Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

Is B2B marketing serving customers… or dashboards?
In this episode, Michelle J Raymond is joined by Moni Oloyede to question what’s really driving modern B2B strategy. From MQL obsession to attribution models and misunderstood buyer behaviour, this conversation challenges the metrics-first mindset many teams feel pressured to follow.
If you’ve ever felt like you’re busy but not aligned — this episode will resonate.
Michelle and Moni unpack where marketing may have drifted, why attribution isn’t the safety net we think it is, and how returning to customer understanding changes everything — including your LinkedIn strategy.
This is not about creating more content. It’s about creating better direction.
Key moments in this episode -
00:00 – Why marketing may have drifted away from customers
02:10 – Stakeholder pressure vs customer focus
04:30 – The real power of niching (and why teams avoid it)
09:05 – How MQL obsession shrinks marketing’s role
15:40 – Why marketing attribution doesn’t tell the full story
18:30 – Offline influence, word of mouth & what dashboards miss
24:15 – The most misunderstood B2B buying statistic
28:00 – What true customer understanding really looks like
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
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https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260224_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

Are you faking confidence on LinkedIn? In this episode, Michelle J Raymond speaks directly to B2B marketers who feel like they’re “figuring it out as they go” on LinkedIn. If you’ve ever thought, “I don’t know what I don’t know,” this conversation is for you.
We unpack the real cost of guessing, why generic advice and AI tools aren’t enough on their own, and how to build genuine LinkedIn strategy confidence that delivers measurable ROI. If you’re responsible for brand awareness, leads, Company Pages, or employee advocacy, this will resonate.
Key moments in this episode -
0:00 Fake It Till You Make It on LinkedIn: The Real Cost
01:27 Why Marketers Are Struggling on LinkedIn
04:27 Overwhelming Reality of Modern Marketing
05:43 What You Actually Need to Succeed
06:10 Why Generic/AI-Generated Strategies Can Lead You Astray
07:19 What a Proper LinkedIn Strategy Should Give You (Clarity + Analytics)
09:23 No One-Size-Fits-All: Ask for Help and Get Tailored Support
10:27 Next Steps: Book the Free Strategy Intro Call (Wrap-Up)
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260217_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

If you're struggling to grow your LinkedIn Company Page, this episode is for you. In this episode, Michelle J Raymond dives into the essential 4C's framework for growing your LinkedIn Company Page.
Key moments in this episode -
00:00 Introduction: Is Your Company Page Built to Grow?
01:10 Understanding the Four C's Framework
04:09 Clarity: Defining Ownership and Audience
06:19 Content: Crafting Engaging Posts
09:32 Community: Building Connections and Engagement
13:49 Cadence: Maintaining Consistency and Reporting
15:27 Conclusion: Implementing the Four C's for Success
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260210_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1

What is 360Brew? Is it a brand-new LinkedIn algorithm? Does it change your reach? Should B2B marketers change their content strategy?
Michelle J Raymond explains in plain English what 360Brew actually is, how it works behind the scenes, and what really matters for growth on LinkedIn in 2026.
In this episode, you’ll learn:
What 360Brew really is (and what it isn’t)
How LinkedIn evaluates content signals today
Whether 360Brew changes reach or visibility
What 360Brew means for B2B marketers and Company Pages
Why strategy, relevance, and consistency still beat hacks

Key moments in this episode -
00:00 Introduction to LinkedIn's 360Brew
03:06 Understanding 360Brew: What It Is and Why It Matters
06:15 How 360Brew Works: A Deep Dive
07:49 Impact of 360Brew on Reach and Visibility
11:26 360Brew for B2B Marketers: Key Insights
15:06 Company Pages and 360Brew: Best Practices
18:00 Employee Advocacy in the Age of 360Brew
20:05 Posting Strategies and Formats on LinkedIn
21:47 Rapid Myth Busting and Final Thoughts
Today'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=20260203_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

#LinkedIn #B2BMarketing #LinkedInAlgorithm

If your leaders want control and your employees want nothing to do with LinkedIn, you don’t have a content problem; you have an alignment problem. Michelle J Raymond explains why employee advocacy fails on LinkedIn and what actually gets teams confidently showing up.
Learn how Company Pages should lead strategy while employees scale trust, visibility and real B2B growth.
Key moments in this episode -
00:00 The Alignment Problem in Employee Advocacy
00:47 The Human Side of LinkedIn
01:26 Leadership Perspective on LinkedIn
05:31 Employee Perspective on LinkedIn
09:02 The Power of Communication
11:20 Alignment and Activation
14:25 Clarity and Confidence
CONNECT WITH MICHELLE J RAYMOND
Michelle J Raymond on LinkedIn
Book a free intro call
https://socialmediaforb2bgrowthpodcast.com/
B2B Growth Co newsletter

Today'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=20260127_michelle-raymond_jan-sm-study_en&utm_content=audio&utm_term=q1
#LinkedIn #EmployeeAdvocacy #B2BMarketing