Social Pros Podcast

How can B2B brands use original research to drive thought leadership and marketing success? Todd Lebo, CEO and Partner of Ascend2, specializes in helping businesses create data-driven content that builds authority and engagement. In this episode, we dive into the top five marketing trends shaping 2025 and how research can be leveraged to craft compelling narratives. From starting with the executive summary to ensuring insights tell a clear story, Todd shares expert advice on how to make research more impactful and actionable.

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As we close out the first quarter of the year, Todd joins hosts Zontee Hou and Jason Keath to not only explore the top 2025 trends shaping B2B marketing, but to also share insights on the ongoing challenges of unifying data across multiple sources and why marketers need to rethink their martech stacks to stay ahead.

Todd also dives into the role of AI in making data more accessible, how companies can maximize the value of research studies, and why marketers should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insights—and shares a great story about how a simple conversation reshaped the way a financial tool was marketed.

In This Episode:

1. AI-Powered Content Marketing: Balancing Quality and Quantity (2:28) Data Point: Only 32% of marketers consider their content marketing strategy very successful, while 55% cite generating traffic and leads as their biggest challenge​. Source: Content Marketing and AI Report. Why It Matters: Marketers need to use AI, not just for content creation but also for improving audience targeting and engagement. AI-driven insights can help refine content strategies for better results.

2. Influencer Marketing Goes Mainstream in B2B (8:16) Data Point: 49% of marketers cite integrating influencer content into a broader mix of marketing tactics as a top trend for 2025. Source: TopRank - 2025 B2B Influencer Marketing Report.Why It Matters: B2B influencer marketing is maturing, and brands that integrate influencers into their full marketing strategy will see greater engagement and credibility.

3. Scaling Marketing Efforts Through AI-Powered Automation (14:06) Data Point: AI is being used extensively for content creation (37%), social media management (35%), and chatbot automation (25%)​. Source: The Evolution of AI in Marketing. Why It Matters: AI-driven automation enables marketers to scale their efforts while maintaining high-quality engagement across multiple channels.

4. The Data Confidence Divide: AI, Authenticity, and Revenue Growth (20:08) Data Point: 46% of marketers confident in their data strategy reported significant revenue growth, while only 15% of less confident marketers saw the same success​. Source: Anteriad - 2024 B2B Marketing Outlook: The Data Confidence DivideWhy It Matters: A strong data strategy is a key driver of business growth. Marketers must prioritize data accuracy and AI-driven insights to maintain authenticity and improve engagement.

5. Data-Driven Marketing: Overcoming Integration Challenges Data Point: 63% of marketers rate their data-driven strategy as somewhat successful, while integrating data from multiple sources remains a challenge. Source: Data-Driven Marketing Trends 2024. Why It Matters: Data is critical for marketing success, but fragmentation hinders performance. Marketers must invest in AI-powered analytics and automation to streamline their data integration.

• How to turn data into action (25:46)
• Todd's advice for aspiring social pros (32:57)
• Who Todd would most want a video call with (33:59)

Resources

• Visit the Ascend2 website
• Follow Ascend2 on LinkedIn
• Follow Todd on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections.

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Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!)

Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts.

She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss!

In This Episode:

• 2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals
• 5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem
• 7:52 - The different audiences the brand is targeting with their content creator approach
• 10:38 - How The Weather Channel has changed over the course of its history, and how Randi is preparing her team for the coming evolution of the digital landscape
• 13:48 - How the brand is thinking about that personalization to give their audience a better expereince
• 15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives
• 19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them
• 23:14 - How to think about insights that serve B2B partners, and why every B2B business needs a weather strategy
• 28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization.
• 31:38 - Who Randi would most want a video call with, and the wonderful story explaining why
• 36:02 - Randi's advice for aspiring social pros

Resources

• Download The Weather Channel app
• Follow The Weather Channel on TikTok
• Follow The Weather Channel on Instagram
• Visit The Weather Company website
• Visit The Weather Channel website

Visit SocialPros.com for more insights from your favorite social media marketers.

How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes.

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Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces.

With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions.

Social pros know that engagement is everything, as long as a brand's digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive.

In This Episode:

• 2:20 - How Arwen works for those in the social sphere
• 3:04 - What inspired Matthew and his team to create Arwen
• 5:58 - How social listening has evolved, and how AI is changing it today
• 9:22 - How these tools help businesses to find more intent-driven comments and sales opportunities
• 13:36 - How to stay authentic and respond naturally with the use of AI without losing audience trust
• 18:24 - Some of the recent projects Matthew and Arwen have been working on
• 22:03 - Arwen's work with the Hinge dating app
• 27:11 - Matthew's recommendations for tools for identifying real-time social response opportunities
• 32:14 - Matthew's advice for aspiring social pros

Resources

• Visit Arwen's Website
• Follow Arwen on LinkedIn
• Connect with Matthew on LinkedIn
• Follow Arwen on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk's approach proves that when brands invest in their fans, the impact is both powerful and lasting.

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Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways.

With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands.

Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving.

In This Episode:

• 2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers
• 5:39 - Buttermilk being community first and finding tastemakers in communities
• 8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans
• 10:25 - How Jamie advises his clients to get customer insights from their biggest fans
• 12:33 - The beginning of Jamies' career and the origins of Buttermilk
• 16:38 - Not getting hyper-fixated on trends in 2025
• 19:42 - Thoughts and advice on the future of TikTok
• 22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences
• 24:40 - The democratization of creativity in marketing teams and brands
• 29:56 - Jamie's advice for aspiring social pros

Resources

• Visit Buttermilk's Website
• Follow Buttermilk on LinkedIn
• Follow Buttermilk on Instagram
• Follow Buttermilk on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs.

