B2B Social Growth: Your Weekly B2B Social Media Podcast

The B2B marketing landscape is evolving, and traditional attribution models are struggling to keep up. Join us for an exclusive live interview with Tribal Impact's Justyna Brownbridge and Kick Point's Dana DiTomaso, a leading expert in B2B marketing analytics, as we explore the challenges of measuring impact in a post-attribution world.We'll explore the following:The limitations of traditional attribution in modern B2B marketingHow to track success when buyers engage across multiple channelsThe role of organic social and how to prove its value Actionable strategies for refining your tracking approach 

Your employer brand isn't what you say - it's what your employees say about you. When done right, employee advocacy can transform your employer brand, build trust, and attract top talent globally.Join Tribal Impact's Sarah Goodall and Alex Her, in this LinkedIn Live as we uncover:Why employee advocacy is the backbone of employer brandingHow to empower employees to become authentic brand ambassadorsThe role of marketing, communications, and HR How to scale employer branding globally while keeping it relevant locallyWhat metrics to focus on when measuring the impact of advocacy

When sales and marketing aren't aligned on social media, you're not just missing engagement, you're leaving serious revenue on the table.According to LinkedIn's Deep Sales Report 2024, sellers who build relationships and use data-driven insights are nearly 2x more likely to exceed targets. But too often, marketing generates leads that sales can't act on, while sales chase deals that marketing isn't supporting.Join Tribal Impact's Sarah Goodall and Felipe Torres in this LinkedIn Live as we uncover:The real cost of misaligned sales & marketing on social media.How leading B2B brands are turning social engagement into pipeline and revenue.Practical steps to improve collaboration, prioritisation & shared accountability.How to measure success: Leading vs. lagging indicators for social selling.The role of LinkedIn Sales Navigator, data & AI in bridging the gap.

Join Tribal Impact's Sarah Goodall and Sally Jacobs, Senior Director of Social Media and Advocacy at Qlik, as they explore the critical role of connecting the dots between sales, marketing, and leadership teams to drive business impact through social media.We'll be covering:The impact of leadership social media presence on talent and revenue. Using social media as a strategic tool to bridge siloed advocacy programs, transforming employee engagement and driving company success.Key strategies to foster cross-department collaboration, leverage social platforms to empower employees, generate leads, and boost brand visibility.

With 84% of job seekers saying a company's reputation is essential to their decision, authentic employee advocacy is a vital tool for brand impact (Glassdoor).As an employer branding leader, you know the importance of creating an authentic brand story that resonates inside and outside your organisation. Join Tribal Impact's Sarah Goodall and Vineet Tandon, Global Leader of Talent Marketing at HCLTech and India's only Musical Motivational Speaker, for an inside look at how HCLTech has built and scaled its successful advocacy program. 

Join Felipe Torres and Sophie Nicolay Gwin as they share insights on how to unlock the full potential of your workforce. Discover how bite-sized, multimedia training can boost confidence, personalize learning paths, and meet employees where they are on their social media journey. From beginners building profiles to advanced users creating impactful content, this session will provide you with the strategies and tools to empower your team. We'll be discussing:Scalable learning strategies.Practical implementation, including personalisation & monitoring.How to empower employees as content creators.

Tribal Impact's CEO Sarah Goodall and R.Michael Anderson, author of Leadership Mindset 2.0, look at what the world's highest-performing leaders have in common.  This session covers:

Want to create real business impact with your employees on social media? Join us for an essential LinkedIn Live session with Tribal's own Andy Norman and Felipe Torres. In this 30-minute session, we'll be exploring the business impact of employee advocacy and social selling, and why social media should be an integral part of your business strategy. Learn how to build a powerful social media employee advocacy program. We'll be covering:Scaling Employee Advocacy: Understand the process of activating employees on social media, evolving and influencing both immediate actions and long-term outcomes. Leading Indicators: Explore early signals such as content shares, engagement, active user percentages, reach, impressions, LinkedIn activity, clicks, and earned media value. These indicators help build a business case for further investment.Lagging Indicators: Discover how to move beyond the pilot phase by demonstrating business impact through metrics like candidate applications, new hire attrition rates, employee NPS scores, engagement, Glassdoor ratings, and conversation volume compared to competitors.Empowering Employees: Strategies to empower employees to become trusted advisors and thought leaders, tailored advocacy for different employees, and overcoming challenges with the help of AI.Success Stories: Hear success stories on how Tribal helps businesses create impact. Future Trends: Stay ahead with future trends in employee advocacy and the evolving role of AI in sustaining a culture of Subject Matter Expert branding to success.

