MarTech Interview with Alexandra Caceres, Head of Marketing for US @ Metricool

Looking for some impactful B2B social media marketing tips? Alexandra Caceres, Head of Marketing for US at Metricool weighs in with a few:

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Alex, take us through your social media and marketing journey and tell us about your role at Metricool…

My social media and marketing journey is not the most conventional. I didn’t go to school for it but I did always have an interest in social media. It was only after I graduated that I decided to pursue my interests in the field. I started off just creating content for myself and then leveraged that to land myself a part-time job as a social media manager for a local agency in my town. From there I eventually went full-time and transitioned into a social media strategist role. After spending some time working for clients on the agency side of social media marketing, I wanted to explore other avenues which is how I landed at Metricool. I’ve been with the company for almost two years now! I joined during early stages of Metricool’s U.S. expansion and have seen the company’s significant growth in hiring more employees and securing new clients like Louis Vuitton, H&M, Costco, and more.

With my background primarily always being in social, being a marketing manager has been challenging but incredibly rewarding. I’ve been able to build on my skills from email marketing to SEO optimization to even being comfortable in front of a camera to film YouTube videos.

No day is the same and I love still being able to be involved in the social aspects since Metricool is a social media marketing tool after all. With the momentum that Metricool has seen in such a short amount of time in the U.S. market, I cannot wait to see what is in store for the future.

How has Metricool evolved as a platform in the last few years?

Metricool is an ever-changing social media management tool. One of our core values as a company is making sure that we are providing an efficient product, at a price point that is affordable, and that is always striving to be better. In the last year, our platform has seen the addition of a new AI functionality, a Threads integration, and optimizations to our advanced analytics, and that’s just to name a few.

We aim to have around one new feature a month if possible and we take customer feedback into strong consideration. If something is being asked consistently and we have the capabilities to do it, it gets added to the roadmap. The social media landscape is also competitive and complex with constant new updates from the platforms and posting trends from influencers but Metricool is always monitoring to develop useful features for social media managers.

Not only in features has Metricool grown and evolved but so has our team. I started working at the company when there were under 40 employees. 2 years later, we have doubled in size, with teams in Spain, France, the US, and Germany.

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How are you seeing B2B social media tactics evolve today and what do you feel B2B tech and SaaS brands still miss out on when it comes to social media marketing?

It’s fascinating to see just how much change there is in the social media world. B2B companies are getting more creative and crafting campaigns that were practically nonexistent just a few short years ago. With how social media has evolved and grown, B2B companies are now seeing the value that comes with having a presence in this space. In terms of what brands can sometimes miss out on is truly taking the time to understand the social landscapes and new trends that are catching their customers’ attention. It’s one thing to know your ideal audience in traditional marketing but learning how to adapt to current practices and trends is what is going to make a mark in a sea of businesses trying to succeed on social media.

Can you highlight (with examples) unique initiatives brands have taken to drive social media impact with AI?

Pinterest recently introduced AdLabs, a new AI innovation program. They are planning to test this initiative with brands with their heavier shift to being a shopping platform. One example I found particularly interesting is their “Personalized Background Generation” which allows users to shop through their screen and generate personalized backgrounds to give them endless possibilities.

I’ll also mention Metricool’s own AI capabilities. Our AI assistant tool recently underwent an overhaul aimed at enhancing user experience and functionality for marketing professionals. The updated AI infrastructure guides marketing and social media managers through a more intuitive and customizable journey, offering greater control over their marketing efforts. This enhancement is crucial in today’s social media industry, where both marketers and creators seek tools that better help in their goal of engagement and personalization. Social media moves fast and our goal with the AI assistant is to empower creators and marketers to adapt swiftly to evolving social media trends and demands in the near future.

How can B2B tech marketers use social media to drive better marketing-sales pipeline and lead generation initiatives?

At the end of the day, B2B tech marketers should be leveraging social media to make some sort of impact on their audience. By identifying what platforms are relevant for their target, and what content resonates with their ideal customers, they can better craft social media content that will have a greater reach. It’s all about honing in and knowing your ideal customer inside and out. If B2B tech marketers intend to target everyone, then they are targeting no one.

What would you say are the top qualities modern B2B social media marketers should sport?

Qualities that are necessary for a modern B2B social media marketer are adaptability, storytelling, an analytical mindset, and most of all innovation.

Five social media marketing fundamentals you’d leave us with before we wrap up?

1. Identify your target audience. Know them inside and out and hone in on working your content for that audience.
2. Strategy is key. Social media can look like just fun and games but in order to see success and results, there has to be strategy in place and optimize often.
3. Adapt, adapt, adapt. Social media is constantly changing. Technology evolves, platforms arise, and trends come and go. Your ability to adapt to a fast-paced industry will only make you a stronger contender in this field.
4. Put systems and workflows into place! This will marketers’ lives so much easier, whether you’re a one-person team or a team of 20. It’s better to establish this now than down the line when it’s only harder to implement protocols.
5. Quality is of the utmost importance. Sometimes volume is what is highlighted in the social media industry but 2 pieces of quality content will take you much farther than 15 subpar pieces. Take the time to establish that quality. Your audience will come to learn, recognize, and appreciate that, no matter the industry.

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