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Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories.

Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros.

And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both.

In This Episode:

• 3:07 - Tristan shares how she manages social for San Manuel, Yaamava, and Palms, and how the strategy for each property is unique
• 6:53 - Leveraging FOMO to spark guest excitement for experiences only SMBMI properties can give
• 9:04 - How Tristan plans content for each of the properties, and how she does her reporting to cater to what followers respond to
• 11:02 - Balancing the wants of your audience with the wants of your shareholders
• 15:09 - Betting on an unsure piece of content, and course correcting when something you were hoping was going to hit turns out to misfire
• 17:32 - Building and upskilling a well-rounded team to expand capabilities
• 21:13 - Trend work for 2025
• 25:19 - How to revive long-dormant social accounts
• 30:22 - Tristan's advice for aspiring social pros

Resources

• Connect with Tristan on LinkedIn
• Follow San Manuel (SMBMI) on Instagram
• Follow Yaamava on Instagram
• Follow Yaamava on TikTok
• Follow Palms on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton's social media strategy is all about social listening, staying nimble, and creating authentic emotional connections.

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Dannii joins this episode of Social Pros to share how Hilton's social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what's happening online and spotting opportunities to make genuine connections with their audience. Hilton's approach is all about little actions that create lasting impressions. These efforts don't just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most.

We all know social is fast and timing can be everything. Dannii explains how Hilton's team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it's about knowing when and how to show up in a way that aligns with your brand's values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine.

In This Episode:

• 1:57 - Dannii's role at Hilton and his team's creative approach to online trends
• 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment
• 8:31 - ReesaTeesa's TikTok journey and Hilton's thoughtful response
• 12:04 - Why speed and nimbleness are key in social media
• 12:54 - Using social listening tools to identify opportunities
• 14:15 - The importance of a vetting process for social initiatives
• 15:52 - Leveraging data to overcome leadership resistance
• 16:42 - Leadership's focus on aligning initiatives with Hilton's values
• 17:46 - The story behind Hilton's viral TikTok trend
• 20:25 - How defined processes drive Hilton's success on social
• 22:44 - The Wicked-inspired rooms and their overwhelming success
• 27:18 - Dannii's advice for aspiring social pros

Resources

• Connect with Dannii on LinkedIn
• Follow Hilton on Instagram
• Follow Hilton on Threads
• Follow Hilton on TikTok
• Follow Hilton on X
• Subscribe to Hilton on YouTube

Visit SocialPros.com for more insights from your favorite social media marketers.

What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves.

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Lululemon's new brand identity is more than just a refresh. It's a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it's also about emotional and mental well-being. Whether it's the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level.

During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it's through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging.

Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon's global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus.

In This Episode:

• 1:42 - Ravi shares what excites him most about Lululemon's new brand identity and its focus on how products and movement make people feel
• 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns
• 5:30 - The three pillars of Lululemon's new brand identity: Honest, Playful, and Vibrant
• 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors
• 15:18 - The evolution of Lululemon's approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding
• 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities
• 27:27 - Why training and experience have made Lululemon's team more confident in tackling sensitive topics and balancing inclusivity in campaigns
• 29:15 - Ravi's advice for aspiring social pros

Resources

• Visit Ravi's Website
• Follow Lululemon on Instagram
• Follow Lululemon on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

Building a successful influencer program isn't just about campaigns. It's about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer's unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.

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For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn't just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.

It's not just about connections; it's about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it's receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don't just work—they thrive.

Kara's vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest's influencer program into a true community, delivering campaigns that feel authentic and meaningful.

In This Episode:

• 1:29 - Kara's role at Southwest Airlines and the origins of their influencer program
• 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership
• 5:07 - How Kara measures the success of influencer campaigns
• 6:21 - Finding influencers who align with Southwest's brand and reflect their diverse audience
• 8:22 - Building genuine relationships with influencers by getting to know them personally
• 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles
• 12:12 - Southwest's Big Flex campaign and integrating influencers into large-scale marketing efforts
• 13:32 - Bridging the gap between marketing teams to scale influencer campaigns
• 16:08 - Kara's advice for navigating different goals between internal teams and influencers
• 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers
• 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest's influencers
• 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand
• 25:03 - Kara's advice for aspiring social pros

Resources

• Connect with Kara on LinkedIn
• Follow Southwest Airlines on TikTok
• Follow Southwest Airlines on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

As it's Thanksgiving week, we're taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI's ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic.

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The American Marketing Association is probably an organization you're familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing.

We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA.

Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn't just belong in the creative realm. There's also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community.

In This Episode:

• 1:08 - How the American Marketing Association supports the marketing community
• 4:58 - Why marketers need communities more than ever
• 7:28 - How marketers can embrace AI
• 11:00 - What marketers need to know about different privacy regulations
• 13:13 - Balancing communication with community members
• 17:24 - How Bennie speaks to future marketers
• 20:38 - How marketers can communicate their value to a wider organization
• 24:46 - Why risk and curiosity are key to marketing
• 29:37 - Leading authentically in marketing
• 31:23 - Bennie's one tip for those wanting to become a social pro

Resources

• Join the Social Pros community on LinkedIn
• American Marketing Association
• Connect with Bennie on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.