How Hubspot’s Social Team Grew Their LinkedIn Presence by 84% in Six Months

In the evolving landscape of B2B social media marketing, LinkedIn has carved out its place not only as a job-search platform but as a space for dynamic, brand-led conversations. Businesses that previously viewed LinkedIn as a place for press releases and product announcements are now rethinking their strategies. And there’s one standout example that deserves a closer look—HubSpot’s LinkedIn success.

As HubSpot’s Director of Social Media recently shared, the formula for winning on LinkedIn in 2025 looks very different from five years ago. It’s no longer about simply showing up. It’s about showing up right—with purpose, adaptability, and a strong connection to today’s audience.

Let’s break down the key lessons brands should embrace when building a LinkedIn growth strategy, especially if they want to stand out in a world of ever-evolving social media trends in 2025.

LinkedIn’s Audience Has Changed—Your Content Should, Too

LinkedIn is no longer a static platform for formal resumes and polished corporate updates. Its user base has diversified, becoming younger and more community-driven. That’s right—Gen Z is here, and they’re changing the tone of the platform.

If you’re not already thinking about your Gen Z marketing strategy, now’s the time. This demographic values authenticity, relevance, and fast-paced engagement. That means cutting the fluff and getting real. It also means building a presence that feels less like a brand talking at people and more like one talking with them.

HubSpot recognized this early. Their posts feel conversational and human, yet still informative. They tap into current topics, speak in a language that resonates, and encourage two-way interactions.

Take an Audience-First Approach

Every effective B2B social media marketing plan begins with a core principle: know your audience better than they know themselves.

When planning your LinkedIn content, start by mapping out your audience’s pain points, aspirations, and scrolling habits. Are they decision-makers looking for thought leadership? Are they young professionals looking for actionable insights?

HubSpot’s LinkedIn success is a masterclass in this approach. Instead of focusing on what they want to say, they prioritize what their audience wants to hear—insights on trends, marketing wisdom, behind-the-scenes culture content, and product updates with real value.

By placing the audience at the center of your LinkedIn growth strategy, your brand becomes more relatable, memorable, and follow-worthy.

Stay Culturally Relevant (But Don’t Force It)

One of the key elements of succeeding on social platforms today is cultural relevance. In other words, speaking to the moment without trying too hard to fit in.

LinkedIn may be a professional network, but that doesn’t mean your content needs to be stiff. Posts that reflect real-time industry conversations, economic shifts, or even broader workplace culture moments tend to perform well.

A good Gen Z marketing strategy leans into this without losing sight of the brand’s core voice. Gen Z can spot inauthenticity from a mile away, so it’s better to respond to trends that truly align with your business than to jump on every passing bandwagon.

Speak With an Authentic Brand Voice

Gone are the days when B2B brands needed to sound robotic and overly polished. On LinkedIn in 2025, an authentic brand voice isn’t just nice to have—it’s essential.

Whether you’re a software company, logistics firm, or AI startup, your audience is made up of humans. Talk to them like it.

HubSpot’s posts are friendly, confident, and often informal—without ever being unprofessional. They celebrate wins, share learnings, admit missteps, and highlight the people behind the product. That’s the kind of tone that builds trust and drives LinkedIn engagement.

If your brand voice feels like a lecture, it’s time to refine it.

Test, Experiment, Repeat

Here’s a universal truth in digital marketing: you don’t know what will work until you try. The most successful brands on LinkedIn constantly run social media content testing to see what their audience responds to best.

Do carousel posts outperform text-based updates? Are short videos driving more engagement than static images? Is your audience engaging more with thought leadership or behind-the-scenes culture content?
You won’t know until you test.

HubSpot’s social team treats LinkedIn as a lab. They track data obsessively and adjust based on performance. That doesn’t mean changing everything after a single post flops—but it does mean being flexible and informed.

As we embrace social media trends in 2025, this mindset is more valuable than ever. Social platforms evolve quickly, and what worked last quarter might not work now.

Focus on Emotional Connection

Metrics like likes and comments are important, but shares? That’s when you know your content truly resonated.

When someone shares your post, they’re essentially saying, “This speaks to me—and I think others should see it, too.” That only happens when content strikes an emotional chord, offers genuine insight, or says something new.

HubSpot frequently taps into this by sharing stories that highlight the human side of business: lessons from employees, reflections on failure, or uplifting advice for entrepreneurs. If your brand can do the same, your LinkedIn growth strategy will thank you.

Be Willing to Push Boundaries

Finally, don’t be afraid to test the edges of what your brand can be on LinkedIn. This doesn’t mean being controversial for clicks, but rather exploring new formats, storytelling styles, and subject matter.

Try a meme if it fits your tone. Post a candid team video. Share a bold opinion from leadership.

As long as it aligns with your authentic brand voice and brings value to your audience, it’s worth a shot.

The boundaries on LinkedIn are wider than many B2B marketers think. In 2025, success lies in the ability to be both strategic and creative—structured yet surprising.

Final Thoughts

LinkedIn continues to be a vital channel for B2B engagement—but to truly grow, your strategy must evolve alongside your audience. By studying HubSpot’s LinkedIn success, we’re reminded that consistency, testing, relevance, and authenticity are the foundations of growth.

Whether you’re a startup or an established enterprise, your LinkedIn growth strategy in 2025 must be more than a content calendar—it must be a conversation.

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