The B2B companies doing social media right

B2B companies often face the challenge of building and maintaining long-term relationships with multiple decision makers at any given client. This is in stark contrast to many of their B2C counterparts, which focus on selling products to individual customers. Those B2C companies tend to track sales and conversion rates far more easily than B2B companies, which have a long sales cycle that starts with awareness and reputation-building. So it can be hard for B2B companies to measure the success of their marketing efforts in certain channels, including social media.

Still, social media is a valuable platform for offering a glimpse into what a relationship with your business might be like, showcasing your offerings, and elevating your people. B2B marketers who understand their target audience, avoid bandwagon trends that aren’t relevant, and listen to lessons they glean from performance data will see the engagement and community-building they seek. Here are a handful of B2B companies doing social media well:

Accenture

The tech-driven consultancy stands behind its philosophy of “change,” and it shows on its social media channels: Accenture is not afraid to experiment and use all features available. On Instagram, its Highlights create a user experience that shows what Accenture’s priorities are and allows users to interact with each of them. The company also understands the value video brings, with about 60 percent of its posts so far this year (Q1 2024) being reels. It is also one of the few B2B companies we’ve seen incorporate accessibility into its social media strategy, and the company found a creative way to introduce it to their existing audience:

Gartner

It’s no surprise that one of the world’s leading research consulting firms does a great job with optimizing data, information graphics, and charts for social media. The company brings this know-how to all channels, but the most effective use is on LinkedIn, where it has twice as many followers as competitor Nielsen and six times as many as Forrester, as well as higher engagement than both competitor accounts. The charts Gartner shares also showcase an example of repurposing content it has already developed for its reports and website.

Square

On visually driven platforms such as Instagram, it’s easy to rely too heavily on images to tell the whole story and drive engagement. Payment app and financial services company Square has mastered the art of incorporating text and typography, showcasing the businesses, chefs, entrepreneurs, and customers who follow the company. Overlaid descriptive text and labels provide a better user experience and a clearer narrative about the people and businesses Square supports. It gives the page an editorial feel, which resonates with Square’s core clients—small to medium-size businesses—and it allows the audience to better understand the objective of each post and the account in general. This hasn’t always been the case; just a few years ago, Square’s page leaned heavily into pared-down, text-only posts.

Sanofi

Based in Paris, healthcare and pharmaceutical company Sanofi is thoughtful about tying its mission to its business through its sponsorships. The company keeps its messaging focused on the talent and skill of its sponsored athletes, but it also uses this showcase to reflect the company’s values, leaving the audience with a sense of commitment to perfecting a craft, whether it be athletics or science.

Lenovo

Straddling B2B and B2C more than the others mentioned here, Lenovo breaks the mold of typical tech company accounts, which are largely related to product highlights and features. It instead incorporates witty, clever trends adapted to its services and capabilities, earning it more followers than competitors Dell and Acer on Instagram. For example, for years the company has posted “sensitive content” photos, which reveal adorable pets next to Lenovo technology; the posts typically gain two to three times more “likes” than Lenovo’s other static posts. These posts show the company understands its audience by recognizing how technology fits into various lifestyles and how global working trends have changed. It also has led to an increase in post interactions—positively affecting Instagram’s algorithm—because visitors need to click to see the image.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.