Michelle J Raymond

Business LinkedIn Trainer - B2B Marketers/Business Owners my LinkedIn G.R.O.W.T.H Masterclass & B2B Community Builder are your secret to growth. Company Page Expert. 2XLinkedIn Author.

Are you running your company’s LinkedIn strategy in-house and wondering how to improve your results? You know your audience is here, but the advice available can be confusing or unsuitable for your business.

👉 Why Most LinkedIn Advice Doesn’t Work for B2B
Most LinkedIn advice is too generic or focused on shortcuts that deliver little more than vanity metrics. Hacks and automation will not build trust or meaningful relationships and will not grow your business. 

👉 Build a Strategy That Fits YOUR Business
Whether you’re starting out looking for more engagement or ready to turn followers into business growth, I’ll design a strategy tailored to your goals, resources, and team. 

👉 What You’ll Get When We Work Together:
• Company Page Expertise: Turn your LinkedIn page into a community where your audience engages and your brand thrives.
• Profile Rewrites That Work: Showcase your team’s expertise and attract the right opportunities.
• Social Selling Training (G.R.O.W.T.H. Framework): Equip your team to build relationships, nurture trust, and sell without sounding salesy.

👉 Who I Work With
I partner with businesses globally that are driven to lead their industry. These businesses are open to new ideas, willing to invest time, and not looking for quick fixes. If that sounds like you, we’ll work well together.

👉 The Power of Two: Build Your Brand AND Your People
Your LinkedIn strategy should grow your business and empower your team. I focus on the Power of Two: building a strong company brand while helping your employees grow their personal brands. When these work together, you get exponential results.

👉 Here’s What Makes My Approach Stand Out:
• Tailored Solutions: Every business has different goals, resources, and challenges. I design strategies that fit your unique needs because one size never fits all.
• Ethical Expertise: I don’t rely on hacks, automation tools, or engagement pods. My approach is rooted in trust, relationship-building, and long-term success.
• Proven Results: With over two decades in B2B sales and social selling, I bring practical, actionable insights that drive real growth.

👉 Work With a Recognised LinkedIn Expert
• International LinkedIn speaker.
• 2 x Best Selling Author - Business Gold (Company Pages) and The LinkedIn Branding Book.
• Host of the Social Media for B2B Growth Podcast and cohost of The LinkedIn Branding Show.

Global LinkedIn Pages Expert - LinkedIn Strategist and Trainer - B2B Social Selling Consultant

Have you noticed you're no longer seeing posts from people you actually want to hear from? You're not imagining it, and this post is for you.  

B2B Marketers - LinkedIn changed how your Feed works, and here's what you need to know.

Backstory - LinkedIn Engineering team released a long technical blog about what and why. Because I'm a LinkedIn nerd, I've read it all, so you don't have to. You can thank me later. 

If you have been using LinkedIn for a long time, as I have, you probably viewed it as a professional networking platform. ie the "social" in social media was important to you. 

You connected with someone - you saw their posts. Simple. 

Going forward, things are different. 

The new AI doesn't just look at who you follow anymore.

⚠️ It reads what a post is actually about, then finds the right person to show it to. Whether they follow/connected with you or not.

The new feed learns in real time. 

Make good choices = good outcomes.
Lurk and take no action = LinkedIn controls your destiny. 

Think of it as a choose-your-own-adventure book. (I loved those books).

Things to understand - 
1) Clarity and alignment are crucial - Pages, Profiles and Posts all need to be coherent. What topics do you want to be known for? The more specific, the better! 
2) Every action you take eg content, profile update, connection, comment etc creates context for LinkedIn to change your feed within a few minutes. It's up to you to stay on track. 
3) Topics - topics drive everything. Pick 1-3 topics and stick with them. 

The reality is, LinkedIn's new system rewards expertise that is easy to understand and consistently demonstrated.

You don't need to post more.

You need to show up with more clarity.

The algorithm didn't get harder. It got smarter.

And now, so have you. 😀

So this week, no more scattered activity. Get back to your Game Plan and focus. If you don't have one? We need to talk.

