Behind the Post

Let’s get real: Personal branding might sound like a buzzword, but for B2B social media managers, it can make or break your next opportunity. In this episode of Behind the Post, we’re joined by none other than B2B Social’s Rising 30 star Chloe Maguire, the powerhouse behind Leapsome’s explosive social and community growth, including a jaw-dropping 2700% increase in impressions in one month. (Yep, you read that right.)Chloe shares how social pros can find (and reclaim) their voice outside of brand guidelines, get past the fear of being “cringe” online, and stop over-curating every LinkedIn post. She breaks down how to develop a tone that feels real, set realistic goals for content creation, and design a LinkedIn profile that actually works for you, even if you only have an hour to spare.Whether you’re a social media manager just starting to think about your personal brand or you're ready to take it to the next level, this episode is full of real talk, relatable advice, and tactical steps you can take today to build a brand that opens doors, and still feels like you.Hot Topics:Why social media managers need to build a personal brand (even if they don’t want to)How to find your unique tone when you’ve been writing in your company’s voice all dayThe best way to overcome the fear of judgment when posting on LinkedInQuick wins to upgrade your LinkedIn profile in under an hourNeed to get your hands on more tips, lessons, and advice from our B2B Social’s Rising 30 cohort of 2025? Get inspired in one click.

Over the years, we’ve collected the real questions B2B social media marketers are asking, the kind that rarely get asked out loud. So we brought on someone who’s been in your shoes and has the receipts to prove it: B2B Social’s Rising 30 star and Talkdesk’s Head of Social, Jordan Tenenbaum.In this episode, Jordan gets real about the biggest questions social media marketers are asking right now, from proving pipeline and getting buy-in, to setting boundaries and building your personal brand without burning out. He’s been in your shoes and he’s got stories, scripts, and answers that actually help. Whether you're advocating for your budget, building trust with sales, or trying to grow your career, you’ll walk away with tactics you can use this week.Hit play for copy you can steal, slides you can pitch, and a pep talk you’ll replay before every 1:1.Hot Topics:How to use AI across your workflow (and still sound human)Linking social to pipeline, budget, and exec buy-inCareer growth tips: from getting promoted to building your LinkedIn presenceHow to ask for raises and promotions, and get a “yes”Avoiding burnout: setting boundaries that actually work

If you’ve ever wondered how memes fit into a serious B2B social strategy, or if they even should, this episode is your crash course. Joining us is Ilan Fisher, Digital Content & Global Media Manager at Team8 and one of B2B Social’s Rising 30 Stars for 2025. With a background that spans politics, tech, and startup growth, Ilan has a unique perspective on blending culture with content.From spotting trends before they hit the mainstream to deciding if a meme aligns with your brand’s goals and risk tolerance, Ilan shares the exact tactics he uses to keep content fresh and relevant. He walks us through his four go-to sources for early meme discovery (spoiler: LinkedIn isn’t one of them), explains how to “wink” at trends without going all-in, and reveals the golden rule for knowing when you’ve missed the moment.We also get into the art of securing leadership buy-in for edgier content, the nuances of tailoring humor across platforms, and why sometimes posting a meme three months late is actually genius. Whether you’re just dipping your toes into meme marketing or already have a folder full of saved templates, this episode will have you rethinking your content calendar, and maybe even your approval workflows.Hot Topics:The four best places to spot trending memes earlyHow to decide if a meme is worth the risk for your brandThe “three-day rule” for posting memes (and when to break it)Tips for getting leadership on board with bold, cultural content

Social media managers, buckle up: this episode is packed with tactical takeaways, creative campaign inspo, and a healthy dose of real talk from someone who's been in the trenches.Vania Degenhardt joins us Behind the Post to take us deep into her content creation process from audience-first thinking to platform-specific strategy.She breaks down how to craft content that resonates with multiple personas, shares the anatomy of a high-performing campaign (like an employee-driven pet costume contest that crushed engagement), and explains how to tailor content to fit each platform’s unique user experience.We also get into why your employees are your secret weapon on social, how to inspire advocacy without forcing it, and yes, we go there on the “links in comments” debate.And if you’ve ever had someone question your expertise just because they have a Facebook account, this one’s for you. Vania closes with a powerful reminder of your value as a social pro.Hot Topics:How to create content for different personas, without burning outWhy understanding platform UX is key to performanceA behind-the-scenes look at an employee-driven campaign that crushed engagementWhen to actually put the link in the comments (and when not to)How to empower employee advocates without forcing them

