July 17, 2025
There’s a reason so many B2B brands struggle to stand out on LinkedIn. They either double down on company content or bet everything on personal branding. Few manage to do both, and that’s where the real traction happens.
At Nude Digital, we’ve seen it time and again. Businesses pour time and budget into one side of the equation and then wonder why they’re not seeing results. The reality? B2B buyers now interact with brands across a staggering number of touchpoints. Research from SaaS businesses shows it can take 54 touchpoints to create a marketing qualified lead (MQL), 87 for a sales qualified lead (SQL), and 81 to close. Relying on ads alone to deliver that kind of scale would drain your budget fast.
This is why content is no longer optional. It’s central to B2B growth. But here’s the catch: it can’t just live on your company page. It also needs to flow through the voices of the people in your business. When both are working together, you get reach, credibility, and engagement in a way no paid media campaign could ever buy.
We broke down three companies that nail this balance and why their strategies work.
Island, an enterprise web browser company, is a masterclass in focus. They’ve zeroed in on LinkedIn as their core platform, building a strong, recognizable feed identity. Scroll through their posts and you’ll notice:
Even so, there’s room to grow. While senior leaders like the CTO and Head of Brand have solid personal brands, more employees could become "superfans," actively talking about the business and extending its reach.
Gong proves memes have a place in B2B marketing — as long as they fit your brand personality. Their mix of lighthearted content, customer stories, and people-focused posts hits different audience layers.
Their personal branding game is strong too. Leaders and salespeople alike share their experiences, creating multiple voices and perspectives. This layered approach means followers get insights from various parts of the business, making the brand feel more human and relatable.
Cognism takes long-form content and chops it into snackable, highly relevant posts. Carousels, videos, reels — you name it, they’re doing it. And it works because:
Their senior team also leans into personal branding. The CMO and VP of Brand are active voices, sharing thoughtful takes and keeping Cognism top of mind.
We get it. These are big brands with teams and budgets to match. But the principles still apply. Even a business with 20–50 employees can:
The payoff? Wider reach, stronger brand authority, and a steady stream of touchpoints that nurture your audience towards action.
When employees share content with their own voice, you create what we call the spiderweb effect. Each post extends your brand’s reach across hundreds — even thousands — of new connections. It’s organic distribution at its best.
Company pages aren’t dead. They just can’t do all the heavy lifting alone. Pair them with personal brands, and you’ve got a content strategy that sticks.
Want a content strategy that actually works? Let’s talk. We’ll help you strip the boring out of your B2B content and build a system that drives results.
🎧 And if this topic got you thinking, check out the B2B Shower Thoughts podcast episode where we talk about company content and personal branding in even more depth.
