The LinkedIn B2B Playbook
The channel B2B still under-uses.
§01 - What's inside this playbook
LinkedIn is no longer optional for B2B - but being present and winning are two different things. This 2026 Edition covers the single most consequential decision (founder-led vs brand-led), the three-layer system (founder, employee, Company Page), the content formats the current data supports, the comment strategy most companies ignore, employee advocacy done without the cringe, Thought Leader Ads, and a measurement framework built for how B2B actually buys - including the dark-social influence platform tools miss.
After reading, you will be able to
- ✓Pick between founder-led and brand-led LinkedIn and set up a three-layer system
- ✓Use the content formats and comment strategy that still earn reach
- ✓Run employee advocacy and Thought Leader Ads without it feeling forced
- ✓Measure LinkedIn's impact on pipeline, not just likes and followers
Look inside
§02 - Table of contents
- 01Pick Your Lane: Founder-Led vs Brand-Led
- 02The Three-Layer LinkedIn System
- 03Content Formats That Still Work
- 04The Comment Strategy Nobody Talks About
- 05Employee Advocacy Without the Cringe
- 06Paid Amplification: Thought Leader Ads
- 07Measuring Pipeline Impact
- 08The 90-Day Rollout Plan
- 09Common Mistakes & Quick Reference
§03 - Who this playbook is for
- ▲Startups and entrepreneurs building an audience from zero
- ▲Sole business owners who are the brand on the platform
- ▲Brand, community, and creator teams tired of chasing the algorithm
New to this? Start here
If you're just starting out and some of the terms are unfamiliar, begin with our free checklists. They explain each area step by step, so the playbook makes more sense when you read it.
§04 - Who wrote this guide
Hotseat is a strategy-led digital agency across Cape Town, London and Amsterdam. The team has run campaigns for Under Armour, ASICS, Knight Frank, Hey Dude and more - the guides package the systems they use every day.
§05 - Frequently asked questions
Who is The LinkedIn B2B Playbook for?
Startups and entrepreneurs building an audience from zero. Sole business owners who are the brand on the platform. Brand, community, and creator teams tired of chasing the algorithm.
What does the LinkedIn B2B marketing playbook cover?
24 pages across 9 chapters: Pick Your Lane: Founder-Led vs Brand-Led; The Three-Layer LinkedIn System; Content Formats That Still Work; The Comment Strategy Nobody Talks About; Employee Advocacy Without the Cringe; Paid Amplification: Thought Leader Ads; Measuring Pipeline Impact; The 90-Day Rollout Plan; Common Mistakes & Quick Reference.
How do I receive the guide?
It's a PDF. A download link is emailed to you within about a minute of payment.
Can my team use it?
Yes. Every purchase includes a team licence for up to 10 people, plus lifetime access to updates.
What currency and tax will I pay?
Paddle, our Merchant of Record, shows the price in your local currency where available. In the UK and EU the price shown already includes VAT. Elsewhere, any sales tax that applies is shown next to the price and added at checkout.