Want to unlock the power of your employees on social media? Join Sarah Goodall and Danielle Guzman who'll be sharing how Marsh McLennan built a powerful social media employee advocacy program. We'll be covering: The importance of building powerful employee voices and how it impacts brand presence.Strategies for empowering employees to become trusted advisors and thought leaders.Tailoring advocacy for different employees.Success stories from Marsh McLennan.Overcoming common challenges in employee advocacy with the help of AI.Long-term strategies to sustain a culture of Subject Matter Expert branding.Future trends in employee advocacy and the evolving role of AI.

As an employee advocacy program leader, you'll be familiar with the challenges of encouraging your employees to create video content. However, with 87% of marketers saying video helps them generate leads and increase sales (Wyzowl), it's time to teach them. Join Tribal Impact's Sarah Goodall and Rob Glass from ‘Make Great Video'. Rob was trained as a Video Journalist by the BBC, trained BBC other employees and now helps teams create authentic, change-making video content with their smartphones.Over the past decade Rob has worked with teams around the world like Deloitte and Siemens, and, along with partners such as LinkedIn Learning, has trained over 80,000 students.Amongst other things we'll be covering;The characteristics of a successful video content creatorMagical success storiesUseful kit and editing appsThe most important aspect to consider when making a video (and three ways to support this)

Stories are 22x more memorable than facts. What stories are your employees' telling?Join Tribal Impact's Sarah Goodall and Dianne Henderson, Communications Manager, Social Media at Maximus, as they delve into employee storytelling and the power of a strong employee advocacy program.We'll be covering:How employee advocacy fits into a wider employer branding strategy.Ensuring employees follow social media guidelines when sharing online.How to build momentum and increase adoption rates.

Join Tribal Impact's Sarah Goodall and leading Talent authority Charu Malhotra, who'll be exploring how to build a compelling employer brand through inclusive culture-building. We'll be deep-diving into these topics:How to bring culture to life for the benefit of candidates, seeing and living it through the eyes of your employees. How this can lead to recruitment success, sharing specific examples.The importance of building a trust culture; how to empower employees to tell their stories. 

78% of individuals using social media for sales outperform their peers who do not engage in social selling (LinkedIn).Tribal Impact's Sarah Goodall will be speaking to Paul Lewis, Head of Digital, Social Media Marketing & Sales Enablement at Pitney Bowes, about how he enables global sales teams to leverage the power of social media.We'll be covering: How to educate sales in the art of digital marketing & social media.How to scale employee advocacy across disparate teams.Techniques for getting the most out of Sales Navigator. 

Tribal Impact's Sarah Goodall will be speaking to Sandy Adam, global sales enablement senior manager at Quest Software, about the challenges of scaling a social selling program in the IT industry and how to overcome these. We'll be covering:The role of change management in social selling training. How to roll out a social selling program across a large enterprise  organisation.The struggle of demonstrating ROI and how to overcome this. 

When employees share content, the content achieves a 200% higher click-through rate (CTR) than when the company shares it.Join Tribal Impact's Justyna Brownbridge, who'll be speaking to Purna Virji, Principal Consultant at LinkedIn and author of High-Impact Content Marketing, about the synergy between your content marketing strategy and employee advocacy program. We'll be covering:Creating high-impact content.Why thought leadership is crucial in shaping a company's content strategy.How employees can effectively contribute to and amplify the key messages of a company.View our upcoming schedule here: https://www.tribalimpact.com/resources/upcoming-linkedin-lives

Tribal Impact's Sarah Goodall  speaks to Vicki Saunders, Founder of The EVP Consultancy, about the intersection of Employee Value Proposition (EVP) and Employee Advocacy in modern business landscapes. We'll be covering:Defining Employee Value Proposition (EVP) and why it's important.How does a well-crafted EVP influence employee engagement?How can organisations empower their employees to become advocates?

