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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What does a real B2B go-to-market motion look like in practice?
Speakers from Global Payments Inc., Harbinger, and ModumUp shared case studies at our April 8 event.
Two very different stories, one shared theme:
In B2B, trust is built before the conversation starts - through content, education, and intentional design.
We are pleased with the response to the event: 585 registrations from 49 countries and 142 peak live viewers. Thank you to everyone who joined us live!
Below are the key takeaways from each session.
Dmitry Suvorov, Senior Marketing Manager at Harbinger
Polina Kazmina, Project Director at ModumUp
From outreach to revenue: 215 B2B leads and 2 deals via Social Selling
Harbinger builds commercial electric vehicles - a traditional industry where fleet directors rarely fill out forms or click ads. Cold email didn't fit. LinkedIn did.
Over 7 months, the team ran Social Selling across multiple profiles targeting enterprise fleet operators and leasing partners. Personal stories and authentic photos consistently outperformed technical posts - 22 posts went viral, with the best reaching 50,000+ views and 300+ reactions. One post was featured organically in an industry newsletter without any promotion. The key insight: human content wins even in the most traditional B2B categories.
Alongside content, the team ran outreach to target accounts via direct messages. The result: 3,977 connections with decision-makers, 158 MQLs, 57 SQLs, and 2 enterprise deals worth ~$1.25M closed.
Jennifer Mendez, Director of Product Marketing & GTM, Integrated & Platforms at Global Payments Inc.
Executing a 5-week product launch: aligning teams and accelerating go-to-market
When a fraud prevention product needed to go to market in five weeks - with a new auto-enablement motion and a pricing shift from flat fee to usage-based - product marketing became the layer connecting nearly every function: legal, billing, support, pricing, corporate comms, and leadership.
Jennifer structured the work around five phases: clarity, education, alignment, launch, and stabilization. Education wasn't a safety net. It was the go-to-market strategy. By the time customers noticed something new, internal teams were already ready.
The core lesson: product marketing's real value isn't in launching once - it's in building repeatable systems. Momentum beats waiting for perfect clarity. And pricing changes are never just pricing changes. They're perception changes that require sequencing, not broadcasting.
A big thank you to Jennifer, Dmitry, and Polina for sharing such practical, honest insights.
The full recording is available here: https://youtu.be/6rU1RXSXTLM
Speakers from Global Payments Inc., Harbinger, and ModumUp shared case studies at our April 8 event.
Two very different stories, one shared theme:
In B2B, trust is built before the conversation starts - through content, education, and intentional design.
We are pleased with the response to the event: 585 registrations from 49 countries and 142 peak live viewers. Thank you to everyone who joined us live!
Below are the key takeaways from each session.
Dmitry Suvorov, Senior Marketing Manager at Harbinger
Polina Kazmina, Project Director at ModumUp
From outreach to revenue: 215 B2B leads and 2 deals via Social Selling
Harbinger builds commercial electric vehicles - a traditional industry where fleet directors rarely fill out forms or click ads. Cold email didn't fit. LinkedIn did.
Over 7 months, the team ran Social Selling across multiple profiles targeting enterprise fleet operators and leasing partners. Personal stories and authentic photos consistently outperformed technical posts - 22 posts went viral, with the best reaching 50,000+ views and 300+ reactions. One post was featured organically in an industry newsletter without any promotion. The key insight: human content wins even in the most traditional B2B categories.
Alongside content, the team ran outreach to target accounts via direct messages. The result: 3,977 connections with decision-makers, 158 MQLs, 57 SQLs, and 2 enterprise deals worth ~$1.25M closed.
Jennifer Mendez, Director of Product Marketing & GTM, Integrated & Platforms at Global Payments Inc.
Executing a 5-week product launch: aligning teams and accelerating go-to-market
When a fraud prevention product needed to go to market in five weeks - with a new auto-enablement motion and a pricing shift from flat fee to usage-based - product marketing became the layer connecting nearly every function: legal, billing, support, pricing, corporate comms, and leadership.
Jennifer structured the work around five phases: clarity, education, alignment, launch, and stabilization. Education wasn't a safety net. It was the go-to-market strategy. By the time customers noticed something new, internal teams were already ready.
The core lesson: product marketing's real value isn't in launching once - it's in building repeatable systems. Momentum beats waiting for perfect clarity. And pricing changes are never just pricing changes. They're perception changes that require sequencing, not broadcasting.
A big thank you to Jennifer, Dmitry, and Polina for sharing such practical, honest insights.
