Framing the Funnel
Social and digital strategy for B2B tech brands is evolving fast. Simply posting company updates or culture content isn’t enough to break through the algorithm anymore. Nearly 95% of B2B marketers are already using social media in their content efforts.
It is clear that social belongs in the mix. It’s whether companies are using it strategically enough to influence their buyers.
And buyers are absolutely paying attention. 84% of B2B buyers use social media as part of their decision-making process. On top of that, LinkedIn reports that 80% of B2B leads coming from social media originate on its platform. This is a strong signal that decision-makers seek credibility, perspective, and relevance there before engaging further.
B2B marketers shouldn’t expect instant conversions from organic social media strategy. These programs sit at the top of the marketing funnel, driving awareness, visibility, and authority. When executive thought leadership and strategic content lead the charge, social media becomes a powerful engine that influences pipeline long before prospects fill out a form or talk to the sales team.
Social Media’s Role in the B2B Marketing Funnel
The marketing funnel is simple: Awareness → Consideration → Decision. Social media is a clear driver of the Awareness stage, which is essential for everything else to flow. At this stage, B2B social media marketing amplifies brand visibility, builds executive thought leadership, and sparks validity that encourages prospects to learn more.
Social and digital programs shouldn’t be viewed as the entire strategy. Instead, they act as the first touchpoint in aB2B tech marketing strategy, as the hook that pulls audiences into the funnel. Without awareness, there’s no consideration, and without consideration, there’s no decision.
Hook, Line, LinkedIn: Executive Thought Leadership That Engages
In B2B technology marketing, human connection outperforms faceless branding. LinkedIn research shows that 66% of professionals are more likely to recommend a company or brand if they follow its executives on social media, highlighting the outsized impact leadership voices have on trust and credibility.
For busy executives, maintaining an active presence may feel intimidating. But with the right social partner and tools, it doesn’t have to be. Platforms Hootsuite and Brandwatch streamline scheduling, analytics, and collaboration, while agencies can support executives with content strategy, prewritten posts, and light approvals.
For example, on-platform formats like PDF carousels, which are 1.9x more impactful in LinkedIn’s algorithm than standard posts allow executives to maximize reach with less frequent posting, freeing time while still driving engagement.
According to LinkedIn, personal profiles receive up to 3 times more engagement than company pages, highlighting the influence executives can have in fostering trust and sparking conversations. This insinuates that LinkedIn’s algorithm favors personal profiles over company pages, giving executive posts a natural visibility advantage. When executives share meaningful insights, prospects engage and then transition to company content via light CTAs. Creating a measurable top-of-funnel impact while building brand credibility and trust.
Center Stage: Your Company Page as the Resource Hub
Once executives pull prospects in, the company LinkedIn page serves as the central hub of thought leadership, credibility, and resources. On LinkedIn, this means sharing case studies, industry content, and B2B lead generation insights that validate what prospects first discovered from an executive’s post.
We highlight the importance of consistency in a recent blog about how weekly campaigns should serve as the backbone of your organic social media strategy. The process is clear: executives act as the hook, drawing attention with their thought leadership, while the company page provides the depth and substance that move buyers further down the B2B marketing funnel. Running consistent campaigns ensures that audiences keep returning and engaging with your posts, whether it’s thought leadership articles, case studies, or educational content.
Over time, this steady rhythm not only increases your reach but also reinforces your brand’s authority, turning casual visitors into informed, qualified prospects.
Metrics Matter: Measuring Funnel Impact
For B2B tech leaders, social media can feel daunting. Approving content, creating assets, and maintaining a consistent presence often seem like heavy lifts when you already have a lot on your plate. With the right tools and support, however, social media doesn’t have to be a burden, and its impact can be clearly measured.
Our Metrics Matterdashboard proves social media impact by tracking engagement, impressions, and website sessions at the top of the funnel, while also showing mid- and lower-funnel influence like opportunities and pipeline sourced.
For example, in just the last quarter, organic social media drove more than 969 sessions to a leading AI and tech accounting firm’s website. While numbers vary by company size and vertical, this level of traffic is strong for a focused organic strategy and shows that consistent content and executive engagement directly translate into web visibility.
Organic social provides steady traffic growth, while paid campaigns amplify reach, ensuring that high-value messages reach the right audiences. By tracking engagement, impressions, and sessions at the top of the funnel, along with influenced opportunities and pipeline further down, marketing teams can double down on strategies that work and optimize faster when certain content underperforms.
Why This Matters for B2B Tech Companies
B2B tech markets are crowded and competitive. Simply posting updates or occasional company content won’t get your brand noticed. This is especially true for startups and growth-stage companies competing against established players. To capture attention, companies need strategic social programs that combine executive thought leadership, targeted campaigns, and high-value content formats.
Social media is most effective when it goes beyond surface-level posts. Advanced programs including executive insights, influencer collaborations, LinkedIn Lives, and carousel content allow companies to differentiate themselves and maintain visibility throughout the long B2B buying journey.
To get your fair share of visibility and engagement, it’s critical to have a structured program that builds credibility, drives engagement, and consistently guides prospects toward company resources. When executed strategically, these programs influence opportunities, accelerate pipeline, and ultimately contribute measurable ROI for your marketing efforts.
Key Takeaways for B2B Marketing Leaders
To make the most of B2B social media marketing in tech, leaders need to focus on strategy, not just being active. Social media works best when executive thought leadership, company pages, and targeted campaigns operate together as a coordinated engine that drives brand awareness, engagement, and measurable pipeline growth. Here’s what that looks like in practice:
- Social media fuels the top of the funnel, building brand credibility and engagement that feeds future B2B sales opportunities.
- Executives are the hook. Thought leadership posts from executives draw attention, spark conversations, and provide the personal connection prospects want, enhancing LinkedIn marketing impact.
- Company pages provide the substance. Centralized content, case studies, and campaigns offer the in-depth prospects need to evaluate solutions and move further down the B2B buyer journey.
- Advanced content formats drive impact. Carousel posts, LinkedIn Lives, PDFs, and influencer collaborations maximize engagement while reducing the burden on executives. This helps teams maintain a high-performing B2B social media strategy.
- Tools and dashboards connect visibility to results. Platforms like Metrics Matter track engagement, impressions, and web sessions, showing how social media efforts influence pipeline and revenue.
Ultimately, the key for B2B tech marketing leaders is how quickly they can implement a strategic, executive-driven social program that maximizes awareness, builds credibility, and drives measurable business growth. Because if your team doesn’t lead the conversation, someone else will.