Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing

Are your LinkedIn Company Page numbers dropping, and you can’t work out why? Before you blame the algorithm, check these three things you can control and fix today. In this episode, Michelle J Raymond shares the three checks that come up in almost every LinkedIn Company Page audit and strategy session she runs with global B2B marketing teams. You’ll learn why a page that tries to be everything to everyone confuses buyers, why your banner, tagline and About section now shape who LinkedIn shows your content to, and why impressions and engagement rate don’t tell the whole story. Michelle also shares a simple tip for building the right audience: commenting as your Company Page, and how to look beyond LinkedIn for the signals that show your page is working. In this episode: 00:00 LinkedIn Company Page results dropping? 01:00 Stop blaming the LinkedIn algorithm 01:45 Is your LinkedIn Company Page clear about who it’s for? 5:00 Is your LinkedIn page set up for success? 6:55 LinkedIn Company Page analytics 8:15 Building the right LinkedIn Company Page followers 9:45 Comment as your Company Page 10:20 Measuring results beyond LinkedIn 11:30 The three Company Page checks recap ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. #LinkedInCompanyPages #LinkedInB2BMarketing

Which LinkedIn updates deserve your attention, and which can wait? Michelle J Raymond breaks down Company Page verification, collaborative posts, feed testing and newsletter changes, sharing what she’s tried and what matters for B2B marketers. Hear why she’s sticking with LinkedIn newsletters despite missing open-rate data, and what the latest updates suggest about LinkedIn’s direction. Key moments in this episode: 00:00 LinkedIn’s Latest Updates for B2B Marketers 01:05 LinkedIn Company Page Verification and Fake Employees 03:10 LinkedIn Page Invites: Identifying Active Connections 04:00 LinkedIn Collaborative Posts: Are They Worth Using? 05:25 LinkedIn Feed Testing: Network vs For You 08:35 LinkedIn Newsletter Analytics and Missing Open Rates 10:05 New Ways to Discover LinkedIn Newsletters 11:30 LinkedIn Newsletters and AI Search Visibility 12:20 LinkedIn’s Direction: Trust, Verification and B2B Creators ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks.

How can LinkedIn, YouTube and AI search work together to build a B2B pipeline? Michelle J Raymond joins Sam Dunning, founder of Breaking B2B, to explore his “deadly trio” for building awareness, capturing demand and earning buyer trust. Discover how to turn sales conversations into buyer-focused content, where LinkedIn organic and paid fit into the system, and what B2B marketing teams should prioritise over the next 90 days. Key timestamps: 00:00 Rethinking LinkedIn’s role in B2B marketing 01:56 The deadly trio: LinkedIn, YouTube and AI search 10:21 Finding buyer questions and high-intent keywords 18:29 Prioritising content for SEO and AI search 24:00 Adding LinkedIn ads to your organic strategy 27:02 Creating content that helps B2B buyers choose 29:31 Getting started: priorities for the next 90 days 33:14 LinkedIn newsletters and search visibility ABOUT MICHELLE J RAYMOND Michelle 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 LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. CONNECT WITH SAM DUNNING Sam Dunning on LinkedIn Breaking B2B YouTube Find out more about Breaking B2B #B2BMarketing #LinkedIn #AIO

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 Growth 00:20 Meet Jay Schwedelson 01:53 Why Your LinkedIn Company Page Matters for Buyer Trust 03:44 How LinkedIn Helped Save Jay’s Business 07:56 Stop Posting Boring LinkedIn Content 11:17 Behind-the-Scenes Content for LinkedIn Company Pages 15:30 LinkedIn Company Pages and Employee Advocacy 20:49 AI, Imposter Syndrome and Marketing Confidence 28:05 Email Marketing and AI Inbox Summaries 30:58 Stop Overthinking Your LinkedIn Posts ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. CONNECT WITH JAY SCHWEDELSON Jay Schwedelson on LinkedIn Buy your copy of " Stupider People Have Done It " on Amazon Do 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 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 2027 ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter 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 2027 01:20 – What Is Your LinkedIn Company Page Actually Doing? 03:00 – AI Discovery and LinkedIn Company Pages in 2027 04:50 – Company Page + People: The Power of Two 06:00 – Why Rinse-and-Repeat LinkedIn Strategy Won’t Work 08:40 – LinkedIn Analytics and Metrics That Matter in 2027 12:00 – When to Audit Your LinkedIn Company Page Strategy Learn more: https://b2bgrowthco.com/linkedin-company-page-audit-strategy/ ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter 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 + people 02:00 What businesses misunderstand about social media teams 05:00 Can one bad LinkedIn post damage your brand? 07:00 Building a corporate social media programme from scratch 09:00 Why social media governance matters 12:00 Why employee advocacy tools aren’t the strategy 17:00 Why employee advocacy should be opt-in 21:00 LinkedIn Company Page vs employee content 25:00 Measuring the real value of employee advocacy 27:00 How to keep employee advocacy momentum going ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks.

