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.

CONNECT WITH MICHELLE J RAYMOND


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