At Temono, we work with a network of specialist partners whose expertise complements our own, and invite them to share their insights on our blog. In this guest post, social media strategist Sam Oliver explains why 2027 could be the year B2B technology leaders finally take LinkedIn seriously – and how to make the most of it.
To use a football analogy, a B2B tech company not using LinkedIn properly is a bit like Man City playing Erling Haaland in defence. He’ll do a job for you, but to get the most out of him, you have to play to his strengths and stick him up-front.
And it’s the same with LinkedIn. You need to play to the platform’s strengths to get a return.
It’s evolved so much over the last few years that it’s a completely different beast to the CV website it started out life as.
Simply posting infographics on your company page won’t cut it anymore.
Buuuut before we get into that, a quick introduction. I’m Sam, a social media strategist with 10 years’ experience working with brands across tech, travel and hospitality, including IBM, Constance Hotels and Greene King.
Heading into 2027, there’s a proper opportunity for B2B businesses whose leadership teams are willing to get involved.
Here are five reasons why.
1. Your buyers are there, and they’re doing their homework
LinkedIn themselves report more than 1.3 billion members and five consecutive years of double-digit membership growth. It also says four out of five members drive business decisions.
That doesn’t mean 1.3 billion people are scrolling every morning, or that everyone who sees your post has a budget to spend. But it does give you an idea of the professional audience available.
For a B2B tech business, that audience can include the people researching a solution, the people who’ll use it and the people signing it off.
And waiting until they ask for a proposal leaves a lot to chance.
Dreamdata’s LinkedIn Ads Benchmarks Report 2026 found that 81% of the B2B customer journey happens before the sales pipeline stage, up from 70% in its previous report.
That’s a lot of time for potential customers to research their options, read other people’s views and get familiar with your competitors.
If you’re waiting for an enquiry before giving them something useful, you’re leaving much of that groundwork to someone else.
That’s why useful LinkedIn content matters. It gives potential customers a chance to understand your thinking, recognise your expertise and become familiar with your business before they need you.
It’s all about building that trust and connection with potential buyers.
If you only judge LinkedIn by who fills in a form immediately after reading a post, you’re missing a big part of its value.
2. It’s getting more personal and personality matters
You’ve probably spotted this already, but LinkedIn has a bit of a Facebook feel to it these days.
Career changes. Personal milestones, with plenty of pics of friends and family. Strong opinions, with everything from the latest episode of The Traitors to Labour’s latest policy decision being debated on the platform.
Some of it is interesting. Some of it needs leaving in the drafts.
But there’s an opportunity here for leaders who have something worth saying and are prepared to sound like themselves.
Your CEO has probably spent years dealing with the problems your customers are trying to solve. They’ve made difficult decisions, seen projects go wrong and developed opinions about where the industry is heading.
That’s a lot more interesting than another post announcing that the business is “delighted to be driving innovation”.
They could explain a decision they got wrong. Challenge a bit of accepted industry advice. Talk about a question customers keep asking and give a proper answer. For a telco CEO, that might mean explaining why a much-hyped technology hasn't delivered on its promises.
Personal doesn’t have to mean private. You don’t have to share your family life to have a recognisable voice.
It means letting people see the experience and judgement behind the job title.
For 2027, I’d be putting far more effort into getting those perspectives out of people’s heads and onto the feed.
3. Your company page needs a tune-up and a strategy
A company LinkedIn page has a job to do. It gives people somewhere to check out your business, see your work and understand what you offer.
But expecting it to do all the heavy lifting is asking a lot.
Refine Labs compared seven employees’ personal profiles with its company page. The employees’ posts averaged 2.75 times the impressions and five times the engagement, despite having fewer followers on average.
From my own perspective working with multiple clients across LinkedIn, I’m seeing something very similar, with c-suite and founder profiles massively outperforming brand pages.
Your CEO, technical lead and sales director have different networks and different things to contribute. Giving them space to share their expertise creates more opportunities to reach the people involved in a purchase.
