ModumUp - Social Selling for B2B (ENG)

We’re excited to announce that Priyanka Dasgupta, Director of Field Marketing at Kyndryl,is joining us as a speaker at Social Selling Con 2025: ABM, AI, and B2B Marketing Trends.

At Kyndryl, Priyanka leads the marketing strategy for US alliances - shaping GTM plans and account-based marketing with partners to showcase their joint value and meet client needs. In just five years, she’s grown from Field Marketing Manager to Director by consistently turning strategy into business impact.

Before Kyndryl, Priyanka built her expertise at IBM and Infosys, gaining a strong mix of technical and marketing experience. Аnd that mix still defines her approach today - balancing strategic vision with creativity and a sharp focus on the customer.

At Social Selling Con 2025, Priyanka will share how ABM can create impact at every stage of business strategy - and why execution excellence makes all the difference.

We can’t wait to hear her perspective on October 1st!

Register and see the full agenda here: https://lnkd.in/gqHpbKdX

#SocialSellingCon2025

We’re excited to share that Sudeep Misra, Head of Global Campaigns at OutSystems, will be speaking at our Social Selling Con 2025: ABM, AI, and B2B Marketing Trends!

Sudeep is a B2B SaaS marketing leader with 18+ years of experience. He’s helped companies scale tenfold by building demand engines, launching $100M+ product lines, and leading teams that influence major pipeline growth.

At OutSystems, the leader in AI-powered low-code, Sudeep runs global campaigns together with Marketing, Sales, Product, and regional teams. He focuses on showing enterprise buyers the value of AI + low-code, building campaigns that cover the full customer journey, and using agentic AI to make marketing smarter and more effective.

Before joining OutSystems, Sudeep led global campaigns at ServiceNow and Cloudera, driving $450M+ in revenue and launching new $100M product lines. His career also includes senior marketing roles at HPE and Neo Group, building deep expertise in global growth and strategy.

At Social Selling Con, Sudeep will join the Social Selling as Part of ABM panel to show how data-driven strategy and high-velocity pipelines work in practice.

Join us on October 1 to hear Sudeep and many other great speakers.

Register here: https://lnkd.in/gqHpbKdX

#SocialSellingCon2025

Our Social Selling Con 2025 lineup keeps getting stronger!

We’re proud to welcome Yovany Jerez⚡, Senior Director of Marketing for B2B SMB at AT&T, as one of our speakers at the conference.

With more than 20 years in leadership, strategy, and marketing, Yovany is now shaping AT&T’s B2B SMB marketing - bringing together innovation, culture, and results. For him, the best marketing is about education and connection, not just selling.

That belief has guided Yovany through a truly global career. He’s led initiatives in 49 countries, supported 11,000 members through AT&T’s Latino ERG, and held senior roles at both AT&T and DIRECTV - from strategy and innovation to customer lifecycle marketing.

Yovany is also a strong advocate for ABM and AI - using data and personalization to reach the right accounts at the right time.

At Social Selling Con, Yovany will join the Social Selling as Part of ABM panel to share how these ideas come to life in practice.

Don’t miss the chance to hear from Yovany - and many other inspiring leaders.

Register here: https://lnkd.in/gqHpbKdX

#SocialSellingCon2025

We’re excited to welcome Svetlana Likhareva, EMEA Director of Microsoft’s Marketing Signals Center of Excellence, to the stage at Social Selling Con 2025: ABM, AI, and B2B Marketing Trends!

Svetlana is one of those leaders who’s seen B2B marketing from every angle. Over the past 20 years, she’s worked across international business - leading big transformations, building teams, and helping companies grow through smarter, customer-first strategies.

Her journey has been just as impressive: today, she heads up Microsoft’s Marketing Signals Center of Excellence for EMEA, where she guides commercial leaders on how to generate demand and turn insights into impact. Before that, she led marketing across Western and Central & Eastern Europe at Microsoft, served as COO at Microsoft Slovakia, managed partner relations at Intel, and even drove software business development for one of the largest CIS integrators.

