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Podcast: The Content Cocktail Hour
Episode: How to Turn Social Media into a Demand Engine with Darien Payton, Antidote
Description: “Social media programs that are built solely for driving awareness are almost always destined to fail, not because they don’t achieve their objective, but that they are almost always misaligned,” says Darien Payton, founder and CEO at AntidoteIn this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demand—not just awareness—and why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative D...