ModumUp ran a LinkedIn Social Selling project inside NetApp's strategic ABM program in one EMEA region. Across about 10 priority accounts, the work contributed to around $20M in deals tied to large AI deployments on NetApp storage, and roughly 3x lead growth compared with the previous approach.

NetApp sells intelligent data infrastructure. That means storage, software, and cloud services for enterprises that manage data at scale, including for AI.

Buying committees already included storage and infrastructure admins. They also increasingly included Big Data, AI, DevOps, and cloud leaders. Those roles influence deals, but they care less about the storage stack itself.

The target list covered large accounts in finance, oil and gas, services, and telco. The team started with one marketing profile, Irina Chernova, Demand Marketing Manager EMEA & LATAM at NetApp. Other profiles were added only after the pilot proved the approach.

What we did

1. Warmed up NetApp Insight, a regional conference
Before the event, the team connected with people from target accounts, posted about the conference, and sent personal invitations. During it Irina published short situational posts. Afterward the team followed up with attendees and with people who could not come. That year attendance reached about 1,000, versus around 600 historically.

2. Used exclusive research for soft lead generation
After the conference, Irina offered IDC and NetApp research. People could comment or message her to request the file, and she delivered it personally. That post generated 79 responses, 44 from target companies, and 8 SQLs handed to sales. Conversion from targeted responses to SQLs was 18%.

3. Added an executive profile for peer conversations
A Regional Director profile focused on recognition and senior dialogue, not hard lead gen. Relevant connections grew from about 800 to 5,000. Average reactions per post rose from 34 to 85. Average comments rose from 10 to 31. Many senior people from target companies skipped public comments and moved to direct messages.

4. Brought BDRs onto the same account list
Business Development Representatives (BDRs) then covered the same accounts, tied to their sales goals. One BDR noted that social media helped him reach people he could not simply call, because they already knew his profile.

Results of the pilot

- Around $20M in deals tied to large AI deployments on the NetApp storage layer
- Roughly 3x lead growth compared with the previous approach
- At least one relevant contact at every buying-committee level on the list
- 8 SQLs from exclusive research: 79 responses, 44 from target companies, 18% targeted conversion
- Regional Director network: about 800 to 5,000 relevant connections

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