Company Page Led Growth ​> Scale with employee advocacy on LinkedIn. Work with me - Company Page Management, Page Admin Training. Employee LinkedIn Training. #Timfluencer

You heard AI cites LinkedIn, so you thought more posting more was the answer...I hate to break it to you, but what might be popular on LinkedIn doesn't make it true. 

I wrote this article to dispel some myths because they have been driving me crazy. 

NB - All my secret SEO how-tos for LinkedIn are reserved for my paying clients. I've had enough of the "inspired by" crew stealing my stuff 😀

Feel free to Book an Intro call b2bgrowthco.com

A recent study by Semrush analysed more than 230,000 AI prompts and looked at which websites are most frequently cited in AI answers. One result immed

Open article: Why LinkedIn Is Being Cited by AI (And What Marketers Are Getting Wrong) by Michelle J Raymond • 4 min read

Why LinkedIn Is Being Cited by AI (And What Marketers Are Getting Wrong)

The way LinkedIn determines which posts you see in your feed has changed significantly, and I think it's important that marketers understand. 

It's a pretty full-on technical document, which I've done my best to simplify. 

What's most important to understand is that the Feed aims to determine which topics you are most likely to spend time on and engage with. 

Notice I said what TOPICS and not what people?

If you don't feed the beast the right info, you get a feed that is a waste of time and not enjoyable. 

Every action, almost in real time, adjusts what is shown in your personalised feed. 

Good actions > take you closer to where you want to be.
No actions > LinkedIn guesses (good luck with that).

This change explains why you don't see posts from people you like as much anymore - it's all about the topics. 

Do you like the change?

PS I save all the secret how-to stuff for my paying clients so that the "inspired by crew" don't steal it 😀

Big news. LinkedIn’s engineering team just released information on their new Feed system. Consider this your Dorothy moment, where we get to pull back

Open article: LinkedIn’s New Feed Explained: What B2B Marketers Need to Understand by Michelle J Raymond • 4 min read

LinkedIn’s New Feed Explained: What B2B Marketers Need to Understand

Tim Tam Tip - one thing I love as much as Tim Tams, is digging into Company Pages to figure out what’s holding back their success.

You’d be surprised what a fresh set of eyes, that isn’t too close to the action, can discover. 

Your Page should make it obvious -

What you do.

Who you do it for.

What makes you different.

When you eat, sleep and live the brand you make a lot of assumptions about how clear things are to strangers.

If your Page isn’t hitting your KPIs, rather than blame LinkedIn and the algorithm why not take back control send me a DM and we can set up a time to chat?

We can talk about how my Page Audit & Strategy can transform your Page results and free you up to focus on what matters in your business 😃

Happy Friday!

No alternative text description for this image

I can’t do a LinkedIn Audit & Strategy for your B2B in 30 seconds, for free, like an LLM. Nor do I ever want to.

To give you a B2B tailored LinkedIn strategy that will be effective for your business will take me time.

It will also take -

My 20+ years of B2B selling experience in my career.

My 10 years of social selling experience on LinkedIn.

My six years of Company Page focus and employee LinkedIn training.

It takes me time to ask the right questions to get to the right answers.

I takes me time researching what’s working and what’s not on LinkedIn.

I love the time it takes to experiment and do things others aren’t doing so your brand will stand out. 

It will take my experience combined with yours to come up with the solution you can implement sustainably over the long term.

When my clients work with me they go forward with confidence.

Not crossing their fingers and hoping ChatGPT is pointing them in the right direction when their gut tells them otherwise. 

Good things come to those who wait 😃

PS If you want to take time to ensure your business isn’t wasting time and money on an ineffective strategy you know where to find me.

🎉Tim Tam Tip - Company Pages AREN'T a waste of time! 
For years, I've been saying this, and now I have the data to back it up, thanks to the team at Dreamdata.

Turns out their research confirms something I’ve known in my gut for a long time 👉Your LinkedIn Company Page is a buying signal.

Here’s what they found:
• 9.4% of MQL journeys include a Company Page impression
• 15% of SQL stage journeys include a Company Page impression
• 17.9% of closed deals include a Company Page view

That’s nearly 1 in 5 deals where someone checked out the Company Page.

But wait, it gets even better than that (yes, really).

The average time from the first Company Page impression to a won deal is just 90 days.

