AI-generated LinkedIn comments are getting out of hand.
It’s become more and more common to see completely new accounts engaging with our posts — accounts that we’ve never interacted with before. They leave comments and send connection requests almost immediately after a post goes live.
It’s clear that many are using automation tools to track keywords and drop generic comments. The issue with these comments? They’re easy to spot — they don’t engage with the actual content or add value to the conversation, making them feel synthetic and impersonal.
At ModumUp, we believe in meaningful engagement. That's why, in all of our Social Selling projects, we take the time to comment manually. We read the post, understand the context, and reply with thoughtful, relevant comments. This is how trust is built — especially in B2B environments.
We’re not against using AI. In fact, we use it daily for many aspects of our work. However, when it comes to social media, the human touch is crucial. Automated comments may help you scale, but they often come across as robotic and can hurt your reputation if your audience notices.
It’s become more and more common to see completely new accounts engaging with our posts — accounts that we’ve never interacted with before. They leave comments and send connection requests almost immediately after a post goes live.
It’s clear that many are using automation tools to track keywords and drop generic comments. The issue with these comments? They’re easy to spot — they don’t engage with the actual content or add value to the conversation, making them feel synthetic and impersonal.
At ModumUp, we believe in meaningful engagement. That's why, in all of our Social Selling projects, we take the time to comment manually. We read the post, understand the context, and reply with thoughtful, relevant comments. This is how trust is built — especially in B2B environments.
We’re not against using AI. In fact, we use it daily for many aspects of our work. However, when it comes to social media, the human touch is crucial. Automated comments may help you scale, but they often come across as robotic and can hurt your reputation if your audience notices.
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We recently reached an important milestone that we’re proud to share. One of our clients, an AI platform in the US market, closed two enterprise deals within the first year of the leads we generated!
While it might seem like "just two deals," in the enterprise sector, that translates to over 1,000% ROI in the first year.
This project was specifically focused on enterprise accounts: a well-defined target list, tailored personalization for both companies and roles, and close collaboration with the client’s sales team.
Sales cycles in the enterprise space tend to be long, with decisions involving multiple stakeholders. Results are typically seen after sustained effort over time. This is completely normal in enterprise Social Selling.
That’s why the true measure of effectiveness should be looked at over a 12–18 month period. This gives enough time for deals to close, revenue to materialize, and ROI to be accurately assessed.
We’re thrilled with this outcome and proud of how Social Selling can deliver real, measurable results in complex B2B sectors.
While it might seem like "just two deals," in the enterprise sector, that translates to over 1,000% ROI in the first year.
This project was specifically focused on enterprise accounts: a well-defined target list, tailored personalization for both companies and roles, and close collaboration with the client’s sales team.
Sales cycles in the enterprise space tend to be long, with decisions involving multiple stakeholders. Results are typically seen after sustained effort over time. This is completely normal in enterprise Social Selling.
That’s why the true measure of effectiveness should be looked at over a 12–18 month period. This gives enough time for deals to close, revenue to materialize, and ROI to be accurately assessed.
We’re thrilled with this outcome and proud of how Social Selling can deliver real, measurable results in complex B2B sectors.
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In the new episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks about data-driven B2B marketing with experts from international companies:
Kristi Berg McCutchen, Vice President, Marketing - Enterprise, Public Sector & Partner at T-Mobile
Dina Habib O'Mara, Global Partner Marketing Director at Intel Corporation
Christiaan Davel, Global Marketing Manager at Hilti Group
Key themes discussed:
🔸 The importance of data in shaping B2B marketing strategies and driving business growth
🔸 How data improves lead quality, speeds up sales, and enhances customer retention
🔸 The role of AI and machine learning in automating data analysis and personalizing marketing at scale
🔸 Challenges and opportunities in aligning data across sales, marketing, and product teams
🔸 The need for accurate attribution models to track customer interactions throughout the journey
🔸 The shift from traditional lead generation to considering buying networks and multiple decision-makers
🔸 How the SaaS model pushes marketers to deliver ongoing value, reduce churn, and support long-term success
A big thanks to Dina, Kristi, and Christiaan for sharing their valuable insights on how to leverage data, AI, and cross-department collaboration to enhance marketing strategies, improve sales processes, and create long-term value for customers.
Watch on YouTube: https://www.youtube.com/watch?v=RT_B-PiNlRM
Listen on Spotify: https://open.spotify.com/episode/3iP3NPYdPuAzE4LlurxaOz
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/data-driven-b2b-marketing-insights-from-experts-at/id1852582740?i=1000740684992
Kristi Berg McCutchen, Vice President, Marketing - Enterprise, Public Sector & Partner at T-Mobile
Dina Habib O'Mara, Global Partner Marketing Director at Intel Corporation
Christiaan Davel, Global Marketing Manager at Hilti Group
Key themes discussed:
🔸 The importance of data in shaping B2B marketing strategies and driving business growth
🔸 How data improves lead quality, speeds up sales, and enhances customer retention
🔸 The role of AI and machine learning in automating data analysis and personalizing marketing at scale
🔸 Challenges and opportunities in aligning data across sales, marketing, and product teams
🔸 The need for accurate attribution models to track customer interactions throughout the journey
🔸 The shift from traditional lead generation to considering buying networks and multiple decision-makers
🔸 How the SaaS model pushes marketers to deliver ongoing value, reduce churn, and support long-term success
A big thanks to Dina, Kristi, and Christiaan for sharing their valuable insights on how to leverage data, AI, and cross-department collaboration to enhance marketing strategies, improve sales processes, and create long-term value for customers.