At Social Selling Con 2025, Svetlana will take the stage with her talk: “From Data to Dollars: The AI-Driven ABM Revolution.”

Join us on October 1st to hear from Svetlana - and many more inspiring voices.

Full agenda and registration: https://lnkd.in/gqHpbKdX

#SocialSellingCon2025

We’re excited to have Peter Mikeal, VP of Marketing for North America at Globant, as one of our speakers at Social Selling Con 2025: ABM, AI, and B2B Marketing Trends!

Peter’s career has always connected sales and marketing, giving him a perspective you don’t often see. Today, he leads Globant’s North American marketing team - strengthening the brand and turning big goals into revenue. Before that, he shaped marketing strategy at Small Footprint (later acquired by Globant) and built his foundation in sales, marketing, and talent development at Ricoh Americas.

That mix of strategy, creativity, and relationship-building has earned him a reputation as a trusted leader in the B2B space. Earlier this year, he served as a judge for the B2B Marketing Elevation Awards, recognizing some of the most inspiring projects in our industry.

At Social Selling Con 2025, Peter will join the Social Selling as Part of ABM panel to share how these two approaches can fuel each other and open up new business opportunities.

Don’t miss the chance to hear from Peter - and many other inspiring leaders. Check out the full agenda here: https://lnkd.in/gqHpbKdX

At ModumUp, we value consistency and discipline, focusing on long-term projects that grow over time. For us, our five-year Social Selling Con is exactly that kind of project.

This year, we’re placing more emphasis on Account-Based Marketing (ABM). In our work at ModumUp, we’ve seen firsthand how ABM aligns perfectly with Social Selling. We start by identifying a targeted list of companies, engage the right people on LinkedIn, and then complement this with other tactics: client events, industry conferences, and professional communities. For enterprise B2B, this approach has proven to be one of the most effective.

We’re also strong believers in the power of LinkedIn Live. People don’t just watch — they engage, comment, and participate. That’s why we’re hosting the conference live on LinkedIn again this year.

However, we understand that online events can’t simply replicate in-person conferences. Spending a full day at a conference venue is one experience; sitting in front of a laptop for hours is another. That’s why, in 2025, we’ve condensed the agenda: one keynote, one panel, and one expert session. Our goal is to provide valuable insights without taking up the entire day.

Social Selling Con will take place on October 1 at 10 AM CT. Olga Bondareva, Founder at ModumUp, will kick things off with a keynote on where Social Selling is headed, how it connects to ABM, and the growing alignment between marketing and sales.

Following that, we’ll have a panel discussion featuring top B2B marketers from AT&T, ServiceNow, Kyndryl, and Globant, as well as a session from a Microsoft expert on AI-driven ABM.

We’d love for you to join us: https://www.linkedin.com/events/socialsellingcon20257346526103911510016/ 😊

When talking to clients about LinkedIn, we often hear: "Content needs to be high quality." And while we agree that quality matters, high-quality content without consistency rarely leads to results. What actually builds trust is posting regularly and consistently.

The easiest way to maintain consistency is with a content plan.

Do you need one? Not always. Some people thrive on spontaneity, and a rigid plan can kill their motivation. In those cases, a simple list of topics and ideas is enough.

If you prefer structure (or have a team creating content for you), a content plan is incredibly helpful. It keeps you disciplined, reduces stress, and makes the process more predictable.

At ModumUp, we always start with a clear strategy: goals, target audience, positioning, content roles, and tone of voice.

Once that's in place, we build the monthly plan, usually in a simple Excel or Google Sheet.
Each topic is mapped to audience segments, funnel stages, and formats.

Here’s what a good content plan should include:

- The topic and goal of the post
- The role (expert, person, company rep, etc.)
- Funnel stage: awareness, consideration, or conversion
- Audience segment
- Format: text, video, poll, repost with a comment, or newsletter

It’s important to mix up the topics: expert posts, product updates, case studies, tips, and personal stories.