Nearly half of Gen Z and Millennials post content about their employer on a weekly basis (Edelman). Join Tribal Impact's Sarah Goodall and Steven Brand, head of employer brand at EY, as they delve into the power of social media in shaping and amplifying your organisation's employer brand.We'll be covering:How can social media enhance an employer brand?The link between employee-generated content and employer brand.How do you encourage employees to create and share their own stories?

80% of jobseekers look up the social media profiles of current staff when applying or even considering a position (Capitalize). Join Tribal Impact's Sarah Goodall, and Jessica Tompkinson, Global Head of Communications & Corporate Affairs at Unilever, about how comms and HR can join forces with employee advocacy and how employee recognition can enhance your employer brand. We'll be covering:How do you empower employees to share their stories internally and externally?How does employee recognition play a role in enhancing an organisation's employer brand?Which metrics can measure the impact on employer brand?

Currently planning your 2024 marketing budget? You won't want to miss this episode.Join Tribal Impact's Justyna Brownbridge and Rand Fishkin from SparkToro, who'll be discussing why paid media took such a large part of 2023 marketing budgets and whether this should be reconsidered for 2024. We'll be covering:What's the difference between measurement and attribution?Why do the least measurable marketing channels tend to perform best?How to prove the ROI of organic channels. 

75% of job seekers consider an employer's brand before even applying for a job (LinkedIn).Join Tribal Impact's Sarah Goodall and Maria Dinu from Coca-Cola HBC, who'll be discussing the link between employer branding, employee-generated content and social media. We'll be covering:What does employer branding mean for Coca-Cola HBC?How can you encourage employee-generated content?How do you scale your employer branding efforts across different functions, teams, and borders?

Alexandra Fraysse, Channel Digital Engagement Manager at Henkel, will be discussing how a shared strategy with your channel partners can not only amplify your own social selling efforts, but bring joint success. Sarah Goodall, Anna Troidl and Alexandra will be discussing:The challenges of launching a social selling program.Rolling it out through a channel ecosystem and maintaining engagement.Which metrics to focus on: Measuring success & KPIs.

Thought leadership is one of the most effective tools an organisation can use to demonstrate its value to customers during a tough economy (Edelman).  Join Tribal Impact's Sarah Goodall who'll be talking to Ashley Faus from Atlassian about how to become a thought leader.  We'll be covering:What does it mean to be a thought leader?How to grow your network, reach a wider audience, and develop a following.Overcoming procrastination and the fear of imperfection when creating content.The habits of successful thought leaders.

76% say they're more likely to trust content shared by individuals over content shared by brands (Adweek).Join Tribal Impact's Sarah Goodall, and Nada Alkutbi from IBM, who'll be discussing IBM's approach to employee advocacy and how it fits into IBM's wider social strategy. We'll be covering:What does employee advocacy mean for IBM?IBM's three-tiered approach for identifying and supporting advocates.Tips for launching and scaling a sustainable employee advocacy program.

Content shared by employees gets 8X more engagement than content shared through branded channels.Join Tribal Impact's Sarah Goodall, and Lucy Thorpe, who'll be discussing how sales and marketing can collaborate to create engaging stories to attract customers. We'll be covering:The link between storytelling, sales and marketing.How employee-generated content can contribute to the value of a brand.Equipping sales with the right storytelling tools and techniques to enhance their customer interactions.

56% of professionals say an executive's presence on social media positively influences their purchase decision.Join Tribal Impact's Sarah Goodall, and David Perry from WSP, who'll be discussing the importance of leaders being visible on LinkedIn and how to support their social media journey. We'll be covering:How active leaders help employee engagement and support new sales.How can you convince time-poor leaders to take social media seriously?Practical tips to encourage your leaders to post and engage on LinkedIn.

Leaders who use social media are trusted more than those who don't by a ratio of 6 to 1 (Brunswick).Join Tribal Impact's Sarah Goodall and Charlotte Lander from Standard Chartered Bank, who'll be discussing the role of social media in building trust for brands, including challenges faced and the role senior leaders have to play. We'll be covering:The challenges of building trust on social media.How to encourage leaders to be more active online.The role of Employee Advocacy in building brand trust.

