When it comes to social strategy in the B2B space, too many brands still play it safe—defaulting to technical jargon and templated graphics. But leaders who think differently are proving that B2B doesn’t have to mean boring.
We sat down with Eliott Wahba, CEO of DolFinContent, to unpack how bold creative thinking, strategic digital execution, and a fearless approach to storytelling are helping reshape the social media playbook for brands across industries—from SaaS to clean energy to financial services.
Q: You’ve worked with companies navigating rapid transformation. What’s been your approach to leading social strategy for high-growth B2B brands?
A: Social isn’t just a broadcast channel—it’s your front line. At DolFinContent, we manage strategy for clients where the stakes are high, the audiences are discerning, and the messaging has to do more than generate clicks. It has to build trust. We focus on blending platform-specific creative with business impact storytelling. That means aligning every post, campaign, or series with a wider purpose—brand perception, product clarity, or community credibility.
Whether we’re talking about cloud infrastructure or next-gen payroll platforms, our job is to make people care. That starts with cutting the noise and showing up with relevance.
Q: What inspires your creative direction right now? What keeps the work exciting?
A: I’m really energized by the shift happening in B2B right now. You’re seeing brands like Mercury and Rewind ditch the safe route and go all-in on narrative-driven marketing. That kind of courage matters. We tell our clients all the time—“You’re not speaking to a company. You’re speaking to a person who checks their phone during lunch just like everyone else.”
The spark for me comes from pushing boundaries. From saying, "Sure, this is cybersecurity—or insurance, or AI—but how can we make it memorable, or even fun?" It's that mindset that helps our clients stand out in an oversaturated space.
Q: You’ve made the shift from working with agencies to building in-house strategy for brands. What’s been the biggest challenge?
A: Volume and velocity. Agency work trains you for intensity, but moving in-house taught me how to sustain it. You’re not just launching a campaign—you’re managing a narrative across products, stakeholders, and timelines. It’s all interconnected.
We’re often the core creative partner for startups that don’t yet have full in-house teams. So we’re not just executing, we’re building the process as we go. The challenge is making it feel seamless. The only way that works is through close alignment and clear communication across teams.
Q: Every creative obsesses over their work. What keeps you up at night when you’re deep in a campaign?
A: Honestly? Wondering if we pushed far enough. I’m constantly asking myself, "Could we have made this sharper, more original, more human?" Especially in industries that lean technical, it’s easy to default to “safe.” But safe gets scrolled past.
We work with brands that have big goals—whether that’s being the number one provider in their space or reaching an entirely new vertical. That means the work has to punch above its weight. So, yeah, I’ll lose sleep over a headline that doesn't land the way it could have. But that pressure’s what keeps the quality high.
Q: Let’s talk about bold moves. Have there been any moments where your team took a creative risk that really paid off?
A: Absolutely. We worked with a climate-tech client last year who opted to skip a major industry expo entirely. Instead of spending hundreds of thousands on a trade booth, we helped them build a full virtual experience from a downtown loft space nearby—video walls, livestream Q&A, exclusive drop-ins from sustainability influencers.
We supported the whole digital amplification plan—paid distribution, live social coverage, interactive content—and the response was massive. They saw a bigger spike in engagement than previous years at the actual event. That was a turning point for them, and honestly, a career highlight for us.
Sometimes the best move isn’t to join the crowd. It’s to change the conversation entirely.
Q: You can't have a conversation about content right now without talking about AI. What's your take on its role in the creative process?
A: I’m not worried about AI replacing creatives. I’m interested in how it helps us think faster. We use AI regularly—to help draft concepts, accelerate research, or pressure-test messaging. But it’s just that: support. The core ideas, the emotional beats, the cultural relevance? That’s human.
Security is a factor, too. Especially with regulated clients, we’re always vetting tools and building guardrails. AI should be a creative partner, not a blind shortcut. If you don’t understand how to wield it responsibly, it can backfire.
The brands that will win with AI are the ones that use it to boost momentum—without compromising their voice or values.
Final Thoughts?
Creative teams are tired of playing catch-up. Whether it’s shifting platforms, lean staffing, or pressure to perform, the answer isn’t always to scale up—it’s to get sharper.
At DolFinContent, we believe that clarity, consistency, and bold storytelling should drive every piece of work, no matter how complex the subject matter is. B2B doesn’t have to be boring. It just needs to be better.
If you’re ready to reimagine what your brand’s social strategy could look like, we’d love to help make it happen. Let’s Chat
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