Social media has come a long way in B2B. What used to be a place for brand awareness and the odd corporate update is now a key touchpoint in the buyer journey. Whether it’s thought leadership on LinkedIn, product videos on Instagram or even TikToks (yes, really) for employer branding, social media is influencing how decisions get made.
But with the speed of trends and changes, it’s so vital to get it right.
While B2B brands have now fully embraced the idea of “being on social”, many are still grappling with managing, measuring and connecting social activity to the rest of the marketing funnel. That’s where HubSpot comes in.
HubSpot’s social media tools bring structure, insight and strategy to your social efforts. They connect your posts to your content engine, your campaign goals and, crucially, your pipeline. So you’re not just getting likes, you’re getting leads.
One of the first things marketers love about HubSpot’s social tools is the built-in scheduling. You can draft, schedule and publish posts across LinkedIn, Facebook, Instagram and X from the same place you manage your content and campaigns.
That means no more hopping between the native platforms of fiddly scheduling tools (finally!) and no more posts slipping through the cracks (at last!). Just one centralised view of your social calendar, aligned with your wider campaign plan.
Even better, HubSpot helps you schedule at optimal times, based on past performance and engagement trends. So your posts don’t just go out regularly, they go out smartly.
That consistency is key. It helps build trust with your audience, reinforce your brand and drive better results over time. It also means your team isn’t wasting time chasing links and logins. Instead, they can stay focused on creating great content.
HubSpot doesn’t just treat social media as a bolt-on. It’s baked into your full marketing engine.
That means you can easily link your social posts to landing pages, blogs, emails, and CTAs, keeping your messaging consistent and strategic. For example, you can promote a new downloadable guide with a LinkedIn post that links directly to a HubSpot landing page, complete with a tracked CTA and follow-up workflow.
Everything’s in one place, so campaign planning becomes simpler. Your social activity can be mapped alongside your email schedule, blog calendar and ad strategy, so your audience gets a seamless experience, no matter where they engage.
HubSpot also lets you automate follow-ups based on social engagement. Someone clicks your post? Trigger a nurture email or alert your sales team to get in touch. That’s proper joined-up marketing.
Let’s be honest, social reporting can be a headache. The metrics are scattered across platforms, and most of them stop at impressions and likes.
HubSpot changes that.
Its social analytics dashboard means you can track clicks, shares, comments and reach. Then, because social is tied to your CRM, you can see how individual contacts are engaging with posts. You can even track which pieces of social content are driving visits, leads and conversions.
That means no more guesswork. You know exactly which messages land, which channels perform and which posts are moving people through the funnel.
A prospect sees your post, downloads your eGuide, gets nurtured via email, and speaks to sales. You can track the whole journey in HubSpot.
The platform’s multi-touch attribution means you can prove that social isn’t just making noise, it’s making money. Whether a LinkedIn post sparked the first interaction or a video sealed the deal, it’s all visible on the platform.
That’s powerful. Especially when you’re justifying budgets or making the case to scale up social investment. It goes without saying, but when you can show pipeline impact, the boardroom starts paying attention.
In many B2B businesses, social still sits on the sidelines, separate from sales and disconnected from customer insight.
HubSpot changes that by putting social data in front of everyone – marketing, sales, service and leadership. So when a sales rep checks a contact record, they can see if that person liked a product update on LinkedIn. If customer services spot a complaint on social media, they can respond quickly and log the issue.
This 360-degree view supports everything from ABM strategies to lifecycle marketing. You can tailor your approach based on how contacts behave on social media, feeding those insights into campaigns, workflows and sales outreach.
With all your channels (social, email, ads, web) tracked in one place, your reporting also becomes clearer. You’re not just seeing what’s working in isolation. You’re seeing how each piece contributes to the bigger picture.
Social media isn’t an add-on. It’s a core part of your B2B marketing strategy, influencing decisions, building relationships and opening doors.
With HubSpot, you can give it the focus it deserves. From smarter scheduling and joined-up campaigns to pipeline tracking and team-wide visibility, this powerful CRM helps you unlock the real potential of your social activity.
So if your current social strategy feels a bit disconnected, difficult to measure or a laborious manual task, it might be time to bring it into the HubSpot fold.
Need help getting started? Let’s chat.