Watch on YouTube: https://www.youtube.com/watch?v=RT_B-PiNlRM
Listen on Spotify: https://open.spotify.com/episode/3iP3NPYdPuAzE4LlurxaOz
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/data-driven-b2b-marketing-insights-from-experts-at/id1852582740?i=1000740684992
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234 leads and 5 insights about LATAM markets
Before the BeyondML holding was dissolved, ModumUp had the opportunity to collaborate with several of its startups, one of which was Smelter.ai.
We’ve recently published a detailed case study that reflects a full year of work with Smelter.ai. As always, the case study is thorough—perhaps even more detailed than expected.
https://modumup.com/case-studies/smelterai
Here's what worked when entering Latin American markets through Social Selling:
- Combining LinkedIn with on-site touchpoints to build trust
- Moving leads to WhatsApp early in the conversation
- Consistent follow-ups and reminders (this is often more important than many realize)
- Genuine personal content, rather than polished corporate posts
- LinkedIn Live sessions with local influencers
The case study also touches on several regional nuances that we encountered.
In total, this approach generated 234 relevant leads and helped Smelter.ai test and validate its position in the LATAM markets.
For anyone involved in Social Selling, GTM, or international expansion, we hope this case study proves useful.
Best of luck with your Social Selling efforts in LATAM!
Before the BeyondML holding was dissolved, ModumUp had the opportunity to collaborate with several of its startups, one of which was Smelter.ai.
We’ve recently published a detailed case study that reflects a full year of work with Smelter.ai. As always, the case study is thorough—perhaps even more detailed than expected.
https://modumup.com/case-studies/smelterai
Here's what worked when entering Latin American markets through Social Selling:
- Combining LinkedIn with on-site touchpoints to build trust
- Moving leads to WhatsApp early in the conversation
- Consistent follow-ups and reminders (this is often more important than many realize)
- Genuine personal content, rather than polished corporate posts
- LinkedIn Live sessions with local influencers
The case study also touches on several regional nuances that we encountered.
In total, this approach generated 234 relevant leads and helped Smelter.ai test and validate its position in the LATAM markets.
For anyone involved in Social Selling, GTM, or international expansion, we hope this case study proves useful.
Best of luck with your Social Selling efforts in LATAM!
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In the new episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks leads in B2B marketing with experts from enterprise companies:
Ralff Tozatti, Sr Director of Marketing Strategy - Analytics and Opps Americas at Thomson Reuters
Rahul Agarwal, Strategic Marketing Manager at Trystar
Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
Key themes discussed:
🔸 Why “lead” remains the default metric: familiar, simple, and easy to count
🔸 Quality vs. volume tension: sales targets rise, forcing both at once
🔸 Moving from MQL counts to pipeline value and conversion through stages
🔸 The need for shared definitions across teams, tools, and acquired business units
🔸 Buying groups and account-level intent signals for complex B2B decisions
🔸 Data hygiene as the prerequisite for AI: enrichment, validation, normalization
🔸 AI in practice: faster content production and scalable cohort personalization
A practical discussion on why B2B teams still disagree on “good leads,” and how the path forward looks: align on one language and funnel, prioritize pipeline outcomes, adopt buying-group signals where it fits, and use AI only after fixing data foundations.
Watch on YouTube: https://youtu.be/rHVq93WOm-o
Listen on Spotify: https://open.spotify.com/episode/1zrcJIxPCi4WcsIRs4XoO4
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/leads-in-b2b-marketing-insights-from-experts-at-thomson/id1852582740?i=1000744156865
Ralff Tozatti, Sr Director of Marketing Strategy - Analytics and Opps Americas at Thomson Reuters
Rahul Agarwal, Strategic Marketing Manager at Trystar
Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
Key themes discussed:
🔸 Why “lead” remains the default metric: familiar, simple, and easy to count
🔸 Quality vs. volume tension: sales targets rise, forcing both at once
🔸 Moving from MQL counts to pipeline value and conversion through stages
🔸 The need for shared definitions across teams, tools, and acquired business units
🔸 Buying groups and account-level intent signals for complex B2B decisions
🔸 Data hygiene as the prerequisite for AI: enrichment, validation, normalization
🔸 AI in practice: faster content production and scalable cohort personalization
A practical discussion on why B2B teams still disagree on “good leads,” and how the path forward looks: align on one language and funnel, prioritize pipeline outcomes, adopt buying-group signals where it fits, and use AI only after fixing data foundations.
Watch on YouTube: https://youtu.be/rHVq93WOm-o
Listen on Spotify: https://open.spotify.com/episode/1zrcJIxPCi4WcsIRs4XoO4
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/leads-in-b2b-marketing-insights-from-experts-at-thomson/id1852582740?i=1000744156865
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We’re excited to welcome Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation, as a speaker at B2B Marketing Leaders: 2026 Trends.
Dina is a marketing leader who works at the intersection of partners, data, and growth. At Intel, she leads global partner marketing and GTM strategy across enterprise and partner ecosystems, helping teams turn buyer signals, AI, and collaboration into measurable business impact.
Over the years, Dina has built deep expertise in partner-led growth and account-based strategies. She has designed and scaled GTM and ABM programs across global ecosystems — from GSIs and CSPs to ISVs — driving strong pipeline growth and aligning marketing investments with real revenue outcomes. Her experience spans revenue marketing, partner enablement, forecasting, and global campaign execution, always with a clear focus on results.
