Behind the Post

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.

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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.

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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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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.

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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.

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“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!

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