10 Marketing Technology Companies to Follow on Instagram

Marketing technology Instagram accounts work when they show people and events beside product slides. This roundup names ten martech brands and cites Sprout Social's 4.21% per-follower engagement claim as the reason B2B teams should care.

• Why it matters: High engagement per follower is framed as Instagram's edge versus Facebook and Twitter in the cited comparison.
• By the numbers: Sprout is quoted at 4.21% engagement, about 58x Facebook and 120x Twitter per follower.
• Case in point: HubSpot, Newscred, Pardot, and Kapost mix employees, pets, and conference posts.
• Zoom in: Contently and Percolate lean on food, dogs, yoga, and boxing alongside logo content.
• The bottom line: Steal the mix of work and play, then test which human beats convert for your ICP.

Everyone knows that a solid Instagram account can make you Insta-famous.

What started as a social network for tweens to share their duckface mirror selfies has made its way into the social strategies of major B2C and B2B brands across the globe.

According to Sprout Social, Instagram posts “generated a per-follower engagement rate of 4.21 percent. That means the app delivered brands 58 times more engagement per follower than Facebook and 120 times more engagement per follower than Twitter.”

As Beverley Reinemann said over on the distilled blog, “This visually-lead social channel might have its roots in B2C marketing but, with over 300 million subscribers, can your B2B brand afford not to be on Instagram?”

There’s no denying it. Instagram is a GREAT conduit for content and it’s all kinds of awesome. We rounded up our marketing technology companies that are currently rocking Instagram and curated a nifty little list (we kind of like to do that if you haven’t noticed). Check out these 10 Instagram rockstars.

1)   Hubspot

With more than 10K followers, they’re doing something right in terms of engaging their audiences!

2)   Newscred

Offers a great mix of company stuff and employees in action. People love to see people.

3)   Pardot

Pardot shows employees all the time, but not just working! Engaging in community activities, posing with pets and a lot more!

4)   Kapost

This account shows their conference activity. We see their teams hitting the event circuit and hitting it hard!

If you scroll through the feeds of these companies from 2025, you notice something else sneaking into the posts: vulnerability. It’s not all corporate gloss and high-fives—sometimes it’s rough days at the office, a rainy conference setup, or a genuine shoutout for help. That little bit of humanity, even from brands that are used to spinning things a certain way, catches followers off guard in a good way. Maybe it’s partly calculated, sure, but it works. It feels less like a pitch and more like an actual voice poking through your phone.

Not that every brand figures this out, obviously. There’s always a temptation to just post “content” instead of actual stories, but you can spot the difference almost instantly. The teams that take a minute to reply, or who throw up behind-the-scenes disasters (or wins, or, let’s be real, lunch photos that bombed) end up feeling familiar, even to people who have nothing to do with B2B sales. I guess that’s the whole trick: drop the marketing hat for five seconds and people stick around for the story, not the sales pitch.

5)   Salesforce

With more than 6K followers, we get a peek into the company, its employees and even some more “artsy” looking shots you’d expect from a personal account.

6)   Cision

Balanced with event photos, awards won and even some great media hits, Cision does a great job offering a little bit of everything on their account.

7)   Marketo

Chock-full of quotes, event and employee photos, and purple. Lots and lots of purple!

8)   Contently

This account posts a big mix of yummy confections, celebrations and canines. We LOVE those three C’s almost as much as we love content.

9)   Radius

Offers a great balance of work and play – showing both sides of their team.

10)  Percolate

Peppered in with the logo-ed stuff and business-y posts, you see employees in action….literally… boxing, yoga, you name it!

We’d love to hear your thoughts on brands tapping into Instagram, and if you’ve seen some stellar examples yourself, please dish! We’d love to check them out!