Sarah Breathnach: Leading with Personality in B2B Social Media Marketing Panel

2025

Apr 25

At SocialDay’s Social Media Marketing Festival 2025, we’re diving into how B2B brands are shaking off their corporate stiffness and embracing a more authentic, engaging presence online. Sarah Breathnach, VP of Demand Generation at Hunters, joins the Leading with Personality in B2B Social Media Marketing panel alongside Kunal Gandhi and Magali Mas D’Amato to show how bold creativity and personality-led content can help B2B brands stand out in a saturated digital landscape.

About Sarah Breathnach

Originally from Ireland, Sarah began her marketing journey in the US as an intern, and has since scaled demand gen teams across early-stage, VC-backed startups—particularly in IT and cybersecurity. Now based in the UK, she co-founded Demand Gen London, a thriving meetup for B2B marketers, and continues to build community and conversation online through her growing LinkedIn presence.

From scaling startups to speaking on global stages like INBOUND, Sarah’s career has been about finding ways to connect with audiences in real, relatable ways—especially when working in industries where authenticity can be hard to come by.

What to Expect from the Leading with Personality in B2B Social Media Marketing Panel

In this session, we’ll explore how B2B brands can step out of their traditional corporate shell and lead with personality on social media. The focus will be on humanising brands, embracing authentic leadership presence, and breaking away from formulaic content that no longer resonates. This is especially crucial on platforms like LinkedIn, where audiences crave more than just polish—they want personality.

Sarah will share real-world insights from her work in cybersecurity and B2B demand gen, including how injecting authenticity and behind-the-scenes content into a “serious” industry can drive standout engagement and brand loyalty.

Key Areas of Focus

Bringing humanity into B2B social strategies: how B2B brands can infuse character and personality into their content to connect with audiences on a deeper level.
The power of personality-led content: Even in “serious” sectors like finance and professional services, personality-driven content is not just a luxury; it’s a competitive advantage.
Activating internal leaders on LinkedIn: Practical tips on how to engage and empower your internal leaders to create compelling content and share their perspectives.
Overcoming challenges in risk-averse environments: how to encourage boldness and authenticity while balancing brand safety in corporate settings.

Key Takeaways

Attendees will leave with the knowledge to:

Infuse more humanity and character into their B2B social media strategies.
Understand why personality-driven content consistently outperforms in professional sectors.
Learn how to activate senior leaders and internal voices on LinkedIn to enhance brand visibility.
Navigate the challenges of encouraging bold content creation in risk-averse corporate environments.

Sarah’s Perspective on Social Media Trends

Sarah has her eye on the shifting dynamics of social platforms—particularly LinkedIn, where reach has dropped and creators are facing steeper challenges in maintaining engagement. It’s a signal that brands need to pivot from corporate polish to content that feels personal and real.

What Sarah Wants to See in the Future of Social

Less “perfect,” more personal. Sarah hopes to see B2B brands embrace behind-the-scenes content, storytelling, and unfiltered moments that build trust and community. In her words, “There’s power in showing the people behind the brand. The future of B2B is human.”

Connect with Sarah

Follow Sarah for more smart takes and B2B insights:
👉 Sarah Breathnach on LinkedIn

Join her and fellow panelists Kunal Gandhi and Magali Mas D'Amato at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.