LinkedIn as a B2B marketing channel

Welcome & Introduction

Ben Smith, founder, PRmoment

Making LinkedIn and its algorithm Work For You in 2025

Hena Husain, founder, The Content Architects

• My LinkedIn Journey: How LinkedIn has changed
• What does LinkedIn look like in 2025
• The LinkedIn Toolbox: Community voice, top voice, collaborative articles, in mails, newsletters, carousels, video, groups, company pages)
• Dancing with LinkedIn’s “algorithm”
• The LinkedIn Matrix – picking your content strategy

How to develop experts to build a business development program on LinkedIn

Filipa Hilario, social associate director, WE Communications

• How to create thought leaders on LinkedIn
• What a good expert content calendar looks like
• Why you need to categorise your experts
• Do you train your experts to create content or create content for them? Which gets better results?
• How to map on-platform and off-platform engagement with prospects
• “Milestones and gamification tactics to keep your experts engaged”.

How to build a personal profile on LinkedIn for yourself or client leadership

Kerry Sclater, Digital Account Director, MHP Group

• What is the anatomy of a great post
• Timeline Tools: When to most effectively use polls, carousel, video banners and featured posts
• How to optimise and personalise a profile on LinkedIn
• Understanding the importance of personal engagement on LinkedIn
• How to use thought leadership and research content to build your LinkedIn personality
• How to build a tone of voice that doesn't feel generic or corporate
• What doesn’t work? How much content is too much? And when does thought leadership become mansplaining?

Aaron Calvert, executive producer, Sassy+

Case Study: Building a LinkedIn community with video and LinkedIn Live

• Working to build up an audience in your vertical
• “Going live” - the basics
• The how - the ins, outs, and stakeholder buy-in
• Creating complementary video to amplify your engagement

Close of Webinar