Ep. 91 - B2B Selling Is Broken: What Actually Works On LinkedIn In 2026, with LinkedIn's Randy Petway

Season 5 of The Payments Shed Podcast kicks off with a conversation that goes far beyond social selling.Justin Hanna is joined by Randy Petway, Senior Director and Head of Global Accounts EMEA & LATAM at LinkedIn Sales Solutions, to explore how B2B sales has fundamentally changed — and why so many organisations are still relying on outdated playbooks.Randy shares why the future of sales is increasingly being driven by signal, relevance, and discoverability rather than pure outbound volume. The discussion explores how buyer behaviour has evolved, why data quality is becoming one of the biggest competitive advantages in modern sales, and what separates the businesses consistently winning on LinkedIn from those struggling to generate meaningful engagement.They also unpack the shift from interruption-based selling to becoming discoverable by ideal customers, the biggest myths surrounding the LinkedIn algorithm, and why mindset often matters far more than tooling when building a successful sales strategy.Plus, Randy steps up for The Payments Shed's legendary Shelf of Shame to nominate one B2B sales and LinkedIn trend he'd happily banish forever.***The Payments Shed Podcast is headline sponsored by Damisa.Damisa is a regulated cross-border payments and treasury infrastructure provider. Using a blend of traditional banking rails and stablecoin technology, Damisa helps businesses move money faster, cheaper, and more transparently across global markets. Its platform supports collections, settlements, disbursements, and liquidity management, while maintaining a strong compliance-first approach. Damisa is building the next generation of global payment infrastructure.Learn more at: https://www.damisa.xyz/***The Payments Shed Podcast is sponsored by Cyclops.Cyclops is a crypto and stablecoin infrastructure platform built for payments companies, enabling PSPs, acquirers and processors to offer crypto acceptance, stablecoin settlement and payouts without building their own blockchain stack. It provides a unified solution for pay-ins, pay-outs and fiat-to-digital asset conversion, with simple API or low-code integration.Learn more at: https://cyclops.finance/***The Payments Shed Podcast is supported by PCN.PCN is a boutique recruitment agency rooted in Amsterdam, driven by a singular mission: connecting top talent with industry leaders. PCN specialises in five core pillars — Fintech, Cybersecurity, SaaS, E-Commerce, and Salesforce — backed by a global network across borders.Learn more at: https://teampcn.com/***Disclaimer: Any views or opinions referenced in this podcast episode are our own, or those of our respective guests, and they do not represent any views, opinions, or statements from our respective employers, or those of our guests. Additionally, any views expressed here are not intended as investment, legal, tax, or financial advice.