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 Apollo.io "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 - https://www.linkedin.com/in/meryoliarias/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/