The full recording is available here: https://youtu.be/6rU1RXSXTLM
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In a recent episode of the B2B Marketing Leaders Podcast, Olga Bondareva, Founder of ModumUp, talks about marketing planning in B2B with experts from different B2B companies:
Doug Kimball, Sr. Director Product Marketing at Digital Science
Natalija Pavić, Sr. Director of Product Marketing at KIBO
Olga Bakanova, Head of Marketing at BESTMIX Software
Rahul Agarwal, Strategic Marketing Manager at Trystar
The guests shared how planning looks very different depending on company size and structure. Doug Kimball described managing five business segments at Digital Science, each planning independently. Natalija Pavic runs an agile team at Kibo Commerce that rebuilds plans mid-year when needed. Olga Bakanova keeps it lean at BESTMIX Software, starting from business goals and translating them directly into marketing strategy.
The group agreed that one metric is never enough. Olga Bakanova shared a counterintuitive result: at BESTMIX Software, brand and thought leadership activities convert better than direct lead generation, so 60% of the budget goes to awareness. Natalija Pavic pointed out the risk of over-optimizing a single number, like close rate, which can hide missed opportunities.
All four speakers are using AI in planning today. Olga Bakanova's team ran a competitive analysis and found that BESTMIX Software was perceived as the most expensive solution in the market, despite never publishing pricing. Doug's company Digital Science launched "AI Tuesdays", and Rahul Agarwal built an AI council that standardizes prompts across functions and cuts campaign brief time from a week to an hour.
On advice for starting from scratch: Natalija Pavic recommended building the budget from zero each year instead of modifying last year's numbers. Olga Bakanova said planning only works when it starts from a clear business goal. Rahul Agarwal advocated for real cross-functional collaboration with sales, product, and engineering.
You can check out the full episode on the B2B Marketing Leaders Podcast:
Watch on YouTube: https://youtu.be/Gwp7JKgjzq8
Listen on Spotify: https://open.spotify.com/episode/0n7u0tQwaLlGjcVQvjomoM
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-planning-in-b2b-insights-from-experts-at/id1852582740?i=1000761309588
Also, read the full article summary of the episode here: https://modumup.com/blog/marketing_planning_for_b2b
Doug Kimball, Sr. Director Product Marketing at Digital Science
Natalija Pavić, Sr. Director of Product Marketing at KIBO
Olga Bakanova, Head of Marketing at BESTMIX Software
Rahul Agarwal, Strategic Marketing Manager at Trystar
The guests shared how planning looks very different depending on company size and structure. Doug Kimball described managing five business segments at Digital Science, each planning independently. Natalija Pavic runs an agile team at Kibo Commerce that rebuilds plans mid-year when needed. Olga Bakanova keeps it lean at BESTMIX Software, starting from business goals and translating them directly into marketing strategy.
The group agreed that one metric is never enough. Olga Bakanova shared a counterintuitive result: at BESTMIX Software, brand and thought leadership activities convert better than direct lead generation, so 60% of the budget goes to awareness. Natalija Pavic pointed out the risk of over-optimizing a single number, like close rate, which can hide missed opportunities.
All four speakers are using AI in planning today. Olga Bakanova's team ran a competitive analysis and found that BESTMIX Software was perceived as the most expensive solution in the market, despite never publishing pricing. Doug's company Digital Science launched "AI Tuesdays", and Rahul Agarwal built an AI council that standardizes prompts across functions and cuts campaign brief time from a week to an hour.
On advice for starting from scratch: Natalija Pavic recommended building the budget from zero each year instead of modifying last year's numbers. Olga Bakanova said planning only works when it starts from a clear business goal. Rahul Agarwal advocated for real cross-functional collaboration with sales, product, and engineering.
You can check out the full episode on the B2B Marketing Leaders Podcast:
Watch on YouTube: https://youtu.be/Gwp7JKgjzq8
Listen on Spotify: https://open.spotify.com/episode/0n7u0tQwaLlGjcVQvjomoM
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-planning-in-b2b-insights-from-experts-at/id1852582740?i=1000761309588
Also, read the full article summary of the episode here: https://modumup.com/blog/marketing_planning_for_b2b
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.
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.
Harbinger and ModumUp - Social Selling Case Study.pdf
1.8 MB
We're excited to share one of our recent Social Selling case studies: $1.25M in closed deals, 400%+ ROI, 215 leads, and 3,977 target contacts. These results stem from 7 months of ongoing LinkedIn Social Selling for Harbinger, a US-based startup focused on building commercial electric vehicles.
