ModumUp spent two years running a LinkedIn Social Selling project for an AI-powered platform used by FMCG teams. It generated 387 B2B leads, including 89 SQLs, through the CEO’s profile.

The app helps merchandisers capture shelf layouts and price tags and provides managers with reports on in-store execution and sales.

The target audience included directors and senior managers responsible for trade marketing, category management, digital transformation, and operations at FMCG companies with 5,000+ employees.

The goals were to generate SQLs and build product and CEO awareness.

At the start, the profile had around 800 connections, no consistent engagement process, and no content.

What we did

1. Built a targeted network and tested regions

We positioned the CEO’s profile as an expert resource.

We started with MENA and South Africa, followed by Southeast Asia and India. Direct lead generation in Latin America did not deliver the desired outcomes, so we returned to stronger markets. Later, we focused on the US and Europe.

Over two years, we added 5,578 target contacts. The connection acceptance rate reached 33%. MENA produced the strongest response, while some Southeast Asian segments showed lower rates.

2. Showed the CEO’s expertise through content

Content covered FMCG and retail trends, AI and the digitization of field operations, and product case studies. Industry insight and practical value came first.

We promoted high-performing posts through direct messages and tagged industry influencers. Within two months, the View Rate tripled. Some posts received thousands of views.

3. Launched a monthly newsletter

It covered FMCG and retail trends, analysis, and market news without direct product pitches. The subscription rate remained between 20% and 23%. Over two years, 1,236 target contacts subscribed.

4. Shifted to advisor partnerships

Some contacts did not want to buy the platform but were open to introducing it to companies in their networks for a commission and acting as local representatives.

We created outreach sequences for advisors, managed conversations for the CEO, and handled initial qualification calls.

MENA and South Africa generated 38 SQLs. Another 23 SQLs followed, mainly through advisors in Latin America.

In the US and Europe, we first focused on industry networking without a sales offer. We then offered a presentation, demo, or call.

Brief, useful follow-ups helped generate MQLs and SQLs.

Results after two years
• 298 MQLs - target contacts who expressed interest and shared their contact details
• 89 SQLs - target contacts who had a call or meeting with the client
• 387 B2B leads in total
• 5,578 decision-makers added to the CEO’s network
• 1,236 newsletter subscribers
• 33% connection acceptance rate

The results came from an expert-led profile, relevant content, a regular newsletter, and one-on-one outreach.

Read the full case study:
https://modumup.com/case-studies/fmcg_platform_387_b2b_leads_through_social_selling