How to Choose a LinkedIn Company Page Trainer for Your B2B Team
Choosing a LinkedIn trainer sounds straightforward until you start looking.
Some trainers specialise in personal branding, social selling, employee advocacy, content creation, and LinkedIn for sales. Some cover LinkedIn as part of broader social media training. Not many specialise specifically in LinkedIn Company Pages.
They’re not all solving the same problem.
If you’re responsible for a B2B LinkedIn Company Page or Pages, particularly inside a larger organisation, you need more than someone who can show your marketing team where the latest LinkedIn features are hiding.
Good LinkedIn Company Page training should help your team use the Company Page(s) to build brand awareness, strengthen thought leadership and support demand generation. It should also help the people responsible for LinkedIn make better decisions about positioning, content, community, governance, measurement and how the Company Page works alongside the people behind the business.
So how do you choose the right LinkedIn Company Page trainer?
I’d look for:
- Specialist LinkedIn Company Page experience
- A strong understanding of B2B marketing and buying behaviour
- Strategy before platform tactics
- Proven experience training teams, not just individuals
- An understanding of how Company Pages and people work together
- Governance experience where organisational complexity requires it
- Current, demonstrated hands-on LinkedIn knowledge
And yes, I provide LinkedIn Company Page training, so obviously I hope I make your shortlist.
But only if I meet the criteria.
This guide is designed to help you work that out for yourself.
What Does a LinkedIn Company Page Trainer Do?
A LinkedIn Company Page trainer helps the people responsible for an organisation’s LinkedIn presence build the knowledge, skills and confidence to manage the Page strategically.
That should go well beyond teaching someone how to publish a post.
Depending on the organisation, LinkedIn Company Page training might include Page positioning and optimisation, buyer clarity, content strategy, community building, analytics, internal stakeholder management, governance and how the Company Page works alongside employees, leaders and subject matter experts.
That distinction matters because a Company Page has a different job from a personal Profile.
A personal Profile represents an individual. A Company Page represents the organisation. It gives buyers, customers, employees, partners and other stakeholders a central place to understand what the business does, what expertise it has and why it might be relevant to them.
For B2B organisations with long buying cycles, that can play an important role in building familiarity and trust well before someone is ready to speak to sales.
Someone might see your thought leadership today, visit your Company Page later, come across one of your subject matter experts a few weeks from now and only start seriously investigating the business months afterwards.
LinkedIn rarely gives B2B marketers one neat click followed by one neat conversion.
Your trainer should understand that.
Why Specialist LinkedIn Company Page Expertise Matters
When I started my business six years ago, I chose to focus on LinkedIn Company Pages.
At the time, this was not an especially fashionable career choice.
Most LinkedIn trainers were focused heavily on personal branding and individual Profiles. Company Pages were regularly dismissed as a waste of time; their organic reach was criticised, and the prevailing advice was often to forget about the Page and put all your effort into your people instead.
I believed differently.
If you go far enough back through some of my early podcast episodes, you can hear some fairly spirited conversations about it. There was even one infamous blow-up. I’ll leave you to decide whether six years have made me any less opinionated on the subject.
What I believed then is largely what I believe now:
It shouldn’t be Company Page or people.
They have different jobs.
For a B2B marketing team, the Company Page is part of how the organisation builds brand awareness, establishes its market position, demonstrates thought leadership and creates demand. It provides a consistent brand presence and a central place for buyers to understand the organisation.
The people behind the business bring something different. Leaders, subject matter experts and employees add trusted human voices, relationships, experience and perspectives a Company Page can’t replicate.
The bigger opportunity comes from getting the two working together.
That focus led me to write Business Gold, the world’s first and only book dedicated entirely to LinkedIn Company Pages. I later co-wrote The LinkedIn Branding Book: Power of Two, bringing the Company Page and personal branding sides of LinkedIn together.
For the past six years, Company Pages have stayed at the centre of my work. I also have the privilege of working closely with the LinkedIn Pages team, providing feedback on new feature ideas and participating in feature testing.
These days, I’m happy to report considerably fewer people tell me I’m crazy for talking about Company Pages.
What to Look For in a LinkedIn Company Page Trainer
You don’t need a trainer who ticks every imaginable box. You need someone whose expertise matches the problem your organisation is trying to solve. These are the areas I’d investigate.
1. Genuine LinkedIn Company Page Expertise
Don’t stop at the words “LinkedIn expert” or at a YouTube video with lots of views. Look at what the trainer actually teaches, publishes and works on.
If nearly everything you can find relates to personal branding, individual content and growing a personal audience, that doesn’t automatically make them the wrong choice. But if you’re paying for specialist Company Page training, I’d want evidence that Company Pages are an established part of their expertise.
