LinkedIn & b2b social media
ROLE: Admin, Creator, Strategy
Date: 2010-Present
Social media has been the lifeblood of virtually all content for the past 15+ years. B2B, B2C, Brand Awareness, Influencer, Events, Lead Gen, Personal Branding - it all runs through the engines of LinkedIn, Facebook, Instagram, Reddit, YouTube and whatever is being developed in a Silicon Valley garage today.
A significant part of my career has been the development of B2B LinkedIn channels. Organic is king but occasionally running a few paid ads is a worthwhile expense. Below are a few examples of campaigns and strategies I have led throughout my career.
Mural health
When I started at Mural Health, their social strategy was non-existent. The product was a B2B mobile app for people enrolled in clinical trials. I identified LinkedIn as the channel to focus on. A content calendar was drafted and I aimed to post 2-3 times weekly with one of those posts generally being an ICYMI.
Content included videos clips, carousels, photos, event previews and event recaps. I also started creating event listings so people could RSVP on LinkedIn.
The goal was brand awareness, sharing content, press release distribution, generating on-site sales prospect appointments in the weeks leading up to conferences and “boots on the ground” documenting of on-site events (photos and videos) and recaps. Particular attention was paid to tagging colleagues, contemporaries and companies we interacted with.
Due to a dedicated content calendar and increased post cadence, we averaged over 2,000 new organic followers each week. Total LinkedIn Follower Count: 41,000
our Linkedin page averaged over 2,000 new organic followers weekly
Intealth
I was hired to be Director of Brand Marketing at Intealth to push a brand integration over the finish line. Two well established brands with widely different audiences, ECFMG and FAIMER - were merged under one umbrella - Intealth - with little to no communication or education to the public.
My first order of business was to rethink their social media strategy and push for LinkedIn and Instagram to be the main channels. There were no sales at either legacy company. These accounts were strictly for brand awareness, coverage of large-scale conferences across the world, advocacy and announcements.
We also needed an influencer, which I found. And current attendees needed education on capturing photos and video, which I provided.
Finally, in the middle of all of this, I was part of a team responsible for consolidating 6 unique social media accounts into just 3. Total LinkedIn Follower Count: 34,000
Our reach across all channels reached over 130,000 and we increased our output by 31%
When I started, there had been no social media posts in months and there was no channel strategy. It was basically post the exact same thing across all of the main platforms. I immediately identified that LinkedIn is where we should primarily live and prioritized that.
PACT merged startups with venture capital for mentorship and for investments. We also hosted multiple events weekly across a number of industries including Technology, Cybersecurity, Finance, Life Sciences and many more. The main point of LinkedIn was 2 fold: drive attendance to these virtual events and sell memberships.
In addition to posting our own content, I also posted news and events for our members that included SEI, Dell Boomi, Bank of America, RSM, Comcast, IBX and KPMG.
And I created a full campaign centered around the first in-person business event in the Philadelphia area post-COVID. Since it was in Springfield, PA, I went with a Simpsons theme because that absolutely resonates with everybody. I captured photo and video at this event as well as worked with an outside production company on the video production/content creation. Total LinkedIn Follower Count: 7,000
pact philadelphia
I increased organic social media growth, including followers and impressions, by 300% in just 8 months
my personal brand
When I was back on the job market in 2025, I needed a creative way to let people know it. Considering LinkedIn is where all of my connections resided, and virtually every hiring manager and recruiter, I made an outside the box video that featured 2 versions of myself explaining my skill set and how I can provide value to their company? (Video included on this page)
Within a few hours, I had a significant amount of engagement and more importantly, shares.
The end result? I received a number of interviews within a week and closed 2 clients that I am still working with. All because of one post on LinkedIn. It was so successful, I decided to spend a few hundred bucks to boost it outside of my network but at the end of the day, most of the success came from the organic LinkedIn post. Total LinkedIn Follower Count: 700. Total Connections: 500.