The amount of luck that you have in life is how much value you create, times how many people you tell about it.
Patrick McKenzie
Employees, your superheroes, can increase your company’s surface area of luck.
When every employee of a company works on building their personal brands on social media, they create boundless opportunities to expand the company’s reach.
In two simple words, this is called ‘employee advocacy.’
However, inspiring employees to create personal brands that are consistent with the company’s brand is an arduous challenge.
First, it demands strong culture and clarity in the founder’s mind regarding what the brand stands for. It requires creating a workforce equally passionate about the company’s mission. The habit of consistent social media posting is not easy to develop either.
We greatly respect founders, CEOs, and their teams who can accomplish this.
Hence, we dedicate today’s post to our ten favorite SaaS companies nailing their social media marketing strategy on LinkedIn.
We have shortlisted these businesses from a large pool of fast-growing medium-sized US-based SaaS companies that employ less than 500 employees.
Quality Parameters for Social Media Marketing Using LinkedIn
To examine the quality of social media marketing efforts, we have considered seven parameters:
#1 – Diverse Content Mix
A diverse mix of content themes can showcase diversity in a profile. You can likely exhaust your idea pool and risk losing your audience by repeatedly targeting a specific theme.
Consider sharing personal experiences, learnings, and brand stories to set yourself apart.
#2 – Extensive Content Distribution
Imagine every employee of your SaaS business sharing the company’s content, such as blog pieces, case studies, customer success stories, and more, with their professional network. Such activities will increasingly act as a catalyst to boost sales conversions.
But forcing employees to “actively” share such content on social media platforms isn’t conducive to a healthy environment, is it?
At Concurate, we believe in sharing a company’s “internal chatter.” Internal chatter is a term we coined which means everyday business conversations. These can be an interesting conversation with a colleague, relating a personal experience with your company’s values, and, yes, sharing the company’s content, such as blog pieces.
The caveat? How does the person relate to the events around them?
When an employee organically shares such “internal chatter,” it tangibly increases your SaaS business’s relatability and chances of converting a prospect into a customer.
#3 – Actionable Content
Users who find your content immediately applicable to their use case will likely engage with you and your business meaningfully.
#4 – Publishing Collaborative Content
Utilising relevant hashtags and tagging notable profiles in your industry’s network is likely to boost engagement, profile views, and visibility from your target users.
#5 – Adding Lead Magnets
Consider adding lead magnets not just on your company’s website and its official pages. Utilising your employees’ networks on LinkedIn helps you cast a wider net to attract qualified leads for your business.
#6 – Frequency and Consistency of Posts
Consistently creating and sharing valuable, quality content on LinkedIn is crucial to boost visibility and establishing reach among your target audience.
#7 – Sharing Everyday Stories
At Concurate, we believe in the power of sharing stories from within the organisation. We call this “Internal Chatter.”
Moreover, one should consider leveraging the power of storytelling frameworks.
As a marketer, it is vital to understand that buying decisions are based on emotions. By sharing everyday stories, your employees can increase relatability and help maximise conversions from their social media activities.
Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!
Our Favorite SaaS Companies Nailing Social Media Marketing
Based on the above parameters, we have shortlisted 10 SaaS companies that are excelling at social media marketing:
#1 – ChurnZero
#2 – Gated
#3 – Lavender
#4 – Recurly
#5 – Insightly
#6 – WorkBoard
#7 – Hiver
#8 – WorkRamp
#9 – Vyond
#10 – Articulate
#1 – ChurnZero
Description
ChurnZero is a real-time Customer Success Platform that helps subscription businesses fight customer churn.