As I've always shared in Page Admin training with clients, B2B buyers are looking beyond relationships with any one human. Especially on big deals that take time.  

This suggests buyers are visiting your Company Page during the evaluation phase.

They’re checking:
• Credibility
• Expertise
• Whether your company feels like the right partner

Combine this with Semrush research into AI citations, showing that Company Pages are more likely to be cited by Perplexity, and it's been a pretty great week for me on the Company Page front. 

Time to celebrate with a Tim Tam or two. 🎉

2026 - The Year B2B discovered new ways Company Pages contribute beyond the home feed. 

PS This photo was taken in 2024, when Liliane Abboud and I visited the Dreamdata office in Copenhagen, met the team and traded Tim Tams for Danish butter cookies. 😀

If you want access to the full report, head to their company page or website to find the details.

Firstly - this one is a long one. But it's also as long as it needs to be, so you are up to date with the latest research and how to interpret it. 

Secondly - things change quickly. New research will come. Often, research conflicts with each other, so take it all with a grain of salt.

Thirdly - the answer is always to get back to marketing fundamentals. 

Fourthly (is that a word?) - if you want to optimise your B2B's LinkedIn presence for AI citation, I can help. 

Fifthly - I love that the research backs what I've always said - your Company Pages is important for things beyond just impressions. Go the Power of Two.

And then.....and then.... and no and then... (this one's for Susie Steed and anyone else who loves a good dated movie reference. 🤣)

In my previous article, I explored how marketers can increase their chances of being cited in AI answers using LinkedIn. "Why LinkedIn Is Being Cited 

Open article: LinkedIn and AI Citations: What the Latest Research Really Means for B2B Marketers by Michelle J Raymond • 5 min read

LinkedIn and AI Citations: What the Latest Research Really Means for B2B Marketers

Is it time to put some love back into your LinkedIn Company Page? Let's look at the pros and cons of internal management vs outsourcing. 

Working with clients and their Pages over the last 6 years, I've seen both ways be successful. Like everything, there isn't a one-size-fits-all. 

I'm writing this now because there is a lot going on in marketing. 

Headcounts and budgets are being slashed. 
Platforms are delivering less and less organic reach. 
Marketers are being asked to become experts across more and more. 

If you're struggling and your LinkedIn Page growth is on your KPI's but way down your list of fun things to do....this one's for you 😀

If you’re part of a B2B marketing team or business leader responsible for your brand’s LinkedIn Company Page, this question has probably crossed your 

Open article: Outsourcing LinkedIn Company Page Management vs Managing Internally: What’s Right for Your B2B Team? by Michelle J Raymond • 4 min read

Outsourcing LinkedIn Company Page Management vs Managing Internally: What’s Right for Your B2B Team?

⚠️You can't just dump content on your social team at the last minute and expect it to perform. This is one of the great insights from Melissa Dawson, Senior Corporate Social Media at WD, about what it takes for high-performing corporate social.

Melissa has helped transform WD's corporate social presence, growing their audience by 30% and driving 83M+ impressions.

This has been through a combination of organic and paid, company page and employee advocacy.  

Thanks, Melissa Dawson, for sharing your practical hands-on experience with the podcast listeners.
 
If you want more out of LinkedIn for your business, this episode is for you! 

Let's all just agree, no last-minute dumping, you want something posted on the social team going forward 🤣

High-performing corporate social on LinkedIn is not about going viral. It is not about one big post, and it is definitely not about being handed a fin

Open article: Why Most Corporate B2B LinkedIn Strategies Underperform by Michelle J Raymond • 5 min read

Why Most Corporate B2B LinkedIn Strategies Underperform

Enragement gets engagement. But on its own? That’s just performative noise we don’t need.

The LinkedIn posts that really land combine two things:
Enragement + empathy.

✋ Enragement stops the scroll.
 💘 Empathy makes the message feel true for the people you want to reach.

That’s the difference between a post people react to, and a post people recognise themselves in.

I love working with Patricia Romboletti to share her important messages on LinkedIn for those in career transition.

It takes courage to share a strong point of view.
It takes heart to take a stand for others.

700+ likes
  65 comments
  41 reposts
 (and counting).

Because when people feel like someone is speaking up for them…
They don’t just react.
They rally.

