Social-first creative and online experiences make sense for consumer-facing brands, where product complexity and purchase consideration are generally low. Can the same be said for business customers? In this episode, we spoke to Jason Maldonado, director of social media at Survey Monkey, and previously the head of social media marketing at MailChimp. We discuss why B2B brands should compare themselves to aspirational B2C brands, how to balance strategic-led thinking with the speed of social, and how marketers can use deep data and insights to tell stories, both during the pitching process and in the end campaign.