LinkedIn Profiles
- You Mon Tsang – CEO
- Jason Moore – VP, Global Sales
- Veronika Kemp – Customer Success Manager
- Alec Schadelbauer – Enterprise Account Executive
Social Media Marketing Scorecard for ChurnZero
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The team at ChurnZero actively engages through likes, comments and reshares on their colleagues’ posts. In addition, they disseminate various event-based content pieces highlighting their brand’s value proposition as part of their marketing strategy. |
| Post quality – Engagement | Posts shared by ChurnZero’s team receive high engagement with an average of 50-100 likes, 5-10 comments and 4-10 reshares. |
| Post quality – Internal Chatter | Company growth updates – For instance, a post on office expansion in Australia Awards and achievements – A celebration post on winning TrustRadius’ Tech Awards – 2022 Employee welcome and appreciation – Engaging with the CEO’s posts on welcoming new team members & appreciating others’ outstanding work. |
| Post quality – Actionable content | ChurnZero’s target audience is always on the lookout for tips and tricks on customer success and retention. As a result, ChurnZero frequently posts actionable content. For instance, they post articles such as a Forbes article on “The Three Golden Rules Of A Customer-Centric Subscription Business” and Forrester Research’s “Successful Customer Trust Strategies Tips.” |
| Content mix – Collaborative content | Yes. For instance, they tagged Axio’s founder, Jim Vandehei, while talking about the book ‘Smart Brevity.’ |
| Content mix – Brand story | ChurnZero’s team frequently publish posts on their ‘Why?’ highlighting how they believe in gaining & retaining customers’ trust. They share how they wish to equip other companies to do the same. |
| Content mix – Personal story | Employees often share their personal experiences, workplace observations, and things of mutual interest to them and their audience. |
| Frequency | 3-4 posts per week |
| Lead Magnets | ChurnZero constantly posts regarding events, webinars, and conferences, helping them gain the appropriate traction with the right audience. |
| Content Distribution | Podcast – Employees post the company’s podcast episodes of particular value to their target audience. Case Studies – For instance, the Hackerank Case Study published on their website is posted through employees’ accounts. Blog posts – Articles published on their website are shared by employees, helping to attract the right traffic to their blog and website. |
#2 – Gated
Description
Gated works with your existing email setup, making it simple to use. It also reduces inbox volume by an average of 43%, making your inbox more productive and peaceful.
LinkedIn Profiles
- Andy Mowat – CEO
- Melissa Moody – CMO
- Rich Lapolla – Marketing Manager
Social Media Marketing Scorecard for Gated
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The team at Gated wisely distributes its content. Moreover, their posts attract high interaction from their colleagues. |
| Post quality – Engagement | Posts shared by Gated’s team receive medium-to-high engagement with an average of 40-60 likes, 10-30 comments and 2-3 reshares. |
| Post quality – Internal Chatter | Company updates – For instance, an update on launching a new brand/landing page. Team appreciation – A post congratulating colleagues for their commendable work. |
| Post quality – Actionable content | Gated helps with email & spam management. Valuable content like “Inbox Management for CXOs,” is shared by employees providing their audience with concise yet executable tips. |
| Content mix – Collaborative content | One widely shared post is on a live collaboration with the founder of Growth EngineX, Mollie Bodensteiner, addressing what RevOps is. |
| Content mix – Brand story | Gated employees have posted multiple posts on “Customer Advocacy,” which has been the foundation of their company’s growth. This activity highlights their brand’s value proposition. |
| Content mix – Personal story | The Gated team frequently post content on how particular articles, podcasts, and ads resonate with them. |
| Frequency | 3-5 posts per week |
| Lead Magnets | Gated’s team shares posts on upcoming events, webinars, and conferences, to acquire quality leads. |
| Content Distribution | Case Studies – Gated employees frequently share employee feedback and customer stories, such as one with Typeform, amongst others. Blog posts – Articles curated on inbox and spam regulation and email management are shared by employees. Podcast – There are regular posts with links to the Gated podcast, “Finding Focus.” |
#3 – Lavender
Description
Lavender is a complete suite of tools that helps you get more replies in less time. In addition, it assists you in writing better emails, personalizing faster, and coaching your team with Email AI.
LinkedIn Profiles
- William Ballance – CEO
- Will Allred – COO
- Dorothy Phuynh – Growth Leader
Social Media Marketing Scorecard for Lavender
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The leaders and employees at Lavender frequently post about their company culture, team bond, vision, and overall brand. |
| Post quality – Engagement | Posts shared by Lavender’s team receive high engagement with an average of 100-200 likes, 20-30 comments and 3-5 reshares. |
| Post quality – Internal Chatter | Company updates – There are frequent posts discussing the company’s growth, their interactions with VCs, recent investments, etc. Founders’ interaction and team appreciation – Employees publish posts on how they came together and why they make an incredible team. They publicly showcase their appreciation for each other’s skills and work. |
| Post quality – Actionable content | There are multiple employee posts with valuable and catchy content. These posts discuss writing efficient and concise emails that can receive a higher number of replies. |
| Content mix – Collaborative content | Team Lavender publishes posts about their collaboration with brands like Reply.io, Demostack, and Tray.io, among others. |
| Content mix – Brand story | There are numerous posts highlighting the “how and why.” Additionally, the posts talk about the founders’ vision, goals, work ethic, beliefs, and Lavender’s team culture. |
| Content mix – Personal story | Employees share posts on learnings from different podcasts, their work schedules, and everyday life lessons. There are also posts about the experience of being the founders or regular employees at Lavender. |
| Frequency | 7-9 posts per week |
| Lead Magnets | Team Lavender posts about upcoming events, webinars, and conferences to acquire leads. |
| Content Distribution | We analyzed this aspect as lacking for team Lavender. |
#4 – Recurly
Description
Recurly is a subscription and billing platform trusted by leading brands to grow their recurring revenue. It optimizes your subscription growth strategy, realizes industry-leading revenue recovery, and nearly eliminates involuntary churn.