So if you want engagement, sure enragement helps.

But if you want real impact, make sure people know exactly who you’re standing up for.

That's the kind of LinkedIn I wish for more of. How about you?

PS Time for a Tim Tam to celebrate this message resonating far and wide.

Michelle J Raymond with a giant Tim Tam box. 

Slack channel. Drop your post. Everyone go like and comment.
Is that employee advocacy? Or just an engagement pod with payroll?

I saw this called out recently as “bad marketing”.

The idea being that your audience should decide if the content is good, not your coworkers. And I get that to a degree. 

If the only people engaging are your team, what does that actually say?

But I think it's more nuanced than this.

Organic reach is getting more difficult. I believe LinkedIn is a team sport and
teams should support each other.

So the issue for me isn’t the coordination.

It's intent.

There’s a difference between amplifying good ideas and ticking a box because you feel like you have to.

One builds credibility, and the other just looks busy.

So a simple test: If your employee advocacy program disappeared tomorrow… would anyone outside your company notice?

This has been fun for me to ponder. Penny for your thoughts.

I saw a LinkedIn post recently that stopped me mid-scroll. It called out a company for asking employees to drop their posts into Slack, so the team co

Open article: Is Employee Advocacy Just an Engagement Pod With a Company Logo? by Michelle J Raymond • 5 min read

Is Employee Advocacy Just an Engagement Pod With a Company Logo?

Fun things you find amongst your 41,000+ photos on your phone. This was used in a LinkedIn post July 2021.

Back then my business had a completely different name.

I hadn’t done the rebrand (or should I say brand) and set up branding guidelines. 

Before I had professional photos (that one I took in the garden and removed the background)

Before I had another 5 years of learning and experience.

But the message is till the same - B2B buyers are online - your teams need to be too.

‼️More important - have fun and just post.

You never know where you’ll be in 5 years if you just get started. 😃

PS It’s more fun to watch if you play with sound. Dare you not to smile.

Is B2B marketing serving customers…or dashboards? 🤔

You know I've been on a mission on the podcast to get us back to marketing fundamentals and focus on customers. 

After reading Moni Oloyede's Substack and enjoying her content I knew she was exactly the right person to help us get back to "good marketing".

Together we challenge the metrics-first mindset that dominates marketing that is causing the drift away from customers. 

From MQL obsession to marketing attribution and misunderstood buyer behaviour, this conversation questions what we’ve prioritised and what it’s costing us.

If you’re responsible for LinkedIn strategy, demand generation, brand or pipeline this episode will make you think differently.

Are you a marketer that's been caught in the tug of war between dashboards and what you know you works?

Marketing was never meant to be a reporting function and yet, for many B2B teams, that is exactly what it has become. If you're measured on followers,

Open article: Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus by Michelle J Raymond • 4 min read

Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus

If you remember 90s work motivational posters, you’ve probably survived more than a few “this changes everything” moments in marketing.

Websites were the future.
Then SEO.
Then social.
Then inbound.
Then growth hacks.
Now AI.

LinkedIn is no different.

Every year, there’s a new feature, a new format, a new “secret” to visibility.

But here's the thing -

✅Visibility doesn’t replace positioning.
✅Features don’t replace clarity.
✅Activity doesn’t replace strategy.

LinkedIn hasn’t changed the marketing fundamentals.

It still rewards brands that understand:
 • Who they’re for
 • What problem do they solve
 • Why they’re different
 • How they build brand recognition over time

The real advantage on LinkedIn isn’t chasing every update.

It’s knowing which ones support your strategy and ignoring the rest.

Confused which is which? That's what I'm here for. 

I work with marketers to give them confidence in their LinkedIn strategies. 

Question: Which of these images would you put up in your office as a reminder to always stick to marketing fundamentals? 😂

90s Social Media Workplace Inspo

It's a huge ditto from me Moni Oloyede! Know Thy Customer should be the number one commandment of every marketing strategy, which then informs your business's LinkedIn strategy. 

Everything else is a distraction or means you aren't building on a solid foundation. 

I loved recording this podcast episode because it was all about getting back to the fundamentals of good marketing.

