There’s an epidemic of short-term thinking right now on LinkedIn and it’s killing people’s chances of actually building networks that create long-term value.

In this episode of the Grown Up Business Podcast, Paul sits down with Mike Jones, CEO of Beep2B and one of the UK’s leading experts in LinkedIn social selling. Mike has generated over £100 million in revenue for himself, his clients and partners in the last 15 years using LinkedIn as a platform for relationship-led growth, not spam tactics.

Together, Paul and Mike pull back the curtain on what really works right now on LinkedIn and why most of the training and cold-message “hacks” out there are complete rubbish.

If LinkedIn is already part of your marketing (or you know it needs to be), this episode will give you the strategic framework to turn it into seven figures of opportunity.

Key Takeaways

• The 7 behaviours every entrepreneur must master to generate seven figures on LinkedIn
• How to build long-term asset value in your network instead of chasing short-term metrics
• Why sending “spray and pray” spam messages kills your brand — and what to do instead
• The role of AI and automation in outreach (and where it undermines trust)
• Why trust-based conversations and hand-raiser questions will always outperform pitch-heavy DMs
• How treating your network as a strategic investment compounds into opportunities years later

About Mike Jones

Mike Jones is the CEO of Beep2B, a LinkedIn marketing productivity company helping world-class businesses grow faster through authentic digital relationships.

He combines tactics, training and technology to free up leaders from wasting time on LinkedIn and instead give them a consistent pipeline of inbound leads, strategic partnerships and high-value opportunities.

Resources & Links

• Connect with Mike Jones on LinkedIn → Mike Jones | LinkedIn
• Learn more about Beep2b → B2B Marketing & Lead Generation - Beep2B
• Follow Paul Avins for Scale Up insights on LinkedIn → Paul Avins | LinkedIn
• Transform your business at the Grown Up Business Retreat → The Grown Up Business Retreat 2025

Next Steps

Action Now: Write down the 3 actions from this episode you’ll apply in your business over the next 72 hours.

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