LinkedIn Profiles
- Dan Burkhart – CEO
- Theresa McEndree – CMO
- Jonas Flodh – CPO
- Peter Anderson – Director of Account Management
Social Media Marketing Scorecard for Recurly
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | Recurly’s team actively participates in their colleagues’ posts by liking, commenting, and resharing them. In addition, they keep their audience updated with new product features and releases with engaging content. |
| Post quality – Engagement | Posts shared by Recurly’s team receive medium engagement with an average of 30-50 likes, 5-10 comments and 2-3 reshares. |
| Post quality – Internal Chatter | Company updates – Employees publish posts on product news, new releases, integrations, and growth updates. Achievements – One can find posts such as how Recurly has been recognized as a leader in Snowflake’s Modern Marketing Data Stack Report, among others. |
| Post quality – Actionable content | Employees share posts like “Five proven ways to increase subscription loyalty for scale” and more. |
| Content mix – Collaborative content | Recurly’s team publishes posts in collaboration with brands like Skift and On, and many more. |
| Content mix – Brand story | Recurly has created a brand for itself and has represented itself as synonymous with subscription optimization. Employees consistently help spread this aspect. |
| Content mix – Personal story | Recurly’s team posts about learnings from Podcast episodes, their work schedule for the day, everyday life lessons, and experience of being founders or regular employees at Recurly. |
| Frequency | 1-2 posts per week |
| Lead Magnets | Recurly’s team frequently posts about upcoming virtual events and conferences to attract the right leads. |
| Content Distribution | Case Studies – Recurly’s team periodically posts customer success stories with companies like AllTrails, Scentbird, and others by highlighting the RoI. Blog posts – Employees share company blog posts like “16 Tactics to drive customer LTV” and “How to calculate churn rate” on their profiles. |
#5 – Insightly
Description
Insightly provides customer relationship management software for businesses of all sizes across a range of industries. It tracks the most relevant lead information, including a rich activity timeline of marketing campaign sources, emails, phone calls, meetings, and tasks.
LinkedIn Profiles
- Anthony Smith – CEO
- Chip House – CMO
- Courtney Duprey – Marketing Specialist
Social Media Marketing Scorecard for Insightly
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The Insightly team publishes various event-based content pieces – numerous posts promoting events, webinars & conferences. |
| Post quality – Engagement | Posts shared by Insightly’s team receive a medium to high engagement with an average of 40-60 likes, 20-30 comments & 3-5 reshares. |
| Post quality – Internal Chatter | Company updates – There are employee posts on company growth, recent progress, achievements, and recent events which provide great insights Team appreciation – Employees post applauding team efforts in making an event successful or helping achieve a milestone. |
| Post quality – Actionable content | The team at Insightly shares posts on their feed like “The 3Cs of sales follow-up communication” and “Tips to master sales navigator on LinkedIn” that are of immense value to their target audience. |
| Content mix – Collaborative content | Employees share collaborative posts with brands like Workato, Sigma, and many others. |
| Content mix – Brand story | Regular posts talk about how and why Insightly was started as a company. |
| Content mix – Personal story | Employees often share their personal experiences, workplace observations, and things of mutual interest with their audience. |
| Frequency | 1-2 posts per week |
| Lead Magnets | Insightly’s team posts about upcoming webinars and conferences to gain traction and attract leads. |
| Content Distribution | We analyzed this aspect as lacking for team Insightly. |
#6 – WorkBoard
Description
WorkBoard’s Strategy Execution Platform powers the digital operating rhythm for companies around the globe, providing organization-wide clarity, alignment, and insights for growth.