Most B2B LinkedIn strategies are built entirely inside the marketing team. Goals, content plan, execution, reporting — all one department. It works, until you realise the people who actually talk to buyers were never in the room. In this episode, LinkedIn Company Page expert Michelle J Raymond breaks down the three conversations that separate a LinkedIn strategy built on assumptions from one built on real buyer intelligence — plus the specific questions to ask in each. What you'll learn: Why a LinkedIn strategy built by marketing alone is only half a strategy The questions to ask your sales team about buyer objections and language What customer interviews reveal that internal research never will How regional and global teams stop competing and start compounding How to turn what you hear into Company Page content pillars Timestamps 00:00 — Why marketing alone can't build a LinkedIn strategy 02:15 — What to ask your sales team about buyers 06:20 — Customer research questions that sharpen your content 11:50 — Aligning regional and global LinkedIn teams 14:20 — Turning insights into LinkedIn content pillars 18:15 — The Power of Two behind better strategy Better LinkedIn strategy starts with better conversations. Talk to sales, talk to customers, talk across the business — then build the strategy. ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks.

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 Page 03:31 – Why most Company Pages feel like an empty office lobby 04:45 – Who actually owns your LinkedIn Page 07:05 – The metric Ashley cares about most 12:17 – Changing the Manychat strategy 17:16 – Company Page Commenting as strategy 21:02 – The LinkedIn jail moment 22:31 – What the Company Page delivered for the business 26:13 – How to get buy-in to change a boring Company Page ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. Connect with Ashley Sava on LinkedIn Follow 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 JLL 01:40 Where to start with global social media strategy 03:24 What employee advocacy needs before launch 04:00 Why leadership buy-in matters 05:42 Building a connected social media ecosystem 07:12 Why you shouldn’t force employee participation 08:12 Using technology to reduce barriers 12:20 Supporting the employees in the middle 14:18 Why people follow employees over Company Pages 17:24 Company Page content versus employee content 19:16 Bringing offline expertise into the LinkedIn feed 20:34 Using data to manage content requests 23:24 Setting boundaries and prioritising at scale 27:20 The LinkedIn Company Page analytics Jen wants ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. CONNECT WITH JEN ROTH Jen Roth on LinkedIn #EmployeeAdvocacy #LinkedInStrategy #B2BMarketing

Most LinkedIn Company Pages are built to describe the business. The best ones help buyers decide whether they want to do business with you. In this episode of Social Media for B2B Growth , Michelle J Raymond explains why B2B marketers should stop viewing their LinkedIn Company Page through the eyes of the business and start seeing it through the eyes of their buyers. You'll learn why Company Pages still influence the B2B buying journey, what buyers are really looking for and why improving your Page setup often has a bigger impact than posting more content. In this episode 00:00 Why your LinkedIn Company Page may look better to your marketing team than your buyers 02:10 Why LinkedIn Company Pages still influence B2B buying decisions 04:45 The biggest mistake marketers make when setting up a LinkedIn Company Page 07:05 What B2B buyers are actually looking for 09:35 How clarity, relevance and trust build buyer confidence 12:05 Why every LinkedIn Company Page needs a clear next step 13:05 Take Michelle's free LinkedIn Company Page 10-Second Test 15:00 Why posting more won't fix the wrong LinkedIn Company Page strategy Resources • Read the LinkedIn Company Page 10-Second Test https://b2bgrowthco.com/linkedin-company-page-10-second-test/ • Connect with Michelle J Raymond on LinkedIn for more practical B2B LinkedIn strategies. https://www.linkedin.com/in/michellejraymond/ If you're responsible for a LinkedIn Company Page and want to improve brand awareness, build trust with buyers and support demand generation, this episode will help you build stronger foundations before you create your next post. #LinkedInCompanyPages #LinkedIn #B2BMarketing

Is your LinkedIn Company Page helping your business grow, or are you just posting and hoping for the best? Many B2B marketers are losing confidence in their LinkedIn Company Page. Organic reach is down, engagement is unpredictable, and every week there's another opinion about what you "should" be doing. In this episode of Social Media for B2B Growth , Michelle J Raymond explains why so many marketers are second-guessing their LinkedIn strategy and why the answer isn't posting more content. It's building stronger foundations. If your LinkedIn Company Page feels like it's lost direction, this episode will help you step back, refocus and regain confidence. Key moments in this episode - 00:46 Why so many B2B marketers are losing confidence in their LinkedIn Company Page 02:00 The warning signs your LinkedIn Company Page strategy is off track 04:08 The simple checklist every Company Page admin should review 07:28 Is your LinkedIn Company Page really set up for buyers? 10:11 What confident LinkedIn Company Pages do differently ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. #LinkedInCompanyPage #LinkedInB2BMarketing

