The Hidden Playbook: How B2B Tech Startups Can Build a Magnetic Social Media Strategy
Glasp’s Note: At Glasp, we value the close personal relationships we’ve built with thinkers, creators, and doers who fuel curiosity and growth. This week, we spotlight
, an award-winning growth marketer, podcaster, and Amazon best-selling author. Noa is the Co-founder and General Manager of Bold Digital Architects, a leading agency specializing in content marketing for B2B tech startups.You may remember Noa from her Glasp Talk appearance, where she shared deep insights into B2B marketing. We’re honored to keep learning from her and excited to share her thoughtful reflections with our community.
B2B tech startups live in a strange paradox: they solve some of the most complex, high-stakes problems, yet they must market themselves in spaces where attention spans are fleeting and simplicity rules.
This disconnect often creates a blind spot. Many startups become so focused on solving the problem itself, they underestimate the importance of how they communicate their value to the world.
And here’s where most stumble: treating social media as a “nice-to-have,” when in reality, it’s the engine powering modern brand trust, thought leadership, and long-term pipeline generation.
Over the past decade, I've had the privilege of working closely with dozens of B2B tech founders, CMOs, and marketing teams - helping them rise above the noise, build authority, and foster real conversations where their buyers spend time.
So what does it take to build a social media strategy that actually works in B2B tech?
Spoiler: It’s not about going viral.
It’s about becoming the voice your target audience trusts.
Let’s dive in.
1. Your Ideal Customer Profile: More Than Just a Persona
B2B startups often assume they know their audience.
But assumptions, even data-backed ones, are rarely enough. To cut through the noise, you need to understand not only who your audience is, but what they’re trying to solve - and why those that chose your product, chose it in the first place.
Have you asked your customers directly? Have you uncovered the real “job” they’ve hired your product to do?
When you speak their language, address their unspoken pains, and anticipate their next challenge, you move from being another vendor to becoming indispensable.
2. Understand the Landscape, Don’t Just Play in It
Most startups benchmark competitors and stop there. But today’s social media winners go deeper. They position themselves as visionaries, reshaping how their audience perceives problems and introducing frameworks that reframe the entire space.
It’s not about “us vs. them.” It’s about crafting a narrative that creates a category where you stand alone.
3. Educate First. Sell Later.
Only about 3% of your audience is ready to buy at any given moment.
That leaves 97% of people who are either unaware, unsure, or unready. Your job is to help them get ready - through education, perspective, and trust.
Imagine your content strategy as a mentor, not a megaphone.
When done right, social media becomes less about conversion today and more about planting seeds for tomorrow.
4. Multiply the Impact of What You Already Have
In startup life, efficiency is oxygen. Yet, we see content created, posted once, and forgotten. The smart play? Repurpose, reframe and redistribute.
That customer success story? It’s also a carousel, a video snippet, a quote graphic, and a blog post waiting to happen.
You don’t need more content - you need more from your content.
5. Engagement Isn’t Optional Anymore
Content alone doesn’t build relationships - conversations do.
The startups that win aren’t only posting on LinkedIn; they’re DMing ideal customers, commenting thoughtfully, sharing insights directly with prospects, and joining industry conversations wherever they happen - be it Slack communities, Reddit, or niche forums.
Think of social media as a room full of potential clients. Are you mingling, or are you standing silently in the corner?
6. Measure What Matters
Yes, impressions and likes feel nice - but what do they actually mean for your business?
Forward-thinking teams track lift-based metrics like branded search volume, direct website traffic, and meaningful engagement from their ICP. The real power lies in connecting content efforts to business outcomes.
7. Iterate Relentlessly
Social media is not a static game. Algorithms evolve, industries shift, and audience behaviors change.
The brands that stay ahead are the ones that treat strategy as a living, breathing system - auditing, refining, experimenting, and adjusting, month after month.
The Bottom Line
Social media for B2B tech isn’t about chasing trends - it’s about building trust, inspiring change, and leading conversations that matter.
Every founder, CMO, and marketer navigating the B2B tech space faces these challenges. But the right strategy can shift you from just being seen to truly being heard.
P.S. My team and I put together a checklist based on years of experience helping startups move from scattered tactics to cohesive, expert-driven strategies.
👉 Download the B2B Tech Startup Social Media Strategy Checklist here.
We aimed to make it practical, actionable, and designed it to help you build a strategy rooted in trust, education, and real business growth.
📣 Community Updates by Glasp
🟥 Glasp Talk with Noa Eshed:
, is an award-winning growth marketer, podcaster, and Amazon best-selling author. Noa is the co-founder and General Manager of Bold Digital Architects, a leading agency specializing in content marketing for B2B tech startups.
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Absolutely loved this deep dive! 🙌 The point about treating content strategy as a mentor really resonates. B2B brands that focus on authentic engagement and ongoing education truly stand out and build long-term trust. Thanks for sharing such actionable insights and shifting the conversation from chasing trends to building meaningful relationships. 🚀
This is an amazing post! Thank you, Noa!
The post includes valuable advice not only for B2B marketers, but also for all people in business. It's essential!
Here is my favorite advice.
"3. Educate First. Sell Later."
"4. Multiply the Impact of What You Already Have"
"Forward-thinking teams track lift-based metrics like branded search volume, direct website traffic, and meaningful engagement from their ICP."