Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing
Michelle J Raymond - LinkedIn B2B Expert
Social Media for B2B Growth is the podcast for B2B marketing leaders, social media managers and business leaders who want to get more from LinkedIn without relying on hacks, shortcuts or chasing the algorithm.
Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this podcast helps B2B organisations turn LinkedIn into a genuine business growth channel.
The organisations seeing the greatest success on LinkedIn have one thing in common.
Their Company Page doesn't work alone.
They combine strategic Company Page marketing with employees, executives and subject matter experts to build trust, increase visibility and create more meaningful business opportunities.
Michelle calls this The Power of Two.
Through practical solo episodes and conversations with leading B2B marketers and industry experts, you'll learn how to:
• Build a LinkedIn Company Page that your buyers want to follow.
• Activate employees to amplify your brand and expertise.
• Align Company Pages, executives and employee advocacy.
• Create content that supports trust, demand generation and long B2B buying cycles.
• Build executive thought leadership.
• Connect global brand strategy with regional marketing execution.
• Measure the impact of your LinkedIn investment beyond impressions and follower growth.
This isn't a podcast about chasing the latest LinkedIn feature or gaming the algorithm.
It's about helping B2B organisations build a LinkedIn strategy that's difficult for competitors to copy, because it's powered by both your Company Page and your people.
Whether you're responsible for a global B2B brand or leading LinkedIn inside a growing organisation, every episode is designed to help you think more strategically and take practical action.
Company Page + People. The Power of Two.
Have a question you'd like answered?
Connect with Michelle J Raymond on LinkedIn or email [email protected]
Hosted by Michelle J Raymond, globally recognised LinkedIn Company Page strategist, author and founder of B2B Growth Co, this podcast helps B2B organisations turn LinkedIn into a genuine business growth channel.
The organisations seeing the greatest success on LinkedIn have one thing in common.
Their Company Page doesn't work alone.
They combine strategic Company Page marketing with employees, executives and subject matter experts to build trust, increase visibility and create more meaningful business opportunities.
Michelle calls this The Power of Two.
Through practical solo episodes and conversations with leading B2B marketers and industry experts, you'll learn how to:
• Build a LinkedIn Company Page that your buyers want to follow.
• Activate employees to amplify your brand and expertise.
• Align Company Pages, executives and employee advocacy.
• Create content that supports trust, demand generation and long B2B buying cycles.
• Build executive thought leadership.
• Connect global brand strategy with regional marketing execution.
• Measure the impact of your LinkedIn investment beyond impressions and follower growth.
This isn't a podcast about chasing the latest LinkedIn feature or gaming the algorithm.
It's about helping B2B organisations build a LinkedIn strategy that's difficult for competitors to copy, because it's powered by both your Company Page and your people.
Whether you're responsible for a global B2B brand or leading LinkedIn inside a growing organisation, every episode is designed to help you think more strategically and take practical action.
Company Page + People. The Power of Two.
Have a question you'd like answered?
Connect with Michelle J Raymond on LinkedIn or email [email protected]
Episodes
Mentioned books
Oct 5, 2026 • 33min
LinkedIn, YouTube & AI Search: How B2B Brands Build Pipeline 2026
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.
Sep 29, 2026 • 34min
LinkedIn Company Pages: Why Jay Schwedelson Is All In
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 PostsCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callB2B Growth Co newsletterCONNECT WITH JAY SCHWEDELSONJay Schwedelson on LinkedInBuy your copy of "Stupider People Have Done It" on AmazonDo This Not That Podcast#LinkedIn #LinkedInCompanyPages
Sep 22, 2026 • 16min
Should Your Brand Have One LinkedIn Company Page or Multiple Pages in 2027?
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 Circus 01:19 Why brands create multiple LinkedIn Company Pages 02:15 The hidden cost of multiple Company Pages 04:45 How multiple Pages dilute your LinkedIn presence 06:08 When one LinkedIn Company Page is enough 09:20 When multiple LinkedIn Company Pages make sense 11:55 Choosing the right LinkedIn Company Page structure 12:32 The LinkedIn Company Page test for 2027CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callB2B Growth Co newsletter
Sep 9, 2026 • 15min
LinkedIn Company Page Strategy 2027: What Needs to Change?
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/CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callB2B Growth Co newsletter#LinkedInCompanyPage
Aug 26, 2026 • 31min
LinkedIn Employee Advocacy: What Most Companies Get Wrong
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 goingCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callB2B Growth Co newsletterConnect with Chris Downey on LinkedIn
Aug 15, 2026 • 14min
The 3 Conversations Your LinkedIn Strategy Is Missing
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.
Aug 4, 2026 • 29min
Manychat Broke Their LinkedIn Company Page on Purpose — And It Worked
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 PageConnect with Ashley Sava on LinkedInFollow the Manychat Company Page on LinkedInCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callB2B Growth Co newsletter
Aug 1, 2026 • 29min
The Reality of Launching LinkedIn Employee Advocacy (Jen Roth - JLL)
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 wantsCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callB2B Growth Co newsletterCONNECT WITH JEN ROTHJen Roth on LinkedIn#EmployeeAdvocacy #LinkedInStrategy #B2BMarketing
Jul 15, 2026 • 16min
Is Your LinkedIn Company Page Set Up for B2B Buyers?
A practical look at how LinkedIn company pages influence B2B buying decisions. Discussion centers on designing pages for buyers, not internal teams. Topics include what buyers really look for, using clarity, relevance and trust to build confidence, and why a clear next step matters. Includes a quick 10-second test to evaluate your page.
Jul 1, 2026 • 13min
Why Posting More Won't Fix Your LinkedIn Company Page
A deep dive into why random posting on LinkedIn Company Pages fails and why more content is not the fix. Practical checks to regain confidence, from documented strategy to clear ownership. How to position your page for buyers with better banners, keywords, and less jargon. Traits of successful pages like content pillars and employee advocacy are highlighted.