At B2B Marketing Leaders: 2026 Trends, Dina will share how marketing teams can use buyer intent and data-driven strategies in 2026.
See the full agenda and register here: https://www.linkedin.com/events/7386550936053325824/
Dina is a marketing leader who works at the intersection of partners, data, and growth. At Intel, she leads global partner marketing and GTM strategy across enterprise and partner ecosystems, helping teams turn buyer signals, AI, and collaboration into measurable business impact.
Over the years, Dina has built deep expertise in partner-led growth and account-based strategies. She has designed and scaled GTM and ABM programs across global ecosystems — from GSIs and CSPs to ISVs — driving strong pipeline growth and aligning marketing investments with real revenue outcomes. Her experience spans revenue marketing, partner enablement, forecasting, and global campaign execution, always with a clear focus on results.
At B2B Marketing Leaders: 2026 Trends, Dina will share how marketing teams can use buyer intent and data-driven strategies in 2026.
See the full agenda and register here: https://www.linkedin.com/events/7386550936053325824/
We’re excited to have Sanjay Kidambi, Senior Director of Product Marketing at Infor, joining us as a speaker at B2B Marketing Leaders: 2026 Trends.
Sanjay brings a rare combination of engineering, product strategy, and storytelling to product marketing. At Infor, he leads product marketing for Agentic ERP solutions, helping customers move from traditional ERP systems to AI-accelerated models built around automation, agents, and natural-language experiences.
Before Infor, Sanjay built his career across product marketing, business strategy, and go-to-market leadership at companies like Microsoft and Qualtrics. Working across both high-growth environments and large enterprise organizations shaped his general manager mindset — taking ownership of revenue outcomes and aligning product, sales, customer success, and marketing around a clear narrative and execution plan.
At B2B Marketing Leaders: 2026 Trends, Sanjay will share his perspective on where B2B product marketing is headed in 2026 and beyond — including the key trends that will force teams to rethink their strategy and adapt to a rapidly changing market.
Full agenda and registration: https://www.linkedin.com/events/7386550936053325824/
Sanjay brings a rare combination of engineering, product strategy, and storytelling to product marketing. At Infor, he leads product marketing for Agentic ERP solutions, helping customers move from traditional ERP systems to AI-accelerated models built around automation, agents, and natural-language experiences.
Before Infor, Sanjay built his career across product marketing, business strategy, and go-to-market leadership at companies like Microsoft and Qualtrics. Working across both high-growth environments and large enterprise organizations shaped his general manager mindset — taking ownership of revenue outcomes and aligning product, sales, customer success, and marketing around a clear narrative and execution plan.
At B2B Marketing Leaders: 2026 Trends, Sanjay will share his perspective on where B2B product marketing is headed in 2026 and beyond — including the key trends that will force teams to rethink their strategy and adapt to a rapidly changing market.
Full agenda and registration: https://www.linkedin.com/events/7386550936053325824/
The B2B Marketing Leaders: 2026 Trends lineup wouldn’t be complete without Olga Bondareva, Founder & CEO of ModumUp.
Olga started her career at Microsoft, where she led social media marketing across Central & Eastern Europe. In 2018, she founded ModumUp - a B2B social selling agency that now works with partners like Microsoft, AWS, NetApp, and Logitech, helping companies grow through LinkedIn, personal branding, and social-first go-to-market strategies.
Today, Olga works closely with our team and clients to show how social selling, personal branding, and ABM connect in real life - not in theory, but in daily practice with sales teams and decision-makers.
At B2B Marketing Leaders: 2026 Trends, Olga will speak on community as the strongest GTM and ABM channel in the age of AI noise.
Join us this Wednesday to hear Olga and other inspiring voices.
Registration and full agenda here: https://www.linkedin.com/events/7386550936053325824/
Olga started her career at Microsoft, where she led social media marketing across Central & Eastern Europe. In 2018, she founded ModumUp - a B2B social selling agency that now works with partners like Microsoft, AWS, NetApp, and Logitech, helping companies grow through LinkedIn, personal branding, and social-first go-to-market strategies.
Today, Olga works closely with our team and clients to show how social selling, personal branding, and ABM connect in real life - not in theory, but in daily practice with sales teams and decision-makers.
At B2B Marketing Leaders: 2026 Trends, Olga will speak on community as the strongest GTM and ABM channel in the age of AI noise.
Join us this Wednesday to hear Olga and other inspiring voices.
Registration and full agenda here: https://www.linkedin.com/events/7386550936053325824/
Community-led GTM and ABM in the AI age.pdf
2.6 MB
In today’s world, where AI-generated content and automation dominate, the power of authentic human connection is more important than ever. This is especially true when engaging with the enterprise segment.
At ModumUp, we believe that building your own community is one of the most effective B2B go-to-market (GTM) strategies. In this mini guide, we’ll break down the algorithm for creating a community from scratch, explain what types of activities actually drive value for its members, and show how to turn those connections into warm leads and business opportunities.
Check out the full guide, and start building stronger, more meaningful relationships today.
At ModumUp, we believe that building your own community is one of the most effective B2B go-to-market (GTM) strategies. In this mini guide, we’ll break down the algorithm for creating a community from scratch, explain what types of activities actually drive value for its members, and show how to turn those connections into warm leads and business opportunities.
Check out the full guide, and start building stronger, more meaningful relationships today.
What’s next for B2B marketers in 2026?
Insights shared by experts from Intel, Infor, and ModumUp during our January 21 meetup shed light on emerging trends.
