDELSONJay Schwedelson on LinkedInBuy your copy of "Stupider People Have Done It" on AmazonDo This Not That Podcast#LinkedIn #LinkedInCompanyPages

Should your business have one LinkedIn Company Page or multiple Pages in 2027? More Pages can mean more complexity, diluted audiences and significantly more work for B2B marketing teams.Michelle J Raymond explains when one LinkedIn Company Page is enough, when multiple Pages make strategic sense, and how to choose the right structure for your 2027 LinkedIn strategy.Key moments in this episode - 00:00 The LinkedIn Company Page Circus01:19 Why brands create multiple LinkedIn Company Pages02:15 The hidden cost of multiple Company Pages04:45 How multiple Pages dilute your LinkedIn presence06:08 When one LinkedIn Company Page is enough09:20 When multiple LinkedIn Company Pages make sense11:55 Choosing the right LinkedIn Company Page structure12:32 The LinkedIn Company Page test for 2027ABOUT MICHELLE J RAYMONDMichelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.CONNECT WITH MICHELLE J RAYMONDLinkedIn strategy, training and speaking: https://b2bgrowthco.com/Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/Watch on YouTube: https://www.youtube.com/@MichelleJRaymondNewsletter sign-up: https://b2bgrowthco.com/newsletter/B2B Growth. No Hacks.

Is your LinkedIn Company Page strategy ready for 2027? LinkedIn has changed, buyer behaviour is shifting, and simply repeating what worked in 2026 won't be enough.Key moments in this episode - 00:00 – LinkedIn Company Page Strategy for 202701:20 – What Is Your LinkedIn Company Page Actually Doing?03:00 – AI Discovery and LinkedIn Company Pages in 202704:50 – Company Page + People: The Power of Two06:00 – Why Rinse-and-Repeat LinkedIn Strategy Won’t Work08:40 – LinkedIn Analytics and Metrics That Matter in 202712:00 – When to Audit Your LinkedIn Company Page StrategyLearn more: https://b2bgrowthco.com/linkedin-company-page-audit-strategy/ABOUT MICHELLE J RAYMONDMichelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.CONNECT WITH MICHELLE J RAYMONDLinkedIn strategy, training and speaking: https://b2bgrowthco.com/Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/Watch on YouTube: https://www.youtube.com/@MichelleJRaymondNewsletter sign-up: https://b2bgrowthco.com/newsletter/B2B Growth. No Hacks.#LinkedInCompanyPage

Corporate social media is much more than publishing posts, and employee advocacy is much more than giving employees content to share. The systems, governance, enablement and strategy behind the activity are what make it work.Michelle J Raymond is joined by Chris Downey, Head of Social Media & Editorial at Elastic, to unpack what effective corporate social media and LinkedIn employee advocacy look like inside large B2B organisations. From why the tool is only 5% of an advocacy programme to the roles of Company Pages, employees, and opt-in participation, Chris shares what he’s learned while building these programmes from the ground up.Key moments in this episode -00:00 Corporate social media strategy: Pages + people02:00 What businesses misunderstand about social media teams05:00 Can one bad LinkedIn post damage your brand?07:00 Building a corporate social media programme from scratch09:00 Why social media governance matters12:00 Why employee advocacy tools aren’t the strategy17:00 Why employee advocacy should be opt-in21:00 LinkedIn Company Page vs employee content25:00 Measuring the real value of employee advocacy27:00 How to keep employee advocacy momentum goingABOUT MICHELLE J RAYMONDMichelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.CONNECT WITH MICHELLE J RAYMONDLinkedIn strategy, training and speaking: https://b2bgrowthco.com/Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/Watch on YouTube: https://www.youtube.com/@MichelleJRaymondNewsletter sign-up: https://b2bgrowthco.com/newsletter/B2B Growth. No Hacks.

Marketing alone rarely uncovers real buyer language and objections. The conversation with sales surfaces the questions buyers actually ask. Customer interviews reveal the barriers that internal research misses. Regional and global teams learn to share insights instead of competing. Repeatable themes become clear content pillars for your Company Page.

Most LinkedIn Company Pages feel like an empty office lobby — beautifully vacuumed, nobody there. Manychat decided to break theirs. In public. On purpose.Ashley Sava, Content Marketing Manager and self-described content anarchist, took over the Manychat LinkedIn Company Page and announced it wasn't going to behave like a Company Page anymore. Three months later: thousands of new followers, creators voluntarily returning to the Page, and other brands screenshotting it as the example to copy.In this episode, Ashley shares how she won the internal argument, why commenting matters more than publishing, and the one metric she cares about that LinkedIn analytics doesn't measure.Key moments in this episode - 00:00 – Meet Ashley Sava, the content anarchist behind the Manychat Page03:31 – Why most Company Pages feel like an empty office lobby04:45 – Who actually owns your LinkedIn Page07:05 – The metric Ashley cares about most12:17 – Changing the Manychat strategy17:16 – Company Page Commenting as strategy21:02 – The LinkedIn jail moment22:31 – What the Company Page delivered for the business26:13 – How to get buy-in to change a boring Company PageABOUT MICHELLE J RAYMONDMichelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.CONNECT WITH MICHELLE J RAYMONDLinkedIn strategy, training and speaking: https://b2bgrowthco.com/Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/Watch on YouTube: https://www.youtube.com/@MichelleJRaymondNewsletter sign-up: https://b2bgrowthco.com/newsletter/B2B Growth. No Hacks.Connect with Ashley Sava on LinkedInFollow the Manychat Company Page on LinkedIn

Employee advocacy looks simple from the outside. Building it inside a global organisation is another story.Jen Roth, Senior Manager of Global Social Media at JLL, joins Michelle J Raymond to share the reality of launching a global LinkedIn employee advocacy program. They discuss leadership buy-in, internal partnerships, employee adoption, Company Page strategy and how to decide whether content should come from the brand, an employee or both.Key moments in this episode - 00:00 Meet Jen Roth from JLL01:40 Where to start with global social media strategy03:24 What employee advocacy needs before launch04:00 Why leadership buy-in matters05:42 Building a connected social media ecosystem07:12 Why you shouldn’t force employee participation08:12 Using technology to reduce barriers12:20 Supporting the employees in the middle14:18 Why people follow employees over Company Pages17:24 Company Page content versus employee content19:16 Bringing offline expertise into the LinkedIn feed20:34 Using data to manage content requests23:24 Setting boundaries and prioritising at scale27:20 The LinkedIn Company Page analytics Jen wantsABOUT MICHELLE J RAYMONDMichelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.CONNECT WITH MICHELLE J RAYMONDLinkedIn strategy, training and speaking: https://b2bgrowthco.com/Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/Watch on YouTube: https://www.youtube.com/@MichelleJRaymondNewsletter sign-up: https://b2bgrowthco.com/newsletter/B2B Growth. No Hacks.CONNECT WITH JEN ROTHJen Roth on LinkedIn#EmployeeAdvocacy #LinkedInStrategy #B2BMarketing