When talking to clients about LinkedIn, we often hear: "Content needs to be high quality." And while we agree that quality matters, high-quality content without consistency rarely leads to results. What actually builds trust is posting regularly and consistently.
The easiest way to maintain consistency is with a content plan.
Do you need one? Not always. Some people thrive on spontaneity, and a rigid plan can kill their motivation. In those cases, a simple list of topics and ideas is enough.
If you prefer structure (or have a team creating content for you), a content plan is incredibly helpful. It keeps you disciplined, reduces stress, and makes the process more predictable.
At ModumUp, we always start with a clear strategy: goals, target audience, positioning, content roles, and tone of voice.
Once that's in place, we build the monthly plan, usually in a simple Excel or Google Sheet.
Each topic is mapped to audience segments, funnel stages, and formats.
Here’s what a good content plan should include:
- The topic and goal of the post
- The role (expert, person, company rep, etc.)
- Funnel stage: awareness, consideration, or conversion
- Audience segment
- Format: text, video, poll, repost with a comment, or newsletter
It’s important to mix up the topics: expert posts, product updates, case studies, tips, and personal stories.
How often should you post?
- Once a week is the minimum to stay visible
- Two or three times a week helps build trust and reach
- Daily posting works if you have the resources, but results can vary depending on how LinkedIn’s algorithm reacts
Finally, a content plan should stay flexible. Leave room for spontaneous ideas and timely posts — LinkedIn values those.
How do you plan your content: strictly by schedule or in the moment?
The easiest way to maintain consistency is with a content plan.
Do you need one? Not always. Some people thrive on spontaneity, and a rigid plan can kill their motivation. In those cases, a simple list of topics and ideas is enough.
If you prefer structure (or have a team creating content for you), a content plan is incredibly helpful. It keeps you disciplined, reduces stress, and makes the process more predictable.
At ModumUp, we always start with a clear strategy: goals, target audience, positioning, content roles, and tone of voice.
Once that's in place, we build the monthly plan, usually in a simple Excel or Google Sheet.
Each topic is mapped to audience segments, funnel stages, and formats.
Here’s what a good content plan should include:
- The topic and goal of the post
- The role (expert, person, company rep, etc.)
- Funnel stage: awareness, consideration, or conversion
- Audience segment
- Format: text, video, poll, repost with a comment, or newsletter
It’s important to mix up the topics: expert posts, product updates, case studies, tips, and personal stories.
How often should you post?
- Once a week is the minimum to stay visible
- Two or three times a week helps build trust and reach
- Daily posting works if you have the resources, but results can vary depending on how LinkedIn’s algorithm reacts
Finally, a content plan should stay flexible. Leave room for spontaneous ideas and timely posts — LinkedIn values those.
How do you plan your content: strictly by schedule or in the moment?
At ModumUp, we value consistency and discipline, focusing on long-term projects that grow over time. For us, our five-year Social Selling Con is exactly that kind of project.
This year, we’re placing more emphasis on Account-Based Marketing (ABM). In our work at ModumUp, we’ve seen firsthand how ABM aligns perfectly with Social Selling. We start by identifying a targeted list of companies, engage the right people on LinkedIn, and then complement this with other tactics: client events, industry conferences, and professional communities. For enterprise B2B, this approach has proven to be one of the most effective.
We’re also strong believers in the power of LinkedIn Live. People don’t just watch — they engage, comment, and participate. That’s why we’re hosting the conference live on LinkedIn again this year.
However, we understand that online events can’t simply replicate in-person conferences. Spending a full day at a conference venue is one experience; sitting in front of a laptop for hours is another. That’s why, in 2025, we’ve condensed the agenda: one keynote, one panel, and one expert session. Our goal is to provide valuable insights without taking up the entire day.
Social Selling Con will take place on October 1 at 10 AM CT. Olga Bondareva, Founder at ModumUp, will kick things off with a keynote on where Social Selling is headed, how it connects to ABM, and the growing alignment between marketing and sales.
Following that, we’ll have a panel discussion featuring top B2B marketers from AT&T, ServiceNow, Kyndryl, and Globant, as well as a session from a Microsoft expert on AI-driven ABM.
