Artwork for podcast Women in B2B Marketing
50: Conversations over Monologues, LinkedIn Takeovers, and All Things B2B Social Media Marketing - with Meryoli Arias, Head of Social Media & Senior Community Manager at
Episode 506th March 2024 • Women in B2B Marketing • Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
00:00:00 00:46:30

Share Episode


In this episode of "Women in B2B Marketing," host Jane Serra speaks with Meryoli, Head of Social Media & Senior Community Manager at Apollo. They explore Meryoli's transition from journalism to social media management, emphasizing the importance of both self-teaching and formal education.

They also delve into Apollo's recent LinkedIn "job update" takeover campaign and what made it so successful.

Meryoli and Jane discuss:

  • strategy, creativity, and the human element in social media marketing
  • the impact of employee advocacy and user-generated content
  • tapping into the circle of influence of your employees
  • how to decide which social media platforms to focus on
  • LinkedIn takeovers & their authenticity, performance, and goals
  • behind the scenes of the recent "job change" LinkedIn takeover
  • drawing inspiration from outside the B2B industry
  • avoidance of a one-size-fits-all approach in social media marketing
  • goals of social media marketing for B2B brands
  • creating conversations on social - not monologues
  • humanizing the brand, taking unique approaches, and valuing small actions in social media marketing
  • meaningful engagement and the potential pitfalls of focusing solely on vanity metrics
  • the value of starting a marketing career in an agency, providing exposure to various industries and marketing functions
  • overcoming perfectionism

Key Links:

Guest: Meryoli Arias -

Host: Jane Serra -