How often should you post?

- Once a week is the minimum to stay visible
- Two or three times a week helps build trust and reach
- Daily posting works if you have the resources, but results can vary depending on how LinkedIn’s algorithm reacts

Finally, a content plan should stay flexible. Leave room for spontaneous ideas and timely posts — LinkedIn values those.

How do you plan your content: strictly by schedule or in the moment?

ABM – the future of B2B marketing?

In the latest episode of the Personal Branding for Business podcast, Olga Bondareva, Founder of ModumUp, spoke with Peter Mikeal, VP of Marketing North America at Globant, about how ABM is reshaping B2B strategies.

Here’s what they covered:

- How Globant built an ABM strategy and why it became the core of their demand generation system
- Why personalization in B2B marketing is now necessary
- Why building a personal brand matters both on social media and inside the company
- What AI means for the future of B2B marketing and how teams can prepare

How participating in professional awards can help marketers grow their personal brand

Thanks to Peter for sharing insights from his extensive experience in B2B sales and marketing. This conversation is very practical — definitely worth watching or listening to!

🔸 Watch on YouTube: https://youtu.be/GbkWkI2bsf4
🔸 Listen on Spotify: https://open.spotify.com/episode/5mBqhQtHrPRnMnNlof5No0
🔸 Listen on Apple Podcast: https://podcasts.apple.com/us/podcast/abm-personalization-and-the-power-of-brand/id1817022932

Account-Based Marketing through community building is often an underrated strategy.

Yet, the ROI can be as high as 200-400%!

Here’s how it works:

1. Start with a targeted list of companies and roles.
Identify key individuals on LinkedIn and invite them to join your community. The quality of your audience plays a crucial role in the success of your community-building efforts.

2. Define your community’s positioning before sending invites.
Why would people want to join? What makes your community stand out?

For example, a year ago, we launched a community for Russian-speaking B2B marketers from mid-sized and large companies globally. Members connect over shared professional interests and cultural backgrounds. We’re also working on an English-speaking community with a slightly different focus.

3. Choose the right platform for your community.
WhatsApp works particularly well for business professionals, but some may prefer Slack or Discord.

4. Make sure your LinkedIn profile(s) are well-optimized.
Aim for at least a 40% connection acceptance rate from your target audience. If your profile is effective, you’ll start seeing results.

5. Once people connect, invite them to your community.
Your message should clearly explain the community’s purpose, who it’s for, that it’s private (invite-only), and that it’s free to join.

6. Building loyalty and converting members into clients takes time.
Simply getting people into a group chat is just the first step. To achieve long-term results, members need to genuinely enjoy being part of the community. This means creating space for sharing value, discussing ideas, and collaborating.

The community should focus on its members, not your brand.

7. Keep growing the community and stay engaged.
Stay in touch with members, create opportunities for interaction, and be patient.

8. Introduce yourself and your company gradually.
Join conversations, share valuable content, and contribute without dominating the space. Avoid pushing sales. Share your expertise while giving others room to shine. Your goal is to support the community, not to take center stage.

You might be wondering: how long until you see ROI?
From our experience, it typically takes 12-18 months. B2B cycles are long, and new channels take time to show results — but the effort is definitely worth it.

This strategy isn’t just about generating leads. It’s about building meaningful, lasting relationships with the right people and creating a valuable asset that others in your industry will eventually want to join.

Join us on July 30 at 10:00 AM CT for B2B Marketing Trends FY26, a free online event hosted by ModumUp.

We’ll explore how AI, Account-Based Marketing (ABM), and new go-to-market models are reshaping the way B2B teams attract, engage, and expand their audiences.

Expect insights from leaders in digital marketing, ABM, and strategy, with practical takeaways and real-world examples.

Program:

10:00 – 10:30 AM CT
Olga Bondareva, Founder of ModumUp
What’s Next for B2B Marketing

We’ll dive into how B2B marketing is moving beyond demand generation to encompass the entire customer experience — from the first touch to post-sale engagement. Olga will discuss the key trends driving change today: shifting KPIs, deeper funnel strategies, and the integration of ABM, demand generation, Social Selling, and AI.

