Nobody buys a six figure contract from a carousel
Social media training for B2B marketing teams, where the sales cycle is long, the buying group is six people and social media cannot be judged on last click. LinkedIn done properly, employee advocacy, sales alignment and measuring something a finance director will accept. Half day £1,200, full day £1,800 for up to six people, excluding VAT.
Why does B2B social media get judged unfairly?
Because it is measured with consumer tools against a consumer model. A purchase involving six people over eleven months does not have a last click worth crediting, and the post that mattered may have been read eight months before anybody filled in a form.
So B2B social gets reported on engagement, which nobody senior cares about, or on leads, which it rarely produces directly. Both readings are wrong and both end with the budget being questioned. Fixing how it is measured and described usually protects more value than any tactical change.
What does the training cover?
1. The buying group
Six or more people with different questions. Content mapped to each rather than one message aimed at a job title.
2. LinkedIn properly
Company page, people, and the difference between the two. See LinkedIn marketing training.
3. Employee advocacy
Your people outperform the brand page consistently. Making that repeatable rather than occasional.
4. Sales alignment
Marketing and sales using social for the same accounts without duplicating or contradicting. See social selling training.
5. Expertise as content
Turning what your specialists know into something publishable, which is usually a process problem not a writing one.
6. Paid for narrow audiences
Expensive clicks, small addressable markets, and how not to burn budget. See LinkedIn ads training.
7. Measurement for long cycles
What to report monthly when the sale is a year away, and how to talk about influence without overclaiming.
8. AI in a B2B workflow
Useful for volume, dangerous for credibility in a market where readers know the subject. See AI training.
Should B2B content come from people or the company page?
Both, doing different jobs, and most B2B teams get the split wrong. The company page is the reference point. It is where somebody checks you are real, sees the work and finds the case studies. It is not where anybody is persuaded of anything.
Persuasion happens on people’s accounts, because expertise is more credible attached to a named human with a job and a face. The practical implication is uncomfortable for a lot of marketing teams, which is that your best content investment may be helping eight colleagues post rather than improving the company page.
Who runs the day?
I am Chris Norton and I run most of these sessions myself. I founded Prohibition, the PR, social and content agency behind this site, I have worked in public relations for more than twenty years, and I have been running training since 2009. I co-authored Share This Too, the social media handbook published by the Chartered Institute of Public Relations.
B2B has been a consistent part of the agency’s work, including Huthwaite, Engie and Transport for the North. We also run this business the same way, which means the arguments about attribution and about getting specialists to publish are ones we have had internally as well as with clients.
B2B social media questions
How much does B2B social media training cost?
Half day £1,200 and full day £1,800 for up to six people, excluding VAT, priced by the group. Around £200 to £300 a head, delivered at your office or online.
Is LinkedIn the only channel that matters for B2B?
It is the most important for most B2B organisations and it is not the only one. Depending on your market, YouTube, industry communities and even TikTok reach buyers earlier in their career than LinkedIn does.
How do we measure B2B social media?
Not by last click. We build a reporting approach that shows influence across a long cycle honestly, and that includes being clear about what cannot be attributed rather than inventing a number.
Our specialists will not post. What do we do?
Usually it is not reluctance, it is that posting has been made their job on top of their job. The fix is a process where marketing does the work and the specialist provides the thinking, which takes them twenty minutes rather than an evening.
Should sales and marketing use social differently?
Yes, and they should know what the other is doing. See B2B social selling training for the sales side.
Is paid social worth it for a small addressable market?
Sometimes, and it is expensive. If your total market is two thousand people, tightly targeted paid can work, but the maths is different and the usual advice does not apply.
Does thought leadership actually work?
Genuine expertise published consistently does. Content labelled thought leadership that says nothing specific does not, and B2B audiences spot the difference faster than consumer ones because they know the subject.
Can you train our sales team too?
Yes, usually as a separate session because the objectives differ. Marketing is building a market, sales is working named accounts.
Tell us how long your sales cycle actually is
Half day £1,200, full day £1,800, up to six people, excluding VAT. Delivered UK wide or online.
One of the sectors we train, alongside every social media course. Delivered UK wide or online. Last reviewed August 2026.
