Two B2B clients were treating LinkedIn as a passive channel. I developed a comprehensive strategy across four pillars: SMART goal-setting aligned to the B2B funnel, profile-as-landing-page optimisation for C-suite executives, structured content using the 3-2-1 model (3 informative, 2 culture, 1 promotional), and integrated social selling using Sales Navigator, customised InMail, LinkedIn articles, and LinkedIn Live events.