We’d love for you to join us: https://www.linkedin.com/events/socialsellingcon20257346526103911510016/ 😊
This year, we’re placing more emphasis on Account-Based Marketing (ABM). In our work at ModumUp, we’ve seen firsthand how ABM aligns perfectly with Social Selling. We start by identifying a targeted list of companies, engage the right people on LinkedIn, and then complement this with other tactics: client events, industry conferences, and professional communities. For enterprise B2B, this approach has proven to be one of the most effective.
We’re also strong believers in the power of LinkedIn Live. People don’t just watch — they engage, comment, and participate. That’s why we’re hosting the conference live on LinkedIn again this year.
However, we understand that online events can’t simply replicate in-person conferences. Spending a full day at a conference venue is one experience; sitting in front of a laptop for hours is another. That’s why, in 2025, we’ve condensed the agenda: one keynote, one panel, and one expert session. Our goal is to provide valuable insights without taking up the entire day.
Social Selling Con will take place on October 1 at 10 AM CT. Olga Bondareva, Founder at ModumUp, will kick things off with a keynote on where Social Selling is headed, how it connects to ABM, and the growing alignment between marketing and sales.
Following that, we’ll have a panel discussion featuring top B2B marketers from AT&T, ServiceNow, Kyndryl, and Globant, as well as a session from a Microsoft expert on AI-driven ABM.
We’d love for you to join us: https://www.linkedin.com/events/socialsellingcon20257346526103911510016/ 😊
We’re excited to have Peter Mikeal, VP of Marketing for North America at Globant, as one of our speakers at Social Selling Con 2025: ABM, AI, and B2B Marketing Trends!
Peter’s career has always connected sales and marketing, giving him a perspective you don’t often see. Today, he leads Globant’s North American marketing team - strengthening the brand and turning big goals into revenue. Before that, he shaped marketing strategy at Small Footprint (later acquired by Globant) and built his foundation in sales, marketing, and talent development at Ricoh Americas.
That mix of strategy, creativity, and relationship-building has earned him a reputation as a trusted leader in the B2B space. Earlier this year, he served as a judge for the B2B Marketing Elevation Awards, recognizing some of the most inspiring projects in our industry.
At Social Selling Con 2025, Peter will join the Social Selling as Part of ABM panel to share how these two approaches can fuel each other and open up new business opportunities.
Don’t miss the chance to hear from Peter - and many other inspiring leaders. Check out the full agenda here: https://lnkd.in/gqHpbKdX
Peter’s career has always connected sales and marketing, giving him a perspective you don’t often see. Today, he leads Globant’s North American marketing team - strengthening the brand and turning big goals into revenue. Before that, he shaped marketing strategy at Small Footprint (later acquired by Globant) and built his foundation in sales, marketing, and talent development at Ricoh Americas.
That mix of strategy, creativity, and relationship-building has earned him a reputation as a trusted leader in the B2B space. Earlier this year, he served as a judge for the B2B Marketing Elevation Awards, recognizing some of the most inspiring projects in our industry.
At Social Selling Con 2025, Peter will join the Social Selling as Part of ABM panel to share how these two approaches can fuel each other and open up new business opportunities.
Don’t miss the chance to hear from Peter - and many other inspiring leaders. Check out the full agenda here: https://lnkd.in/gqHpbKdX
We’re excited to welcome Svetlana Likhareva, EMEA Director of Microsoft’s Marketing Signals Center of Excellence, to the stage at Social Selling Con 2025: ABM, AI, and B2B Marketing Trends!
Svetlana is one of those leaders who’s seen B2B marketing from every angle. Over the past 20 years, she’s worked across international business - leading big transformations, building teams, and helping companies grow through smarter, customer-first strategies.
Her journey has been just as impressive: today, she heads up Microsoft’s Marketing Signals Center of Excellence for EMEA, where she guides commercial leaders on how to generate demand and turn insights into impact. Before that, she led marketing across Western and Central & Eastern Europe at Microsoft, served as COO at Microsoft Slovakia, managed partner relations at Intel, and even drove software business development for one of the largest CIS integrators.
At Social Selling Con 2025, Svetlana will take the stage with her talk: “From Data to Dollars: The AI-Driven ABM Revolution.”