LinkedIn Profiles
- Deidre Paknad – CEO
- Daryoush Paknad – CTO
- David Chase – VP of Product Marketing
Social Media Marketing Scorecard for WorkBoard
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The team at WorkBoard engage with each other’s posts through likes, comments and reshares to lend a better reach and engagement. |
| Post quality – Engagement | Posts shared by WorkBoard’s team receive medium engagement with an average of 30-40 likes, 5-20 comments and 1-5 reshares. |
| Post quality – Internal Chatter | Word of appreciation for the team – The leadership team and employees often applaud their colleagues. Company updates and growth – WorkBoard team usually posts about the company’s growth, upcoming events, recent interviews, and achievements. |
| Post quality – Actionable content | Employees at WorkBoard post numerous posts with actionable content. |
| Content mix – Collaborative content | Employees also share posts communicating collaboration with brands like Accenture, WebEx, Poly, Akamai, and many others. |
| Content mix – Brand story | We analyzed this aspect as lacking for team WorkBoard. |
| Content mix – Personal story | The WorkBoard team often shares things they have learned through podcast episodes, daily life experiences, personal interactions, and recently-read articles. They wonderfully co-relate these with their vision and work at WorkBoard. |
| Frequency | 3-5 posts per week |
| Lead Magnets | We analyzed this aspect as lacking for team WorkBoard. |
| Content Distribution | Blog posts – The team frequently distributes articles published on the company website through their handles. Podcast – The team often shares links to the company’s podcast episodes. |
#7 – Hiver
Description
Hiver is the world’s first customer service platform built for Google Workspace.
LinkedIn Profiles
- Niraj Rout – CEO
- Arvind Ganesan – VP, Product
- Junaid Mohammed – Head of Customer Success
- Ganesh Mukundan – Sr. Content Marketing Manager
Social Media Marketing Scorecard for Hiver
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | Hiver’s team has a unique synergy. Their published posts build curiosity and keep viewers hooked to their profiles. |
| Post quality – Engagement | Posts shared by Hiver’s team receive a medium to high engagement with an average of 30-80 likes, 5-10 comments and 1-3 reshares. |
| Post quality – Internal Chatter | Company updates and celebrations – The team at Hiver posts about company growth, success stories, customer feedback, G2 award wins and achievements, and lots of fun content. Product news – Employees share posts on new product releases, news, added features, and integrations. |
| Post quality – Actionable content | We analyzed this aspect to be lacking for team Hiver. |
| Content mix – Collaborative content | Collaboration posts with renowned influencers like the CMO of Avalon Scenes, Abhinav Aroura, can be found on employees’ profiles. |
| Content mix – Brand story | Hiver employees frequently roll out videos and share stories that speak of the team culture and the brand they are trying to create. |
| Content mix – Personal story | Employees often post about their learning and observations after listening to a podcast episode or watching a TV show. |
| Frequency | 2-3 posts per week |
| Lead Magnets | Hiver’s team posts about upcoming webinars, events, and ‘Ask Me Anything’ sessions to attract their target audience and generate leads. |
| Content Distribution | Creative videos – What sets Hiver’s team apart is that they produce quality videos with fun and suspense, making them highly engaging. Blog posts – Employees share articles published on the company website through their personal LinkedIn handles. |
#8 – WorkRamp
Description
WorkRamp is an all-in-one learning platform that helps modern enterprises build engaging learning experiences at scale for employees, customers, and partners.
LinkedIn Profiles
- Ted Blosser – CEO
- Jack Foster – VP, Marketing
- Mallorie Maranda – VP, Sales
- Whitney Priest – VP, Customer Success
Social Media Marketing Scorecard for WorkRamp
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The WorkRamp team frequently publishes content aimed at attracting the appropriate audience to various company events, webinars, and conferences. |
| Post quality – Engagement | Posts shared by WorkRamp’s team receive medium engagement with an average of 30-40 likes, 5-20 comments & 1-5 reshares. |
| Post quality – Internal Chatter | Company updates – Employees post about the company’s progress, new product releases, acquiring “The Enablement Squad,” and raising funding. Employee appreciation – When teams achieve significant milestones, the leadership team puts out posts applauding their efforts. |
| Post quality – Actionable content | We analyzed this aspect as lacking for team WorkRamp. |
| Content mix – Collaborative content | Employees share collaboration posts with influencers and leaders from brands like Handshake, Qualified, Momentum.io, and others. |
| Content mix – Brand story | Employees post content that highlights the core values and the vision of WorkRamp. |
| Content mix – Personal story | There are multiple posts by employees sharing their personal experiences, learnings from books and podcasts, takeaways from a team meeting, and reflecting on their journey working at WorkRamp. |
| Frequency | 1-2 posts per week |
| Lead Magnets | WorkRamp conducts multiple virtual events, webinars, and conferences; the team helps spread the word using their handles. |
| Content Distribution | Blog posts – Team members frequently share the company’s blog articles to provide value to their audience. Videos – The team members also share videos celebrating new releases, collaborations, and other good news. |
#9 – Vyond
Description
Vyond is an enterprise-grade agile video creation studio that accelerates positive business outcomes. Vyond makes creating professional videos fast and efficient.
