Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

A deep dive into LinkedIn’s redesigned home feed and how content is now matched to professional interests. Exploration of how platform behaviour signals shape what people see. Practical tactics for profiles and company pages to train the feed. Focus on clarity, consistency and building authority instead of chasing volume.

Is employee advocacy just an engagement pod with a company logo? In this episode, Michelle J Raymond breaks down a growing debate on LinkedIn: when teams coordinate engagement through tools like Slack, is that smart marketing or artificial amplification?You’ll learn the difference between engagement pods, employee advocacy and internal content amplification, and why the real issue isn’t the tactic — it’s the intent behind it.If you’re a B2B marketer, business leader or social media manager trying to build a LinkedIn strategy that actually drives results, this episode will help you understand where to draw the line.Key moments in this episode - 00:00 Employee Advocacy or Pod03:20 What Engagement Pods Are05:58 Employee Advocacy Defined08:11 Slack Swarm Debate10:19 Where I Draw the Line13:55 Zooming Out to Goals15:38 Employee Advocacy Reality Check17:23 Final TakeawaysCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260317_michelle-raymond_march-premium-li_en&utm_content=audio&utm_term=q1#EmployeAdvocacy #LinkedIn #B2BMarketing

Discussion about recent research showing linkedin.com is highly cited by AI tools and what that really means. Comparison of how posts, articles, profiles, and company pages differ in AI citation rates. Why AI favors clear explanations, authority, and complete pages. Practical tactics to improve LinkedIn visibility for AI, including content formats to use and how to check indexing.

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.

Moni Oloyede, a B2B marketing leader with 20+ years who champions marketing fundamentals and customer research. She questions MQL obsession and attribution, argues for niching to spark word-of-mouth, and urges shifting forms to capture real intent. The conversation focuses on returning to customer understanding, why dashboards miss offline influence, and how specific messaging restores marketing’s strategic role.

A frank look at why pretending confidence on LinkedIn hurts B2B marketers. Conversation about common marketer profiles and the overwhelm of modern channel demands. Discussion on why generic or AI-generated strategies fall short. Breakdown of what a tailored LinkedIn strategy should provide: clarity, analytics, cadence, and team alignment.

A practical framework for growing a LinkedIn Company Page is unpacked into four focused areas. The conversation covers assigning clear ownership and audience definition. It explores content systems, employee-ready posts, and advocacy playbooks. Building community through visuals, comments, and leadership visibility is highlighted. Consistent scheduling and regular analytics reviews round out the plan.

A clear explainer of what 360Brew actually is and how it layers into LinkedIn’s systems. Conversations about how aggregated engagement, consistency and context shape content evaluation. A look at why relevance now outranks raw reach and what that means for company pages. Practical talk on employee advocacy, posting frequency, formats and common myths to ignore.

A deep dive into why employee advocacy on LinkedIn stalls when leaders try to control everything and staff avoid posting. Short takes on leader fears, employee anxieties, and how over‑management kills authenticity. Practical focus on communication, modeling, training and pairing company pages with employee voices to boost visibility and trust.

Many B2B brands mishandle their LinkedIn Company Pages, mistaking them for personal profiles. The podcast highlights key mistakes and urges brands to shift focus from self-promotion to audience-first content. Michelle emphasizes the importance of page advocacy, recommending active engagement in discussions. She advises against using templated posts, advocating for smart experimentation with formats. The message is clear: a strategic approach to Company Pages is crucial for driving visibility and growth.