Episode
The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns
- Podcast
- Trust & Influence in B2B
- Published
- Apr 7, 2026
- Duration seconds
- 2648
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Summary
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robyn Hartley , Managing Director at Paper Kite Media. Drawing on a rigorous analysis of B2B Marketing Awards entries, they expose the uncomfortable truth behind employee advocacy: most brands are deploying it as content distribution, not genuine advocacy. And the data suggests they're missing a significant commercial opportunity as a result. Is your advocacy program building real trust—or just adding noise? ➡️ Robyn and Joel explore why LinkedIn dominates employee advocacy (and why that concentration carries risk), why 70% of campaigns are triggered by brand moments rather than deployed always-on, and why measurement still stops at impressions even in commercially rigorous campaigns. They make the case for "inside-out" sequencing—activating employees internally before any external spend—and discuss how thought leader advocacy is increasingly powering ABM and demand gen strategies, not just brand activity. Robyn's perspective is clear: great advocacy isn't about scripted posts. It's about empowering your team's real experts to build genuine trust with buyers over time. This episode will challenge how you think about your people as a marketing channel. Chapters: 00:00 - Introduction: The Promise and Reality of Employee Advocacy 01:30 - Meet Robyn Hartley, Managing Director at Paper Kite Media 04:30 - Defining Employee Thought Leaders vs. Employee Amplifiers 06:00 - The Data: Only 14% of Award Entries Use Employee Advocacy 10:00 - LinkedIn's Total Dominance: Strength or Structural Risk? 13:30 - Why LinkedIn Works for B2B (And Where the Risk Lies) 17:00 - Employee Advocacy Beyond Brand: ABM and Demand Gen 20:00 - The Brand Moment Trigger: Episodic vs. Always-On Advocacy 25:00 - Inside-Ou…