))
Does Your Social Strategy Match Your Business Goals?
Manage episode 470664465 series 3499431
Content provided by Evan Kirstel. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Evan Kirstel or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Interested in being a guest? Email us at [email protected]
The modern B2B buyer journey has fundamentally transformed, with prospects now conducting 60-80% of their research before ever contacting a vendor—and increasingly, that research happens on social media platforms. Daniel Kushner, co-founder and CEO of Oktopost, reveals how this shift demands a complete rethinking of B2B social strategy.
At the heart of successful B2B social media lies a critical mindset shift that must start at the top. "If social is a part-time job of an intern in the basement office, it's not going to work," Kushner explains. "It has to come from leadership." This leadership commitment ensures social becomes a strategic business function rather than a marketing afterthought.
Data emerges as the foundation that unifies fragmented organizational approaches to social media. Breaking down silos between departments allows companies to properly attribute social interactions to business outcomes. For example, when a prospect comments on LinkedIn, that engagement shouldn't automatically be owned by the social media manager—it might be more appropriate for sales to respond depending on where that prospect is in their journey.
Kushner shares compelling ROI calculations that transform how businesses view social engagement. For salespeople posting consistently, the math becomes clarifying: if one in 500 posts generates a $100,000 deal, each post essentially represents $200 in value. Similarly, account executives who establish thought leadership might see their close rates improve by just 2%, potentially increasing annual closed business by $200,000.
Beyond platform features, Oktopost distinguishes itself through deep B2B expertise. "We have the privilege of having the collective knowledge of hundreds of B2B organizations," Kushner notes. Looking ahead, the company is launching Marketing Intelligence on April 2nd, a tool that analyzes competitors' content strategies across channels.
Ready to transform how your organization approaches social media? Start by examining whether your current strategy reflects where your buyers actually spend their research time.
Can't keep up with AI? We've got you. Everyday AI helps you keep up and get ahead.
Listen on: Apple Podcasts Spotify
More at https://linktr.ee/EvanKirstel
Chapters
1. Introducing Daniel and Octopost (00:00:00)
2. How B2B Buyer Journey Has Changed (00:01:23)
3. Overcoming Social Media Hurdles (00:04:32)
4. Unifying Around a Single Strategy (00:07:04)
5. Social-First Organizations and Success Stories (00:09:45)
6. Measuring Social ROI (00:15:03)
7. Creating Effective B2B Social Content (00:19:43)
8. [Ad] Everyday AI: Your daily guide to grown with Generative AI (00:20:23)
9. (Cont.) Creating Effective B2B Social Content (00:21:09)
10. Navigating Change and AI Disruption (00:25:20)
11. Octopost's Positioning and New Products (00:27:18)
398 episodes
Share
