Built for B2B. Recognized in the 2026 Gartner® Magic Quadrant™ for Social Media Management and Listening Learn more →
Book a Demo
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

As the Director of Product and Customer Marketing at Oktopost, I've spent the last decade rolling up my sleeves to:
- Build an entire social media ecosystem, from creating a best-in-class product to training our customers on how to scale their social media and employee advocacy programs.
- Launch the "Radically Transparent" podcast, a platform where I've gotten to share insights from marketing leaders at companies like Intel, Google, Adobe, WalkMe, and Microsoft.
- Develop and lead workshops that empower B2B marketers to become strategic powerhouses within their organizations.
- Create the Oktopost Academy, our latest initiative in helping B2B social media managers upskill.
- Bring incredible new products and features to market designed specifically for B2B marketers.

Up next

Motivated team actively participating, preventing employee advocacy motivation dips and sustaining program momentum.
Preparing for the employee advocacy motivation dip
54:08
How leading law firms build trust on social visual guide
How leading law firms build trust on social
50:25
2026 in focus: B2B social trends, strategy, and what’s next visual guide
2026 in focus: B2B social trends, strategy, and what’s next
56:54
From visibility to revenue: turning your executive presence into pipeline
From visibility to revenue: turning your executive presence into pipeline
How to measure the impact of your employee advocacy program
How to measure the impact of your employee advocacy program
48:40
How to confidently scale your executive advocacy strategy
How to confidently scale your executive advocacy strategy
55:05
3 secrets to an unstoppable employee advocacy program
3 secrets to an unstoppable employee advocacy program
56:36
Competitive B2B content with Marketing Intelligence
Competitive B2B content with Marketing Intelligence
42:26

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.