Join Ignacio Lancuba de Caro from Generali, a leader within the insurance industry, who will be sharing how they turn agents into trusted social advisors. Ignacio is joined by Tribal Impact's Justyna Brownbridge.You will learn:How to turn agents into highly effective social advisorsHow Generali builds trust through their advice-led approach  Tips and tricks for using social media to generate leads, build your network, and close more deals.

In today's fast-paced business landscape, employee advocacy is quickly becoming a core part of how B2B companies go to market.However, rolling out a company-wide program can be daunting and there are several common barriers to success.Join Joe Morris, global B2B social media and employee advocacy leader at Capgemini, and Tribal Impact's Sarah Winter, who'll explore what it takes to embed employee advocacy on a large scale. We'll be covering:How do you mobilise employee advocacy on a large scale?The main barriers to a successful employee advocacy programTips to embed a digital culture globally

Employees trust connected, digitally active leaders by a 3 to 1 ratio (Brunswick 2022). In today's world, having your senior leadership active and showing up on social media is essential. Join Tribal Impact's Sarah Winter and Sara Atkinson, EMEA Director of Field and Channel Marketing at Ciena, as they discuss how digitally active senior leaders are leading the way online. We'll be covering:Helping leaders become more digitally savvyEngaging Gen Z and Millennial employeesOvercoming objections to being active onlineThe connection to talent attraction

Join Tribal Impact's Sarah Goodall and Carole Scott, who'll be talking about the power of storytelling in B2B and how we enable employees to tell great stories.Topics covered will include:Why storytelling is just as important in B2BMeasuring communications and impactCreating a safe enviroment for employees to share their stories

According to LinkedIn, 76% of buyers are ready to have sales conversations on social media. Are your sales team ready to meet them there?Join Tribal Impact's Sarah Goodall and Emmanuel Delvaux, former VP at MillerKnoll, who'll be sharing his experience and insights on how to transform sales through social selling and build lasting relationships with customers.  You will learn:The key benefits of a SocialSelling programBest practices for creating a social selling strategyTips and tricks for using social media to generate leads, build your network, and close more deals

Join Tribal Impact's Sarah Goodall, and Nuria Munoz, Head of Talent Sourcing, at Microsoft, who'll be sharing her experiences of using social media across Microsoft, Unilever, and Vodafone (to name a few!), to attract top talent and promote diversity and inclusion in the workplace.  Topics covered will include:The role social media plays for inclusive hiring programsThe importance of a compelling employer brand for attracting top diverse talentBest approaches for promoting diversity & inclusion in the workplace

Companies with a successful employee advocacy program are 58% more likely to attract, and 20% more likely to retain, top talent. (LinkedIn)Join Tribal Impact's Justyna Brownbridge, and Anna Bertoldini, Global Head of Employer Branding at NielsenIQ, who'll be discussing how employee advocacy can amplify your employer branding efforts. We'll be covering:NIQ's approach to employee advocacy How do you bring employee stories to life online? Encouraging employees to participate Ensuring employees follow the guidelines

Many enterprise firms are seeing the benefits of digitally enabling their workforce on social media.In this LinkedIn Live, Tribal Impact CEO Sarah Goodall will be joined by Kirsten Boileau, Learning Experience Partner from SAP, who will be sharing how to drive digital behaviour change, at scale. You'll learn: The importance of investing in a digital culture Practical learning experiences to implement How to scale digital learning experiences How to get leadership buy-in The best ways to get employees engaged with your program. 

Almost 6 in 10 employees choose a workplace based on shared values (Edelman).Join Tribal Impact's Sarah Goodall, who spoke with Maya Tsankova, Global Employer Branding & Digital Communications Lead at Coca-Cola HBC, about the connection between HR, digital culture, employer branding, and social media. We discussed:Coca-Cola HBC's employee advocacy journeyRolling out an Employee Advocacy toolThe challenges of scaling a global programThe relationship between employer branding and talent acquisition

84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations are influencing more than 90% of all B2B buying decisions.Learn about the power of building your own online community with Tribal Impact's Justyna Brownbridge, who'll be speaking to Nádia Vieira, Manager - Global Scaled Customer Success Programs for LinkedIn Sales Solutions, about the lessons learned from build a LinkedIn Sales Navigator community. We'll be covering:Why are online communities so important? How do you start to build a strong community?How to keep your community alive and maintain high engagement. Differentiating between a branded community and company page.

