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

GUESTS: Miruna Dragomir, Chief Marketing Officer at Planable

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In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter welcomes Miruna Dragomir, Chief Marketing Officer at Planable. Together, they share insights on how B2B social media has evolved from a checkbox task to a strategic growth channel, and how brands can scale by balancing polish with personality, redefining virality, and letting go of outdated rules.

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What You’ll Learn:

• Why B2B social media can (and should) be funny, and how to make it work
• The shift from brand rigidness to brand personality and layered voice
• How to balance promotion, education, and entertainment in your content strategy
• Why viral success needs a custom definition for your brand and audience
• What most execs get wrong when judging social media content
• How to scale authenticity without scaling cringe

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Miruna Dragomir is the CMO at Planable, the content collaboration platform built for modern social media teams. She joined Planable as its first marketing hire when the company had only 50 customers and has since helped scale it to over 6,000. With prior experience at Oracle and Uber, Miruna brings a rare blend of enterprise discipline and startup scrappiness to her role. She’s especially passionate about elevating the role of B2B social and helping marketers build brands that actually connect.

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Why B2B Social Is No Longer Just for Appearances

B2B brands used to treat social media as an afterthought, a place to share links, maintain appearances, or tick a box on the marketing checklist. But that mindset is quickly becoming obsolete. Today, social has evolved into a channel with its tone, expectations, and potential for influence. Whether it’s brand building, community engagement, or top-of-funnel awareness, social media now plays a central role in how B2B companies communicate and grow. Those who treat it as a side project risk falling behind brands that understand its strategic power.

“B2B social is transforming rapidly. It’s no longer just something we do in case someone clicks on our Instagram. It’s a channel in itself with its personality and potential.”

 Miruna Dragomir, Chief Marketing Officer at Planable

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The End of Brand Rigidness

Traditional brand guidelines were built for static channels, polished websites, formal decks, and locked-down messaging. But social media doesn’t play by those rules. In today’s fast-moving content landscape, brands need to show more than polish; they need personality. That means embracing multiple tones, experimenting with humor, and letting different “sides” of the brand show up depending on the channel. Instead of being perfectly consistent, social-first brands need to be contextually real. At Planable, that’s the rule: keep the website perfect, but let social be playful, quick, and real.

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“We have to shelve the brand book. It used to be simple;  red, blue, friendly, serious. But now, a brand should sound more like a person with different facets that show up on different platforms.”

 Miruna Dragomir, Chief Marketing Officer at Planable

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Why Most B2B Brands Shouldn’t Chase Virality

For most B2B companies, chasing virality is a distraction. Unless your product serves a massive or mainstream audience, trying to mimic the success of brands like Duolingo or ClickUp can lead to wasted energy and misaligned content. Those viral hits often come from companies with broader appeal or brands that have disconnected entirely from what they sell just to create buzz. Miruna encourages B2B brands to stop chasing mass appeal and instead define virality on their terms. At Planable, 10,000 organic views count as viral, a benchmark that keeps the team focused on engaging the right audience, not the widest one.

“We’ve defined viral for ourselves, and it’s 10,000 organic views. That’s viral for our audience. And we’re not even humble about it.”

 Miruna Dragomir, Chief Marketing Officer at Planable

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Now that you know how Miruna approaches social media with strategy, clarity, and personality, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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