Join us on October 1st to hear from Svetlana - and many more inspiring voices.
Full agenda and registration: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
Svetlana is one of those leaders who’s seen B2B marketing from every angle. Over the past 20 years, she’s worked across international business - leading big transformations, building teams, and helping companies grow through smarter, customer-first strategies.
Her journey has been just as impressive: today, she heads up Microsoft’s Marketing Signals Center of Excellence for EMEA, where she guides commercial leaders on how to generate demand and turn insights into impact. Before that, she led marketing across Western and Central & Eastern Europe at Microsoft, served as COO at Microsoft Slovakia, managed partner relations at Intel, and even drove software business development for one of the largest CIS integrators.
At Social Selling Con 2025, Svetlana will take the stage with her talk: “From Data to Dollars: The AI-Driven ABM Revolution.”
Join us on October 1st to hear from Svetlana - and many more inspiring voices.
Full agenda and registration: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
Our Social Selling Con 2025 lineup keeps getting stronger!
We’re proud to welcome Yovany Jerez⚡, Senior Director of Marketing for B2B SMB at AT&T, as one of our speakers at the conference.
With more than 20 years in leadership, strategy, and marketing, Yovany is now shaping AT&T’s B2B SMB marketing - bringing together innovation, culture, and results. For him, the best marketing is about education and connection, not just selling.
That belief has guided Yovany through a truly global career. He’s led initiatives in 49 countries, supported 11,000 members through AT&T’s Latino ERG, and held senior roles at both AT&T and DIRECTV - from strategy and innovation to customer lifecycle marketing.
Yovany is also a strong advocate for ABM and AI - using data and personalization to reach the right accounts at the right time.
At Social Selling Con, Yovany will join the Social Selling as Part of ABM panel to share how these ideas come to life in practice.
Don’t miss the chance to hear from Yovany - and many other inspiring leaders.
Register here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
We’re proud to welcome Yovany Jerez⚡, Senior Director of Marketing for B2B SMB at AT&T, as one of our speakers at the conference.
With more than 20 years in leadership, strategy, and marketing, Yovany is now shaping AT&T’s B2B SMB marketing - bringing together innovation, culture, and results. For him, the best marketing is about education and connection, not just selling.
That belief has guided Yovany through a truly global career. He’s led initiatives in 49 countries, supported 11,000 members through AT&T’s Latino ERG, and held senior roles at both AT&T and DIRECTV - from strategy and innovation to customer lifecycle marketing.
Yovany is also a strong advocate for ABM and AI - using data and personalization to reach the right accounts at the right time.
At Social Selling Con, Yovany will join the Social Selling as Part of ABM panel to share how these ideas come to life in practice.
Don’t miss the chance to hear from Yovany - and many other inspiring leaders.
Register here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
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We’re excited to share that Sudeep Misra, Head of Global Campaigns at OutSystems, will be speaking at our Social Selling Con 2025: ABM, AI, and B2B Marketing Trends!
Sudeep is a B2B SaaS marketing leader with 18+ years of experience. He’s helped companies scale tenfold by building demand engines, launching $100M+ product lines, and leading teams that influence major pipeline growth.
At OutSystems, the leader in AI-powered low-code, Sudeep runs global campaigns together with Marketing, Sales, Product, and regional teams. He focuses on showing enterprise buyers the value of AI + low-code, building campaigns that cover the full customer journey, and using agentic AI to make marketing smarter and more effective.
Before joining OutSystems, Sudeep led global campaigns at ServiceNow and Cloudera, driving $450M+ in revenue and launching new $100M product lines. His career also includes senior marketing roles at HPE and Neo Group, building deep expertise in global growth and strategy.
At Social Selling Con, Sudeep will join the Social Selling as Part of ABM panel to show how data-driven strategy and high-velocity pipelines work in practice.
Join us on October 1 to hear Sudeep and many other great speakers.
Register here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
Sudeep is a B2B SaaS marketing leader with 18+ years of experience. He’s helped companies scale tenfold by building demand engines, launching $100M+ product lines, and leading teams that influence major pipeline growth.