LinkedIn Profiles
- Gary Lipokowitz – CEO
- Van Diamandakis – CMO
- Craig Moore – Head of Sales
Social Media Marketing Scorecard for Vyond
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | Vyond employees share appealing videos through their personal social media handles to fuel branding and marketing efforts. |
| Post quality – Engagement | Posts shared by Vyond’s team receive medium engagement with an average of 25-50 likes, 3-5 comments & 4-7 reshares. |
| Post quality – Internal Chatter | Company updates – Employees regularly post about the company’s growth, share success stories, celebrate milestones, and convey appreciation for teammates. Product news – Employee posts highlight new product releases, recently added features and integrations. |
| Post quality – Actionable content | Vyond employees frequently post actionable content, such as tips on becoming a better storyteller and producing quality videos and infographics, among others. |
| Content mix – Collaborative content | Posts tagging prominent personalities like Emmy-Award-winning Tony Gnau, Influencer Matthew Luhn, among many others, help them with better reach & engagement. |
| Content mix – Brand story | All the posts and videos put out by Vyond’s employees follow a similar branding theme and message – talking about the company’s vision and mission. |
| Content mix – Personal story | Employees also share their learnings from masterclasses, webinars, events, and podcast episodes. |
| Frequency | 5-6 posts per week |
| Lead Magnets | Vyond is known for conducting value-packed conferences, on-demand webinars, and storytelling masterclasses. Employees do not shy away from posting the same on their personal handles to capture quality leads. |
| Content Distribution | Blog posts – Team members frequently share the company’s blog articles to provide value to their audience. Videos – Employees frequently share the company’s engaging video posts. |
#10 – Articulate
Description
Articulate develops e-learning software, content, and resources that change how the world learns.
LinkedIn Profiles
- Lucy Suros – CEO
- Brandon Gort – Director of Sales
- Allison LaMotte – Sr. Customer Engagement Manager
Social Media Marketing Scorecard for Articulate
| Parameter | Remarks |
| Overall involvement of the founder, leadership team, and employees | The team at Articulate has a good content mix on their profiles to engage their audience. |
| Post quality – Engagement | Posts shared by Articulate’s team receive high engagement with an average of 70-100 likes, 5-10 comments & 3-7 reshares. |
| Post quality -Internal Chatter | Internal discussions and team learnings – For instance, the CEO of Articulate posts about their chats on Slack and what they learned from the discussions. Company updates – Employees share posts highlighting the company’s growth, achievements, event updates, team appreciation, and more. |
| Post quality – Actionable content | The team at Articulate frequently publishes actionable content such as tips on nailing an e-learning interview, using audio and video in e-learning, and more. |
| Content mix – Collaborative content | Posts from employees tag influencers like Kate Zummer and Emilie Shumway. |
| Content mix – Brand story | Multiple employee posts discuss the how and why of working at Articulate. |
| Content mix – Personal story | Employees share their experiences from personal and professional lives, interviews, books, and more. |
| Frequency | 3-4 posts per week |
| Lead Magnets | We analyzed this aspect as lacking for team Articulate. |
| Content Distribution | Blog posts – Employees share articles published on their website every other day. |
Parting Thoughts
So, we have a detailed analysis of our ten favorite SaaS companies nailing their social media marketing, particularly on LinkedIn. It was a pleasure to dive deep into the social media handles of SaaS businesses that place employee advocacy at the forefront of their LinkedIn marketing activities.
About Us
We are a content marketing agency that brings business, not just website traffic. We curate well-researched and engaging content as per your company’s requirements and culture because we believe in the power of meaningful information.
Let’s connect over a short call if you want to elevate your SaaS business’s content marketing. Block our calendar today!
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