Oktopost Advocacy for Outreach: Make social selling part of your workflow

Why social selling matters in B2B today

A company’s success isn’t just about what the brand says. It’s about who says it. It’s known that B2B buyers trust people more than logos, which makes your employees some of your most valuable marketing assets.

But here’s the challenge: while content marketing teams work hard to create thought leadership content, sellers rarely have the time or the patience to leave their workflow tools to find it. That means employee advocacy programs often stall, program adoption rates dip, and the content designed to build trust with buyers never makes it into the LinkedIn feed.

Thought leadership really moves the needle

Research proves just how much is at stake. According to the 2025 B2B Thought Leadership Impact Report by Edelman and LinkedIn:

• 95% of hidden decision-makers say strong thought leadership makes them more receptive to sales and marketing outreach.
• 91% say that a hallmark of quality thought leadership is that it helps them uncover challenges or needs they hadn’t recognized.
• 71% of hidden decision-makers agree that thought leadership is more effective than conventional marketing or sales materials at demonstrating a vendor’s potential value.

Social selling clearly works when targeting both hidden and target buyers, but your sellers actually need to participate in your advocacy program actively and consistently.

Removing friction: How Oktopost Advocacy for Outreach works

We built Oktopost Advocacy for Outreach to solve this adoption challenge head-on. The reality is simple: if sellers need to leave their daily workflow to engage in advocacy, most won’t. By embedding Oktopost Advocacy directly inside Outreach, we’ve eliminated the extra steps that kill momentum.

Now, sellers can discover, personalize, and share brand-approved content without switching tools. One click, and they’re building credibility on LinkedIn and beyond, while marketing gains visibility into what’s working and higher adoption in their employee advocacy program.

By bringing Oktopost’s Employee Advocacy platform right into Outreach, we’ve removed the friction. Sellers don’t have to jump between platforms; they can discover, personalize, and share content in one click, right where they already work.

The sales enablement advantage of embedded advocacy

This integration isn’t just about convenience. It’s about measurable business impact.

Here’s how:

• Connects marketing & sales: Your sellers always have access to high-impact, marketing-approved content right in their Outreach workflow. No more chasing or guessing what’s safe to share or where to find it.
• Drives measurable ROI: With engagement and click data tied back to Oktopost, you can finally connect social activity to pipeline generation and prove the true value of advocacy programs, especially when gaining buy-in from sales teams.
• Simplifies social selling: Sharing becomes second nature. In a single click, sellers can post content from a familiar tool and then return to what they do best, building relationships.

Why consistent social presence builds buyer trust

For years, B2B sellers relied on phone calls and email as their go-to channels. But buyer behavior has shifted. Today, both visible and hidden decision-makers admit that a C-suite executive’s thought leadership has directly influenced their choice of vendors.
And here’s the kicker: every time your sellers post, even if engagement looks minimal, it can still be shaping deals behind the scenes. Buyers are constantly making micro-purchasing decisions. They are weighing whether to trust, to learn more, or to take that next step with a vendor or service based on the content in their feed.

That means every seller’s post in your advocacy program matters. The more consistently they show up, the more likely a decision-maker is to check their profile, scroll through their content, and decide whether to trust them.

If your sellers aren’t present on social, they’re invisible to a critical part of the buying committee. Employee advocacy changes that, and the Oktopost and Outreach integration ensures your sellers can activate and sustain a consistent, authentic voice on LinkedIn.

The bottom line: Streamlined social selling drives growth

Oktopost Advocacy for Outreach is about more than streamlining tasks for sellers. It’s about removing barriers that hold advocacy programs back. When sellers don’t have to leave their workflow to participate, adoption soars. When adoption soars, your reach multiplies. And when your reach multiplies, see measurable growth in engagement, opportunities, and pipeline.

Or put more simply: less friction, more social selling, stronger ROI.

How to get started with Oktopost and Outreach

Oktopost Advocacy for Outreach is now live on the Outreach Marketplace.

If you’re an Oktopost and Outreach customer, this is the easiest way to empower your sellers to show up where buyers are, with the right content, at the right time. And for marketing, it’s finally a way to prove just how powerful employee advocacy can be.