Hilary Engel has been there, posted that. In this episode of Behind the Post, she brings over a decade of digital marketing expertise to tackle the spiciest social media debates in B2B. From whether hashtags are dead (spoiler: mostly) to if timing your posts still matters (it does), Hilary drops fire takes with zero fluff.Currently a solo social team of one at the global law firm, Faegre Drinker, Hilary shares how she handles it all, from writing posts to running social training across 1,200+ professionals. Her POV? Social isn’t just a marketing function, it’s a full-blown strategy that deserves the same respect as any other business unit.You’ll also hear Hilary get candid about the mental load of community management, why follower count means nothing without engagement, and what she wishes every department understood about social media managers (hint: it's not just scrolling all day).If you’re managing social solo, stuck in the “just for branding” mindset, or trying to win debates at your next team meeting, this episode is your cheat sheet.Hot Topics:Hilary’s spicy (and smart) takes on hashtags, CTAs, and follower countThe real reason timing still matters, even in 2025How to gracefully exit platforms that no longer fit your strategyWhat every non-social team needs to know about your jobHit play to hear a social media manager who really gets it. Then go take that breather, you’ve earned it.

You’ve launched your employee advocacy program. Engagement is high, advocates are sharing, and the buzz is real. But then… comes the motivation dip.In this episode of Behind the Post, we’re joined by Matt Churchill, the Social Media and Content Manager at AVEVA, to talk about what happens after the initial hype fades. Matt unpacks how his team recognized when their program was coasting and the smart moves they made to reset, re-engage, and reignite interest across the organization.From stakeholder education and tone-of-voice testing to gamification and the magic of micro-communities, Matt shares exactly how they’re turning quiet participants into energized advocates. Whether you're mid-cycle in your own program or just planning ahead, this episode is full of ideas you’ll want to borrow.Hot Topics:What the “motivation dip” is and how to overcome itThe metrics Matt’s team uses to track success and spot red flagsHow they’re using gamification and regional champions to spark engagementWhy building an internal community is their next big move

What do you get when you mix employee advocacy with the World Cup? A social media competition so engaging that even the self-proclaimed “I’m not a social media person” types are asking to join in.In this episode, we go Behind the Post with Gustavo Mazzocchi, Global Social Media Manager at BioCatch, who takes us on a wild ride through the Social Media World Cup, an 11-month internal employee advocacy competition. From dramatic football-themed announcements (yes, an actual football was thrown during the CMO’s company kickoff presentation) to gamified incentives and tiers like “lucky strikers” and “team players,” Gus shares the structure and strategy that got over half the company involved.Once your employee advocacy program is off the ground, competitions like this are the secret to keeping momentum high, participation strong, and your people genuinely excited to post. If you're looking for creative ways to ignite advocacy and keep your employees posting week after week, this one's for you.Hot Topics:How to gamify employee advocacy (and keep it fair + inclusive!)Why themed competitions spark engagement (and how to plan them)Tips to turn that “I’m not a social media person” into your next top advocateHow BioCatch tracks success with 200+ active advocates across regions

Social media is all about experimentation, but how do you know what actually works?In this episode, Jasmine Deo, Senior Digital Marketing Manager at Grant Thornton Australia, joins us Behind the Post to share how her team uses A/B testing to improve social performance by 1% every week – small changes that lead to big results over time.Jasmine walks us through how her team plans and executes A/B tests, from brainstorming sessions to analyzing the data. She shares real-life experiments they’ve conducted, including how a simple color change on a CTA button led to higher engagement.She also dives into how algorithm shifts impact testing strategies, why testing small tweaks can be just as powerful as large-scale changes, and how brands can balance experimentation with maintaining a strong brand identity.Hot Topics:How to structure A/B tests for better resultsReal examples of small changes that made a big differenceWhat the 1% challenge is and how it builds long-term successHow to adjust testing strategies as platform algorithms change

