From a corporate account to a company of advocates: Zaizi Grows Brand Reach by 584% with Oktopost

Key results at a glance

• 56% employee advocacy reach within the first 30 days
• 16.3K strong advocacy audience, doubling Zaizi’s potential social reach to 32.2K
• 584% brand growth across the whole ecosystem between January and August 2026
• A single corporate account replaced by a structured, scalable advocacy program

Meet Zaizi

Zaizi is a digital consultancy. It works only with the UK public sector. The team partners with government departments on hard problems. Some projects update old technology. Others improve border security. Zaizi also explores how government can use AI in a responsible way.

Zaizi is based in London. It employs more than 150 people. Marketing at Zaizi is a small, hands-on team. The team owns brand, content, events, and demand generation. A large part of the job has been building better systems. This lets the team work more strategically. It also lets them measure their impact on the business.

The challenge

A small brand with untapped reach

Zaizi’s biggest challenge was reach. The team relied on one corporate social account. Meanwhile, the wider business was full of people with strong networks. Those networks went untapped.

The team also needed better measurement. They wanted to know who was engaging with Zaizi on social media. They needed to link that activity back to the customer journey.

“Our biggest challenge was reach. We are a small brand in a niche market, and corporate social can only take you so far. Brilliant people with strong networks were not being used. On top of that, we needed better measurement, so we could link social activity to the customer journey.” Kirsty Smith, Head of Marketing, Zaizi

The Oktopost solution

Turning employees into a scalable advocacy program

Boosting brand awareness was a top goal when Zaizi’s marketing lead joined. They had already seen the impact of employee advocacy in a past role. People trust people. In B2B, employees often reach audiences that a brand account cannot.

Oktopost stood out because it was built for B2B. It gave Zaizi a way to run a structured advocacy program. The team no longer had to just ask people to share posts.

Zaizi onboarded with Oktopost last November. Since then, the platform has become a core part of its social presence. Employees now share content into their own trusted networks. As a result, Zaizi has widened its reach. A single corporate account could never do that alone.

“I used employee advocacy in a past role, and I saw first-hand how powerful it can be. People trust people, and in B2B, your employees can reach and influence audiences that a corporate brand simply cannot. Oktopost stood out because it gave us a way to build a structured, scalable program.” Kirsty Smith, Head of Marketing, Zaizi

Connecting social data back to the customer journey

Oktopost now feeds social interactions into HubSpot. So social no longer sits on its own. It has become part of the wider customer journey. This helps the team see the role social plays. It also links that activity to contacts, accounts, and deals.

“Social is no longer sitting in isolation. It is now part of the wider customer journey, and it helps us understand the role social plays. The bigger benefit is the data. We can connect what happens on social with our contacts, accounts, and deals.” Kirsty Smith, Head of Marketing, Zaizi

The results

From brand presence to employee-led reach

In under a year, Oktopost has become central to how Zaizi shows up online. A single corporate voice has turned into a network of employee advocates. The marketing team now has a clear view of how social links to the rest of the customer journey.

• Reach amplified through employees: Zaizi no longer relies on one account. Instead, employees share content into their own trusted networks.
• Social intelligence unlocked: Social engagement now links to contacts, accounts, and deals, rather than sitting in isolation as it did before.
• A structured, scalable program: Ad hoc sharing has been replaced by an advocacy program built for B2B from the ground up.

For a small team in a niche market, this is real leverage. It is exactly what Zaizi set out to build.

Looking ahead

Connecting social and advocacy to revenue

Zaizi has already linked social engagement to HubSpot. Next, the team wants to trace how that activity drives account engagement, deals, and pipeline. The goal is to move social beyond a brand awareness channel. It should show a clear commercial impact, too.

“Looking ahead, the big focus for me is connecting social and advocacy further into the customer journey. I want to see how interactions drive account engagement and pipeline. People often see social as just a brand channel. I want to show its commercial impact, too.” Kirsty Smith, Head of Marketing, Zaizi

One single platform for social media

Contact us to learn how Oktopost can help you drive engagement, measure success, and connect social media campaigns to revenue growth.