ModumUp - Social Selling for B2B

ModumUp spent two years on Social Selling for a corporate workplace SaaS platform. The result: 200 B2B leads and 4 major enterprise deals from two executive LinkedIn profiles.

Is that a lot or a little for two years? For B2B enterprise with long sales cycles and complex buying committees, it’s a strong outcome.

The product covers corporate email, messenger, video conferencing, cloud storage, and task management. ModumUp managed two executive profiles and focused on CEOs, CIOs, CDOs, and CISOs at large enterprises in banking, retail, manufacturing, logistics, and the public sector.

Audience growth

Over two years, the profiles connected with 4,364 target contacts. Followers grew from 706 to 5,070, and the profiles began appearing in feeds as recognized industry voices.

Content

Case studies with enterprise clients, personal posts, and management topics received the strongest response. A product case study reached over 41,000 views with a 774% view rate, while a personal post about reading habits got 9,000+ views and 80 comments.

LinkedIn Newsletters were launched on both profiles, growing combined subscribers to 1,450. Subscribers get notifications via LinkedIn, push, and email, so the audience sees new issues without the team having to fight the algorithm on every post.

Lead generation

Outreach combined direct-to-the-point messages with softer networking sequences such as useful materials, webinar invites, and conference invitations. 29 of 36 SQLs came from direct messages. Event invitations through DMs brought 610 registrations.

For complex B2B products, LinkedIn works best when inbound and outbound efforts are combined.

Results after two years:
- 4,364 target contacts
- 1,450 Newsletter subscribers
- 610 event registrations
- 164 MQL: shared contacts, requested presentations
- 36 SQL: scheduled calls and meetings
- 4 major enterprise deals closed from leads we passed

The project is ongoing.

Social Selling works — and the numbers show it.

In a recent episode of the B2B Marketing Leaders Podcast, Olga Bondareva, founder of ModumUp, talks about account-based marketing in B2B with experts from different companies:

Irina Chernova, Demand Marketing Manager EMEA&LATAM at NetApp
Viviane Ross, Senior Marketing Campaign Manager at Octave (formerly - Hexagon Asset Lifecycle Intelligence)
Elena Simkina, Sr. Digital Marketing Director at Acronis

The experts shared how differently ABM works depending on company strategy and target accounts. Viviane Ross focuses on one-to-many and one-to-few campaigns in the US and Canadian public sector at Octave. Irina Chernova runs strategic one-to-one ABM at NetApp, targeting high-value accounts across EMEA. Elena Simkina described Acronis's evolution from targeting 5,000 accounts with general advertising to a focused combination of one-to-few and one-to-many built around industry-specific lists.

All three speakers agreed on the same challenge: sales alignment. Elena Simkina shared that it took about a year to agree with sales that ABM is not about hot leads but about working together on a specific list of accounts. Irina Chernova put it sharply: ABM is not marketing (despite its name), it is a customer experience - marketing orchestrates, but the work is still sales.

On personalization, Elena Simkina shared a practical lesson: Acronis once built 20 different landing pages with hyper-personalized messaging. It didn't deliver expected results. What worked was personalizing by role and buying committee expectations. Irina Chernova added that personalization should be good enough but shouldn't look like stalking.

All three experts use AI for research and analysis at scale, but keep the final review human. Viviane Ross stressed the human element: ABM is about the person-to-person aspect behind business-to-business. Irina Chernova described using people from professional services as an intelligence channel - gathering customer insights without being invasive.

You can check out the full episode on the B2B Marketing Leaders Podcast:

Watch on YouTube: https://youtu.be/LPgMW5aK72c
Listen on Spotify: https://open.spotify.com/episode/2HeJRyoDIBKguZajd9NV8S
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/abm-in-b2b-insights-from-netapp-octave-and-acronis/id1852582740?i=1000767731506

Our team ran an ABM+Social Selling project on LinkedIn for an AI platform for LLM training, targeting 27 enterprise companies in The US and Western Europe.

After a year, two deals closed totaling over $3M, and the project delivered ~1,400% ROI.

The client already had an ABM strategy: a defined list of 27 target companies. ModumUp’s job was to get inside those accounts and build relationships with decision makers: ML engineers, product managers, and C-level executives from each company.

Over the year, managed profiles connected with 3,202 target contacts, with a 25% connection rate. That is above average for this type of outreach.

The content strategy was built around expertise: LLMs, practical AI insights, and clear explanations of complex concepts. Of all the posts published, 13 reached more than 100% view rate, and the top post hit 1,101%.

A LinkedIn Newsletter brought in 345 subscribers from target accounts and generated 6,564 article impressions. Newsletter subscribers receive separate notifications via LinkedIn, push, and email, so the audience kept seeing the content without the author having to fight the algorithm every time.

One LinkedIn Live event, supported by one week of organic promotion, generated 130 registrations and 225 views without any paid spend.

Outreach was personalized at the company level. Messages referenced specific AI products the prospect’s team was building and the data challenges usually tied to that kind of work.

When someone didn’t respond or declined, the team came back every month with something useful: a relevant article, a webinar invite, or a question tied to a new newsletter piece.

Most of the 49 sales calls and meetings and 132 MQLs came from those follow-up sequences, not from the first message alone.

Enterprise deals are rarely closed through one clean touchpoint. They take months of repeated contact across the buying committee.

LinkedIn works well for this because an expert profile can run brand awareness, content credibility, and targeted outreach to the same list of accounts at the same time.

Everyone talks about how AI saves time and reduces manual work. But can it actually help you make more money?

At ModumUp, the answer is yes.

The team applied its Social Selling playbooks and a large base of proven case studies to develop AI agents and introduce a new service tier: AI-based Social Selling on LinkedIn. The result is a model that costs 3–4 times less than traditional retainers.

This is not a fully autonomous setup. Each workflow is reviewed by a ModumUp specialist with hands-on experience in Social Selling, which keeps quality under control and reduces the risk of errors.

The new offering is already bringing in clients who previously considered the service out of reach on price.

In practice, AI opened access to a segment the agency couldn’t serve before.

The tier is currently generating around $5,000 in monthly revenue, with plans to scale further.