A new B2B marketing book is hitting the shelves, and we sat down with one of the co-authors for an exclusive sneak peek!In this episode of Behind the Post, we’re joined by Colin Day, co-author of The Social B2B Organization and Managing Director EMEA of Oktopost.Colin pulls back the curtain on what it really means to be a social-first B2B organization – from embedding social into your company culture to aligning teams and proving ROI. He shares insights straight from the book, including how B2B buyers have changed, why employee advocacy is a must-have and the key metrics that tie social engagement to revenue.If you’re serious about using social media to build relationships, drive revenue, and future-proof your strategy, this episode, and book, is for you.The Social B2B Organization hits shelves on March 25, 2025! Pre-order your copy and check out exclusive resources here. Hot Topics:Why social media is a business strategy—not just a marketing toolHow to build a social-first culture that aligns marketing, sales, and customer successThe biggest mistake companies make with social, and how to fix itProving the impact of social on pipeline, revenue, and business growth

If you’re a social media manager, one skill you’ll always need is knowing how to measure success. Because if you’re not looking at the data, how do you know what’s actually working?In this episode of Behind the Post, we sit down with Agnes Bakondi, the Social Media Manager at intelliflo, who’s all about proving social media's impact with analytics. She shares the key metrics she tracks, how often she checks in on performance, and how she turns raw data into smarter content decisions.She explains how she’s made reporting effortless by setting up bite-sized, automated reports that keep her team in the loop without extra work. We also discuss how she spots trends, adapts to algorithm changes (without the panic), and why reviewing her analytics regularly sets her employee advocacy program up for success.And if you’re thinking about running a pilot for advocacy? She squeezed in some quick, actionable tips to get you started. Hot Topics: Why she doesn’t like the term “vanity metrics” Her must-track metrics for monitoring their performance How often she checks analytics (and how she reports on them) Using data to tweak content and optimize campaigns

How did Avoma gain 7,500 new LinkedIn followers in just five months, without spending a single dollar on ads? Mohamed Azhar, the Marketing Manager at Avoma, went Behind the Post to share exactly how he made it happen and trust us, you’ll want to take notes. Get ready to walk away with at least three actionable strategies for growing your brand’s social presence. A loyal social media community starts with content that clicks. Mohamed transformed Avoma’s strategy with fun, relatable content that made his audience laugh, spoke their language, and tackled real pain points. The result? An audience that kept coming back for more. He also shared the campaigns that helped them expand their reach - like spotlighting the Top 25 Sales Leaders to Follow and running a spooky Halloween campaign featuring sales horror stories. These strategies recognized thought leaders, sparked engagement, and introduced Avoma to entirely new audiences. But there’s more - tune in to learn which content and campaigns performed best, the future strategies Mohamed is excited to try, and the best social media advice he’s ever received. Hot Topics: The exact strategies Mohamed used to grow Avoma’s following organically How he made “boring B2B” content fun and engaging The creative campaigns that got their audience talking—and sharing

HubSpot just gets Gen Z marketing—and their social media is proof. From trending memes to pop culture moments, their team knows how to capture attention, spark engagement, and leave a lasting impression. Gen Z grew up on social media, shaped by pop culture and fueled by authenticity. They’re not just entering the workplace—they’re breaking down doors, influencing decision-making, and even leading teams. If your marketing doesn’t resonate with their values and interests, you risk getting left behind. So, we brought in one of their experts, Reece Callaway, to spill the tea on everything Gen Z and show B2B marketers how to connect with this generation. In this episode, Reece dives into HubSpot’s playbook, sharing actionable tips to help you reach and engage this audience. From crafting relatable content to navigating trends and avoiding common pitfalls, he covers it all.  Plus, he offers his predictions for where social media marketing is headed in 2025. We told you he spilled the tea. Hot Topics: Who is Gen Z, and why should B2B marketers care? How to decide which trends to embrace—and which to skip Common mistakes brands make when marketing to Gen Z (and how to avoid them)

