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