Today’s B2B brand marketers face unique challenges in reaching and resonating with their audiences.
Suzanne Block, co-founder of Shape and Scale, leverages her years of expertise from B2B agency work to help brands navigate these complexities through tailored storytelling, executive social strategy, and a keen focus on aligning sales and communications.
In this Q&A, Block shares insights on the changing role of executive visibility, emerging trends in corporate branding, and the importance of aligning communication strategy with sales for lasting impact.
This interview has been edited for clarity and length.
Danielle O’Neil: Tell us a bit about Shape and Scale, and what inspired the name?
Suzanne Block: Shape and Scale emerged from a collaborative vision between my co-founder, Pasha Irshad, and me, where we combine our strengths to shape and scale brands. With years of B2B technology agency experience, I focus on storytelling, media, and coaching executives to refine their brand messaging. Pasha, on the other hand, drives digital marketing strategy, technology infrastructure, and sales enablement, focusing on demand generation. Together, we help companies—typically Series A to Series C—shape their messaging and then scale it to drive sales and growth.
Danielle O’Neil: Executive social media has become a big part of communications. How do you see it fitting into a broader C-suite strategy today?
Suzanne Block: There’s been a significant shift towards personal voices over corporate brand accounts, especially after the rise of remote work and the changing social climate. Consumers want to hear directly from executives, not faceless brands. Executives can engage their audience authentically, sharing insights and challenges that bring a company’s inner workings to light. This type of thought leadership builds trust and resonates deeply with customers, employees, and investors alike.
Danielle O’Neil: What trends do you see shaping executive communication for brand leaders?
Suzanne Block: I’m noticing that executives are finding ways to personalize their presence online by focusing on authentic, community-centered communication. A lot of leaders are concerned about the time commitment, but I explain that effective engagement doesn’t require constant posts across every platform. For B2B, LinkedIn is central; however, some audiences—like developers—are more engaged on channels such as GitHub or Slack. What matters most is meeting the audience where they already are and tailoring messaging specifically for that channel.
Danielle O’Neil: When you work with clients, how do you develop a strong voice and strategy that resonates with their audience?
Suzanne Block: We start by clearly defining the core product, understanding what differentiates it, and identifying the audience’s pain points. This provides the foundation for a story framework that’s aligned with current industry trends. Then, we determine which platforms will be most effective based on where the target audience spends their time. I work closely with CEOs to make sure the strategy aligns with their authentic voice, whether that means focusing on LinkedIn or a more personal Medium column for long-form insights.
Danielle O’Neil: LinkedIn can feel crowded. How do you advise brands to cut through the noise?
Suzanne Block: LinkedIn is hugely valuable for B2B brands, but the key is avoiding generic promotional content. When executives actively share their reflections, insights, or challenges, it’s far more engaging than product promotions. If a brand’s target audience doesn’t fit LinkedIn’s atmosphere, then we explore alternatives like Reddit, GitHub, or a branded Slack community. The goal is to use data to guide channel and content choices—focusing on what truly resonates with each audience segment.
Danielle O’Neil: Branding is key for growing companies. How should it evolve as companies scale up?
Suzanne Block: Branding should grow along with the product. For early-stage companies, I advise clients to build a visionary brand story that reflects industry trends and company values, which provides a solid foundation for long-term identity. As a company grows, particularly in stages like Series C, branding and sales need to be closely aligned. Regular communication with sales and product teams helps ensure PR highlights successes and adapts to what’s working in the market. I recommend frequent touchpoints with the product marketing team, which should be tightly integrated with PR to ensure consistent messaging.
For today’s B2B brands, building a robust presence means embracing executive storytelling, refining platform focus, and aligning communication strategies across teams.
As Suzanne Block shares, the key to shaping and scaling a brand effectively lies in not only defining a product’s unique value but also continuously adapting to audience preferences and industry trends.
With Shape and Scale’s integrated approach, brands are empowered to foster meaningful connections with their audiences, transforming today’s marketing challenges into opportunities for growth and influence.
Ready to get started with B2B social media marketing? Let’s chat!