Employee networks have on average 10x more followers than branded accounts (LinkedIn). Did you know that your employees have the potential to become your best influencers?Join Tribal Impact's, Sarah Winter and Julia Dixon who'll be talking to Peter Marshall, Portfolio Marketing Manager at Ericsson, about how he became a social media tech hero!We'll be learning:• How Peter got started on LinkedIn and keeps the momentum going• The training approach used and how to encourage teams to become more active• How to encourage introverted people to participate• Scaling up and collaborating with other subject matter experts across the business

Join Tribal Impact's Sarah Goodall who'll be talking to Luan Wise, marketing consultant and founder of thelighthouse.social, about generational differences on social media and why social isn't just for Gen Z. We'll be covering:How brands can engage Gen Z on socialHow different generations use social media"I'm too old for social media" and other objections to socialYoutube: Do you need to adapt your strategy?

Did you know that 76% of buyers are ready to have sales conversations on social media?  Sarah Winter speaks with Ryan Almond, Global Vertical Marketing & ABM Director at Henkel, to discuss why social selling is a fundamental part of your GTM strategy. We discuss the following topics:Identifying your target marketsUsing social selling techniques for account researchHiring dedicated 'social sellers' and expanding the programChanging mindsets and getting buy-inIs attending events still essential for the modern salesperson?

According to LinkedIn's State of Sales Report 2022, top performing sales professionals are paving a better pathway to selling the way buyers actually want to buy.Join Tribal Impact's Justyna Brownbridge, who'll be talking to Douglas Cole, Enterprise Sales Leader from LinkedIn, about the mindest of a successful modern seller.We'll be discussing:Why the world of B2B sales demands a new breed of a sales professionalsWhy mindset plays a key role in sales successThe mindset trajectory of a typical salesperson vs. how B2B buyers actually buyWhat strategies can salespeople apply to become a 'trusted advisor' in the sales process?

80% of job applicants look up the social media profiles of current staff when applying or even considering a position (Capitalize). Do they show what it's like to work for your company?Join Tribal Impact's Sarah Goodall who'll be talking to Danielle Guzman, Global Head of Social Media for Mercer, about employer vs employee branding and why your business needs to invest in building both together. We'll be covering:Employer and employee brand: How are they connected?Can social media be used for talent retention?Fostering relationships across internal employer teamsBuilding trust and engaging your employees

64% of B2B buyers expect a more human, less formal tone of voice and 67% want to see an identifiable author attributed to thought leadership content.Join Tribal Impact's Sarah Goodall who'll be talking to Ryan Bares, Global Influencer Marketing Lead at IBM, about the power of transforming your technical experts into influencers on social media. We'll be covering:Benefits of having your subject matter experts active on socialIdentifying who to include and overcoming their objectionsThe power of employee-generated contentHow do you measure if the program is successful

Are you struggling to get your employees active on LinkedIn? Has your employee advocacy platform plateaued in usage? If your employees don't have a compelling intrinsic reason to be active on LinkedIn, they won't be.  Typical LinkedIn training is heavily focused on the technical aspects of how to optimise your profile, build a network, and share content. However, this is often not enough to create long-lasting behaviour-change. In this taster session, Justyna Brownbridge discusses the first step to a successful employee advocacy program - finding the why. By the end of this taster learning experience, you will understand: Why now is the time to build your LinkedIn presence: 4 employment trends impacting you right now The science of motivation: why we do what we do? What would you like to achieve by being on this platform and why? From social zero to social hero - what specific steps you could take today to build your social media confidence Note: This session is a change from our regular weekly interviews due to the last minute cancellation from a guest. Instead we'll be sharing our knowledge and give you a taster of one of our most popular training sessions. We hope you find it interesting! 