At OutSystems, the leader in AI-powered low-code, Sudeep runs global campaigns together with Marketing, Sales, Product, and regional teams. He focuses on showing enterprise buyers the value of AI + low-code, building campaigns that cover the full customer journey, and using agentic AI to make marketing smarter and more effective.
Before joining OutSystems, Sudeep led global campaigns at ServiceNow and Cloudera, driving $450M+ in revenue and launching new $100M product lines. His career also includes senior marketing roles at HPE and Neo Group, building deep expertise in global growth and strategy.
At Social Selling Con, Sudeep will join the Social Selling as Part of ABM panel to show how data-driven strategy and high-velocity pipelines work in practice.
Join us on October 1 to hear Sudeep and many other great speakers.
Register here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
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We’re excited to announce that Priyanka Dasgupta, Director of Field Marketing at Kyndryl,is joining us as a speaker at Social Selling Con 2025: ABM, AI, and B2B Marketing Trends.
At Kyndryl, Priyanka leads the marketing strategy for US alliances - shaping GTM plans and account-based marketing with partners to showcase their joint value and meet client needs. In just five years, she’s grown from Field Marketing Manager to Director by consistently turning strategy into business impact.
Before Kyndryl, Priyanka built her expertise at IBM and Infosys, gaining a strong mix of technical and marketing experience. Аnd that mix still defines her approach today - balancing strategic vision with creativity and a sharp focus on the customer.
At Social Selling Con 2025, Priyanka will share how ABM can create impact at every stage of business strategy - and why execution excellence makes all the difference.
We can’t wait to hear her perspective on October 1st!
Register and see the full agenda here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
At Kyndryl, Priyanka leads the marketing strategy for US alliances - shaping GTM plans and account-based marketing with partners to showcase their joint value and meet client needs. In just five years, she’s grown from Field Marketing Manager to Director by consistently turning strategy into business impact.
Before Kyndryl, Priyanka built her expertise at IBM and Infosys, gaining a strong mix of technical and marketing experience. Аnd that mix still defines her approach today - balancing strategic vision with creativity and a sharp focus on the customer.
At Social Selling Con 2025, Priyanka will share how ABM can create impact at every stage of business strategy - and why execution excellence makes all the difference.
We can’t wait to hear her perspective on October 1st!
Register and see the full agenda here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
Social Selling Con 2025: ABM, AI, and B2B Marketing Trends lineup wouldn’t be complete without our very own 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 Social Selling Con 2025, Olga will take the stage with her keynote session: “Where Social Selling is Headed in 2026.” She’ll break down the trends shaping this space - from ABM and AI to the growing connection between marketing and sales - and share how teams can put them into action.
Join us on October 1st to hear Olga - and many other inspiring voices.
Registration and full agenda here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
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 Social Selling Con 2025, Olga will take the stage with her keynote session: “Where Social Selling is Headed in 2026.” She’ll break down the trends shaping this space - from ABM and AI to the growing connection between marketing and sales - and share how teams can put them into action.
Join us on October 1st to hear Olga - and many other inspiring voices.
Registration and full agenda here: https://lnkd.in/gqHpbKdX
#SocialSellingCon2025
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Social Selling Con 2025: ABM, AI, and B2B Marketing Trends is just two days away!
With preparations in full swing, it’s especially exciting to see over 1,500 B2B professionals already registered for the conference.
On October 1st, we’ll gather to talk about what’s shaping our industry today:
- Where Social Selling is headed in 2026 - from ABM and AI to the growing connection between marketing and sales
- How Social Selling strengthens ABM strategies - from targeting to execution
- How AI is driving an ABM revolution - helping sellers prioritize the right customers and accelerate deals
You’ll hear from experts at AT&T, Microsoft, ModumUp, Kyndryl, Globant, and OutSystems - sharing insights you can put into action.
If you haven’t registered for Social Selling Con yet, here’s the link: https://www.linkedin.com/events/7346526103911510016/
#SocialSellingCon2025
With preparations in full swing, it’s especially exciting to see over 1,500 B2B professionals already registered for the conference.
On October 1st, we’ll gather to talk about what’s shaping our industry today:
- Where Social Selling is headed in 2026 - from ABM and AI to the growing connection between marketing and sales
- How Social Selling strengthens ABM strategies - from targeting to execution
- How AI is driving an ABM revolution - helping sellers prioritize the right customers and accelerate deals
You’ll hear from experts at AT&T, Microsoft, ModumUp, Kyndryl, Globant, and OutSystems - sharing insights you can put into action.
