Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Why Most Corporate LinkedIn Strategies Underperform | B2B Marketing Lessons

23 snips
Mar 4, 2026
Guest
Melissa Dawson
Melissa Dawson, corporate social media leader at WD with deep LinkedIn and B2B experience, shares why many corporate LinkedIn programs underdeliver. She breaks down corporate social strategy, employee advocacy and why creative and messaging must lead. Learn how to combine organic and paid LinkedIn approaches and why involving social early avoids the “just post this” trap.
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INSIGHT

B2B Social Should Prioritise Brand Over Immediate Leads

  • High-performing B2B social focuses on storytelling, community building, and value rather than pure lead gen.
  • Melissa contrasts B2B measurement with B2C, noting intangibles like analyst coverage and stock movement matter for corporate goals.
ADVICE

Lead With Platform Native Creative

  • Make creative the starting point: craft messages native to each platform before choosing tactics.
  • Melissa says involve the social lead early so assets are platform-native and you avoid forcing every campaign onto every channel.
ADVICE

Pull Social In Early For Better Results

  • Pull social teams into campaign planning from day one.
  • Melissa warns handing finalized creative to social without input yields poor performance and can harm metrics and algorithmic reach.
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