MarTech360 Interview with Adi Krysler, VP of Marketing at Oktopost

Take ownership of how your work contributes to business outcomes. Understand how marketing impacts revenue, customer experience, and long-term growth. One of the best ways to build that perspective is to step outside your comfort zone. Volunteer for cross-functional projects, ask to join strategy sessions, and take time to learn how different parts of the business operate.

Adi, can you tell us about your professional background and your current role at Oktopost. Also tell us how Oktopost differentiates itself from other companies in the same space?

As Vice President of Marketing at Oktopost, I lead global marketing strategy. That includes everything from brand positioning and demand generation to customer engagement and growth. With over 15 years of experience scaling marketing teams at companies like AppsFlyer and Wix, my focus has always been simple— to connect marketing to business outcomes without sacrificing the creativity that differentiates good marketing from great marketing. That mindset aligns perfectly with Oktopost’s mission.

Oktopost is built from the ground up specifically for B2B. While most social platforms are B2C-first, our platform is designed for the unique needs of B2B marketers. Unlike other companies that primarily focus on TikTok and Facebook, we are a Linkedin-first company,

because that’s where B2B lives and where trust is built. We integrate directly with B2B stack tools in order to create full-funnel visibility, allowing us to measure leads and revenue.

We offer a complete set of tools: advanced analytics, AI-powered publishing, employee advocacy, and social listening, to name a few; all of which are engineered to help marketers prove ROI and drive real impact. It’s about turning social media into a strategic business driver, not just a broadcast channel. I’m excited to be part of this chapter and to help B2B brands realize what’s truly possible with social.

With social media becoming a vital channel for B2B engagement, how is Oktopost helping brands go beyond vanity metrics and truly measure business impact?

Oktopost is purpose-built for B2B marketers who need to prove and improve the impact of social media. Unlike platforms that stop at vanity metrics, such as likes and impressions, Oktopost connects social activity to real business outcomes. With direct integrations into CRMs and marketing automation systems, it enables full-funnel attribution. Marketers can clearly see how individual posts, campaigns, and advocacy efforts contribute to lead generation, pipeline movement, and revenue.

The platform also provides deep analytics that go far beyond surface-level engagement. Performance can be segmented by content type, audience, and channel, helping teams understand what drives real results. Employee advocacy and AI-powered content recommendations extend reach and help optimize content strategy. By aligning social media with core business KPIs, Oktopost turns it into a measurable growth engine, not just a branding channel.

Oktopost has a strong emphasis on employee advocacy. How do you see the role of internal teams evolving in building authentic brand reach?

Audiences today have become more skeptical of corporate messaging, whereas content shared by employees consistently earns higher engagement and greater trust by audiences than branded posts. Moreover, social media platforms often promote audience-generated content over that of brands. Oktopost’s platform makes it easy for employees to share relevant, on-brand content in their own voice. This helps companies reach wider networks and build real connections at scale.

Employee advocacy also boosts internal culture and strengthens visibility from the inside out. By equipping teams with the right tools, curated content, and recognition, we help brands turn employees into trusted ambassadors. Features like performance tracking, leaderboards, and AI-powered content suggestions make employee advocacy both scalable and measurable. The result is a strategy that drives business value while empowering the people who bring the brand to life.

Also Read: MarTech360 Interview with Gilad Bechar, Founder and CEO at Moburst

AI and automation are rapidly changing the martech landscape. What emerging tools or trends do you think will define the next era of B2B marketing?

The next era of B2B marketing will be driven by tools that turn overwhelming volumes of data into clear, actionable insights that marketers can use in real time. One emerging trend we’re focused on at Oktopost is AI-powered competitive intelligence. We recently launched Marketing Intelligence, a solution that helps B2B teams decode competitor content strategies across social, email, blogs, and websites. It eliminates the guesswork and gives marketers a centralized view of messaging trends, enabling faster, more informed decisions.

This shift goes beyond productivity. It’s about gaining a strategic edge. Real-time alerts and trend tracking empower teams to refine messaging quickly and align across departments. As the martech landscape evolves, we believe AI-powered intelligence will become essential for B2B brands that want to lead the conversation, not just follow it.

Marketing attribution in the B2B world is notoriously tricky. What’s your approach to solving the multi-touch attribution puzzle, and how does Oktopost tackle this challenge?

Buyer journeys are long, nonlinear, and filled with touchpoints that span multiple channels, making attribution difficult. A single-touch model like first- or last-click doesn’t reflect that reality.

To understand how social media campaigns influence the sales funnel, Oktopost integrates directly with CRM and marketing automation platforms. We apply UTM tracking and log engagement data so that every touchpoint feeds into the attribution model. With advanced analytics and detailed social reporting, we help close the loop between activity and outcomes. Marketers can finally see how social impacts pipeline, lead quality, and revenue. The result is clear: smarter budget decisions and stronger proof of ROI across the entire customer journey.

How do you balance data-driven decision-making with the creative side of storytelling, especially in a platform-centric environment like Oktopost?

Data and storytelling aren’t competing priorities, in fact, they work best together. Data gives us the insight to understand what topics resonate best, which formats perform well,  how different audiences engage across channels, and even the ideal time to post it. Storytelling, on the other hand, builds connection. It’s what makes content memorable and drives long-term impact. We use data as the foundation to guide our creative decisions, what to say, when to say it, and how to tailor it to each social platform, without letting metrics override the message.

In B2B, this is especially critical. Buyers expect relevance and authenticity. Our platform helps marketers track sentiment, engagement, and share of voice so they can test messaging, refine their stories, and respond in real time. It’s a cycle where data informs direction, creativity brings it to life, and measurement sharpens the results. The goal isn’t to choose between data and creativity but to make sure they’re working in sync so the storytelling is both effective and measurable.

For aspiring marketers looking to grow into leadership roles, what advice would you give about building both the strategic mindset and the soft skills needed to lead effectively?

If you’re aiming to move into a leadership role, my advice is to start thinking beyond execution. Take ownership of how your work contributes to business outcomes. Understand how marketing impacts revenue, customer experience, and long-term growth. One of the best ways to build that perspective is to step outside your comfort zone. Volunteer for cross-functional projects, ask to join strategy sessions, and take time to learn how different parts of the business operate.

Equally important is developing the soft skills that leadership demands. Strong communication, empathy, and the ability to build trust are all crucial skills that make a great leader. Make it a habit to ask for feedback and give it, too.

Other than that, I often say to practice listening before responding. Pay attention to how you show up for your team. The people who grow into leadership roles are the ones who take initiative, stay curious, and consistently focus on both impact and relationships.

Is there anything that you’re currently reading, or any favorite books, that you would recommend?

One book I keep coming back to is Radical Candor by Kim Scott. It’s a must-read for anyone looking to grow in leadership. The principles in the book have become vital to my management approach, particularly the emphasis on building strong, candid relationships with team members. It’s helped me create an environment where feedback flows freely, which is important for growth and trust.

Aside from leadership books, I also enjoy reading fiction thrillers in my downtime. I use that time to turn my brain off, dive into a good story, and escape for a bit. It’s a great way to unwind and recharge.

Thanks Adi!