Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers · Michelle J Raymond - LinkedIn B2B Expert

How to Get Your B2B Brand Cited by LLMs Using LinkedIn (Without Falling for the Hype)

·18 min·1 clip

AI rewards explanations, not viral posts—here's what actually gets cited.

This episode examines how B2B brands can optimize for citations by AI tools like ChatGPT and Perplexity, which increasingly use LinkedIn as a source. Host Michelle J. Raymond, a practical LinkedIn marketing strategist, dissects recent research to separate hype from actionable strategy. She focuses on what genuinely improves a brand's visibility to large language models (LLMs) rather than superficial tactics. Raymond references two key studies: one by Profound and another by SEMrush, which analyzed tens of thousands of LinkedIn URLs cited by AI. The research confirms LinkedIn.com is a top-cited domain for professional queries, but not all content types perform equally. Profound's data showed posts and articles increased their share in AI results, but profiles saw a significant drop. The SEMrush study revealed viral posts are rarely cited by AI systems, debunking the idea that high engagement guarantees visibility. Company pages were cited more often than individual profiles in this analysis. A critical insight is that AI systems optimize for explanations, authority, and clarity, whereas the LinkedIn feed algorithm rewards content that spreads. Raymond argues that posting more frequently, as often promoted, is an oversimplification and not a proven strategy for AI citation. She notes LinkedIn employees have a vested interest in encouraging more posting to increase ad revenue. The fundamentals for success are clear expertise, strong profiles, and aligned company pages that communicate a specific brand positioning. The tone is educational and direct, cutting through industry hype with a focus on durable marketing fundamentals. Raymond's style is conversational yet packed with specific data and actionable takeaways. B2B marketers and LinkedIn strategists seeking a nuanced, research-backed approach to AI and organic reach will find this episode invaluable. Listeners looking for quick "hacks" or guaranteed viral formulas might be disappointed by the emphasis on consistent, foundational work.

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