B2B Social media often carries a reputation for being bland and overtly professional. The reputation is warranted. After all, we’ve been trained to ignore the waterfall of boring, corporate content labeled “thought leadership” in our LinkedIn feeds.

Embracing personality and creativity on social platforms significantly enhances audience engagement and deepens connections. When B2B social media breaks away from the conventional corporate mold, there’s a valuable shift. Humor, relatability, and a conversational style capture attention and build trust and loyalty. So loosen up and don’t fear becoming just a little unhinged.

This approach turns social media from a simple broadcasting channel into a dynamic space for meaningful interaction and engagement, highlighting its role in business growth and innovation. It’s also fun to create and manage.

This episode, featuring 4B Marketing Director of Content Aaron Rosenbluth, 4B’s Social Media Designer and Manager SJ Gingras, and 4B Director of Strategy Sam Grise, uncovers the reasons to move away from a staid, tiresome approach to B2B social and into something far more interesting.

Discover the eye-opening reality behind the most expensive paid search term in the U.S.—and why this insight matters for every business, no matter your industry. In this high-impact episode, the 4B Marketing leadership team breaks down what’s really at stake in today’s digital ad landscape, revealing the hidden costs of inaction and the strategic advantages of smart search investments.

What You’ll Learn:

The exact search term costing over $1,000 per click

Why this matters even if you’re in a completely different industry

The unseen cost of not showing up where your customers are searching

Key strategic insights from seasoned digital marketing experts

Featured Experts:Aaron Rosenbluth – Director of ContentMatt Gillespie – VP of CreativeTyler Jacobson – Director of Marketing

If your business isn’t investing in visibility where buying decisions are made, you’re leaving the door wide open for competitors. This episode goes beyond expensive keywords—it’s a wake-up call about the real cost of being invisible in search.

Marketing in the tech channel has evolved, and relying on traditional MDF (Market Development Funds) to drive results doesn’t cut it anymore.

The old days of using MDF as your primary marketing engine are gone, replaced by the need for more creative, strategic approaches.

Today, it’s not enough to simply cash in on MDF dollars and pump out generic content. You need to build long-term relationships, define your unique value proposition (UVP), and supplement MDF with your own marketing efforts. Creativity and strategic investment are critical to standing out and driving genuine results in this new landscape.

Understanding how MDF fits into this new reality—and how to use it effectively—can be the difference between barely getting by and dominating your space.

Successful tech marketers are finding ways to supplement MDF with their own marketing resources, focusing on customer relationships and brand awareness and creating authentic, targeted content that speaks to their audience’s unique needs.

Panel:

Sam Grise, Director of Strategy, 4B Marketing

Tyler Jacobson, Director of Marketing, 4B Marketing

Aaron Rosenbluth, Director of Content, 4B Marketing

We recently hosted a webinar featuring Tom Brunn, VP of Channels at Vation Ventures, and Troy Cogburn, Chief Technology Evangelist at Vation Ventures, alongside our host and Director of Strategy, Sam Grise. The trio discussed Artificial Intelligence (AI) and its significant impact on the tech channel, exploring every facet of the topic.

The conversation covered how AI is a business game-changer, not just a trendy term. It’s transforming everything from data center operations to how companies engage with customers.

Our panelists shared their experiences and insights on using AI in their work, pointing out both the opportunities and the challenges. They discussed why having a solid game plan for AI is vital for any tech-focused business that wants to stay ahead.

They also explored AI’s practical applications, like boosting business efficiency and shaking up industries with fresh innovations.

The cybersecurity sector continues to evolve rapidly, creating a job market poised for significant growth in 2025. Sam Grise, 4B Marketing Director of Strategy, recently sat down with Brad Rager, CEO and Founder of Crux, to discuss practical strategies for people trying to enter the cybersecurity job market in 2025.

On May 1st, 2024, IT leaders gathered online for an episode that went beyond the typical discourse on social media’s role in the tech industry.

The episode featured 4B’s Director of Strategy, Sam Grise, 4B Director of Content, Aaron Rosenbluth, and SkyFi’s Director of Marketing, Tom Babb, who discussed the landscape of digital content creation and its crucial impact on business strategy for the tech channel.

The episode provided more than just theory; it was a hands-on exploration of aligning social media efforts with overarching business goals.

The trio discussed the importance of brand awareness and how social media validates business credibility. They also discussed the reality of constant testing and experimentation in social media, highlighting that sometimes businesses must get uncomfortable and throw brand guidelines out the window. Challenges like content volume management and outreach effectiveness were tackled, emphasizing the necessity for flexibility and innovation in strategy execution.

The session highlighted the power of internal buy-in and engagement, encouraging employee participation to magnify reach and authenticity. Additionally, the integration of AI tools was discussed, explaining their role in amplifying content creation while acknowledging the irreplaceable value of the human touch in maintaining relatability.

The episode’s core message was that in the fast-evolving tech sector, strategic, engaging, and human-centric content is the key to an impactful social media presence.

Join 4B Marketing’s Director of Strategy, Sam Grise, and “The Tech Sales Coach,” Dave Elsner, for an insightful episode that promises to highlight your uniqueness and leverage it for a swifter sales cycle.

Expect to learn:

4B Marketing Director of Strategy Sam Grise and special guest Nik Sanchez, VP of Sales at Switch Automation, deliver practical tips that not only keep your clients but also turn them into vocal supporters.

Expect to learn:

In this episode, 4B Marketing Director of Strategy Sam Grise and Colliver Technology Group (CTG) Founder and President Dave Colliver breathe new life into your lead generation and sales strategies.

We’ll help you understand how to transition from qualified leads to tangible business success seamlessly.

Here’s a snapshot of what you’ll learn:

4B Marketing Director of Strategy, Sam Grise, was recently joined by Vation Ventures Vice President of Client Success, Michael Hopfinger, for an engaging discussion to help tech channel partners understand how to silence the marketplace noise to reach their ideal prospects.

With over 30 years of combined tech channel experience, we understand that now, more than ever, the noise in the channel is deafening and only becoming louder.

But for an industry rooted in innovation and futurism, the tech industry often clings to an antiquated marketing mindset that limits growth and positive financial outcomes.

In this webinar, Sam Grise and Michael Hopfinger uncover what it takes to turn the volume down on your competitors so you can reach your next best customer without interference.

Drop below to read the transcript or watch the webinar recording above to learn: