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ON-DEMAND WEBINAR

From the Experts: Data is the New Currency

51 minutes
3 speakers
Recorded June 26, 2020

Transcript

Who is speaking

Shanie Zimerman Johan Moreno Jennifer Gutman
Webinar overview

Oktopost’s Shanie Zimerman hosts J.D. Power’s Johan Moreno and Oktopost’s Jennifer Gutman to explore how data-driven social strategy helped both companies respond to COVID-19, covering J.D. Power’s free industry research reports, how Oktopost’s platform connects social engagement to marketing automation and CRM, and why social media has become a critical, measurable part of the B2B marketing funnel.

  • J.D. Power responded to COVID-19 by giving away industry research for free across all nine of its verticals, distributing it primarily through social media to help clients navigate the crisis.
  • Social engagement often plays a hidden role earlier in the buyer journey than teams realize — a prospect’s path to a “successful” SEO-driven conversion frequently starts with social posts days or weeks earlier.
  • Oktopost’s People Database captures everyone who engages with a brand’s social content, letting marketers add net-new leads to marketing automation and personalize outreach based on what content prospects clicked.
  • LinkedIn remains the top-performing channel for B2B, but companies saw real traction diversifying into channels like Instagram (including employee takeovers) during the pandemic.

Your speakers

Shanie Zimerman
Shanie Zimerman
Head of Strategic Partners, Oktopost

Shanie Zimerman is a Client Relationship Manager based in the New York City area, with over 10 years of experience in the high-tech and startup space. She takes a people-centric approach to customer and partner success, building relationships that create value across the organization.

Johan Moreno headshot
Johan Moreno
Social Media Manager at J.D. Power

Johan Moreno is a marketing professional at JD Power, based in New York, specializing in automotive, mobility, and transportation. He has worked as a freelance social media consultant building websites and AI-powered applications for brands in the space.

Jennifer Gutman, Director of Customer and Product Marketing at Oktopost
Jennifer Gutman
Director of Customer Marketing, Oktopost

Jennifer Gutman is Director of Product and Customer Marketing at Oktopost, where she has spent the past decade building the company's social media and employee advocacy ecosystem — from the product itself to training customers on how to scale their programs. She hosts the "Radically Transparent" podcast, featuring marketing leaders from companies like Intel, Google, Adobe, WalkMe, and Microsoft, and leads workshops and the Oktopost Academy to help B2B social media managers grow into strategic leaders within their organizations.

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Frequently Asked Questions

When making social media measurable, what metrics should marketers focus on?

It depends on your goals, but engagement (shares, likes, comments) and the ability to trace leads and conversions back to social content are both critical, especially for B2B companies trying to prove social's contribution to the bottom line.

Has J.D. Power's use of social media changed because of the pandemic, and will that continue?

Yes — social media usage increased significantly, including more employees actively participating in sharing content, and that momentum is expected to continue since the pandemic accelerated adoption that was already underway.

How does Oktopost calculate conversions, and does it integrate with Salesforce to tag lead source?

Oktopost tracks standard conversions (like form fills) generated through social media and automatically syncs that data with a robust Salesforce integration, giving visibility into the full social journey at both the lead/contact and account level.

What is the best-performing social channel, and why?

LinkedIn was the clear top performer for both companies as B2B organizations, though Oktopost also saw surprising traction on Instagram during the pandemic through employee takeovers, showing there's room to experiment beyond the obvious channel.

Does Oktopost integrate with Eloqua to trigger different campaign processes based on social behavior?

Yes — Oktopost automatically syncs social engagement data like clicks, likes, comments, and shares into Eloqua with minimal setup, so marketers can build behavior-based nurture streams, such as routing someone who engaged with employee advocacy content into a dedicated advocacy nurture track.