Launching an employee advocacy program might seem like a challenging task—but what if you could kick-start a pilot in just 10 days? We’re back with a bonus episode of Behind the Post, and this time, host Alina Dallal is giving you a peek into the conversations that take place in the Oktopost marketing room! Jennifer Gutman, Oktopost’s Director of Product and Customer Marketing, breaks down a proven 10-day roadmap to launching an employee advocacy pilot that will not only engage your team but also deliver results that grab your leadership's attention. From gaining employee buy-in to crafting an internal communications plan, training your advocates, and measuring success, Jennifer shares actionable insights and best practices every marketer needs to know. You’ll also learn how to foster excitement among employees, leverage internal champions, and build FOMO around your program—ensuring it grows into a sustainable, organization-wide initiative. Plus, Jen dives into her tried-and-true strategies for empowering employees to confidently share content, build their personal brands, and amplify your company’s voice on social media. If you're looking to prove the value of employee advocacy in your organization, this episode is your blueprint for a successful launch. Hot Topics: Why employee advocacy is essential for B2B brands How to select and onboard the right employees for your pilot program Creative ways to generate excitement and sustain engagement over time Measuring pilot success and securing leadership buy-in for a company-wide rollout

When executives are active on social media, it can work wonders for your brand’s credibility and visibility. But with their packed schedules and many responsibilities, it’s hard for most leaders to consistently create posts that showcase their expertise and humanize the brand.  Hint: This is where you come in! Through an executive takeover, a social media pro like you can ghostwrite thoughtful, engaging posts for your exec’s personal profiles, helping them stay visible and credible online—without adding to their workload. And the impact is real: 56% of professionals are more likely to buy from a company if its executives are active on social, and 66% say they’d recommend a business if they follow one of its leaders. In this power-packed episode of Behind the Post, Marissa Rosen joins us to break down why executive takeovers are crucial for B2B brands, and how to collaborate effectively with your execs—all in just 15 minutes. Hot Topics: The power of executive voices on LinkedIn and why they matter for your brand How to keep your executive’s expertise and authentic voice at the core of your ghostwriting How your executives’ LinkedIn profile should look like

For most employee advocacy program leaders, you likely don’t have the luxury of walking by each colleague's desk to train them on advocacy. So, how can we keep advocates engaged when part of a global or fully remote team? In this episode of Behind the Post, we sit down with Josh Silverman, the Social Media and Digital Coordinator at Pontoon Solutions, to uncover how he’s built an employee advocacy program that truly resonates across continents and time zones.  With colleagues scattered around the world, Josh had to get creative to keep everyone engaged. From on-demand training videos (now trimmed to a super-efficient 7 minutes) to anonymous surveys that gather valuable feedback, he’s developed strategies that make it easy for employees to confidently share company content—even without the benefit of face-to-face training and interaction. One standout story? One of Josh's advocates saw an incredible 600% growth in their LinkedIn network in just a year, simply by consistently sharing valuable content with their network. Tune in to hear Josh’s top tips for training advocates, building their confidence on social media, curating engaging content, and sustaining excitement for the program over time. Hot Topics: Creative ways to engage a global, remote team of advocates Tips for sustaining engagement and excitement over time Solutions for training advocates across different time zones

Video marketing is one of the most effective ways to connect with your audience and influence decision-making.  The proof is in the statistics: 90% of B2B buyers prefer video content as their go-to content type for learning, and 85% of B2B marketers find it a highly effective method for capturing online attention. But how do you create an engaging video that brings in optimal results? In this episode of Behind the Post, we sit down with Niki Kostova, Head of Social Media at SUSE, as she reveals her best practices for crafting videos that stop the scroll on social media. From selecting the right video topics to finding the ideal video length, Niki shares how her team discovered the perfect formula for producing videos that drive results. Her secret? Putting people at the heart of their video strategy. Rather than relying solely on polished, professional content, Niki and her team focus on authentic, personal videos featuring SUSE employees sharing their expertise. After all, people trust people—and that’s the principle driving SUSE’s video success. Hot Topics: The role of video content in SUSE’s social media strategy Why thought leaders are central to their video approach Best practices for creating standout social media videos How frequently video content appears in their content mix

