Oktopost, a leader in B2B social media management, today released insights from a survey of over 770 full-time B2B marketing executives across the US and UK. The findings reveal how employee advocacy and corporate social strategies are reshaping B2B marketing by fostering authentic, employee-driven content and driving stronger audience connections.

1. Employee Advocacy Expands Brand Reach Cost-Effectively

• 55% of surveyed companies run active employee advocacy programs, rising to 62% in the UK.

• Employees bring authenticity by sharing personal experiences and engaging with content.

• Advocacy reduces reliance on costly traditional advertising and delivers measurable ROI.

2. Social Media as a Strategic Business Lever

• CEO Daniel Kushner emphasizes social media’s role in driving revenue and embedding social-first culture.

• Successful programs link social activity directly to business outcomes, making social media integral to go-to-market strategies.

3. Platform Usage and Content Strategies

• 76% of respondents use LinkedIn actively; Facebook and Instagram usage stands at 88% and 83%, respectively.

• These platforms serve beyond casual sharing—they distribute business insights, promote events, and run ads for brand visibility.

4. Marketing Team Structures Vary by Company Size

• Smaller firms often have marketing teams reporting to non-marketing leaders (CEO, Sales Manager).

• Larger organizations have dedicated marketing leaders with strategic roles and budgets.

• UK: 44% report to Directors/Managers; 40% to CMOs/VPs. US: 41% to Directors/Managers; 36% to CMOs/VPs.

5. Additional Findings

• Larger companies (500+ employees) lead in employee advocacy, with 40% actively sharing branded content.

• Less than 20% of marketers are familiar with publishing platforms, indicating training opportunities.

• 54% value social analytics and reporting most when choosing social media tools, emphasizing integration with CRM and BI systems.

Oktopost’s research underscores employee advocacy and strategic social media use as crucial growth drivers in B2B marketing. Empowering employees as brand ambassadors and adopting the right social tools allow companies to strengthen customer relationships, enhance brand visibility, and link social engagement directly to revenue growth.