✨ A biotech LinkedIn roundtable + our February cohort
Plus: Recent exec conversations and college football player Fernando Mendoza's viral LinkedIn post. Love that for him.
( Me and Julia presenting at a roundtable on Monday 🆙 )
Hi friends,
First: The February LinkedIn Cohort
Okay - still talking about the February LinkedIn cohort. Since our last email, five more folks have signed up, and we’re getting genuinely excited about this group.
Yesterday, I asked one of the attendees what prompted her to join. She said:
Admittedly, a mix of personal need and professional development. :) My LinkedIn profile needs serious help, and my clients often come to me for pointers about theirs, so I thought this would be a great way to add value to those client engagements.
Also, most of my work is LinkedIn content - both short-form in the way of posts and long-form in the way of newsletters and articles. I believe I’m good at what I do, but I know that I could be SO much better - especially when it comes to content types (I’m great at the vulnerable, lessons-learned kind of content, not so great at the other stuff) - so the fact that we’ll be going through core LI post types and talking strategy and tactics is super exciting to me.
And lead gen on LI? Not doing a ton of that, and I want to start. I have a newsletter I’m really passionate about, and would love to use LI to get more sign-ups, but have no idea where to begin.
As I read this, I thought: check, check, check.
This is exactly the ground we’ll be covering - profile clarity, content types, strategy, tactics, and how LinkedIn actually supports things like newsletters and lead generation.
I can’t wait to dig into all of this with such a great group.
If the above sounds like you, consider joining.
✨ Read about it more here and sign up for it here. Book time to chat with me first here, if you’d like. All Medbury Substack subscribers can use code FriendsofMedbury for 10% off at checkout.✨
Second: Medbury Roundtables
One thing we know for sure from working closely with executive teams: most executives don’t really want to post on LinkedIn.
They want to focus on the work. They’re not trying to be “LinkedIn famous.” And they don’t want to post anything that feels cringey or performative.
But when personal profiles consistently outperform company pages, executive participation becomes part of the job - especially for teams that care about growth.
That’s the context for Medbury Roundtables.
These are 60ish-minute sessions where we present to an org’s senior leadership team - usually with comms, PR, or marketing partners in the room - to give a clear, practical primer on the why and how of executive presence on LinkedIn.
On Monday, Medbury’s Head of Exec Content, Julia Lechner, and I (pic above) led one of these sessions for a biotech team that’s serious about visibility - and refreshingly honest about how uncomfortable LinkedIn can feel.
They were a thoughtful, low-ego group (and British to boot, which added another layer of cultural context around self-promotion), it made for an interesting convo about how to show up in a way that feels credible vs self-congratulatory or braggy.
We covered:
Why posts from personal profiles drive significantly more reach and engagement than company pages
How to keep each post focused on one clear idea
A small, repeatable set of post types that work consistently for leaders (milestones, personal stories, community updates, events)
Three Medbury tricks to making thought leadership content earn reach
How LinkedIn content fits into a real GTM strategy - integrated with tools like Sales Navigator, Dripify, and LinkedIn’s thought leadership ads
When this work is done well, the results can be very, VERY real.
One Medbury client grew from roughly $600K ARR to ~$2M ARR in four months, driven largely by consistent executive presence alone. Another enterprise exec averages around 80K impressions per month - and we post for him just once a week.
Today, we’re running a similar lunch-and-learn with a VC firm and their portfolio companies on modern LinkedIn branding and GTM for founders.
TL;DR: We love doing these. If you want Medbury to run a roundtable for your leadership or comms team, just reply to this email and we can chat.
Third: Some Links
My husband brought this viral LinkedIn post from college football player Fernando Mendoza to my attention. Love this for him. (And Fernando - we’re taking on new clients!)
A few weeks ago I mentioned that I was reading Stephen King’s 11.22.63 (mostly in the sauna at my gym). Now I’m dripping (okay, pouring) sweat onto a copy of Stephen King’s It. Guys: There are so many stories in this book. There are stories within stories within stories within flashbacks. It’s a Russian nesting doll of tales. I love it.
Also, there’s something very comforting about a really, really, really long book in the winter. It feels kind of like eating a giant, never-ending salad: Don’t think too hard - just enjoy it and keep going. It’ll be done when it’s done.
Related: I’ve been into the Talking Scared podcast, about horror novels, and liked this episode a lot.
This was a good MarketWatch listen: Disney makes a ‘dramatic shift’ on AI content with $1 billion OpenAI investment . But I don’t love Disney and Open AI together.
Okay. That’s all she wrote. Happy Wednesday,
Meredith
This newsletter is produced by Medbury. (Say it like “Med - Berry” 🍓) We’re an agency focused on LinkedIn strategy and content for execs, founders, leadership teams and brands. Check out our site, follow us on LinkedIn or book 15 minutes to learn about our work.