The latest research from Oktopost’s reveals how employee advocacy and corporate social strategies are reshaping the landscape of B2B marketing, underscores the growing trend of marketers embracing authentic, employee-driven content and integrating strategic social publishing tools to forge deeper connections with their audiences.
Based on a survey of over 770 full-time B2B marketing executives across the U.S. and UK, the data found employee advocacy is proving to be an impactful strategy for expanding brand reach, without the heavy costs associated with traditional advertising, which are rising and becoming unsustainable. Employees infuse an authenticity that corporate messaging often lacks by posting content, engaging with posts, and sharing personal experiences.
According to the B2B social media management platform company’s research, 55% of respondents stated that their organizations have active employee advocacy programs. This highlights the widespread adoption of this approach across B2B companies, with usage particularly prominent in the UK, where 62% of respondents confirmed their company’s engagement with employee advocacy programs.
Business Strategy
Daniel Kushner, CEO and co-founder of Oktopost, noted social media today isn’t just a platform for engagement, it’s a strategic business lever that drives revenue.
“For B2B companies to stay competitive, social media must be at the heart of their go-to-market strategy,” said Kushner in a statement. “It’s not just about marketing or social media teams, it’s about creating a social-first culture with measurable impact.”
Which Social Media Platforms Being Used?
B2B organizations increasingly leverage these platforms to achieve meaningful business results, maintaining company pages on major social networks like LinkedIn, Facebook, and Instagram to share content, engage with audiences, and increase brand visibility. At the same time, B2B professionals are personally active on these platforms, engaging with content, sharing insights, and building relationships.
The survey found 76% of respondents across the UK and US actively use LinkedIn, with 88% engaging on Facebook and 83% on Instagram. These platforms are seen as essential for distributing business insights, promoting industry events, and running ads that help increase brand visibility.
Oktopost is a B2B social media management platform that helps marketing and revenue teams drive engagement, measure success, and link social media to revenue growth. Kushner said the findings from this research reinforce the growing importance of social media as a business tool for B2B organizations as employee advocacy and corporate social strategies are essential for driving business outcomes.
Marketing Structures
The survey looked into the structure of marketing teams within organizations varies by company size. Smaller companies (fewer than 500 employees) tend to have marketing teams that report to non-marketing leaders, such as the CEO or Sales Manager. Larger organizations, however, typically have dedicated marketing leaders overseeing more focused and strategic initiatives with larger budgets.
In the UK, 44% of respondents report that their most senior marketing leader is a Director or Manager of Marketing, while 40% have a CMO or VP of Marketing. In the U.S., 41% have a director or manager, and 36% have a CMO or VP of marketing. Notably, 13% of UK and 18% of marketing teams in the U.S. report to non-marketing leaders.
Oktopost pointed to three key other findings from the report:
- Employee advocacy grows as companies do, with larger companies (500+ employees) lead the way, with 40% actively sharing branded content through advocacy platforms.
- Room for adoption in publishing platforms. While companies embracing employee advocacy and social media management tools report stronger lead generation, increased brand recognition, and better customer relationships, fewer than 20% of marketers report strong familiarity with publishing platforms.
- Social analytics are a priority, as 54% of professionals cited social analytics and reporting tools as the most valuable features when selecting a social media publishing platform. Seamless integration with CRM, BI, and marketing platforms are critical as well, as marketers seek tools that connect brand awareness efforts with pipeline growth.
Oktopost Conclusions
Kushner stated the company is committed to helping B2B brands make this transformation scalable, measurable, and impactful so that they can see tangible returns from their social media efforts.
“With the right social media platforms and strategies, the impact of employee advocacy is measurable, directly linking social activity to business outcomes,” he said. “The growing adoption of these programs is a clear testament to their effectiveness in driving business results.”