Employee Influence: The Secret Weapon for B2B Social Media
Register for WebinarHow Employee Advocacy Expands Reach, Builds Authentic Connections, and Cuts Ad Spend
Session time: 1 hour
In B2B, the most powerful voice on social media isn’t your brand account—it’s your employees. When purchasing decisions are complex and relationship-driven, advocacy can be the differentiator that moves the needle.
Companies are finding new ways to use the voices of those who know the brand best to: humanise their brand, boost organic reach, drive talent and sales pipeline, save on ad spend and amplify thought leadership across channels beyond LinkedIn.
Watch this session featuring the globally leading brand BIFFA to learn how to:
- Unlock authentic B2B influence: Leverage employee voices to drive trust, engagement and brand credibility in ways traditional marketing can’t.
- Measure ROI with real data: See how you can deliver measurable results and influence leads, pipeline and talent acquisition to get more buy-in and resources for social media.
- Create a culture of advocacy: Learn how to build a program that motivates and makes sharing on social natural (and fun!) for employees.
- Turn Insights into Action – Get a live walkthrough of Sprout Social’s employee advocacy tools to start or elevate your program, optimise your existing content, and track success.
Not a B2B brand? You’ll also see why employee advocacy isn’t just for B2B, but can be for any business looking to grow influence, foster stronger communities and build long-term loyalty.
Presenters
Erica Perazza
Erica Perazza is a London-based social media strategist with over a decade of experience building social presence and advocacy programmes from the ground up. She has led award-winning campaigns that transformed legacy perceptions, humanised complex topics, and delivered measurable growth in engagement, sentiment, and reach. Currently leading social at Biffa, the UK’s leading sustainable waste management company, Erica specialises in elevating the role of social media as a strategic business asset
Gabriella Di Fazio
Gabriella is an International Field Marketing Manager at Sprout Social, passionate about bringing a creative and human approach to B2B marketing. Prior to this, she's worked across multiple areas of marketing with global teams at SurveyMonkey and DocuSign.
Leeford Dean
Leeford is a Content Executive at Biffa, creating social video campaigns that highlight waste management, innovation, and community impact. With a background in journalism and cinematography, they combine storytelling with strategic communication, from filming, managing advocacy programs, to agency collaborations.