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LinkedIn from first principles

How B2B distribution actually works on LinkedIn: what earns reach, what personal profiles do that pages cannot, and how any of it connects to pipeline.

7 modules · about 50 minutes end to end · free, no signup

Before you start

Written for someone doing B2B marketing or founder-led sales who needs LinkedIn to produce something other than impressions.

Foundations

How the system actually works, before any tactics.

  1. 01How the LinkedIn feed worksWhy does a post reach 200 people one day and 20,000 the next?
  2. 02People versus pagesWhy does a personal profile out-reach the company page by an order of magnitude?

Core mechanics

The levers you will actually pull, and what each one moves.

  1. 03What earns distributionWhat does the feed reward, once you strip out the formatting folklore?
  2. 04Formats and cadenceText, document, video, newsletter — what should you actually publish?
  3. 05Ads and pipelineWhen is paid LinkedIn worth its very high CPMs?

Working like a practitioner

Diagnosis: what to do when the numbers move and nobody knows why.

  1. 06Measuring B2B socialHow do you defend this budget when the buying cycle is nine months?

The frontier

What is changing now — the part the daily feed keeps updating.

  1. 07AI and the B2B feedWhat happens to a feed where the cost of writing goes to zero?