10:30 – 11:00 AM CT
Ilya Nemchik, Global Digital Marketing Lead at Siemens
The AI Shift in B2B: What’s Changing and What to Do About It

AI is transforming SEO, content, and automation. Ilya will explain why it’s time to rethink how buyers search, learn, and engage. From Google SGE to LLM-driven discovery, Ilya will break down the impact of these shifts on B2B visibility and pipeline.

11:00 – 11:30 AM CT
Irina Chernova, Demand Marketing Manager EMEA & LATAM at NetApp
Unite. Target. Win: ABM Alignment That Delivers

A fresh perspective on making ABM work today — focusing on tighter targeting, relevant content, and stronger alignment with sales. Irina will share key trends and practical ideas for creating ABM programs that drive real results.

The event will be streamed live on our LinkedIn page: https://www.linkedin.com/events/b2bmarketingtrendsfy267344001682034360321/theater/

Feel free to invite your team and peers — this event is open to anyone working in B2B marketing.

At ModumUp, we consistently run internal Success Conf sessions, where we review the results of our most successful projects. Here’s a breakdown of what we discussed in our latest session:

➡️ Project 1 – Hardware Entertainment Business, B2B, MENA, LATAM

This project has been running for 5 months with three active LinkedIn profiles:

✅ 2,558 replies
✅ 807 interests (shared email, phone, colleague’s contact, or asked follow-up questions)
✅ 228 leads converted to calls or in-person meetings

What worked:

- Wide audience reach through a variety of methods, including InMails
- Targeted segmentation and hypothesis testing – one profile ran 43 parallel campaigns
- Persistent follow-ups – we don’t stop after just 1-2 messages
- Re-engagement of old contacts – we successfully reached out months after the initial contact
- Offering in-person meetings – in some countries, this approach worked better than calls, with 11 meetings booked just five days before an onsite visit

C-level targeting – outreach was focused solely on top executives

➡️ Project 2 – AI Product, B2B, The US, Europe

This project has been running for 6 months with one LinkedIn profile:

✅ 3,610 new connections
✅ 17 interests (shared contact details, requested a presentation, or asked product-related questions)
✅ 18 leads (calls and meetings held)
✅ 2 deals in progress

What worked:

- Building trust with the client – this allowed us to shift from networking to direct lead generation
- Flexibility – we adapted our reporting to match the client’s needs, using a dynamic one-page funnel
- Simplified content approval – we worked with the client to streamline the process, and posts began going live regularly
- Integrated collaboration – close alignment with the client’s sales team ensured we were on the same page with every lead
- Ongoing support – the client valued our constant guidance throughout the process

As a result, the project scaled, and the client added new profiles to expand the reach.

➡️ Project 3 – Cloud Solutions, B2B, Central Asia

This project has been running for over 12 months with one LinkedIn profile:

✅ 2,029 new connections
✅ 78 interests (shared contact details, asked product-related questions)
✅ 72 leads (calls and meetings held)
✅ 6 closed deals

What worked:

- Strong alignment with the client’s sales team and senior management
- Supporting on-site activities – we combined online outreach with in-person events
- Personalized messages with special offers – written in a conversational, human tone
- Humanized content in the profile

As a result, the project is now expanding to new regions and LinkedIn profiles.

Key learning:

The success of Social Selling goes beyond the tools and techniques we use on LinkedIn. It’s about building strong relationships with the client’s team, earning their trust, and maintaining close collaboration with the sales team.

📢 New Episode of Personal Branding for Business Featuring Yovany Jerez from AT&T

In this episode of Personal Branding for Business, Olga Bondareva, Founder of ModumUp, speaks with Yovany Jerez⚡, Senior Marketing Director, B2B SMB at AT&T.

Here’s what we cover:

- The differences between B2B and B2C marketing, and why B2B is often more challenging than people realize.

