Stacking Growth | The B2B Go-to-Market Podcast

12 - The Time Is Now for TikTok

Feb 8, 2022

Todd Clouser, Ashley Lewin, and Allison Loehman discuss the challenges of B2B marketers adopting TikTok, how to get started as an employer brand, and the importance of learning from creators outside of their niche. They emphasize the need for a mindset shift and leaning into organic content on TikTok.

26:35

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Episode guests

Todd Clouser

Allison Loehman

Ashley Lewin

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

TikTok offers unique opportunities for brand building and reaching a wide audience across different demographics.

Empowering employees to leverage TikTok for personal branding can benefit both individual employees and the overall success of the company.

Deep dives

The Time is Now for TikTok

The podcast discusses why it is the right time for marketers to explore TikTok as a new channel. They highlight how TikTok content performs well on LinkedIn and has the ability to stop the scroll better than other platforms. They emphasize the importance of being early adopters to set oneself up for future success. They also emphasize the need for an experimental mindset and testing different types of content to find what resonates with the audience.

Introduction

5min

The Ideal Time to Embrace TikTok for Marketing and Business Growth

3min

Launching TikTok at Refine Labs: Finding Internal Champions and Cultivating Growth

3min

Approaching TikTok and Creating Effective Content

12min

Embracing Organic Content and the Future of TikTok Advertising

4min

What are you waiting for? The best B2B marketers are already experimenting and learning on TikTok. Todd Clouser (Sr. Manager, Brand Marketing @ Refine Labs), Ashley Lewin (Director of Demand Gen @ Refine Labs), and Allison Loehman (Director of Demand Gen @ Refine Labs) kept things honest in this episode while discussing why it's challenging for marketers to adopt casual video platforms such as TikTok as part of their strategy. They shared how to get started as an employer brand and why you shouldn't be copying what other B2B marketers are doing on this platform, but actually learning from creators from different niches. TikTok isn't easy for B2B marketers to tackle, especially because it requires a significant mindset shift, and relies on leaning hard into organic. But don't worry, these three have got you covered.

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