AI Became Public Enemy Number One in B2B Social (with Meryoli Arias, ex-Apollo and Chili Piper) | Ep. 22

AI Made Content Cheap. It Made Trust Expensive.

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Every B2B company now has the ability to publish more than it ever has, and buyers are reading less of it than they ever have. LinkedIn shipped a button that lets people flag posts as AI slop, which tells you where the feed ended up. The companies still getting attention are doing something that can't be generated.

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David Walsh, founder of Limelight, talks with Meryoli Arias, who built social and community programs at Chili Piper and Apollo before going independent. They cover what to publish when everyone can publish, how to run employee advocacy without mandating it, and how to prove social is working when attribution won't cooperate.

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Meryoli has run the version of this that worked at scale: an employee advocacy program at Chili Piper five years before it was common, a nomination campaign that pulled in millions of impressions in a month, and a stretch at Chili Piper where more than 70% of closed deals said they first heard about the company through social.

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Guest Bio

Meryoli Arias is a B2B social media and community marketing consultant who now works with earlier-stage companies setting up their first real social strategy. She spent six years inside B2B marketing teams, including Chili Piper, where she ran social and helped build the employee advocacy program the company became known for, and Apollo, where she led social through the period right before the company hit unicorn status. Her work centers on what she calls community marketing: activating customers, partners, and employees rather than broadcasting from a company page. She still spends most of her day on LinkedIn, and she is one of the few marketers who will say out loud that she likes it there.

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