Today we’d like to share our case study on how we generated B2B leads for Microsoft Azure cloud services by using the Social Selling method.

We worked with 1C, a distributor of Microsoft solutions. We began our collaboration with Natalia Mikhaleva, the Director of distribution for marketing and business development. 1C sells Microsoft products through a partner network, and the client realized the partner channel was a limited resource since most partners don't organize any marketing activities.

Therefore, the company decided to attract customers on its own and transferred leads to the partners via a new method – Social Selling.

Here are some different activities we used:

🔹Posts. We published posts on Natalia’s page and within industry groups.

🔹Comments. We regularly commented on her connections’ posts and publications within groups and replied to target audience comments. It grabs the attention of potential leads and increases a post's reach.

🔹Private messages. We transitioned to direct communication gradually without spamming.

We used exclusive content and short offer approaches among lead generation mechanics.

For example, the first approach is about offering some interesting materials (research, checklists, instructions, etc.) within a post. Then we distribute content in private messages to all who’ve shown interest and reacted to a specific post. Next, we send something extra, e.g. cases on the topic, additional useful materials, etc. In the final stage, we offer more detailed communication and arrange a phone call or meeting to discuss options for cooperation.

Together with Natalia we created a proposal post to share Microsoft's materials on digital transformation, and we received 88 reactions. Among them, there were 48 respondents to the next step, just above 50%. As a result, we received 11 leads, with whom we managed to organize a call or a meeting. Natalia and her colleagues talked to everyone about transitioning to Azure.

🔍If you’d like to know more about our results with the short offer approach and target audience features, follow the link: https://modumup.com/case-studies/1c

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