- How to identify and connect with the right people within an organization, whether it's the CEO, the buyer, or those behind the scenes.

- Real-world examples of successful Account-Based Marketing (ABM).

- The new reality of B2B buyers being more informed than ever, and how that affects your marketing approach.

- How AI is changing targeting, personalization, and campaign strategies.

- The value of educating your audience rather than focusing on a hard sell, and why it leads to better results.

- The distinctions in working with small businesses, mid-market firms, and large enterprises.

- Leadership lessons from managing a large team of 11,000 people and staying grounded.

You’ll also hear Yovany’s take on why keeping things human is key - even at a company as massive as AT&T. Building a personal brand can open unexpected doors!

🔗 Don’t miss out! Here’s the latest episode of our podcast: https://youtu.be/4heTeAeqAqI?si=64-bOa0KqGfkwg_Z

In just 10 months, we helped an electronic HR document management platform build a strong presence in the HR community and generate significant business results.

Through a combination of personal branding, valuable content, and targeted lead generation on LinkedIn, we helped the company achieve:

- 39 leads and 16 deals closed with large companies
- A database of over 5,000 HR professionals
- 800 engaged prospects across various markets
- Positioned the Business Development Director as an industry expert

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

Social Selling drives real results. After a year of working with a B2B cloud platform (and continuing the partnership), here’s what we’ve achieved together:

- 78 warm contacts (people who shared their details or requested more info)
- 72 qualified leads (calls and meetings)
- 6 closed deals

And the work is still ongoing — we’re now expanding our efforts.

What made this successful:

- A human, informal tone in private messages with personalized offers
- A content mix: product updates, industry trends, event announcements, and personal posts

A clear approach that combines content, networking, outreach, and regular follow-up, which is what makes this strategy so effective.

You can read the full case study on our work with the cloud platform here: https://modumup.com/case-studies/cloud_platform

P.S. The screenshot shows results from the first full year of our collaboration. Content impressions grew significantly from the starting point.

Can employees promote their company in an authentic way?
Absolutely!

In the latest episode of the Personal Branding for Business podcast, Olga Bondareva, Founder of ModumUp - Innovative B2B Marketing Agency spoke with Joe Morris, former Head of Social Media & Employee Advocacy at Capgemini, about what truly makes Employee Advocacy work.

They covered:

- The importance of leadership buy-in
- How to motivate advocates with small wins
- ABM and Employee Advocacy
- LinkedIn’s role in sales enablement
- Using AI without sounding robotic
- How to avoid risks when launching an Employee Advocacy program

This conversation was both practical and down-to-earth. You can watch it here: https://lnkd.in/e_C9_3Mh

We look forward to seeing you on Wednesday, May 28, for a practical workshop, “Social Selling on LinkedIn”

In this session, you’ll get an introduction to Social Selling - a proven method for using LinkedIn to grow your business.

Olga Bondareva, Founder of IBMA (formerly ModumUp), will share how to use LinkedIn effectively to build connections, grow your influence, and create new business opportunities.

Here’s what you’ll learn:

- How to optimize your profile to attract the right audience

- Best practices for creating content that builds trust

- Networking strategies to expand your reach and attract B2B clients

This workshop will provide a clear, step-by-step guide to making LinkedIn work for you.

You can register for the workshop here: https://www.linkedin.com/events/socialsellingonlinkedin-practic7313181989132464129/theater/

Recently, Olga Bondareva, Founder of IBMA, and Ekaterina Altbregina, CMO at IBMA, led a workshop on event networking for a major system integrator.

They covered how to prepare, how to start conversations naturally, and how to follow up afterward. Attendees practiced real-life scenarios in small groups.

Practice matters. Even seasoned professionals can struggle with small talk and turning networking into business opportunities.