They should be comfortable discussing areas such as:
- Company Page positioning and optimisation
- Buyer-focused content strategy
- LinkedIn Page features and administration
- Community building
- Analytics and measurement
- Internal content requests and stakeholders
- The role of the Page within wider B2B marketing
The last point matters.
A B2B Company Page isn’t a creator account with a logo.
2. An Understanding of B2B Marketing
Your LinkedIn trainer should understand what the marketing team is actually trying to achieve.
For most B2B organisations, LinkedIn isn’t simply about collecting followers or maximising impressions. It may be contributing to brand awareness, demand generation, thought leadership, market positioning and buyer confidence.
That changes the conversation.
B2B purchases can involve long sales cycles, complex products and services, multiple stakeholders and buying committees. The person seeing your post today might not be ready to buy anything. The immediate win may simply be that they recognise your organisation, understand what you do or become interested enough to learn more.
That’s why I’m much more interested in reaching the right people than chasing the biggest possible number.
Relevance beats reach.
If a prospective trainer talks endlessly about virality and algorithms but barely asks about your buyers or marketing objectives, I’d keep looking.
3.LinkedIn Strategy Before Tactics
Pay attention to the questions the trainer asks you.
Do they immediately start talking about how often you should post, or do they first try to understand the business?
Good LinkedIn Company Page training should consider questions such as:
- What does the organisation want LinkedIn to achieve?
- Who are the priority audiences?
- What does the business want to be known for?
- What role should the Company Page play?
- Who owns the Page?
- What is currently getting in the way?
- How will you know whether LinkedIn is contributing value?
Only then would I start getting into tactics.
Because teaching people to create more content isn’t particularly useful if nobody agrees on who the content is for.
If the bigger issue is that your Page has lost direction, it may be worth stepping back and reviewing your LinkedIn Company Page strategy before jumping straight into training.
4. Experience Training B2B Teams
Knowing LinkedIn and knowing how to teach LinkedIn are two different skills.
You don’t need somebody standing at the front of the room for two hours demonstrating how much they know.
The important question is what your people can do afterwards.
Can Page admins make stronger decisions? Can they assess whether an internal content request belongs on the Page? Can they create content around buyer priorities? Can they build community rather than simply broadcast? Can they explain the Company Page’s role internally?
This becomes even more important when people with different responsibilities are attending the same workshop.
A global social media director may be sitting beside a regional marketer who only works on LinkedIn occasionally. Some participants may manage Pages every day. Others may contribute content or approve it.
Good LinkedIn training for B2B marketing teams has to work in the real world.
Your people should leave with practical frameworks, examples and actions they can actually use.
Another beautiful slide deck disappearing into a shared drive isn’t the outcome.
5. An Understanding of Company Pages + People
Even when you’re specifically buying Company Page training, I’d want the trainer to understand how the Page relates to the people behind the organisation.
The Company Page can’t do the whole job.
Neither can your employees.
The Page provides consistency, credibility and brand authority. Your people bring expertise, relationships and individual perspectives.
That doesn’t mean every employee needs to become a content creator.
Please don’t do that to them.
People can contribute in different ways depending on their role, confidence and willingness. Some may create original thought leadership. Others can contribute expertise, comment on, support relevant Company Page content, or simply help marketing better understand the conversations happening with buyers.
That’s why I say LinkedIn is a Team Sport.
The goal isn’t to make everybody play the same position.
It’s to make sure they understand the game plan.
6. Governance Expertise Where You Need It
If you’re a small marketing team managing one LinkedIn Company Page, governance might not be particularly high on your list.
If you’re responsible for multiple Pages, regions, administrators or business units, it should be.
A trainer with experience in LinkedIn governance should be able to help you think through questions such as:
- Who owns the LinkedIn Company Page?
- Who can publish?
- What belongs globally versus regionally?
- How are internal content requests prioritised?
- What requires approval?
- Where can teams make their own decisions?
- How should employees contribute?
- How should AI-generated content be reviewed?
Governance often gets treated as a long list of things people aren’t allowed to do.
I see it differently.
Good governance gives people confidence.
When people understand the strategy, boundaries and their responsibilities, they can make better decisions without asking for permission every five minutes.
7. Current, Hands-On LinkedIn Knowledge
LinkedIn changes constantly.
Some changes are significant. Others are tiny things most sensible people would never notice unless they spend an unreasonable amount of time thinking about LinkedIn Company Pages.
Your trainer should still be actively working with the platform, Company Pages and B2B teams.
At the same time, I’d be wary of anybody whose entire strategy changes every time LinkedIn releases something new.
New doesn’t automatically mean useful.
Part of expertise is knowing which changes matter and which shiny objects your marketing team can safely ignore.
Check Their LinkedIn Profile Before You Book
Here’s a very practical check you can do yourself.
Go to the trainer’s LinkedIn Profile and scroll down.
