B2B Social Growth: Presented By Tribal Impact

LinkedIn has become the #1 most-cited domain in professional AI queries. Which means that if your brand isn't showing up on LinkedIn, it's likely invisible when AI answers your buyers' questions too.

Tribal Impact's Justyna Brownbridge sits down with Brooke Weller, AI Search Consultant at LinkedIn, to unpack what LinkedIn learned when they tested their own AI visibility across four pillars (owned, social, earned and paid content) and then dig into what their data reveals about leveraging your LinkedIn presence.

In this session, you'll learn:

• Why original, educational content drives the majority of AI citations.
• Why individual authors with credibility are outperforming company pages.
• Why consistency beats virality when it comes to AI pick-up.

If your brand trust stops at the corporate feed, you’re missing the real starting line: your people.

Join Justyna Brownbridge, Tribal Impact, for a live conversation with Elena Ivanova, a seasoned Marketing & Communications leader, to uncover what it actually takes to activate employees on social media and turn internal voices into external trust.

In this session, you’ll learn:

• The practical steps and signals of readiness (culture, training, data and tech) that let employee advocacy take root.
• How organic, paid and leadership visibility work together to amplify authentic employee storytelling and build brand trust.
• Where to invest first when you scale: the priorities (people, processes, measurement) that deliver the fastest, most defensible ROI when rolling out employee activation.

Perfect for social media leaders, internal comms, HR, and executives who want their people to be the most trusted voice of the brand.

Join us for a live conversation with Chris Kim, a seasoned social media strategist who has helped shape the digital presence of IT leaders like Palo Alto Networks, Airtable, ServiceNow, Workday, and Microsoft.

In this session, we cover:

• How IT organisations can build genuine trust from the inside out.
• Practical tips and real-world examples tailored for the tech landscape.
• They key to blending employee advocacy with executive social presence to shape strong brands powered by people.

When Henkel started their global employee advocacy programme, it quickly became clear that focusing on perceived regional cultural differences was not the key to success.

In this LinkedIn Live session, Maria (Mia) Doskas from Henkel will share how they design coaching and training programmes that reflect the realities of people’s day-to-day roles and the company culture they work in. Instead of building separate playbooks “for Germany” or “for the UK”, they focus on the needs of specific groups, wherever they are in the world.

In this session, we cover:

• Why role, team context and company culture often matter more than regional differences.
• How Henkel tailors LinkedIn enablement to different functions and levels of social media maturity.
• Practical examples of customising coaching and training for specific employee groups.
• Lessons learned from building a culture of authentic, sustainable employee activity on LinkedIn.

Startups grow fast because their founders are visible, authentic and deeply connected to their customers. They’re present in the market, build personal trust and tell the story in a way that moves people and deals.

But what happens when larger enterprises apply the same principles?

In this LinkedIn Live, Tribal’s Justyna Brownbridge will be speaking to Purna Virji, Principal Consultant at LinkedIn, about the latest LinkedIn playbook “Founder-Led Sales and Marketing Never Ends”. 

We’ll explore what B2B leaders can learn from it to accelerate enterprise growth and discuss how to adapt the “founder effect” that blends authenticity, leadership presence, and storytelling into a scalable strategy for complex sales environments.

Join us to learn how enterprise brands can:

• Translate founder-style visibility into executive-led influence.
• Strengthen buyer confidence by humanising executive comms.
• Align leadership visibility with measurable commercial outcomes.
• Use video and thought leadership ads to scale outreach and build trust faster.

Almost 7 in 10 candidates say they would turn down a job offer from a company with a poor employer brand, even if they were unemployed (ITA Group). 

That’s how high the stakes are today. Candidates today have more options, expect more from employers, and are less willing to tolerate brands that don’t deliver on their promises.

At Pfizer, culture is at the heart of how they attract and retain top talent. And doing so in a highly regulated industry is challenging. In this session, Tribal's Justyna Brownbridge will be speaking to Anne Kennedy Dotson, Head of Global Employer Brand, Recruitment Marketing & University Relations, and Clarence Stephens IV, Marketing & Employer Brand Associate, about how they lead Pfizer’s employee advocacy program to build an employer brand that people trust. 

We will explore how Pfizer:

• Empowers brand ambassadors through a structured advocacy program
• Builds a community that shares stories, best practices and culture
• Identifies and engages new advocates already active on LinkedIn

If you’re an employer branding professional looking for practical ideas, inspiration, and proof that advocacy works, this is a conversation you won’t want to miss.

AI is transforming how organisations approach employee advocacy and social selling, and it’s not about replacing people. It’s about improving the way we work. 

Salesforce’s latest Slack Workforce Index shows daily AI use among desk workers has jumped 233% in just six months. Those using AI every day are 64% more productive and 81% more satisfied in their jobs.

Join Felipe Torres from Tribal Impact and Guillem Cardenal Basté, Merck Healthcare, to learn about how Merck built a successful social selling community. 

We’ll cover:

• How AI can enhance (not replace) human-led social selling alongside their employee advocacy program
• How AI accelerates engagement and sales outcomes
• Best practices for blending automation with authenticity

A recent Great Place To Work® UK report highlights the impact of quality connections between leaders and their colleagues (Leadership Proximity). In high-trust workplaces, revenue per employee is 8.5x higher, and organisations outperform the market by 4x.

Join Tribal Impact’s Justyna Brownbridge and Dr Petrina Carmody PhD CPsychol, Executive Coach and GPTW UK Chief Change Officer, to discover how visible leaders are essential for amplifying your advocacy, results, and team engagement.

We’ll cover:
🔸 How trust is the foundation of your growth strategy.
🔸 How leadership proximity drives employee advocacy.
🔸 Practical actions leaders can take to build a high trust culture.
🔸 Why trust accelerates both talent attraction and retention.

78% of businesses that use social selling outperform those who don’t. (LinkedIn)

The key is making it part of your team’s everyday mindset.

Panasonic TOUGHBOOK launched their social selling pilot with their Key Account Managers to measure what happens when they’re given the right skills, tools, and training to connect on social media.

Alexandra Edwards from Tribal Impact will interview Birgit Raes, Sales Enablement Specialist at Panasonic TOUGHBOOK, to discuss the successes and challenges of their pilot program. You’ll learn:

• Why empowering employees to create authentic content is key to humanising your brand.
• How the Japanese concept of Ikigai integrates into Panasonic TOUGHBOOK’s social selling strategy.
• Real results from a pilot social selling program. 
• Learnings for implementing and scaling your program beyond the pilot. 

This session is a must for anyone early in their social selling journey. 

The B2B marketing landscape is evolving, and traditional attribution models are struggling to keep up. 

Join us for an exclusive live interview with Tribal Impact's Justyna Brownbridge and Kick Point's Dana DiTomaso, a leading expert in B2B marketing analytics, as we explore the challenges of measuring impact in a post-attribution world.

We’ll explore the following:

• The limitations of traditional attribution in modern B2B marketing
• How to track success when buyers engage across multiple channels
• The role of organic social and how to prove its value 
• Actionable strategies for refining your tracking approach