Here’s a simple three-step approach Olga and Ekaterina shared:

1️⃣ Before the event:

- Update your LinkedIn profile
- Check who’s attending and set meetings
- Prepare what you want to share (if relevant)
- Research your target audience and key trends

2️⃣ During the event:

- Start with an icebreaker → small talk → listen actively → exchange contacts → agree on follow-up
- Balance planned meetings with spontaneous chats
- Take breaks, recharge, and attend sessions

3️⃣ After the event:

- Follow up, stay helpful, and build relationships
- Offer your services only when the timing is right

Combining online and offline activities is the most effective approach. Don’t skip either.

10 video content ideas for LinkedIn (without being a talking head)

Video content on LinkedIn is on the rise, with more users posting videos than ever. This has created pressure for some: “Should I post video content too?” But what if you don’t want to be on camera?

At IBMA, we discussed this challenge and came up with 10 video content ideas that work just as well without showing your face.

Here are a few ideas:

1️⃣ Screen Recording with Voice-over

Showcase how your product, website, or presentation works. Tools like Loom or Zoom are perfect for this format

2️⃣ “Fake” Video

It’s technically a video file, but it’s just a moving image or even a static one. Think of a tweet saved as a video, a brief slideshow, or a GIF created in Canva

3️⃣ Montage with Voice-over

Capture moments from your day, a trip, or an event. Narrate over the footage. You don’t need to be in the frame — just highlight the vibe, your team, or the process

4️⃣ “Hands Only” Videos

Ideal for showcasing a physical product, unboxing, a book, or even your desk setup. Just keep your hands in the frame while keeping your face off-camera

5️⃣ Animated Text, Slides, or Infographics

Turn bold statements or short quotes into animated text clips using tools like CapCut or Canva. Think of it as a quick 30–40 second mini-presentation

Even PowerPoint infographics can be turned into video content — PowerPoint’s built-in recording features can help with this

6️⃣ Photo Collage with Voice-over

If you’re not filming a video, use photos from an event, office, or client meeting and turn them into a short video with audio narration. It’s more engaging than a simple photo carousel

7️⃣ Meme-Style Videos and Clips from Pop Culture

Short clips from TikTok, movies, or shows can work well — just make sure they’re relevant and avoid overusing them. Always credit the original source

8️⃣ Company Content

If your company has existing video content, consider repurposing short clips or highlights for your personal posts

9️⃣ Stop-Motion

This one takes a bit more effort but can be really fun. Record a sequence where physical objects move step by step, and shoot it on your phone with small pauses and slight movements

🔟 AI-Generated Avatar

Use tools like Synthesia to create an AI-generated avatar delivering your message

Pro Tip: Always add subtitles. Many people scroll through LinkedIn with sound off. CapCut makes it easy to auto-generate subtitles.

Another tip: You don’t even need to use your own voice. Tools like ElevenLabs can generate it for you.

What other creative ideas do you have for video content without showing your face? Feel free to share your thoughts!

📢 We're excited to share a new episode of our Personal Branding for Business podcast, this time featuring Todd Swank from Oracle!

This one is really special. Todd is incredibly positive, open, and authentic.

A few fun facts:

• Todd is a true expert in consistency – he’s been running his weekly blog for over 25 years!
• He used to do stand-up comedy
• He talks about his unique hands with humor and self-irony
• A real visionary – Todd was using video resumes before they became mainstream and was one of YouTube’s early adopters

It’s a relaxed, genuine conversation that’s bound to put a smile on your face. Highly recommend giving it a listen! 😊

https://youtu.be/2HdZuUt9WKA

In just three months, ModumUp helped Entera, a document recognition and data entry service, expand into the UAE and India. The project resulted in high-quality leads and strong relationships with target clients.

Key outcomes:

- 26 leads and 170 potential clients engaged across both markets
-Built a database of over 1,900 relevant professionals from the UAE and India
- Achieved a 62.4% connection rate in the UAE, surpassing our benchmark of 40%
- Generated 10 leads and attracted 60 potential clients in India within two months

The success came from a mix of optimized LinkedIn profiles, targeted messages, and using LinkedIn groups to drive engagement.

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