What do you get when you mix almost a decade of B2B social experience, a 500K+ personal brand, and a strategist who’s seen a lot of LinkedIn feeds? A masterclass in what actually makes B2B social work, and what’s quietly holding most brands back.

In this episode of Behind the Post, we’re joined by Luis Urgell, B2B Socials Rising 30 star and founder of Timewarp., to break down how he evaluates B2B brands on social, and what you can learn from it as a social media marketer.

Luis walks us through the exact signals he looks for when landing on a B2B LinkedIn page, from hiring patterns to posting cadence, and why these details matter more than most teams realize. Think of this episode as an inside look at how your page is being judged, by peers, prospects, and decision-makers alike.

We get tactical. Luis shares one simple change social teams can make this week to improve content performance, the most common mistakes he sees during audits, and why many B2B brands are unintentionally leaving attention on the table by playing it too safe.

He also breaks down what good B2B social actually looks like today, including why employee-led content works so well, how brands like Zapier are getting it right, and why TikTok can be a powerful testing ground even if LinkedIn is your main channel.

If you’re a B2B social media manager looking to sharpen your instincts, spot gaps faster, and build a strategy that actually stands out, this episode is packed with lessons you’ll want to steal.

Hot Topics:

• What to look for when evaluating a B2B LinkedIn page

• The fastest way to boost engagement using employee advocacy

• Common content mistakes B2B brands keep making

• How to experiment without blowing up your brand voice

To kick off 2026, we're going way beyond “boost engagement” and “grow followers.” In this powerful and personal episode, Travis Tyler, Senior Social Media Manager at Motion and one of Oktopost’s B2B Social’s Rising 30 stars, joins us to share eight social media goals that every B2B social media marketer should consider this year.

But these aren’t your typical KPIs.

Using the Wheel of Life assessment tool, Travis walks us through a new way of setting goals, ones that consider your career, creativity, wellbeing, finances, and even joy.

Travis gets real about money, mental health, burnout, side hustles, parenthood, and finding creative outlets that don’t come with a performance metric. It’s one of the most vulnerable and validating conversations we’ve ever had on Behind the Post, and one that every social media marketer needs to hear.

So if you’re feeling overwhelmed, underpaid, or just unsure what success looks like in 2026… hit play. This episode will meet you where you are.

Hot Topics:

• How to set social media goals that serve your life, not just your brand

• Budget, burnout, and side income: the financial realities of being a social media manager today

• Why every SMM should take an improv class (really)

• The power of community, and how to find yours this year

Need 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.

This week on Behind the Post, we’re getting tactical with employee advocacy pro and B2B Social’s Rising 30 star, Dasle Hong, Senior Brand Marketing Manager at DailyPay.

Dasle wears multiple hats: social media, employee advocacy, and brand reviews, and she’s using all of them to build a brand that not only shows up externally but rallies employees internally. In this episode, she shares exactly how she’s built successful employee advocacy programs that align with business goals and genuinely resonate with employees.

From her unique career path encompassing both HR and marketing, Dasle brings a deep understanding of what motivates people to share, how to find your internal champions, and the five essential pillars she uses to run advocacy programs that don’t fizzle out. Spoiler: it’s not just about content, it’s about culture, onboarding, education, and connection.

Plus, she shares the unexpected places she’s found superstar advocates (hello, book club!) and why new hires are her secret weapon.

If you're building or scaling an employee advocacy program, or struggling to get people to actually post, this episode is your cheat sheet.

Hot Topics:

• The 5 core pillars of a successful employee advocacy program 

• Why new hire onboarding is her #1 tactic for long-term advocacy adoption

• How to identify internal ambassadors without forcing it

• The HR x Marketing mindset shift that will take your advocacy strategy to the next level

Need 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.

This week on Behind the Post, we're getting supercharged with Eeshita Mittal, Marketing Manager at HCLTech and the driving force behind the Supercharged Ambassadors Club, HCLTech’s employee advocacy program that’s redefining talent attraction and retention in the B2B tech space.

Eeshita shares how this purpose-driven initiative evolved from a pilot to a global community of 200+ employees across 25+ countries. From fresh grads to senior VPs, the program spans functions, geographies, and career stages, making it more than just advocacy; it’s a movement.

She dives into how HCLTech empowers ambassadors through personal branding workshops, hybrid content creation sessions, and direct engagement with leadership, including the CMO, who reads and interacts with employee posts. Spoiler: Some ambassadors saw their LinkedIn followers grow 5-10x within six months.

With a 187% increase in LinkedIn reach and rising earned media value, this initiative proves that human storytelling and community-building are powerful tools in a B2B world.

If you're looking for tactical ways to attract top talent, scale advocacy, or build a loyal internal brand army, this episode is your blueprint.

Hot Topics:

• How HCLTech launched and scaled their employee advocacy program globally

• What makes the Supercharged Ambassadors Club so effective, and in such high demand

• Why employee advocacy is crucial for both attracting and nurturing talent

• How leadership involvement fuels ambassador motivation and program success

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 day

• The best way to overcome the fear of judgment when posting on LinkedIn

• Quick wins to upgrade your LinkedIn profile in under an hour

Need 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-in

• Career growth tips: from getting promoted to building your LinkedIn presence

• How 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 early

• How to decide if a meme is worth the risk for your brand

• The “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 out

• Why understanding platform UX is key to performance

• A behind-the-scenes look at an employee-driven campaign that crushed engagement

• When 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 count

• The real reason timing still matters, even in 2025

• How to gracefully exit platforms that no longer fit your strategy

• What every non-social team needs to know about your job

Hit 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 it

• The metrics Matt’s team uses to track success and spot red flags

• How they’re using gamification and regional champions to spark engagement

• Why building an internal community is their next big move