That approach matches industry-wide

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“That blew up,” Corcoran told me. “People were really energized by the fact that we had a little bit of swag with our G2 announcement. And the more fun, personality-driven approach accomplishes the same goal for us as the more corporate-looking post: Driving awareness."

She adds, “If a post is too polished or clean on social, it gets misunderstood as an ad. So if we're doing a video, we take a TikTok or Reels approach where it's just 30 seconds shot on an iPhone and we put it out.”

data: In 2025, short-form videos and images will be the top content types driving ROI.

And instead of posting constantly, marketers are country wise email marketing list scaling back their cadence — nearly two-thirds say they don’t post daily, choosing to prioritize quality, timing, and tone over sheer volume.

If you work for a B2B company, it can be tempting to pigeonhole your brand on social media as polished, professional, and formal. But that doesn't necessarily have to be the case — the more you can personify your business, the easier it will be for decision-makers to connect with your brand.

Of course, what works best for one business will flop for another. So it‘s equally important to continue to test and iterate over time. For instance, at the end of each month, Corcoran and her team look at every post and say, ’Okay, how did this one perform? Was it short and easy to read? Was the graphic too corporate-y?'

As Corcoran told me, over time, you begin to notice themes. And those themes can help you better predict what performs well with your audience — and what doesn't.

I’ve learned from Corcoran that not every post will land perfectly, and that’s okay. The goal isn’t perfection; it’s consistent learning and iteration.

Pro tip: Corcoran recommends posting on LinkedIn three to four times weekly and avoiding weekends. As she put it: “We‘ve seen the most success posting first thing in the morning, around lunchtime, or around 5-6 PM — basically, when people are waking up, when they’re taking a lunch break, or when they're winding down after work.”

Shares mean your content connected emotionally with your audience.
Finally, I asked Corcoran how she measures success on social media. How does she know her team's social posts are driving business impact?

“We know a Miley Cyrus meme won't get you to purchase software, but we want you to be aware of HubSpot — that we‘re present, that we’re culturally relevant — so that we're top-of-mind when you are in the buying motion," Corcoran told me.