Oktopost has released new research that shows how B2B marketers are leaning on employee advocacy and smarter social tools to grow their business in 2025. The findings come from a survey of 772 full-time B2B marketing executives across the US and UK. The takeaway? B2B brands are shifting from traditional top-down messaging to something more personal—and it’s working.
Employees Are the New Brand Voice
According to the data, 55% of respondents say their companies already run active employee advocacy programs. These efforts involve employees sharing content, commenting on posts, and bringing a more authentic voice to social feeds. That voice is proving more effective than standard corporate messaging.
The UK leads the pack, with 62% of respondents reporting active employee advocacy programs. In the US, companies are engaging at slightly lower rates but still show strong participation.
Larger companies—those with more than 500 employees—are using advocacy platforms more often, with 40% reporting employees actively sharing branded content. These companies see employees as a direct line to wider, often untapped networks.
Social Media Has Grown Up
B2B brands aren’t just posting company updates anymore. They’re treating social platforms as part of the sales engine. According to the survey:
- 76% of respondents use LinkedIn.
- 88% are active on Facebook.
- 83% engage with Instagram.
These platforms are being used to share thought leadership, promote events, and build connections. Ads aren’t just for consumer products anymore—they’re running campaigns that feed the sales pipeline.
Marketing Teams Are Adapting Fast
Team structures vary based on company size. Smaller firms often have marketing teams reporting to the CEO or sales leadership. Larger firms tend to have designated marketing leadership.
In the UK, 44% report their most senior marketer holds a director or manager title. 40% have a CMO or VP of Marketing. In the US, the numbers are similar—41% have a director or manager, and 36% report to a CMO or VP.
In both regions, marketing sits higher up in the chain of command, a sign that these efforts are seen as core business drivers.
Publishing Tools Still an Untapped Asset
There’s a noticeable gap between those running employee advocacy programs and those using publishing platforms. Fewer than 20% of respondents say they’re deeply familiar with publishing platforms. That points to a missed opportunity—especially since companies that do use these tools report stronger lead generation and brand awareness.
Social analytics is the top priority when choosing a platform. 54% of professionals say reporting is the most valuable feature. The ability to connect tools like CRM and business intelligence software to social platforms is also ranked high. Teams want to track what’s working—and show those results in ways that matter to leadership.
Why Engagement Still Lags in Some Advocacy Programs
There’s still work to do. Even though companies are investing in employee advocacy, 45% of respondents say they struggle with participation. Some employees don’t see the value. Others don’t have the time or tools.
That gap presents a clear opportunity. More training, easier interfaces, and better incentives could move the needle.
Where B2B Social Strategy Is Headed
This research makes one thing clear—social media isn’t a bonus activity anymore. It’s a primary driver of revenue and brand visibility for B2B companies. And it’s no longer just about official pages or polished campaigns. Employees are the secret weapon.
As 2025 moves forward, companies investing in employee-driven content and using social tools to track real outcomes will have the edge. Brand trust, pipeline growth, and customer relationships are being built one post—and one employee share—at a time.
The data may have come from 772 marketers, but the message is for any company looking to stay relevant: your people are your platform.