6 LinkedIn Strategies Every B2B CEO Needs to Know in 2025

In the world of B2B marketing, LinkedIn is a key tool for building brand visibility and generating leads. In our recent session on WTF News Season 2, Episode 1, Brad Zomick, an expert in helping CEOs and marketing teams make the most of their LinkedIn presence, shared some valuable insights. Here’s a closer look at what he shared and how you can put these ideas into practice.

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1. Why CEO Engagement Matters

CEOs represent their companies, and when they actively use LinkedIn, it can change how people see the brand. Their posts and interactions build trust and show a personal side of the company. Yet, many CEOs struggle to participate due to busy schedules or a lack of understanding about the platform’s benefits.

• Building Trust: When a CEO engages on LinkedIn, it adds a personal touch that can help build trust with customers and partners.
• Time Management: Even with a tight schedule, brief, well-planned posts or comments can make a big difference. Marketing teams can help by preparing a content calendar and drafting posts for quick approval.

2. Breaking Through the Barriers

Getting a CEO involved on LinkedIn may seem challenging, but it can be done with the right approach. The key is to show the benefits and make it easy for them to start.

• Show the Value: Share examples, data, and success stories to highlight that an active LinkedIn presence leads to real business results.
• Start small: The easiest way to begin? Commenting. Engaging with industry conversations is a low-effort, high-impact way for the CEO to get started before posting their own insights.
• Plan Ahead: Having a content plan that aligns with the CEO’s expertise and schedule can help ensure regular and effective participation.

3. The Art of Storytelling

Storytelling makes content relatable and memorable. One standout example of this in action is Kait Stephens, CEO of Brij, whose strategic use of storytelling on LinkedIn transformed her personal brand and fueled business growth.

Making a Connection

Kait didn’t just post updates, she shared personal insights, company milestones, and behind-the-scenes moments that humanized her brand. This authenticity built trust and made her audience feel more connected to her journey. Her transition from a relatively unknown figure to a prominent voice in omnichannel marketing shows the power of genuine storytelling.

Real Results

The impact of Kait’s storytelling was tangible. She grew her LinkedIn following from around 2,000 to nearly 20,000 in a short time. In the past year alone, her content generated over 4 million impressions. According to Brad, who worked closely with her, nearly 50% of Brij’s pipeline and revenue can be traced back to her LinkedIn presence. Her success underscores how storytelling isn’t just about engagement, it’s a direct driver of business outcomes.

4. Is Your CEO Ready for LinkedIn?

Not every CEO is naturally inclined to use social media. It’s important to assess whether their communication style and willingness to engage match the needs of LinkedIn.

• Communication Skills: A CEO who can clearly explain ideas and engage in conversations will be more effective on the platform.
• Understanding Customers: If the CEO has a strong grasp of customer challenges, their posts will be more meaningful to the audience.
• Willingness to Participate: The CEO should be open to dedicating some time each week to post and interact. If they aren’t, consider involving other company leaders who can represent the brand.

5. Track, Analyze, and Adjust

Measuring your efforts on LinkedIn is essential to know what’s working and what isn’t. LinkedIn’s built-in analytics make it easier to track progress.

• Use the Data: Look at metrics like post views, engagement rates, and follower growth. This information helps refine your strategy over time.
• Stay Flexible: Regularly reviewing these metrics allows you to adjust your content and approach so that your efforts continue to align with business goals.

6. Engagement is a Two-Way Conversation

Posting content is just one part of the equation. It’s equally important for the CEO to interact with others on the platform.

• Building Relationships: When a CEO responds to comments and engages with others, it creates a dialogue that builds trust and strengthens relationships.
• Creating a Community: Active participation shows that the CEO values input, making followers feel heard and encouraging further engagement.

Final Thoughts

Success on LinkedIn isn’t a matter of chance, it’s built on consistent, thoughtful engagement. When CEOs and their teams truly understand the benefits of the platform, streamline their participation, harness the power of storytelling, and keep a close eye on performance metrics, the result is a stronger brand presence and measurable business growth.

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Want to see how it’s done?

Watch WTF News Season 2, Episode 1 on-demand to hear all of Brad Zomick’s insights and get actionable LinkedIn strategies for B2B success.

Watch Now

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