CEOs and CMOs like to have a North Star metric, that one KPI they monitor religiously to make sure the business is moving up and to the right.

When it comes to social media, this key metric has changed over the years. In the early days of social, it was all about follower growth. Then, as PR teams took ownership, it evolved to be about reach and impressions. Now engagement is the right social media metric… since who cares how many people see your posts in the feed if no one is engaging?

So how do you increase engagement with…


LinkedIn is the social media platform of choice for B2B marketers. Makes sense given the 700+ million business professionals worldwide that use it to stay connected, informed, and career enhanced.

It’s no surprise then that I often get asked:

“How do we increase the number of followers on our LinkedIn company page?”

It’s a good question since what’s implied is that more followers will result in more brand awareness, leads and, ultimately, deals… plus the optics of having a larger following vis-à-vis your competitors is a much-desired icing on the cake.

But before you act on the recommendations in this…


When it comes to social media, what’s the number one goal of most B2B marketers? It’s brand awareness. That shouldn’t come as a surprise since social media is great for getting on the radar, building trust, and staying top-of-mind with prospective customers before they’re ready to buy.

But there are two problems with this goal.

The first is that it makes a BIG assumption that the brand awareness you’re creating with social media is positive. This may not be the case if you’re only using social to share company updates and promote demand generation offers. …


I’ve written in the past about why you need to enlist employees as advocates for your company. The good news is most B2B marketers now get the importance of putting an employee advocacy program in place. The bad news is many of these same marketers think advocacy is limited to getting employees to promote company content.

It’s as if marketers are saying:

“Hey, do you mind promoting our latest press releases, blog posts, and webinar promotions to your social networks all the time. Please?”

Of course, what employees actually hear is:

“We really need you to continually spam your personal…


“Our buyers don’t do social media,” that’s what I heard from B2B marketers way back in 2010. Over time, these marketers came to realize that social media is “table-stakes” if you want to reach and influence decision makers early in the buying process. Today, the typical B2B social playbook is “blog, build social media channels, and share brand content”. Sounds familiar, right?

The only problem is that it doesn’t work anymore.

Social media is no longer the fun, friendly, and discovery driven environment it once was. That means buyers are much more discerning about whom they follow, and what content…


Influencer marketing is exploding in popularity with brand marketers. Why is that? In a world in which consumers no longer trust traditional advertising, digital marketers are turning to social media stars to pitch products at hard-to-convince millennials in an amplified and authentic manner. And it’s working.

But paying digital personalities to trumpet a brand’s virtues on YouTube, Instagram, and Snapchat doesn’t exactly translate into a strategy for B2B companies that want to reach and engage baby boomer decision makers.

So what’s the right way for B2B marketers to get in on the influencer action… especially since the C-Suite is also…


Here at Leadtail, we’ve been riding the B2B social media influencer marketing bandwagon for some time… even as many B2B marketers have been slow to jump on with this new marketing approach.

Admittedly, we have an advantage. Our social media research has given us insights into who are the top influencers of decision makers. Simply put, we have the list.

For instance, if your company sells to senior marketers, then you’ll want to know Tamara McCleary. She’s a top CMO influencer, international branding expert, and CEO of Thulium. …


Here’s an interesting statistic: 94% of brand marketers who used influencer marketing believe it’s effective. That’s pretty impressive and shows there’s probably something to this marketing tactic. This data comes from an Adweek article citing a survey of 170 CPG, retail, media, and agency marketers. But here’s the problem: where’s the data about whether or not influencer marketing works for B2B brands?

Well, if my experience is any indication, few B2B marketers have jumped on the influencer marketing bandwagon. Here are key reasons why (and how to change that):

They think they’re already doing it

It’s why they have fancy-pants PR firms doing media outreach, and…


Planning your marketing initiatives is hard enough when you already understand what to achieve and are simply battling to get the resources to make it happen.

But what if you’re not even sure what your goals and KPIs should be?

That’s the problem many B2B marketers face with social media planning.

They don’t understand that when it comes to setting goals, there are four stages to social media. And the specific goals you set should be a function of which stage your company is in, and what your social media objectives are. …


Is it just me or does it seem like Snapchat has taken over the marketing world? Every day my social feed is filled with articles from media outlets trumpeting the latest happenings of the hugely popular social network.

So what’s all the fuss about?

For the uninitiated, Snapchat is a messaging app that lets you send messages, photos, and videos (“snaps”) to your friends and followers. What makes this social network unique is that what you send disappears after being viewed. …

Carter Hostelley

Musings, opinions, ideas about B2B social media strategy, plus startups. CEO and Founder @Leadtail and contributor @CMSwire.

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