How Microsoft is Elevating B2B Marketing Through Creator Mindsets and Employee Influencers

We sat down with Heike Young, Head of Content, Social, and Integrated Marketing at Microsoft, for our Culture Creators Series. With 11+ years at Salesforce before joining Microsoft, Heike brings a unique perspective as both a seasoned marketer and an active creator herself.

You have a strong creator mindset yourself. How does that influence your work at Microsoft?

I think being a creator really helps me see both sides of the coin—as a social media manager and as a creator. When I started, I didn’t fully grasp how important the authenticity and personal connection of creators’ voices are. Now, I approach partnerships with influencers very differently, understanding the value they bring from the inside out.

What’s a big difference you’ve noticed moving from Salesforce to Microsoft?

At Salesforce, I worked on the entire brand, but at Microsoft, I’m focused on integrated marketing for a subset of products. It means really understanding the product stories and building narratives that matter to the audience—without always talking directly about the product itself.

Many people think B2B marketing lives mainly on LinkedIn or Twitter. Are you seeing that too?

YouTube is a huge opportunity for B2B brands. People are searching for educational, career-benefiting content that isn’t always available. At Salesforce, we shifted from just webinars on YouTube to working with creators who make engaging, jargon-free explainer videos. Those have long-term value far beyond the initial post.

With content consumption being so fragmented and niche, how do you reach a mass audience?

I like to think about “content that moves with culture.” The people we’re marketing to are the same humans scrolling TikTok or YouTube outside of work. So, our content has to reflect the broader culture while being flexible, timely, and relevant—not just planned six months in advance.

You’ve worked on employee-generated content programs. What’s the power there?

Employees can be some of the most authentic and effective creators, especially in B2B where subject expertise matters. We’ve seen personal LinkedIn posts from employees outperform brand accounts in reach and engagement. The key is giving them content pillars and guidance so they can consistently share with their own voice.

What do senior leaders need to see to invest in creator-driven marketing?

Speed. How quickly can you create and launch content without endless approvals? Leadership values agility, especially in today’s fast-moving environment. Strong governance and clear processes make that speed possible.

Should brands chase every social media trend?

It depends on your brand and voice. There should always be room to experiment, but not everything is worth jumping on. Brands do best when they add real value to the conversation rather than hopping on trends just for the sake of it.

What advice do you have for marketers just starting out?

Be a broad generalist. Marketing is changing fast with AI and other shifts. Learn across disciplines so you can collaborate better and adapt. I treat my own career like reinvention—mixing social media, content, integrated campaigns, and brand strategy together.

For more from our Culture Creators series, head [here].

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