I really enjoy Moni's content because she makes me think. Unafraid to go against the popular opinion. (Check her featured section for the YT video on marketing attribution being a scam for some more fun 😀)

Check out the full episode on Social Media for B2B Growth Podcast.

Where is the line between employee advocacy and engagement pod? 
Something I try and answer is this week's podcast, after a post today caught my attention (I'd share it, but I got blocked - yes really)

Blue Corner - A company shares its smart marketing strategy of dropping the link in a Slack channel and encouraging the team to swarm the post. The goal is to increase reach. 

Red Corner - Someone calling this out as practically an engagement pod, and that they should let the real audience determine the quality of the content. This is just artificial inflation. 

I can see both sides to this argument. 

On the one hand, I absolutely encourage teams to work together. Scaling your brand with employee advocacy is literally in my headline. 

On the other hand, I take the point that this actually stops the person from learning what does/doesn't resonate with their audience. 

Penny for your thoughts to help me work through this one...

When a company drops a post link in Slack and asks the whole team to go like it, that's...

The author can see how you vote. Learn more

Systems that scale businesses to 6 & 7 fig | On the cusp of big time growth? You have a good problem | Scale as a coach, consultant or creative with process, strategy, software, & automation | Save 20+ hours a week

Everything you wanted for your business is happening, word on the street favors your brand — and you have your eye on the next big step.

You're ready to DO it:
📈 scale up - Grow a team around your process & replicate revenue 3X+
💰 sell products - Open new streams of revenue with courses or digital products
🦉 build authority - Get your expertise out there — and charge premium prices

There's just one little problem
It’s hard to move forward and scale your THING — when it’s all inside your head.
👉 You can hire a team, but you'll spend all your time telling them what to do.
👉 You can create a product or course but lack the know-how.
👉 You can build authority with online content, but that would be a full-time job.

You know that there are tech solutions that can get you where you need to go. 

But you've hit your growth ceiling.

😏You've tried to figure it out on your own.
🤨You've tinkered with tools and researched software. (And wasted hours you didn't have.)
😯You’ve set up your business using way too many different tools ... and it’s a mess.
😣You’re sinking into calendar quicksand. You can’t even see what you’re up to now — never mind scheduling all the new things coming down your pipeline.
🫤Instead of creating and monetizing, you’re busy burning the midnight oil and experimenting with product platforms.

Time to get your process out of your head and into scalable, automated workflows and products

Which brings you to... me

Long-Time Automator - 15 + years and going strong
12 years as a manager and an in-house product owner at a SaaS startup, and 3 years as a process and automation consultant.

Compulsive Tool-Tester - 978+ tools tested (and counting!)
I wouldn't be able to stop researching tech if I tried. It's a mild obsession.

Serial Speaker & Trainer - When I'm not tinkering with tools, I'm talking about them.

Generous Whizdom Dispenser - 1,426+ articles, posts & videos.

Playful Podcaster - I'm the co-host of Off Tangent, a playful podcast with my colleague Zineb Layachi. We talk about business, process, and growing pains. 

Masterful Course Creator - I've created courses in-house as an instructional designer, helped entrepreneurs launch their own courses, and developed my own Sales Pipeline Automation Accelerator.

What it looks like to work with me

Strategize - We get everything out of your head and plan ways to automate it.
Set up - I set up the software and automation for you and send detailed how-to-use videos. 
Streamline - You try out all your shiny new tech and we tweak things where needed.

Let's chat
day-by-day.biz/talk-to-me

Irit Levi

Stuff - we all have it.


We collect it like our life depends on it.
It makes us happy (or so we think).

We put a lot of thought into what we buy,
where we'll put it
how we'll us it
who will see it

We spend a lot of money on some of it.

And after 120 years, when we're gone, it stays behind.
Filled with dust, or hung in a closet somewhere.

We can't take it with us.
And no one wants it.

For the past 4 months my siblings and I have been slowly dismantling our parents' home.
Accumulated stuff from over 140 years.

Clothes, shoes, knickknacks, jewelry, tech, books, photos, letters, paperwork (SOOO MUCH paperwork), dishes, furniture....

The peak was earlier this week. We finally had someone come in and tow away all the furniture.

It was strange looking at the bits and pieces left behind that no one wanted.