A common theme across the discussions:
Trust is becoming the most valuable resource in B2B – and AI is accelerating, not resolving, this shift.
We are pleased with the turnout of the event: 766 registrations from 51 countries and 82 peak live viewers. Thanks to everyone who joined us!
Here are the key takeaways from each speaker.
Olga Bondareva, Founder of ModumUp - Innovative B2B Marketing Agency
Community-led GTM and ABM in the age of AI
As AI-generated content floods the market, traditional signals of expertise are losing relevance, making it harder for B2B buyers to assess vendors. In this new landscape, buyers trust people more than brands.
Communities are now crucial in B2B. Product-led communities work well with audiences already familiar with a product, while professional communities drive ABM by fostering meaningful, non-sales conversations.
A company-owned community is a long-term GTM asset that generates inbound demand through trust—not just as a campaign KPI.
Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation
Buyer intent and data-driven GTM for 2026
Most B2B buying decisions are made before engaging with sales teams. Shortlists are formed based on digital content and intent data, while buyer loyalty declines in favor of relevance and ROI.
The traditional MQL model is becoming obsolete. B2B purchases are driven by buying groups, not individuals. AI can analyze intent at the group level, but scale is only achievable when data is connected end to end.
Intent signals from trusted third-party sources hold more weight. The most successful GTM teams operate as cohesive units, aligned around shared data and outcomes.
Sanjay Kidambi, Senior Director of Product Marketing at Infor
5 unavoidable B2B product marketing trends for 2026
1. AI adoption is moving from individual experimentation to formalized, agentic marketing operations embedded across data, content, and workflows
2. These agentic systems require a trusted golden record—a 360-degree view of accounts shared across marketing, sales, and service teams
3. The digital buyer journey is being redefined, with AI-driven concierge experiences replacing traditional website menus as the primary interface
4. “AI-powered” is no longer a differentiator; product marketing must clearly communicate the real value of AI in terms of speed, accuracy, security, workflow integration, and total cost
5. The rise of AI search and AI buyer agents is creating radical transparency, making machine-readable data, trust, and communities essential for any brand to be considered
A huge thanks to Dina and Sanjay for their insightful presentations and for sharing practical, forward-looking perspectives with our community.
You can watch the full recording here: https://www.youtube.com/watch?v=dqXpd8oM5ok
Insights shared by experts from Intel, Infor, and ModumUp during our January 21 meetup shed light on emerging trends.
A common theme across the discussions:
Trust is becoming the most valuable resource in B2B – and AI is accelerating, not resolving, this shift.
We are pleased with the turnout of the event: 766 registrations from 51 countries and 82 peak live viewers. Thanks to everyone who joined us!
Here are the key takeaways from each speaker.
Olga Bondareva, Founder of ModumUp - Innovative B2B Marketing Agency
Community-led GTM and ABM in the age of AI
As AI-generated content floods the market, traditional signals of expertise are losing relevance, making it harder for B2B buyers to assess vendors. In this new landscape, buyers trust people more than brands.
Communities are now crucial in B2B. Product-led communities work well with audiences already familiar with a product, while professional communities drive ABM by fostering meaningful, non-sales conversations.
A company-owned community is a long-term GTM asset that generates inbound demand through trust—not just as a campaign KPI.
Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation
Buyer intent and data-driven GTM for 2026
Most B2B buying decisions are made before engaging with sales teams. Shortlists are formed based on digital content and intent data, while buyer loyalty declines in favor of relevance and ROI.
The traditional MQL model is becoming obsolete. B2B purchases are driven by buying groups, not individuals. AI can analyze intent at the group level, but scale is only achievable when data is connected end to end.
Intent signals from trusted third-party sources hold more weight. The most successful GTM teams operate as cohesive units, aligned around shared data and outcomes.
Sanjay Kidambi, Senior Director of Product Marketing at Infor
5 unavoidable B2B product marketing trends for 2026
1. AI adoption is moving from individual experimentation to formalized, agentic marketing operations embedded across data, content, and workflows
2. These agentic systems require a trusted golden record—a 360-degree view of accounts shared across marketing, sales, and service teams
3. The digital buyer journey is being redefined, with AI-driven concierge experiences replacing traditional website menus as the primary interface
4. “AI-powered” is no longer a differentiator; product marketing must clearly communicate the real value of AI in terms of speed, accuracy, security, workflow integration, and total cost
5. The rise of AI search and AI buyer agents is creating radical transparency, making machine-readable data, trust, and communities essential for any brand to be considered
A huge thanks to Dina and Sanjay for their insightful presentations and for sharing practical, forward-looking perspectives with our community.
You can watch the full recording here: https://www.youtube.com/watch?v=dqXpd8oM5ok
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Recently, a client shared the results from their CRM. They closed two deals worth almost $1M from leads generated through our Social Selling work. And that’s just within the first six months of working together in the highly competitive US market.
The ROI is around 300–400%, potentially higher. We don’t have complete insight into their margins, so it's hard to calculate the exact figure.
So, what contributed to these results?
At ModumUp, we integrate Social Selling into the sales strategy from the start. Here’s what made it work:
- Networking-style messages that open real, meaningful conversations
- Connecting online interactions with in-person events such as conferences and roadshows
- Sharing industry thought leadership content to establish authority
- Regular communication with the sales team to adjust the approach and stay aligned
- Close collaboration with the marketing team on priorities and messaging
This approach combines tried-and-tested techniques with ongoing experimentation and a high level of communication with the client’s teams.
Six months. Two deals. Nearly $1M in revenue.