Content shared by employees is x8 more engaging than content shared by brand channels, so businesses not leveraging this are putting themselves at a significant disadvantage. Join Tribal Impact's Sarah Goodall who'll be talking to Chris Kim, Director of Social Media at Airtable, about why social selling needs employee-generated content in the IT industry. We'll be discussing:The relationship between content creation and social selling How do you encourage sales to share and create content? Challenges specific to the IT industry Achieving buy-in and measuring ROI 

According to Linkedin, about one third of B2B sellers (31%) say that they've closed deals over $500,000 without ever meeting the buyer face to face. Join Tribal Impact's Vanessa Baker who'll be talking to Alejandro Cabral, Global Digital Sales Transformation Leader at Kimberly-Clark Professional, to discuss how to accelerate your global digital selling program. We'll be discussing: The challenges of running a global digital selling programGlobal vs. local approach to program management Onboarding new social sellers How long does it take to see results? As always, this was recorded live on LinkedIn, so you may hear some four legged friends in the background throughout the podcast!

This summer, Sarah Goodall tackles the myths and FAQs around Employee Digital Activation in this five-part live learning series.In part five, we'll be discussing how to activate your experts on social media and transform them into social media influencers. Sarah will be joined by Tribal members and we'll be putting her knowledge to the test, debunking common misconceptions, and hosting a live Q&A. Here's a taster of what to expect:How do I identify which experts to activate on social media?People with small social media networks aren't influential You have to be on Twitter, Instagram or TikTok to be an influencer

This summer, Sarah Goodall tackles the myths and FAQs around Employee Digital Activation in this five-part live learning series.In part four, we'll be discussing how to activate your leaders on social media and how to handle objections to this. Sarah will be joined by Tribal members and we'll be putting her knowledge to the test, debunking common misconceptions and hosting a live Q&A. Is it true that most leaders have someone else writing their posts?How can you measure the impact of your leader's activity online? Is it true that to be influencial on social, leaders need to share about their personal life?

This summer, Sarah Goodall tackles the myths and FAQs around Employee Digital Activation in this five-part live learning series. In part three, we'll be discussing how to activate your sales team on social media and launch a social selling program. Sarah will be joined by Tribal members and we'll be putting her knowledge to the test, debunking common misconceptions and hosting a live Q&A.Here's a taster of what to expect: LinkedIn Sales Navigator is expensive and I don't see any ROI Is it true that you should post on LinkedIn everyday to remain visible to your customers? We sell globally and different countries use social media differently.

This summer, Sarah Goodall tackles the myths and FAQs around Employee Digital Activation in this five-part live learning series. In part two, we'll be discussing how to activate your employees on social media and launching an advocacy program. Sarah will be joined by Tribal members and we'll be putting her knowledge to the test, debunking common misconceptions and hosting a live Q&A. Here's a taster of what to expect:What are the main benefits of activating employees online?What guidelines should you put in place to mitigate risk before launching employee advocacy program?What are the techniques that you could use to persuade more employees to become brand ambassadors?

This summer, Sarah Goodall tackles the myths and FAQs around Employee Digital Activation in this five-part live learning series.In part one, we'll be discussing employees on social media and building a business case so that leaders can't say no. Sarah is joined by Tribal Impact's Global Key Account Director, Sarah Winter, and we'll be putting her knowledge to the test, debunking common misconceptions and hosting a live Q&A. Here's a taster of what to expect:Why do leaders typically say no to social selling/employee advocacy programs? How do you compare your company's online activity to your competitors?How do you sell the initiative internally to C-Suite? Is it true that it's hard to measure ROI of digital employee activation programs?

Employee Activation, Sales Activation, Leadership Activation and Technical Experts Activation. These are the four pillars of Digital Activation. Many companies make the mistake of taking a siloed approach - either having separate disconnected programs or only focusing on one component. Join Tribal Impact's CEO Sarah Goodall and Head of Business and Industry Marketing at Panasonic Connect Europe, Stefan Hauck, as they discuss taking a holistic approach to digital activation and the transformative impact this can have. We'll cover: What was the trigger to start a Social Selling program? The impact of activating leaders and executives on social media Connecting employee experts to industry influencers The connection between social media and in-person events Connecting the dots and taking a holistic approach