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 results
• Real examples of small changes that made a big difference
• What the 1% challenge is and how it builds long-term success
• How 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 tool
  • How to build a social-first culture that aligns marketing, sales, and customer success
  • The biggest mistake companies make with social, and how to fix it
  • Proving 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.

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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.

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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.

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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.

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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:

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:

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. 

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