If you haven’t registered for Social Selling Con yet, here’s the link: https://www.linkedin.com/events/7346526103911510016/
#SocialSellingCon2025
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Media is too big
VIEW IN TELEGRAM
With just one day to go until Social Selling Con 2025: ABM, AI, and B2B Marketing Trends, we played around with AI and created a short video about the conference.
By the way, if you haven’t registered for Social Selling Con yet, here’s the link: https://www.linkedin.com/events/7346526103911510016/
#SocialSellingCon2025
By the way, if you haven’t registered for Social Selling Con yet, here’s the link: https://www.linkedin.com/events/7346526103911510016/
#SocialSellingCon2025
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🔥 The Social Selling Con 2025 recordings are now live!
Two weeks ago, we wrapped up our fifth annual Social Selling Con 2025, featuring incredible speakers from Microsoft, Globant, AT&T, and more.
Here’s a quick look at this year’s results:
- 1,704 registrations
- 810 views on LinkedIn
- 74 views on YouTube (and counting!)
The feedback has been fantastic – attendees praised the impressive lineup of speakers, the engaging flow of discussions, and the practical, actionable insights shared.
All recordings are now available in one playlist: https://www.youtube.com/playlist?list=PLGc_Ath6mBNlt_ZFAFHZy5T45a4Dm_M1d
A huge thank you to everyone who joined us! 😊
Two weeks ago, we wrapped up our fifth annual Social Selling Con 2025, featuring incredible speakers from Microsoft, Globant, AT&T, and more.
Here’s a quick look at this year’s results:
- 1,704 registrations
- 810 views on LinkedIn
- 74 views on YouTube (and counting!)
The feedback has been fantastic – attendees praised the impressive lineup of speakers, the engaging flow of discussions, and the practical, actionable insights shared.
All recordings are now available in one playlist: https://www.youtube.com/playlist?list=PLGc_Ath6mBNlt_ZFAFHZy5T45a4Dm_M1d
A huge thank you to everyone who joined us! 😊
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Social Selling Trends 2026. ModumUp Agency.pdf
4.9 MB
📢 Social Selling Trends 2026
Social Selling keeps changing, but one thing remains true: people trust people.
At ModumUp we analyzed our projects with ROI between 200–400% and defined what actually drives results:
- Authentic LinkedIn positioning — no buzzwords or overdone phrasing, just a credible and natural profile
- Precise targeting — tools like Sales Navigator and AI help build focused, high-converting audiences
- Consistent, real content — human stories cut through the AI noise
- Community engagement — comments, mentions, private messages, and eventually, your own LinkedIn network that works for you
- Lead generation — micro-segmentation, quick follow-ups, and the time-tested mix of online + on-site interaction
Our full report also includes performance metrics and practical message sequence examples.
📄 Check out the Social Selling Trends 2026 report below — and see how to make your B2B marketing more human again 🧡
Social Selling keeps changing, but one thing remains true: people trust people.
At ModumUp we analyzed our projects with ROI between 200–400% and defined what actually drives results:
- Authentic LinkedIn positioning — no buzzwords or overdone phrasing, just a credible and natural profile
- Precise targeting — tools like Sales Navigator and AI help build focused, high-converting audiences
- Consistent, real content — human stories cut through the AI noise
- Community engagement — comments, mentions, private messages, and eventually, your own LinkedIn network that works for you
- Lead generation — micro-segmentation, quick follow-ups, and the time-tested mix of online + on-site interaction
Our full report also includes performance metrics and practical message sequence examples.
📄 Check out the Social Selling Trends 2026 report below — and see how to make your B2B marketing more human again 🧡
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How to follow up on LinkedIn without being annoying
The most common reaction on LinkedIn isn’t “like” or “reply.”
It’s silence 👀
And that’s okay — people get busy, and messages slip through the cracks.
No response doesn’t mean your offer isn’t interesting. It usually just means your message got lost in the noise.
That’s where message sequences come in. They remind your prospect who you are and increase your chances of getting a reply — without sounding pushy.