Start with Skills. What have they actually been endorsed for? Do you see relevant skills such as LinkedIn Company Pages, LinkedIn Training, B2B Marketing or Social Media Strategy?
Endorsements aren’t proof of expertise on their own, but they’re another useful signal.
Then keep scrolling to Recommendations.
Don’t just count them. Read them.
What are clients and training participants actually saying? Do they mention Company Pages, training, strategy, practical outcomes or working with marketing teams?
Also look at who those recommendations come from. Feedback from people in roles or organisations similar to yours may be more relevant to the work you’re considering.
Finally, check their recent activity.
Are they still publishing, teaching and working in the area they’re selling to you?
No single piece of evidence proves expertise. Together, these checks can help you work out whether the person’s public reputation matches their positioning.
How to Compare LinkedIn Company Page Trainers
If you’re comparing several trainers, this is the scorecard I’d use.
You might weight some criteria more heavily than others.
That’s exactly the point.
Choose the expertise that matches your organisation rather than automatically choosing the person with the biggest LinkedIn following.
| Look For | Good Sign | Warning Sign |
|---|---|---|
| Company Page expertise | Deep experience with LinkedIn Company Pages | Mainly teaches personal Profiles |
| B2B knowledge | Understands buyers and commercial goals | Focuses mainly on followers and reach |
| Strategy | Starts with audience and business priorities | Starts with posting frequency |
| Training | Practical frameworks and application | Mostly feature demonstrations |
| Pages + people | Understands their different roles | Treats the Page in isolation |
| Governance | Understands ownership and stakeholders | Little experience with organisational complexity |
| Measurement | Looks beyond attention metrics | Success is mainly impressions |
| Current knowledge | Actively works with Company Pages | Relies heavily on outdated tactics |
Questions to Ask a LinkedIn Company Page Trainer
You don’t need to conduct a three-hour interrogation, but I’d ask:
- How much of your work specifically involves LinkedIn Company Pages?
- What kinds of B2B organisations and marketing teams do you normally work with?
- How will you connect the training with our marketing and LinkedIn strategy?
- What should our team be able to do differently after the workshop?
- How do you approach brand awareness, demand generation and thought leadership on LinkedIn?
- How do you measure success beyond impressions and engagement?
- Do you have experience working with multiple administrators, regions or business units?
- How do you approach Company Pages and employee involvement?
- How do you stay current with changes to LinkedIn Company Pages?
And pay attention to the questions they ask you.
Someone who wants to understand your business, audience, current LinkedIn activity and team before prescribing the answer would get extra points from me.
LinkedIn Training Red Flags
I’d be cautious if you hear promises around:
- Guaranteed reach or virality
- Secret algorithm hacks
- One posting formula for every business
- Every employee becoming a content creator
- Success being measured almost entirely through impressions
- Training that barely distinguishes between personal Profiles and Company Pages
- Generic training with little interest in your buyers or business objectives
Marketing teams generally don’t need more LinkedIn tricks.
They need the clarity and confidence to make better decisions.
Does Michelle J Raymond Meet These Criteria?
I said at the beginning that I hoped I’d make your shortlist, so it’s only fair I apply my own test.
I’ve spent more than 20 years in B2B sales, 11 years selling and building relationships through LinkedIn, and six years specialising in LinkedIn Company Pages and training B2B marketing teams.
For those six years, Company Pages have been at the centre of my business. I wrote Business Gold, the world’s first and only book dedicated entirely to LinkedIn Company Pages, and later co-wrote The LinkedIn Branding Book: Power of Two, bringing together the Company Page and personal branding sides of LinkedIn.
I also work closely with the LinkedIn Pages team, providing feedback on new feature ideas and participating in feature testing.
I host Social Media for B2B Growth: LinkedIn Strategies for B2B Marketing, which is approaching 250 episodes, and I’m invited to speak on LinkedIn Company Pages at leading social media events around the world.
Visit my LinkedIn Profile, check my Skills, read my recommendations, and look at what I publish. You can also listen to Social Media for B2B Growth: LinkedIn Strategies for B2B Marketing to get a feel for how I think and the kinds of LinkedIn challenges I work through.
Then decide.
I hope I make your shortlist. But only if I meet the criteria.
Final Thoughts
There isn’t one best LinkedIn trainer for every organisation.
Start with the problem you’re trying to solve, then look for the specialist experience, B2B understanding and practical training capability that matches it.
If you’re choosing a LinkedIn Company Page trainer, look beyond follower counts and job titles. Check the evidence. Read their Recommendations. Look at what they publish. Listen to how they think. Make sure their expertise lines up with what your team actually needs.
The best training should leave your team clearer, more confident and better equipped to make good decisions long after the workshop is over.
That’s the test I’d use — whether you choose me or not.
If you’d like to explore whether my LinkedIn Company Page training is the right fit for your team, you can book an intro call here.
