Modern B2B buyers build their shortlist on social before they ever talk to sales.
Today's buying committees don't start with a demo request.
They start with research.
They follow industry experts on LinkedIn. Watch videos. Read thought leadership. Ask peers for recommendations. Evaluate vendors through social content, industry communities, and dark social conversations.
By the time a prospect reaches your CRM, many of the most important buying decisions have already been made.
BOL helps B2B companies build integrated paid and organic social media programs that increase visibility, establish authority, support account-based marketing (ABM), and drive measurable pipeline growth.
From LinkedIn advertising and executive thought leadership to community management, social listening, video content, and demand generation campaigns, we create social programs designed for how modern B2B buyers actually buy.
Social isn't a brand channel. It's part of your revenue engine.
The traditional B2B funnel assumes buyers discover a company, visit a website, fill out a form, and then begin evaluating solutions.
That's not how buying works anymore.Buying committees conduct independent research across LinkedIn, YouTube, podcasts, industry communities, review sites, employee networks, and peer conversations.
Every interaction shapes perception before a sales conversation ever happens.
Organizations that consistently show up throughout that research process earn more trust, generate more engagement, and increase the likelihood of making the shortlist.
By the time a buyer is talking to your sales team, the shortlist is largely set. Social is where you land on it — or don't.
One integrated system. Not disconnected channels.
Many organizations separate paid social, organic social, community management, content creation, and measurement into different teams.
The result is fragmented execution, inconsistent messaging, and missed buying signals.
We operate social as a connected demand generation system where every audience interaction informs the next decision.
Listening informs content.Content informs paid media.Paid media informs audience strategy.Audience engagement informs sales conversations.Measurement informs optimization.Every signal compounds.
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01Listen
Identify buying signals, audience interests, competitor activity, account engagement, and emerging conversations across social platforms and industry communities.
Social Listening • Intent Signals • Competitive Intelligence • Account Engagement -
02Create
Develop content designed for B2B buyers at every stage of the journey.
From executive thought leadership and customer stories to educational videos and industry perspectives, we create content that helps buyers evaluate solutions and build trust.Thought Leadership • Video • Customer Proof • Industry Expertise -
03Amplify
Use paid social media to reach target accounts, buying committees, and decision-makers with precision. Our paid social programs support demand generation, ABM, lead generation, event promotion, and pipeline acceleration initiatives.
LinkedIn Advertising • ABM • Retargeting • Demand Generation -
04Engage
Manage conversations, comments, direct messages, employee advocacy, and community interactions to identify opportunities and strengthen relationships.
Reply • Route • Hand Off -
05Measure
Connect social activity to account engagement, influenced opportunities, pipeline creation, and revenue outcomes.
Attribution • Account Influence • Pipeline Reporting • Optimization
← Why Paid and Organic Social Work Better Together ←
Organic social establishes expertise, credibility, and ongoing visibility with buyers over time.
Paid social ensures the right decision-makers see your content, even when they don't follow your brand.
The strongest social programs use organic insights to inform paid targeting, use paid distribution to extend the reach of proven content, and create consistent touchpoints across the buying journey. The result is greater visibility, stronger engagement, and more influence on pipeline.
The disciplines, in one accountable team.
Five connected capabilities run by a single Paid Social and Organic Social leadership team, supported by in-house creative, video, copy, analytics, and account management.
The plan that holds the rest of it together.
Build a social strategy aligned to your audience, buying committee, sales process, and growth goals.
- Audience and buying committee mapping
- Social media strategy development
- Messaging architecture
- Editorial planning
- KPI framework development
- Sales and ABM alignment
Content production
Platform-native creative built for how B2B buyers actually consume.
- Short-form vertical video (Reels, Shorts, TikTok)
- Long-form video for YouTube & LinkedIn
- Static posts, carousels, articles
- Executive & thought-leadership content
- Customer & UGC-style content
- Monthly editorial calendars per platform
Paid social media
Campaign strategy, buying, and ongoing optimization across the platforms your buyers actually use.
- LinkedIn, Meta, TikTok, YouTube, X buying
- ABM & account-targeted paid programs
- Multi-channel retargeting (CRM, pixel, email)
- Creative testing & iteration cycles
- Budget pacing & real-time reallocation
- Cross-platform attribution
Organic social management
The always-on layer that builds trust, signal, and audience over time.
- Daily publishing across owned channels
- Centralized community management (SLA-based)
- Social listening & competitive intelligence
- Creator & influencer partnerships
- Executive & employee amplification
- Crisis & reputation response
Measurement & optimization
Reporting that connects social to accounts, opportunities, and pipeline.
- Custom dashboards across paid + organic
- Account-level influence reporting
- Multi-touch attribution & pipeline tie-in
- Test-and-learn frameworks
- Quarterly strategy reviews
- Cross-channel learnings feedback loop
Built for B2B demand generation.
Paid and organic under one leadership team
We don't separate media, content, and community. The same team owns strategy, execution, optimization, and performance.
Designed for complex B2B buying journeys
25+ years building demand for industrial, B2B technology, and complex-sale organizations. We optimize for accounts and buying committees, not vanity reach. Every choice — platform mix, content format, paid model — is made for the way B2B actually buys.
Creative, video, analytics — in-house
Creative directors, copywriters, video producers, paid social SMEs, organic social SMEs, marketing analysts, and account leads under one roof. No hand-offs to a content shop, no second contract for production, no surprise scope.
Plugs into the rest of your growth program
Social connects directly to BOL's SEO, GEO, demand gen, and ABM disciplines — so the audiences you build, the content you produce, and the signals you capture compound across the whole program rather than living in a silo.
The buying conversation is already happening.
Be in it.
Tell us about your audience, your category, and your growth goals. We'll identify where your buyers are spending attention, how your brand currently shows up, and where the biggest opportunities exist to increase visibility, engagement, and pipeline influence. Let's build a social program designed for how B2B buyers actually buy.
Turn social into a measurable growth channel.
Share a few details about your business and we'll provide a baseline assessment of your social presence, audience engagement, and visibility across the channels that matter most to your buyers—along with practical recommendations for strengthening demand generation, thought leadership, and pipeline impact.Start the conversation.