At ModumUp, we use two main types of sequences: networking and lead generation.
➡️ Networking Sequence
Keep it friendly and low-pressure — you’re building a relationship, not trying to sell.
1️⃣ Intro — say who you are, what you do, and invite them to share a bit about themselves
2️⃣ Value — follow up with something useful: an invite to a private event, a webinar, or an article worth reading
3️⃣ Soft invitation — mention the event again or suggest a quick chat
If there’s still no reply, that’s fine — reach out again in a few months with something new
➡️ Lead Generation Sequence
This one’s longer (up to 5 messages) and a bit more structured.
1️⃣ Offer — a short, clear message about what you do and how it can help.
2️⃣ Context — explain how it solves your prospect’s challenges.
3️⃣ Proof — share quick case studies or results.
4️⃣ Engagement — ask a question or send something relevant to spark a reply.
5️⃣ Wrap-up — say you won’t follow up again, but you’re open to chat anytime.
Spacing: 2–3 days between messages.
And if someone replies — stop the sequence and have a real conversation.
Most of the time, the first, second, and final messages get the best response rates.
People procrastinate, forget — and then 💥 FOMO hits.
Keep it human, consistent, and respectful. That’s how real relationships — and deals — happen.
Wishing everyone great conversations and even better leads!
The most common reaction on LinkedIn isn’t “like” or “reply.”
It’s silence 👀
And that’s okay — people get busy, and messages slip through the cracks.
No response doesn’t mean your offer isn’t interesting. It usually just means your message got lost in the noise.
That’s where message sequences come in. They remind your prospect who you are and increase your chances of getting a reply — without sounding pushy.
At ModumUp, we use two main types of sequences: networking and lead generation.
➡️ Networking Sequence
Keep it friendly and low-pressure — you’re building a relationship, not trying to sell.
1️⃣ Intro — say who you are, what you do, and invite them to share a bit about themselves
2️⃣ Value — follow up with something useful: an invite to a private event, a webinar, or an article worth reading
3️⃣ Soft invitation — mention the event again or suggest a quick chat
If there’s still no reply, that’s fine — reach out again in a few months with something new
➡️ Lead Generation Sequence
This one’s longer (up to 5 messages) and a bit more structured.
1️⃣ Offer — a short, clear message about what you do and how it can help.
2️⃣ Context — explain how it solves your prospect’s challenges.
3️⃣ Proof — share quick case studies or results.
4️⃣ Engagement — ask a question or send something relevant to spark a reply.
5️⃣ Wrap-up — say you won’t follow up again, but you’re open to chat anytime.
Spacing: 2–3 days between messages.
And if someone replies — stop the sequence and have a real conversation.
Most of the time, the first, second, and final messages get the best response rates.
People procrastinate, forget — and then 💥 FOMO hits.
Keep it human, consistent, and respectful. That’s how real relationships — and deals — happen.
Wishing everyone great conversations and even better leads!
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Most LinkedIn messages don’t work. So, what makes a message effective?
At ModumUp, we frequently analyze which outreach messages perform the best – those that generate the most leads from large companies and lead to B2B deals. Here are the latest best practices based on our findings.
The primary goal of a LinkedIn message is simple: start a real conversation and move it to another channel, like a call or meeting.
Here’s what works:
- The first message should be short and a bit abstract. The less you talk about your product, the more likely the person will engage in a conversation.
- Start with empathy. Most people see new offers as potential risks. Speak from their perspective – reduce anxiety rather than adding to it.
- Avoid bold promises of huge growth or unrealistic ROI. These come across as ads and generate resistance.
- Make your message feel human. Overly formal or long messages sound automated and impersonal.
- Focus on partnership. This term builds more trust than "collaboration" because it’s neutral and opens the door for further discussion.
- Each follow-up should stand on its own. Instead of saying, "Did you see my previous message?", start fresh. This removes any pressure.
- Share examples or case studies in follow-ups. They reduce anxiety and increase trust – people are more likely to engage when they see your solution has worked for others.
- Reconnect with a new reason every few weeks – whether it’s a case study, a report, or a trend post. This keeps the conversation going and offers value without pushing.