This is the impact of disciplined, strategic Social Selling in the US market.
The ROI is around 300–400%, potentially higher. We don’t have complete insight into their margins, so it's hard to calculate the exact figure.
So, what contributed to these results?
At ModumUp, we integrate Social Selling into the sales strategy from the start. Here’s what made it work:
- Networking-style messages that open real, meaningful conversations
- Connecting online interactions with in-person events such as conferences and roadshows
- Sharing industry thought leadership content to establish authority
- Regular communication with the sales team to adjust the approach and stay aligned
- Close collaboration with the marketing team on priorities and messaging
This approach combines tried-and-tested techniques with ongoing experimentation and a high level of communication with the client’s teams.
Six months. Two deals. Nearly $1M in revenue.
This is the impact of disciplined, strategic Social Selling in the US market.
In this episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks about AI in B2B marketing with experts from enterprise companies:
• Sabari Sawant, Product Marketing Manager Kubernetes at Amazon Web Services (AWS)
• Parth Raichur, Performance Marketing Manager at Amazon
• Alexey Leybov, Director of Demand Generation at Cast AI
• Madison Fujii, Digital Marketing Specialist II at ModMed
Key themes discussed:
🔸 A realistic approach to AI adoption, with focus on privacy, compliance, hallucination risks, and clear boundaries for human judgment
🔸 The role of secure internal AI tools in protecting sensitive data
🔸 The time impact of AI, including automation of drafts, research, data analysis, and repetitive marketing tasks
🔸 When AI should not be used, such as pricing, customer case studies, and compliance-critical content
🔸 Why authenticity becomes a competitive advantage in a market saturated with AI-generated content
🔸 The shift from traditional SEO to Answer Engine Optimization as buyers increasingly turn to tools like ChatGPT
🔸 Training teams to use AI effectively while maintaining clear governance and quality standards
A grounded conversation on how B2B teams can adopt AI responsibly, balancing efficiency gains with trust, governance, and the need for human insight in an increasingly AI-driven market.
Watch on YouTube: https://youtu.be/QC9WX71_qNI
Listen on Spotify: https://open.spotify.com/episode/54AleioH903bOXS20N7Hqj?si=0f8a03cbb59149a2
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/ai-in-b2b-marketing-insights-from-experts-at-aws-amazon/id1852582740?i=1000749228248
• Sabari Sawant, Product Marketing Manager Kubernetes at Amazon Web Services (AWS)
• Parth Raichur, Performance Marketing Manager at Amazon
• Alexey Leybov, Director of Demand Generation at Cast AI
• Madison Fujii, Digital Marketing Specialist II at ModMed
Key themes discussed:
🔸 A realistic approach to AI adoption, with focus on privacy, compliance, hallucination risks, and clear boundaries for human judgment
🔸 The role of secure internal AI tools in protecting sensitive data
🔸 The time impact of AI, including automation of drafts, research, data analysis, and repetitive marketing tasks
🔸 When AI should not be used, such as pricing, customer case studies, and compliance-critical content
🔸 Why authenticity becomes a competitive advantage in a market saturated with AI-generated content
🔸 The shift from traditional SEO to Answer Engine Optimization as buyers increasingly turn to tools like ChatGPT
🔸 Training teams to use AI effectively while maintaining clear governance and quality standards
A grounded conversation on how B2B teams can adopt AI responsibly, balancing efficiency gains with trust, governance, and the need for human insight in an increasingly AI-driven market.
Watch on YouTube: https://youtu.be/QC9WX71_qNI
Listen on Spotify: https://open.spotify.com/episode/54AleioH903bOXS20N7Hqj?si=0f8a03cbb59149a2
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/ai-in-b2b-marketing-insights-from-experts-at-aws-amazon/id1852582740?i=1000749228248
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How LinkedIn outreach has changed as of early 2026
At ModumUp, we’ve seen a shift in LinkedIn outreach. While we still focus on content, networking, and live streams, private messages remain the fastest way to drive results. Here’s what we’ve learned:
1) First messages are less important now
We used to optimize the first message for a high response rate (30%+), but now a 10% response rate on the first message is standard. The key to success is a sequence of 3-4 short follow-ups, increasing the response rate to 40-60%.
2) Follow-ups are now push, not nurturing
Follow-ups used to be longer with case studies and details. Now, effective follow-ups are short, with a clear question. A typical sequence:
- First message – value proposition
- Second – short question
- Third – brief push
- Fourth – offer to switch to another channel
Suggesting another communication channel works
Offering an alternative channel helps secure contacts: "I can share the materials via email or WhatsApp—what works best for you?" In one project, this approach gave us 300+ emails and 150+ phone numbers from decision-makers. Not warm leads yet, but valuable for the future.
3) Re-engaging with "rejections" works
We tested going back to those who said "not interested" or "not relevant" 2-3 months later, with an updated proposal. This led to 23 new leads from past rejections. A "no" often means "not now."
4) ABM: Focus on business challenges
In ABM, we compared messages praising a company with those focused on specific business challenges. The messages that addressed concrete tasks (e.g., “We see you’re developing Copilot—here’s how we can help”) performed better.
5) Networking messages drive leads
Networking-style messages, once less effective, now generate great results. In a current project, they’ve brought 20 enterprise-level leads. The key is a strong personal background that sparks interest. If you have someone experienced on your team, use that advantage.
Wishing everyone success in Social Selling!
