If you think B2B social media marketing lacks creativity, Sue Funke is here to prove otherwise. Sue's remarkable career spans from her beginnings in digital media to working with iconic brands in television, and now making her mark in the B2B marketing space. By combining data-backed tactics with engaging storytelling, Sue has redefined how enterprise companies can thrive on platforms like LinkedIn.

On the GTM Secrets podcast, hosted by Stephen Lowisz, Sue shared her actionable insights on leveraging LinkedIn, maintaining brand consistency, driving engagement, and making content resonate with traditionally “dry” audiences. Whether you're an early-stage marketer or a seasoned professional, her advice can transform how you approach B2B social media.

Here’s a closer look at her strategies, broken down into actionable steps across branding, LinkedIn growth, and content creation.

Why LinkedIn Should Be the Heart of Your B2B Strategy

Unlike other social platforms that are heavily consumer-focused, LinkedIn thrives as a professional ecosystem, making it perfect for engaging decision-makers like HR professionals, L&D managers, and executives. According to Sue, LinkedIn’s evolving features, combined with a tactical, audience-first approach, allow B2B brands to stand out without the need for extravagant budgets.

1. Build Authority with LinkedIn Newsletters

Sue revealed that LinkedIn newsletters are an underutilized weapon for growing organic reach, connecting with your audience, and driving consistent engagement. Here’s how to use them effectively.

How Sue Exceeded Expectations with Newsletters

Sue’s approach to LinkedIn newsletters for Absorb LMS yielded quick success. Her original goal was to attract about 2,500 subscribers. Within the first month, she saw that number double, eventually skyrocketing to over 11,000 loyal readers. Here’s her winning formula for optimizing newsletters:

• Capitalize on LinkedIn’s Promotion: LinkedIn notifies all your company page followers when you launch your first newsletter. This is a massive advantage, particularly for organizations that already have followers in the thousands.
• Make It Engaging and Relatable:
• • Use relatable humor, such as animated GIFs, to break the monotony and infuse personality into newsletters.
  • Balance lighthearted content with actionable data. For example, Funke includes links to relevant blogs, studies, and key resources.
• Focus on Value: Address challenges your audience regularly faces. For instance, if your ICP includes L&D professionals, provide insights on maximizing ROI for training programs or finding gamified e-learning solutions. These add tangible value that keeps readers coming back.
• Stick to a Consistent Cadence: Funke releases her newsletter on the first Thursday of every month, ensuring it becomes a predictable and anticipated resource for readers.

Pro Tip: Invest time analyzing your newsletter analytics. LinkedIn provides rich subscriber data that segments readers by industry, job role, and location. Identify trends to confirm your audience alignment or refine your content strategy as needed.

Newsletter Promotion in Three Steps

Generating interest in your LinkedIn newsletter isn’t just about creating quality content. Here’s how you can maximize visibility from day one:

1. Encourage Your Team to Share: Ask employees to post the newsletter with comments from their personal profiles, broadening its reach beyond your immediate company page.
2. Add Teasers: Use carousels, short posts, or vertical videos to tease the subject of your newsletter, linking the full version in your post captions.
3. Embed Links Strategically: Include newsletter links on your website, email signatures, and your company page “About” section.

2. Mastering Daily Engagement for Organic Growth

No tool or strategy can substitute for meaningful engagement. Sue stressed that consistent interaction with your audience is foundational to success in B2B social media. LinkedIn, unlike other platforms, rewards authentic participation.

What Does Effective Engagement Look Like?

Here’s how Sue builds relationships and increases visibility for Absorb LMS through engagement-driven activities every day.

• Focus on Online Communities: Join relevant communities or follow popular posts within your industry. Look for areas where thought leaders and tech-savvy HR professionals actively share their ideas.
• Comment with Intention: Don’t be robotic. Instead of a generic “Great post!” comment, personalize your response by sharing an insight, asking a question, or building on the author’s idea. For example:
• • Bad Comment: “Interesting perspective!”
  • Great Comment: “Your take on gamification aligns closely with some of the challenges we’re trying to solve around sales training. We recently implemented X strategy, and it’s shown great early results.”
• Celebrate Wins: Show support for non-competitive companies or community members when they announce new features, hires, or achievements. Recognition builds goodwill and increases the likelihood of reciprocal engagement.

Tactical Tip: Allocate 30–60 minutes every day for active engagement. Block this time out in your calendar and treat it the same way you would a high-priority meeting. Sue uses this window to stay top of mind for her audience while boosting Absorb LMS organically.

3. Perfecting Content Formats and Diversifying Posts

Marketing on LinkedIn isn’t just about text-based posts. Sue highlighted the importance of cycling through different types of content to keep your audience engaged and take full advantage of LinkedIn’s algorithm.

Four Content Types to Experiment With Right Now

1. Text-Only Posts: These often perform well because they’re easily scannable and allow your audience to focus entirely on the message. Use them sparingly for thought leadership opinions, storytelling, or insider knowledge.
2. Carousels and PDFs: Share downloadable resources, such as guides, infographics, or slide decks, directly on LinkedIn to capture attention. These posts stay within LinkedIn’s ecosystem, which the platform’s algorithm favors.
3. Vertical Videos: LinkedIn recently introduced a TikTok-style vertical video feed. To capitalize on this emerging trend, create quick how-to videos, customer spotlights, or executive interviews.
4. Polls: Although their popularity has declined, polls are a helpful tool for market insights or quick engagement, as long as they’re relevant to your audience.

Mix these formats within your weekly schedule to avoid repetition, keep the algorithm engaged, and figure out which formats resonate most with your followers.

4. Applying Lessons from Entertainment to B2B Marketing

Sue’s background in the high-stakes world of TV, particularly working on the social side of live events like “Live PD,” taught her invaluable techniques B2B marketers can also apply.

Key Takeaways for Marketers

• Hook the Audience Immediately: Whether it’s the opening seconds of a video or the headline of a LinkedIn article, grab attention as quickly as possible. Start bold—with a question, impactful fact, or unexpected insight.
• Bring Emotion or Humor: Even in traditionally bland industries, adding a touch of emotion or well-placed humor makes your brand more relatable.
• • Example 1 (Humor): A meme about common HR struggles.
  • Example 2 (Emotion): A success story highlighting how your product positively impacted a company.
• Gamify Where Possible: Absorb LMS leaned heavily on gamification in its 2023 content strategy. Concepts like “leveling up productivity” or presenting case studies as “missions” resonate deeply in today’s professional landscape.

5. Prioritizing Consistency Over Virality

One of Sue’s most refreshing insights is the focus on consistent performance rather than chasing viral hits. For B2B brands, stable, reliable engagement wins over erratic spikes that don’t deliver long-term value.

• LinkedIn's Algorithm Loves Consistency: Regular posting signals relevance and ensures your content is more likely to show up in followers’ feeds.
• Use Analytics to Learn & Iterate: Monitor performance metrics like impressions and CTRs (click-through rates) to refine your posting strategy gradually.

Final Thoughts

Sue Funke’s approach to social media marketing is proof that even in the seemingly dry world of B2B, originality and consistency pay off. Whether it’s leveraging tools like LinkedIn newsletters, experimenting with new content formats, or regularly engaging with your audience, the key lies in combining insight with action.

By focusing on authentic brand voice, creating value-driven content, and playing the long game with engagement, B2B companies can build thriving communities that drive results. Ultimately, Sue’s strategies highlight one vital point: social media success requires both heart and hustle.

Now it’s your turn. Take these insights, apply them to your company’s strategy, and watch your social media presence transform.

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