LinkedIn newsletters are having another gold rush, driven by the hype around AI citations. But starting one without a clear strategy can damage your B2B brand more than it helps. In this episode, Michelle J Raymond shares the biggest LinkedIn newsletter mistakes brands make and what it takes to build one that people actually want to read, remember, and subscribe to. https://b2bgrowthco.com/linkedin-newsletter-growth-lab/ Key moments in this episode - 00:00 LinkedIn newsletters, AI citations and the current gold rush 02:20 Why LinkedIn newsletters are back in focus for B2B brands 03:50 The ghost town newsletter mistake that damages trust 05:10 Why every LinkedIn newsletter needs a clear promise 06:00 Lazy LinkedIn newsletter strategy 06:35 The LinkedIn Company Page bulletin board problem 08:15 Why relevance matters more than subscriber count 10:57 How to create a LinkedIn newsletter people want to read 17:18 LinkedIn newsletter analytics B2B marketers should measure ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. #LinkedIn #LinkedInNewsletters #LinkedinB2BMarketing

LinkedIn has rolled out a bunch of new features in 2026, but which ones are actually worth paying attention to? In this episode, LinkedIn B2B expert Michelle J Raymond ranks 10 new LinkedIn features from “who cares?” to “this has my attention”, including AI-powered feed recommendations, post performance insights, video feed updates, Creator Marketplace, verification filters, GIFs, post boosting and more. If you use LinkedIn for B2B marketing, Company Page growth or employee advocacy, this episode will help you stay focused on the updates that matter most. Key moments in this episode - 00:00 LinkedIn features ranked honestly 00:30 LinkedIn updates worth paying attention to in 2026 01:18 LinkedIn puzzle game Wend 02:22 LinkedIn mobile post boosting 03:24 LinkedIn verification filters 05:13 LinkedIn limiting AI slop 07:10 LinkedIn Creator Marketplace 09:21 LinkedIn video feed in Australia, UK and Canada 12:33 LinkedIn consultant booking and payment links 14:25 LinkedIn GIFs in comments 15:40 LinkedIn post performance insights 18:03 LinkedIn AI-powered feed recommendations 22:11 LinkedIn strategy beats chasing new features ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. #LinkedIn2026 #LinkedInNewFeatures #LinkedInB2BMarketing

How do global B2B brands balance LinkedIn Company Pages, paid social, organic content and employee advocacy? In this episode of Social Media for B2B Growth, Michelle J Raymond speaks with Molly Hopkins, Associate Director of Social Media at CBRE, about what it takes to manage LinkedIn strategy inside a large global B2B organisation. Molly shares practical lessons on treating social media as an ecosystem, supporting executives and employees, managing multiple Company Pages, and deciding when content belongs on the brand Page versus a personal profile. Key moments in this episode: 00:00 – Introduction 01:45 – What a global B2B social media role really involves 04:45 – Why clear processes matter for social media teams 06:55 – How paid, organic, executive and employee content work together 09:35 – A practical tiered approach to employee advocacy 13:20 – Why you can’t force employees to post on LinkedIn 18:25 – Why LinkedIn Company Pages are not dying 21:35 – Managing 150+ LinkedIn Company Pages globally 23:35 – Why personal profiles can drive more clicks than Company Pages ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. CONNECT WITH MOLLY HOPKINS LinkedIn: https://www.linkedin.com/in/molly-hopkins/ LinkedIn CBRE Company Page: https://www.linkedin.com/company/cbre/

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. Timestamps 00:00 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 ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. Connect with Colin Day LinkedIn: https://www.linkedin.com/in/daycolin/ Oktopost: https://www.oktopost.com

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 ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. Connect with Vita Molis on LinkedIn Check out The B2B Institute research #LinkedIn #B2BMarketing

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 ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. Connect with Holly Kerr on LinkedIn Follow the AtkinsRéalis Company Page #LinkedInCompanyPage #LinkedInB2B #B2BMarketing

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 content Why LinkedIn now rewards expertise and clarity The growing pressure on B2B marketing teams Why human perspective and original thinking matter more How to avoid burnout while adopting AI tools The role of Company Pages and employee advocacy in 2026 Why 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 ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. #LinkedInMarketing #B2BMarketing #SMMW26

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 ABOUT MICHELLE J RAYMOND Michelle 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 RAYMOND LinkedIn strategy, training and speaking: https://b2bgrowthco.com/ Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/ Watch on YouTube: https://www.youtube.com/@MichelleJRaymond Newsletter sign-up: https://b2bgrowthco.com/newsletter/ B2B Growth. No Hacks. #LinkedIn #B2BMarketing #LinkedInCompanyPages