At ModumUp, we’ve seen a shift in LinkedIn outreach. While we still focus on content, networking, and live streams, private messages remain the fastest way to drive results. Here’s what we’ve learned:
1) First messages are less important now
We used to optimize the first message for a high response rate (30%+), but now a 10% response rate on the first message is standard. The key to success is a sequence of 3-4 short follow-ups, increasing the response rate to 40-60%.
2) Follow-ups are now push, not nurturing
Follow-ups used to be longer with case studies and details. Now, effective follow-ups are short, with a clear question. A typical sequence:
- First message – value proposition
- Second – short question
- Third – brief push
- Fourth – offer to switch to another channel
Suggesting another communication channel works
Offering an alternative channel helps secure contacts: "I can share the materials via email or WhatsApp—what works best for you?" In one project, this approach gave us 300+ emails and 150+ phone numbers from decision-makers. Not warm leads yet, but valuable for the future.
3) Re-engaging with "rejections" works
We tested going back to those who said "not interested" or "not relevant" 2-3 months later, with an updated proposal. This led to 23 new leads from past rejections. A "no" often means "not now."
4) ABM: Focus on business challenges
In ABM, we compared messages praising a company with those focused on specific business challenges. The messages that addressed concrete tasks (e.g., “We see you’re developing Copilot—here’s how we can help”) performed better.
5) Networking messages drive leads
Networking-style messages, once less effective, now generate great results. In a current project, they’ve brought 20 enterprise-level leads. The key is a strong personal background that sparks interest. If you have someone experienced on your team, use that advantage.
Wishing everyone success in Social Selling!
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In a recent episode of the B2B Marketing Leaders Podcast, Olga Bondareva, founder of ModumUp, talks about AI in B2B marketing with experts from enterprise companies:
• Sabari Sawant, Product Marketing Manager Kubernetes at Amazon Web Services (AWS)
• Parth Raichur, Performance Marketing Manager at Amazon
• Alexey Leybov, Director of Demand Generation at Cast AI
• Madison Fujii, Digital Marketing Specialist II at ModMed
This is a summary of the conversation:
One theme ran through every speaker: techno-realism.
Parth described AI at Amazon as a co-pilot. Using Amazon QuickSight within Amazon’s internal AI ecosystem, his team reduced competitive benchmarking from a full day to 30–40 minutes. It changes how often teams can analyze and iterate.
Sabari shared a comparable acceleration at AWS. By feeding SEO and messaging checklists into internal AI agents, her team produced 33 assets across LinkedIn, YouTube, Twitter, and Instagram within a compressed timeline - roughly a 10x increase in output.
At the same time, the risks are clear.
Alex explained that after analyzing 11,000 sales calls with AI at CAST AI, his team received a technically correct summary that didn’t match market reality. The output was coherent - but strategically misleading.
From ModMed’s healthcare context, Madison emphasized governance-first adoption. In an environment shaped by HIPAA and strict data requirements, accuracy and compliance outweigh speed.
Looking ahead, visibility inside LLM responses and AI-driven buyer journeys are becoming strategic priorities. As AI-generated content becomes more common, original perspective and authenticity matter more.
You can check out the full episode on the B2B Marketing Leaders Podcast:
Watch on YouTube: https://www.youtube.com/watch?v=QC9WX71_qNI&list=PLGc_Ath6mBNmTQW1cOIiro6VRsg1SzQwU
Listen on Spotify: https://open.spotify.com/episode/54AleioH903bOXS20N7Hqj?si=0f8a03cbb59149a2
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/ai-in-b2b-marketing-insights-from-experts-at-aws-amazon/id1852582740?i=1000749228248
• Sabari Sawant, Product Marketing Manager Kubernetes at Amazon Web Services (AWS)
• Parth Raichur, Performance Marketing Manager at Amazon
• Alexey Leybov, Director of Demand Generation at Cast AI
• Madison Fujii, Digital Marketing Specialist II at ModMed
This is a summary of the conversation:
One theme ran through every speaker: techno-realism.
Parth described AI at Amazon as a co-pilot. Using Amazon QuickSight within Amazon’s internal AI ecosystem, his team reduced competitive benchmarking from a full day to 30–40 minutes. It changes how often teams can analyze and iterate.
Sabari shared a comparable acceleration at AWS. By feeding SEO and messaging checklists into internal AI agents, her team produced 33 assets across LinkedIn, YouTube, Twitter, and Instagram within a compressed timeline - roughly a 10x increase in output.
At the same time, the risks are clear.
Alex explained that after analyzing 11,000 sales calls with AI at CAST AI, his team received a technically correct summary that didn’t match market reality. The output was coherent - but strategically misleading.
From ModMed’s healthcare context, Madison emphasized governance-first adoption. In an environment shaped by HIPAA and strict data requirements, accuracy and compliance outweigh speed.
Looking ahead, visibility inside LLM responses and AI-driven buyer journeys are becoming strategic priorities. As AI-generated content becomes more common, original perspective and authenticity matter more.
You can check out the full episode on the B2B Marketing Leaders Podcast:
Watch on YouTube: https://www.youtube.com/watch?v=QC9WX71_qNI&list=PLGc_Ath6mBNmTQW1cOIiro6VRsg1SzQwU
Listen on Spotify: https://open.spotify.com/episode/54AleioH903bOXS20N7Hqj?si=0f8a03cbb59149a2
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/ai-in-b2b-marketing-insights-from-experts-at-aws-amazon/id1852582740?i=1000749228248
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We’re excited to announce that ModumUp has officially become a partner of The Ventures Startup Award Austin 2026!
