B2B social media marketing: familiarity before the first call.
The company channels run as a program rather than as a posting chore, aimed at the accounts you actually sell to. Measured on who sees it, not on how many followers you have.
● Start here
Tell us about the business.
It takes about a minute. It reaches the people who would do the work rather than a sales inbox, and if we are not the right fit for what you need we will say so.
Goes to hello@katama.io. No sequences, no newsletter, no list.
● What B2B social is actually for
B2B social media marketing buys familiarity, so that the buyer who finally needs you already knows who you are.
It is not a customer service channel and it is not a follower contest. It is the difference between a cold outreach that gets ignored and one from a company the reader has been seeing for months.
Nobody follows a company page.
Most B2B company channels are a noticeboard. Funding announcements, award badges, a photo of the team at a conference, an article link with the headline pasted above it. All of it about the company, none of it useful to the person scrolling.
So engagement comes from employees and recruiters, the channel gets judged on follower count, and the honest conclusion inside the business is that social does not work for us.
The second problem is feeding it. Social eats material faster than any other channel, and a team posting without a supply of real arguments falls back on whatever is easy, which is company news.
Run properly it is a distribution layer, not a content source. The arguments come from the work you already publish, cut to fit each platform, aimed at the accounts on your list rather than at everybody.
What we run.
Channel strategy first, and it usually ends with fewer channels than you have now. For most B2B companies that means LinkedIn, plus YouTube where the product needs showing and X where the market still lives there.
This is the company's own channels. Getting your executives publishing under their own names is a different job with a different owner, and it has its own page in LinkedIn marketing. Most companies want both, and they feed each other.
Paid social sits here too rather than in demand generation, because the creative and the audience work are the same work. If the budget is better spent on search we will say so.
● Organic
- Channel strategy and platform selection
- Content calendar, cut per platform
- Post writing and asset production
- Community management and replies
- Employee advocacy program
Paid and reporting
- Paid social campaigns and audience building
- Creative testing
- Retargeting against site and CRM audiences
- Reach and engagement inside target accounts
- Pipeline touched, reported monthly
How the work runs.
Pick the channels
Where your buyers already are, established from your own audience data rather than from what other agencies post about. Usually this means switching something off.
Build the supply
A calendar fed by real arguments, taken from the written work and from expert interviews. Nothing on the calendar exists because the slot was empty.
Post and reply
Publishing on a cadence, and answering the people who respond. The replies are where a channel stops being a broadcast, and they are the part most agencies quietly skip.
Put budget behind what works
The posts that earn attention organically are the ones worth paying to put in front of your target accounts. Paid follows evidence rather than leading with a guess.
What we report.
Follower count is available on request and is not the headline. An audience of the wrong people is a cost, not an asset.
Reach inside target accounts
How much of your actual list is seeing you, which is the only reach number that means anything in a B2B category.
Engaged accounts
Named companies whose people are reading, reacting and clicking through, handed to sales as a warm list rather than kept in a dashboard.
Pipeline touched
Opportunities where somebody saw the channel before the first conversation, reported with the honest caveats about attribution attached.
Who this suits.
- Your buyers are addressable on a platform you can name
- There is written work for social to distribute
- You will judge it on reach into accounts, not followers
- Someone internally can approve a post inside a day
- Every post has to clear three layers of legal review
- The goal is a follower number for a board slide
- You are a consumer brand, or your buyers are on TikTok
- There is no content program to feed it
Fair questions.
How is this different from your LinkedIn marketing page?
That page is executive positioning: getting named people at your company publishing under their own names. This one is the company channels, across every platform you are on. Most companies want both and they feed each other, but they are different work with different owners, so they are priced and run separately.
Which platforms should we actually be on?
Fewer than you think. For most B2B that is LinkedIn, plus YouTube if the product needs showing and X if your market still lives there. Instagram and Meta earn their place for employer brand and for categories with a visual product. We would rather run two channels properly than six thinly, and we will tell you which two.
Do you do TikTok or consumer social?
No. This is B2B social for considered purchases with long sales cycles, and the playbook that works there is not the one that works for consumer brands. If your buyers genuinely are on TikTok we will say so and point you at someone who lives in it.
Is follower count the goal?
No, and we will argue with you if it becomes one. A B2B audience of two thousand people who actually buy your category is worth more than fifty thousand who never will. We report reach and engagement inside your target accounts, not the vanity number at the top of the profile.
Who writes the posts?
We do, from the same expert interviews and the same written library the content work produces. Posts assembled from nothing read like they were assembled from nothing, which is why social that is not fed by real material fails so reliably.