- Tailor your approach based on your target segment. Innovative companies respond to trends, while conservative ones look for proof that others are already adopting it. Industries like media care about "new traffic", finance prioritizes trust and reliability, etc.
At the core of every successful LinkedIn message is empathy – not persuasion, but understanding and genuine care for the person you’re reaching out to.
Wishing everyone success in Social Selling!
At ModumUp, we frequently analyze which outreach messages perform the best – those that generate the most leads from large companies and lead to B2B deals. Here are the latest best practices based on our findings.
The primary goal of a LinkedIn message is simple: start a real conversation and move it to another channel, like a call or meeting.
Here’s what works:
- The first message should be short and a bit abstract. The less you talk about your product, the more likely the person will engage in a conversation.
- Start with empathy. Most people see new offers as potential risks. Speak from their perspective – reduce anxiety rather than adding to it.
- Avoid bold promises of huge growth or unrealistic ROI. These come across as ads and generate resistance.
- Make your message feel human. Overly formal or long messages sound automated and impersonal.
- Focus on partnership. This term builds more trust than "collaboration" because it’s neutral and opens the door for further discussion.
- Each follow-up should stand on its own. Instead of saying, "Did you see my previous message?", start fresh. This removes any pressure.
- Share examples or case studies in follow-ups. They reduce anxiety and increase trust – people are more likely to engage when they see your solution has worked for others.
- Reconnect with a new reason every few weeks – whether it’s a case study, a report, or a trend post. This keeps the conversation going and offers value without pushing.
- Tailor your approach based on your target segment. Innovative companies respond to trends, while conservative ones look for proof that others are already adopting it. Industries like media care about "new traffic", finance prioritizes trust and reliability, etc.
At the core of every successful LinkedIn message is empathy – not persuasion, but understanding and genuine care for the person you’re reaching out to.
Wishing everyone success in Social Selling!
In the new episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp, talks about content marketing in B2B with experts from international companies:
Rachel Roundy, Product Marketing Lead, AI at Snowflake
Irina Chernova, EMEA Targeted Demand Manager at NetApp
Ryan Lucas, Senior Marketing & Communications Manager at FLSmidth
Together they discuss:
🔸 The essential role of content marketing in the B2B buyer’s journey and sales enablement
🔸 How to align content marketing with sales teams to drive business growth
🔸 Why localized content across regions and languages performs better
🔸 The importance of consistent, always-on content to build trust and credibility
🔸 How to use AI tools for content creation, optimization, and personalization at scale
🔸 Common challenges like managing too many voices and avoiding content duplication
🔸 Emerging trends such as dynamic content creation and humanizing B2B communication
A big thanks to Rachel, Irina, and Ryan for sharing their valuable insights on how to connect marketing, sales, and technology. They discuss aligning teams, using AI effectively, and keeping a customer-first approach to drive business success. It’s a very practical conversation — definitely worth checking out!
Watch on YouTube: https://youtu.be/HqyYDDV4-fI
Listen on Spotify: https://open.spotify.com/show/6093YOmly6Cnwbi5dxdZ6Z
Rachel Roundy, Product Marketing Lead, AI at Snowflake
Irina Chernova, EMEA Targeted Demand Manager at NetApp
Ryan Lucas, Senior Marketing & Communications Manager at FLSmidth
Together they discuss:
🔸 The essential role of content marketing in the B2B buyer’s journey and sales enablement
🔸 How to align content marketing with sales teams to drive business growth
🔸 Why localized content across regions and languages performs better
🔸 The importance of consistent, always-on content to build trust and credibility
🔸 How to use AI tools for content creation, optimization, and personalization at scale
🔸 Common challenges like managing too many voices and avoiding content duplication
🔸 Emerging trends such as dynamic content creation and humanizing B2B communication
A big thanks to Rachel, Irina, and Ryan for sharing their valuable insights on how to connect marketing, sales, and technology. They discuss aligning teams, using AI effectively, and keeping a customer-first approach to drive business success. It’s a very practical conversation — definitely worth checking out!
Watch on YouTube: https://youtu.be/HqyYDDV4-fI
Listen on Spotify: https://open.spotify.com/show/6093YOmly6Cnwbi5dxdZ6Z
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.
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.
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
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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