The Ventures is a renowned international startup award held in major cities worldwide, gathering founders, leading VCs, accelerators, and key figures from the global startup ecosystem.
📍 Austin
📅 April 17, 2026
If you're building a startup, this event is a great opportunity to gain visibility, connect with local VCs, grow your network, and engage in high-level conversations.
The application process is quick and takes just 3 minutes:
https://www.the-ventures.com/austin-2026
We look forward to seeing strong founders from Austin and beyond join us! 😊
The Ventures is a renowned international startup award held in major cities worldwide, gathering founders, leading VCs, accelerators, and key figures from the global startup ecosystem.
📍 Austin
📅 April 17, 2026
If you're building a startup, this event is a great opportunity to gain visibility, connect with local VCs, grow your network, and engage in high-level conversations.
The application process is quick and takes just 3 minutes:
https://www.the-ventures.com/austin-2026
We look forward to seeing strong founders from Austin and beyond join us! 😊
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In a recent episode of the B2B Marketing Leaders Podcast, Olga Bondareva, founder of ModumUp, talks about marketing and sales alignment with experts from enterprise companies:
- Doug Kimball, Senior Director of Product Marketing at Digital Science
- Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
- Yulia Kotarskaya, Marketing Manager at Cabro SpA
The conversation focused on how marketing and sales, often seen as having a tense relationship, can work more effectively together. Marketing generally takes a strategic approach, while sales is more focused on immediate customer needs. Aligning these perspectives is key to building a collaborative environment.
The experts emphasize the need to involve sales early in the process to avoid failure. Doug and Yulia both highlighted instances where projects failed because the sales team wasn’t brought in from the start. Communication and collaboration must be a joint effort from the beginning to ensure success.
Empathy and understanding are crucial for alignment. Hitendar shared how sitting in on sales presentations helped shape his messaging, while Doug used simple frameworks to engage his sales team effectively.
They also discussed practical formats for better collaboration, such as quick Q&A podcasts and co-creating content with sales. These formats help to keep both teams aligned and informed, driving business growth.
Finally, the guests agreed that the key metric for both teams is revenue. They also shared strategies for building alignment from scratch, including ensuring mutual understanding from the start and moving quickly to deliver content to sales.
You can check out the full episode on the B2B Marketing Leaders Podcast:
Watch on YouTube: https://youtu.be/bqNZxgj3uoA?si=j4kR6XQpQCGQCDSm
Listen on Spotify: https://open.spotify.com/episode/2D67j4x76E1K5OE77M53qz
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/b2b-marketing-leaders-podcast/id1852582740
- Doug Kimball, Senior Director of Product Marketing at Digital Science
- Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
- Yulia Kotarskaya, Marketing Manager at Cabro SpA
The conversation focused on how marketing and sales, often seen as having a tense relationship, can work more effectively together. Marketing generally takes a strategic approach, while sales is more focused on immediate customer needs. Aligning these perspectives is key to building a collaborative environment.
The experts emphasize the need to involve sales early in the process to avoid failure. Doug and Yulia both highlighted instances where projects failed because the sales team wasn’t brought in from the start. Communication and collaboration must be a joint effort from the beginning to ensure success.
Empathy and understanding are crucial for alignment. Hitendar shared how sitting in on sales presentations helped shape his messaging, while Doug used simple frameworks to engage his sales team effectively.
They also discussed practical formats for better collaboration, such as quick Q&A podcasts and co-creating content with sales. These formats help to keep both teams aligned and informed, driving business growth.
Finally, the guests agreed that the key metric for both teams is revenue. They also shared strategies for building alignment from scratch, including ensuring mutual understanding from the start and moving quickly to deliver content to sales.
You can check out the full episode on the B2B Marketing Leaders Podcast:
Watch on YouTube: https://youtu.be/bqNZxgj3uoA?si=j4kR6XQpQCGQCDSm
Listen on Spotify: https://open.spotify.com/episode/2D67j4x76E1K5OE77M53qz
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/b2b-marketing-leaders-podcast/id1852582740
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In just one week, our ModumUp team is bringing together experts from Harbinger, Global Payments, and ModumUp for a special event!
Jennifer Mendez, Dmitry Suvorov, and Polina Kazmina will share real-world B2B Go-to-Market case studies, including how to integrate LinkedIn Social Selling into your GTM strategy to close two major deals in 7 months, and how to quickly organize a GTM and launch a product in just 5 weeks
📅 When? April 8th at 8 am PT | 10 am CT | 11 am ET | 5 pm CET
🔗 Register here: https://www.linkedin.com/events/7431752902664290304/
We’ll send the recording to everyone who registers! Feel free to invite your colleagues – don’t miss out! 🎉
Jennifer Mendez, Dmitry Suvorov, and Polina Kazmina will share real-world B2B Go-to-Market case studies, including how to integrate LinkedIn Social Selling into your GTM strategy to close two major deals in 7 months, and how to quickly organize a GTM and launch a product in just 5 weeks
📅 When? April 8th at 8 am PT | 10 am CT | 11 am ET | 5 pm CET
🔗 Register here: https://www.linkedin.com/events/7431752902664290304/
We’ll send the recording to everyone who registers! Feel free to invite your colleagues – don’t miss out! 🎉
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We're excited to welcome Jennifer Mendez, Director of Product Marketing & GTM, Integrated & Platforms at Global Payments Inc., as a speaker at B2B Go-to-Market Case Studies.
At Global Payments, Jennifer leads GTM strategy for integrated and platform solutions - working across product, marketing, and sales to bring products to market and drive adoption at scale. She's known for running high-stakes, multi-stakeholder launches where timing, cross-functional alignment, and a clear narrative are everything.