My husband and I kept supporting each other and reminding ourselves that the stuff we have is just that - stuff.
It really has no value.

Sentiment has its place, but if our house is filled with stuff we're doing something wrong.

Our society has become so focused on tangible goods, that we often forget that the most important investment is in our family and our loved ones.

It's better to invest in people.
Invest in creating memories.
Invest in making others feel good.
Invest in DOING good.

Because that's what will truly remain after we're gone.

Building systems that scale with your ambition | On the cusp of big time growth? You have a good problem | Scale as a coach, consultant or creative with process, strategy, software, & automation | Save 20+ hours a week

Everyone wants to talk about the AI. Nobody wants to talk about the script.


That's backwards.

I just reviewed two companies using the same AI voice technology. Identical platform. Same voice. Similar target market.

One converts at 25%. The other at 4%.

The difference? The script.

The successful company spent 6 weeks developing theirs:
\- Interviewed top-performing reps
\- Surveyed clients about what resonated  
\- Tested 5 different opening approaches
\- Mapped common objections and responses
\- Built qualification frameworks
\- Created conversation branches for different scenarios

The struggling company used a template they found online. Modified it in an afternoon. Wondered why results were mediocre.

Here's what goes into an effective script:

Opening that immediately communicates value (not "Hi, my name is..."). 
Questions that qualify without interrogating. 
Objection handling that feels conversational, not defensive. 
Natural transitions between topics. 
Clear next steps that match your actual sales process.

And here's the secret: it changes constantly.

The companies seeing best results review calls weekly. They identify what's working. What's not. Where prospects lose interest. Where they engage.

They refine continuously.

If your script is generic, your results will be generic. If your positioning is weak, AI amplifies that weakness.

This is why setup takes 5-7 weeks. Most of that time isn't technical. It's strategic.

You're not installing software. You're building the operational foundation that makes automation effective.

Get the strategy right. Then let technology multiply it.

You're teaching your clients to fail. And you don't even know it.


When you manage your business through Google Docs, you're inadvertently training clients to do the same.

Six months from now, they'll be drowning in scattered action items across documents. Wondering why they can't track what needs to get done.

They'll hit the same scaling wall you're hitting. For the same reasons.

This isn't about being picky. It's about being strategic.

The tools you choose teach your clients how to work.

If you're managing through documents instead of systems, you're modeling a workflow that won't scale with their growth.

Your clients hired you for your expertise. That includes showing them what good operations actually look like.

When you give them a client portal that shows only their tasks, filtered by status, sorted by priority, with automated reminders â€” you're not just making your life easier.

You're teaching them what's possible. What they should expect from their own operations.

Companies using project management tools complete 61% of projects on time, compared to 41% for those without proper tools.

That's not marginal improvement. That's the difference between scaling successfully and hitting constant bottlenecks.

Your job isn't to make clients comfortable with inadequate tools. It's to make them successful with the right ones.

78% of automation projects fail to deliver expected ROI.


I know why.

They automate the wrong things in the wrong order.

Here's what I've learned from 15+ years in operations:

Automation multiplies what you already do. If your process is broken, automation makes you fail faster.

Before you automate your sales process, answer these:

❓Do you have a repeatable sales process that works when you execute it? (If your conversion rate is inconsistent, fix that first)

❓Can you clearly articulate what makes someone qualified vs. not qualified? 

❓Do you have capacity to handle 5-10x more qualified leads? (Generating leads you can't convert is worse than not generating them)

❓Is your CRM actually tracking your pipeline? (If you're using spreadsheets, you're not ready)

The companies seeing 240% ROI from automation have one thing in common: they built operational foundations first.

They documented processes. Created clear handoffs. Established metrics. Built systems.

Then they automated.

The technology is powerful. But it's not magic. It's a force multiplier for strategy you already have.

Get your operations right. Then automate what works.

Not the other way around.

Your future self will thank you for integrating systems now.


Every day you delay, you're paying the man**l tax and hitting scaling ceilings harder.

The question isn't whether you can afford to integrate your systems. It's whether you can afford not to.

Start with your biggest pain point. Success there builds momentum and demonstrates value.

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The Battle

Michelle J Raymond

Irit Levi

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