And this is where the numbers get interesting.
Dreamdata’s 2026 report puts the B2B buying journey at 88 touches across four channels and 10 stakeholders in its customer data.
That’s across the buying group and the wider journey. It doesn’t mean one person needs to see 88 LinkedIn posts before they’ll buy from you.
But it does put the expectation that a handful of company updates should bring in new business into perspective.
The person who wants your software may need to convince finance, IT, procurement and their own boss before anything happens.
Those people won’t all care about the same things.
Your technical lead can explain integration challenges. Your CEO can discuss the business problem. Someone from your delivery team can show what a successful rollout involves.
The important bit is making room for different perspectives and giving your team the freedom (and a little push) to put themselves out there and post regular content.
4. Video can make that first conversation feel less cold
There’s something useful about hearing someone explain a subject they know inside out.
You get their tone, their personality and a sense of how they think. You can start to imagine what a conversation with them might be like.
That’s an opportunity for B2B businesses, particularly when the product is complicated or the purchase involves a lot of trust.
LinkedIn’s 2025 research found that marketers with mature video strategies were 2.2 times more likely to describe their brand as well trusted.
I wouldn’t turn that into a claim that a few talking-head videos will shorten your sales cycle. Procurement will still take as long as procurement takes.
But video can help answer questions and build familiarity before a sales conversation happens.
Think about a potential customer who has already watched your CEO explain an industry issue, your product lead demonstrate a feature and your delivery team answer a common concern.
They’ve had a chance to get to know the people and the proposition. Your first meeting has something to build on.
You don’t need to start with a film crew, either.
An iPhone and a decent microphone are enough to get going. Give your CEO a question they answer regularly and let them explain it in their own words.
Then use the video where it’s relevant, whether that’s on LinkedIn, on your website or in a follow-up to someone who has asked that exact question.
5. It gives your PR more mileage, with potential benefits for AI search
Getting a good piece of coverage takes work.
So it’s a shame when the LinkedIn follow-up amounts to “We’re delighted to feature in…” and a link.
There’s usually much more you can do with it!
Your CEO could explain why the issue matters to customers. A technical expert could expand on something there wasn’t room for in the article. Your company page could pull out the practical implications.
Each post gives people a reason to care about the story and another route to the original coverage.
There’s also a developing connection with AI search.
GEO, or generative engine optimisation, is the term being used for improving visibility in answers from AI tools such as ChatGPT and Google AI Mode.
In a recent study, Semrush analysed 89,000 LinkedIn URLs cited by AI search tools. LinkedIn articles accounted for the largest share of cited LinkedIn content across the three tools it studied.
That suggests useful, publicly accessible LinkedIn content can contribute to how businesses and topics are discovered through AI search.
It doesn’t mean posting three times a week will get your company recommended by ChatGPT, and of course, the algorithms can change how much they prioritise LinkedIn at any time. Being cited and being recommended are different things.
My advice is to publish clear explanations, original expertise and evidence you can stand behind. Keep the facts consistent across your website, PR and LinkedIn content.
That gives AI search tools something substantive to reference.
Your CEO needs to make time for it
Taking LinkedIn seriously involves more than agreeing that the marketing team should post more often.
It needs access to the people who know the business… and their opinions!
A sensible place to start is a regular conversation with your CEO about what customers are asking, what’s changing in the industry and what they’ve learned recently. Then turn the strongest points into content.
And don’t let them get away with the classic “I’m too busy” excuse! Your CEO doesn't need to write every post themselves. With the right support, a short conversation can generate several pieces of useful content.
It’s been reported that Andy Burnham leaves at least 10 minutes free in his diary every day to focus on creating social media content.
If the PM can find time for it, your CEO can, too.
Want to get more from LinkedIn?
If you'd like to learn more about how Temono can help your business build its presence on LinkedIn and turn your team's expertise into engaging content, get in touch.