Her career spans product marketing leadership across fintech and SaaS: three years as Director of Product Marketing & GTM at Worldpay, where she won the Circle of Excellence - the company's Presidents Club recognition, plus founding PMM roles at Flywire and earlier positions at Maxio and Fortra. Along the way, she built sales enablement programs, ABM campaigns, and competitive intelligence functions that directly influenced pipeline and product roadmap.
At B2B Go-to-Market Case Studies, Jennifer will share how she executed a 5-week product launch - aligning teams across product, marketing, and sales while maintaining quality and keeping everyone on the same page.
Join us on April 8 - register here: https://www.linkedin.com/events/7431752902664290304/
At Global Payments, Jennifer leads GTM strategy for integrated and platform solutions - working across product, marketing, and sales to bring products to market and drive adoption at scale. She's known for running high-stakes, multi-stakeholder launches where timing, cross-functional alignment, and a clear narrative are everything.
Her career spans product marketing leadership across fintech and SaaS: three years as Director of Product Marketing & GTM at Worldpay, where she won the Circle of Excellence - the company's Presidents Club recognition, plus founding PMM roles at Flywire and earlier positions at Maxio and Fortra. Along the way, she built sales enablement programs, ABM campaigns, and competitive intelligence functions that directly influenced pipeline and product roadmap.
At B2B Go-to-Market Case Studies, Jennifer will share how she executed a 5-week product launch - aligning teams across product, marketing, and sales while maintaining quality and keeping everyone on the same page.
Join us on April 8 - register here: https://www.linkedin.com/events/7431752902664290304/
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We're excited to have Dmitry Suvorov, Senior Marketing Manager at Harbinger, joining us as a speaker at B2B Go-to-Market Case Studies.
Dmitry joined Harbinger in April 2024 as their first marketing hire, building the entire marketing function from zero. In 18 months, he generated $25.1M in qualified pipeline from $343K in spend (73x ROI). His approach: AI-powered Clay workflows for intent signal tracking and automated outreach, a full brand transformation, and a multi-channel GTM strategy that grew leads 382% and SQLs 259% quarter-over-quarter.
Before Harbinger, Dmitry built marketing at PwC, Wheely, and Cobalt AI - gaining deep experience in bringing technically complex B2B products to market with clear positioning and measurable pipeline.
At B2B Go-to-Market Case Studies, Dmitry will present alongside Polina Kazmina from ModumUp the real case behind 215 B2B leads and 2 deals - showing how the Harbinger and ModumUp teams worked together to turn Social Selling into a predictable revenue channel.
Join us on April 8 to hear Dmitry and other practitioners share what actually works in B2B GTM.
Register here: https://www.linkedin.com/events/7431752902664290304/
Dmitry joined Harbinger in April 2024 as their first marketing hire, building the entire marketing function from zero. In 18 months, he generated $25.1M in qualified pipeline from $343K in spend (73x ROI). His approach: AI-powered Clay workflows for intent signal tracking and automated outreach, a full brand transformation, and a multi-channel GTM strategy that grew leads 382% and SQLs 259% quarter-over-quarter.
Before Harbinger, Dmitry built marketing at PwC, Wheely, and Cobalt AI - gaining deep experience in bringing technically complex B2B products to market with clear positioning and measurable pipeline.
At B2B Go-to-Market Case Studies, Dmitry will present alongside Polina Kazmina from ModumUp the real case behind 215 B2B leads and 2 deals - showing how the Harbinger and ModumUp teams worked together to turn Social Selling into a predictable revenue channel.
Join us on April 8 to hear Dmitry and other practitioners share what actually works in B2B GTM.
Register here: https://www.linkedin.com/events/7431752902664290304/
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We're excited to have Polina Kazmina, Project Director at ModumUp, joining us as a speaker at B2B Go-to-Market Case Studies.
At ModumUp, Polina leads Social Selling projects across B2B segments - from AI and cloud services to fintech, consulting, and marketing tech. She designs lead generation mechanics, develops Social Selling and personal branding strategies, and works directly with the teams executing them. Her work sits at the intersection of strategy and practice: building what works, then proving it with numbers.
Over 3.5 years at ModumUp, Polina has grown from content creator to International Project Director, taking full ownership of client projects - from strategy development to negotiations with senior leaders at major companies.
At B2B Go-to-Market Case Studies, Polina will present alongside Dmitry Suvorov from Harbinger the real case behind 215 B2B leads and 2 deals generated through Social Selling - covering how the strategy was built, how outreach was executed, and what actually drove results.
Join us on April 8 - register here: https://www.linkedin.com/events/7431752902664290304/
At ModumUp, Polina leads Social Selling projects across B2B segments - from AI and cloud services to fintech, consulting, and marketing tech. She designs lead generation mechanics, develops Social Selling and personal branding strategies, and works directly with the teams executing them. Her work sits at the intersection of strategy and practice: building what works, then proving it with numbers.
Over 3.5 years at ModumUp, Polina has grown from content creator to International Project Director, taking full ownership of client projects - from strategy development to negotiations with senior leaders at major companies.
At B2B Go-to-Market Case Studies, Polina will present alongside Dmitry Suvorov from Harbinger the real case behind 215 B2B leads and 2 deals generated through Social Selling - covering how the strategy was built, how outreach was executed, and what actually drove results.
Join us on April 8 - register here: https://www.linkedin.com/events/7431752902664290304/
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