B2B pipeline is built on social. Long before it reaches your CRM.
Buying committees research independently, listen to peers, and form opinions across LinkedIn, video, and community — long before they ever fill out a form. We build the social engine that gets you into those conversations and turns them into pipeline.
Social isn't a brand channel. It's where the deal starts.
B2B buying groups research, validate, and form preferences independently — through their feeds, peers, and content — long before they reach out. Social is the connective tissue across that journey. Most B2B social programs aren't built for it.
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 connected system. Not five disconnected disciplines.
One team posts. Another buys ads. A third manages the inbox. A fourth runs influencer. None of them share intelligence, so signals get lost and the work doesn't compound. The result is activity that looks busy and pipeline that stays flat.
We run it as a single loop.
Listening, content, paid, community, and measurement work as one engine — where every signal feeds the next move. The conversation a buyer starts on Tuesday shapes the paid creative on Friday, the retargeting list on Monday, and the sales conversation the week after.
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01Listen
Capture buying signals across feeds, comments, communities, and competitor mentions. Identify the conversations your target accounts are already in.
Signals · Accounts · Intent -
02Create
Build content for the buying conversation — platform-native video, POV pieces, expert perspectives. Not posting to be seen. Posting to be considered.
Video · Authority · Proof -
03Amplify
Paid that targets the right buying committees, fueled by what's already resonating organically. ABM-aware. Job-title-aware. Account-aware.
Paid · ABM · Retarget -
04Engage
Community management as a sales routing layer. Every high-intent comment, DM, or reply is treated as a pipeline signal — surfaced, tagged, and handed to the right team.
Reply · Route · Hand off -
05Measure
Tie social activity back to accounts, opportunities, and pipeline. Feed every learning back into listening, creative, and targeting on the next cycle.
Account · Influence · Pipeline
← loop ←
The accounts engaging with organic content become the input for paid targeting. We don't guess at audiences — we learn them organically and act on them with media.
Top-performing organic content gets paid budget behind it. The creative we put in front of cold audiences has already been validated by real engagement, not a brief.
Where your organic following is thin or your category is hard to reach, paid extends presence into the right buying committees — without breaking the voice or sequencing.
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.
A single operating model across paid and organic, built around your buying audience and your sales motion. The thing that gets agreed on once and powers everything else.
- Audience & buying-committee mapping
- Platform & channel strategy
- Persona-segmented messaging architecture
- Lifecycle-aligned editorial planning
- KPI & reporting framework definition
- Cross-team operating model (with sales, comms, ABM)
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
B2B-native. Paid + organic in one team.
Paid and organic run by one team
Most agencies are good at one or the other. Splitting them is the most common reason B2B social underperforms. We staff paid and organic leadership inside one team, share intelligence in real time, and make the trade-offs in the same room.
Built for B2B buying, not consumer reach
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 category and how your buyers actually buy. We'll come back with a short read on where your social currently sits, where the leverage is, and what a connected paid + organic engine would look like for you.