LinkedIn is no longer just a professional network—it’s a platform where employees can build powerful personal brands that benefit both their careers and the companies they represent. In this episode of Behind the Post, Aliza Hornstein, Head of Social Media at WalkMe, explains why personal branding is a must-have for employees at all levels, from entry-level to the C-suite, and how advocacy leaders can support them in this process. With an employee advocacy program at hand, which they coined ShareMe, Aliza uses gamification tactics and workshops to help employees turn company content into personalized, impactful posts. These workshops have been a key driver of success, teaching advocates how to create authentic, genuine content that resonates with their audience. For those looking to build their personal brand independently, Aliza offers actionable tips throughout the episode, covering everything from finding your unique voice to using AI for inspiration.  Hot Topics: Striking the perfect balance between personal and company content Tips for staying authentic when building your personal brand Training and engaging advocates through quarterly workshops Examples of personal branding posts Aliza has shared on LinkedIn 

In the financial services industry, building trust and establishing a credible brand image are essential for success.  One of the most effective ways to achieve this is through employee advocacy. While compliance and industry regulations present challenges, they do not make employee advocacy impossible. Financial institutions can still thrive by adopting the right approach. In this episode, Lesia goes Behind the Post to give an inside look at how she developed a compliant and successful employee advocacy program for her financial services company. She shares proven tactics for encouraging employee participation while ensuring strict adherence to industry regulations. This includes the use of internal weekly newsletters to keep advocates informed about the latest content, her structured content approval process, and an internal academy where advocates must pass a compliance test before onboarding. From establishing clear guidelines to navigating varying regulations across global teams, Lesia reveals everything you need to know to replicate her success in your own organization. Hot Topics: The internal academy course she designed to ensure advocates understand compliance regulations Strategies for navigating different legal requirements across global teams Her content approval process for maintaining compliance How she encourages advocates to humanize their online presence

Influencer marketing has taken the B2B world by storm, and it’s easy to see why. As buyers increasingly trust recommendations from industry experts and peers over brand pages, influencer marketing has become a key strategy for B2B brands to build trust and boost brand awareness.  In this episode, Vahbiz Cooper, Digital Marketing Specialist at Demandbase, walks us through why brands are turning to influencers, how to choose the right people to represent your brand, and why content quality matters more than follower count. She also shares practical tips for running smooth campaigns, avoiding common pitfalls, and keeping things engaging and fun for both influencers and audiences. She dives into her favorite influencer campaign, which featured a creative unicorn piñata initiative that caught everyone’s attention, as well as the most challenging campaign she’s worked on—and the lessons she learned from it. Plus, she gives us a sneak peek at an exciting campaign she’s currently working on! Whether you’re new to influencer marketing or looking to refine your strategy, this episode offers actionable insights on creating successful, engaging campaigns. Hot Topics: Why B2B brands are turning to influencer marketing to build trust How to select the right influencers for your campaign The behind-the-scenes process of managing complex influencer campaigns Real-life examples of successful campaigns and lessons learned

“Trial and error is better than generic and safe. And if [a post] gets no engagement, it just means that nobody saw it. So as far as the world is concerned, nothing ever happened. No one even saw it flop.” PSA: In B2B, social media isn’t just about business-to-business—it’s about human-to-human connections! In this episode of Behind the Post, Bella Rose Mortel shares how she brings a human touch to B2B marketing at beehiiv. With an active presence on LinkedIn, X (formerly Twitter), YouTube, Instagram, TikTok, and Threads, she explains how beehiiv tailors its strategy for each platform, balancing product promotion, education, and engaging memes. Humor plays a key role in beehiiv's social strategy, and Bella Rose reveals how she weaves this into their content to foster deeper connections with the audience. One standout example? She donned a bee costume and created office parody videos that quickly became fan favorites. In a conversation about humanizing B2B, the power of community management couldn’t be missed. Bella Rose highlights how responding to comments and engaging with followers can boost brand perception and online community strength. But humanizing your brand goes beyond just social media posts. She also emphasizes the importance of employee advocacy, from the CEO's online presence to the social media onboarding process she leads for new team members. At beehiiv, an active presence on social has become an essential part of company culture. Tune in to hear how you can humanize your B2B brand and build a thriving online community through creative, authentic social strategies! Hot topics: Creative, out-of-the-box ideas that entertain their audience How to build authentic relationships with your audience on social Why your employees are your golden ticket to humanizing your strategy