Natalie Binns on Who Should Own Social Media at a B2B Company

Radically Transparent Published: December 16, 2021

Jen Gutman

Natalie Binns, VP Marketing at Oktopost takes the hot seat on who should own social media at a B2B company.

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Meet Natalie Binns

Natalie is a marketing leader with over 20 years of experience in the B2B technology industry. Her experience includes marketing leadership roles at start-ups and high-growth companies such as Instart (later acquired by Akamai), Sauce Labs and Centrify (later acquired by Thycotic), and CA Technologies.

With a history of helping businesses drive exponential hyper-growth through global demand generation, programmatic, and ABM strategies, she brings a strong understanding of the challenges B2B marketers face to the marketing strategy table.

Episode Summary

In most B2B organizations, social media activity is the responsibility of the marketing team. But should it be? Social media is a critical engagement channel for almost every department from HR to Customer Service, Events and PR/Communications, and more. Oftentimes, not all content requests for social are marketing-related. The question becomes: where exactly should social media sit in a B2B organization?

In this high-energy episode, host Jennifer Gutman of Oktopost challenges the VP of Marketing of Oktopost, Natalie Binns, on who should own social media at a B2B company, and how multiple teams can work together to achieve social media goals that impact the company.

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Radically Transparent is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe.

Each episode shines a light on the inner workings of B2B leadership– including what keeps successful CEOs, CMOs, VPs, and social media teams up at night, professionally. The conversations are real, raw, and authentic all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.

Quickly becoming one of Oktopost’s most popular original podcast shows on the internet, new episodes air every Thursday on Radically Transparent, a podcast channel, built for marketers, by marketers.

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