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Brewing B2B social media strategies: Surmila, Global Brand Head at InvestorAi

B2B social media marketing interview with Surmila, Global brand head, InvestorAi
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This interview is a part of our series called Brewing B2B Social Media Marketing Strategies, wherein we interview professionals and industry leaders to understand how they’re developing B2B social media strategy to scale their companies.

As InvestorAi’s Global Brand Head, Surmila specialises in brand management, B2B social media marketing, content marketing, PR, and community management. So we decided to speak to her about the role of social media across the strategies that she has been implementing to serve different business goals and objectives. 

Interview on B2B social media marketing for growth 

While these are some of the questions we wanted to ask Surmila during our chat, feel free to send us over any follow-up queries you may have. 

Can you tell us a little about yourself, your role and the company you’re working on social media with?

My name is Surmila Sen Roy and I am the Global Brand Head for InvestorAi, a Bridgeweave brand. I am a 360 marketer with over 8 years of experience in Brand Management, Marketing, Communication and Growth Strategies. I have worked with brands and increased their awareness, equity and conversions through earned and paid media 2X times. 

My role at InvestorAi is to see that partner ecosystems along with end customers are equally visible across all brand touchpoints: social media, PR, blogs, and community, to name a few. 

How do you define B2B social media marketing, and how is it different from B2C?

B2B social media marketing needs to be more nuanced and thought through but equally conversational like B2C. We need to understand there are humans sitting in all corporations who wear different hats based on what we are selling then. If it’s office supplies it’s for their company, if it’s a fancy pen it’s for themselves. 

So we say things and where we say it becomes important. But more importantly, being present on social media platforms would make the brand at least visible to them.

What business goal/ objective does social media marketing address at your company?

For us, social media brings in trust and credibility. Being in the investment tech space, credibility is of utmost importance. That helps us garner more partners and build customer trust for our partners. 

Which social media platforms do you believe are most effective for B2B SaaS marketing and why?

The most common would be LinkedIn as we all know. I would next go for Quora, Twitter and specific communities across product-relevant pages. I also believe a little Instagram will also not be harmful, not overdoing it though.

How do you typically create a social media marketing strategy?

A social media marketing strategy is very simple like any other marketing/comms strategy: Decide who are we speaking to – what are we speaking about – where can they listen to us – how do we say it so they will listen to us – how do we track if they have listened to us – how we improve so more people are listening to us

What are some of the metrics you measure to see the impact of social media marketing?

According to me, the best metric for the impact of social media is to check how many click-throughs or/and conversations you have got. If you have got people talking in your comments section, your job is done. They are invested in your brand now. 

Can you give us an example of a social media marketing campaign/ post you created that was a success?

I ran a campaign with a previous employer about why companies should invest in a good employee health plan, how it increases productivity and builds loyalty for the company. This not only got us conversations but also leads for the product. 


Is it time for you to get started with social media marketing? 

Despite the niche that InvestorAi is in, they continue to leverage social media marketing to reach out to and engage their target audience in a meaningful way. And that’s exactly why we think social media marketing is for everyone! 

Even if your sales cycle consists of an average of seven decision makers, they’re all human – and let’s face it, we’re all on social media. 

But we do agree that B2B social media marketing works differently and you need to be more strategic about it. 

That’s why we’re going to be interviewing many other professionals and experts in the industry to get their take on B2B social media marketing. 

Don’t forget to subscribe to our newsletter and follow us on social media! 
And if you’re looking for someone to help you with a B2B social media marketing strategy, contact us here.

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