The B2B Revenue Executive Experience · Cory Cotten-Potter

The CMO’s Guide to Making B2B Social Media Actually Work with Miruna Dragomir, CMO at Planable

August 12, 2025·37 min·3 clips

Miruna Dragomir scaled Planable from 50 to 6,000 customers—here's how she transformed B2B social media.

B2B social is no longer just a box to check. The guest argues that it has its own personality and upside, instead of sitting off to the side of the real marketing work. Corey gives the career context first. Planable's CMO joined as the company's first marketing hire, back when the platform had only 50 customers, and helped scale it beyond 6,000 active customers. That makes the advice feel earned. The conversation turns to how B2B brands can sound more human and funny without turning that into the whole company personality. The website can stay polished. Social can carry a stranger, looser layer of the brand, which Corey calls out when he compares Planable's LinkedIn presence with its very tidy website. He also names the worry executives usually have. Personality can start to look like the social team has wandered away from brand discipline, or like the company is trying too hard. The guest answers as a CMO, not as a cheerleader for chaos. She says she often tells the social media manager not necessarily to listen to her, because she may not be closest to how the channel works. That is the grown-up move here. Her job is not to approve every unfamiliar idea by taste. It is to raise a concern when she can explain the concern clearly. The team also has a pressure test. When something feels uncertain, they ask the wider company through a Slack series called Cringe or Binge. The vote stays low-stakes. People judge whether something would make them laugh or make them wince, while trying to think beyond the Planable bubble. It is a practical way to test humor before it ships without making one executive's taste the whole system. The close stays grounded: LinkedIn, Planable's website, the company's socials, and a reminder that B2B brands still need followers and engagement.

As heard by us

A practical CMO-level case for giving B2B social more personality, clearer guardrails, and real authority.

B2B social is framed as a real marketing channel, not a side chore maintained in case someone checks Instagram. Planable's CMO makes the argument more credible because she pairs growth context, from first marketing hire at 50 customers to more than 6,000 active customers, with a…

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Why you'd press play

You want B2B social to feel like a channel, not a checkbox.

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