Harbinger, founded in 2021, launched production in 2024 and faced the challenge of scaling its sales to fleet operators, a market accustomed to diesel vehicles for the past 30 years. Dmitry Suvorov, Senior Marketing Manager at Harbinger, joined as the company’s first marketer and kickstarted the Social Selling project with ModumUp.
The project targets two segments across the US and Canadian markets: fleet operators in government, utilities, food and beverage, retail, and leasing and rental companies. The goal was to engage VP-level decision-makers, fleet directors, operations leaders, and mid-level fleet managers. We manage the LinkedIn profiles of several Harbinger representatives to build a strong digital presence.
A core element of Social Selling is content. The most successful posts were personal, featuring team members sharing why they left the diesel industry to join an EV startup, real photos from customer visits and field events, and honest perspectives on the commercial EV market. Over the first seven months, 22 posts went viral, achieving a view rate above 100%. The top-performing posts reached 55,000+ views and 350+ reactions. One post was even selected by an industry LinkedIn Newsletter as one of the most relevant pieces in the segment without any outreach or promotion from our side.
Dmitry shared his thoughts: "By the time you reach out through your profile, the prospect already knows who you are and what you build. Cold email can’t do that."
Another key aspect of Social Selling is lead generation. We engaged with decision-makers at fleet-operating companies. The highest response rates came from US states with active fleet electrification funding, where prospects were already familiar with Harbinger's content in their feed. As a result, outreach didn't feel cold. For prospects not yet at a decision stage, the goal was to set up demo deployments where Harbinger delivered vehicles to a fleet depot for up to a month of hands-on trial. This level of commitment requires trust, and LinkedIn helps build it.
After 7 months, the results were impressive:
- 3,977 target contacts attracted to managed profiles
- 22 viral posts, with top posts reaching 55,000+ views and 350+ reactions
- 158 Marketing Qualified Leads (MQLs): shared contacts, requested presentations
- 57 Sales Qualified Leads (SQLs): scheduled calls and meetings, with multiple vehicle demo deployments ongoing
- 2 enterprise deals closed, totaling $1.25M, yielding a 400%+ ROI on the Social Selling campaign
Additionally, there is an ongoing opportunity valued at over $1M.
Harbinger, founded in 2021, launched production in 2024 and faced the challenge of scaling its sales to fleet operators, a market accustomed to diesel vehicles for the past 30 years. Dmitry Suvorov, Senior Marketing Manager at Harbinger, joined as the company’s first marketer and kickstarted the Social Selling project with ModumUp.
The project targets two segments across the US and Canadian markets: fleet operators in government, utilities, food and beverage, retail, and leasing and rental companies. The goal was to engage VP-level decision-makers, fleet directors, operations leaders, and mid-level fleet managers. We manage the LinkedIn profiles of several Harbinger representatives to build a strong digital presence.
A core element of Social Selling is content. The most successful posts were personal, featuring team members sharing why they left the diesel industry to join an EV startup, real photos from customer visits and field events, and honest perspectives on the commercial EV market. Over the first seven months, 22 posts went viral, achieving a view rate above 100%. The top-performing posts reached 55,000+ views and 350+ reactions. One post was even selected by an industry LinkedIn Newsletter as one of the most relevant pieces in the segment without any outreach or promotion from our side.
Dmitry shared his thoughts: "By the time you reach out through your profile, the prospect already knows who you are and what you build. Cold email can’t do that."
Another key aspect of Social Selling is lead generation. We engaged with decision-makers at fleet-operating companies. The highest response rates came from US states with active fleet electrification funding, where prospects were already familiar with Harbinger's content in their feed. As a result, outreach didn't feel cold. For prospects not yet at a decision stage, the goal was to set up demo deployments where Harbinger delivered vehicles to a fleet depot for up to a month of hands-on trial. This level of commitment requires trust, and LinkedIn helps build it.
After 7 months, the results were impressive:
- 3,977 target contacts attracted to managed profiles
- 22 viral posts, with top posts reaching 55,000+ views and 350+ reactions
- 158 Marketing Qualified Leads (MQLs): shared contacts, requested presentations
- 57 Sales Qualified Leads (SQLs): scheduled calls and meetings, with multiple vehicle demo deployments ongoing
- 2 enterprise deals closed, totaling $1.25M, yielding a 400%+ ROI on the Social Selling campaign
Additionally, there is an ongoing opportunity valued at over $1M.
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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.
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.
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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
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
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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.
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.
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