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
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AI-generated LinkedIn comments are getting out of hand.
It’s become more and more common to see completely new accounts engaging with our posts — accounts that we’ve never interacted with before. They leave comments and send connection requests almost immediately after a post goes live.
It’s clear that many are using automation tools to track keywords and drop generic comments. The issue with these comments? They’re easy to spot — they don’t engage with the actual content or add value to the conversation, making them feel synthetic and impersonal.
At ModumUp, we believe in meaningful engagement. That's why, in all of our Social Selling projects, we take the time to comment manually. We read the post, understand the context, and reply with thoughtful, relevant comments. This is how trust is built — especially in B2B environments.
We’re not against using AI. In fact, we use it daily for many aspects of our work. However, when it comes to social media, the human touch is crucial. Automated comments may help you scale, but they often come across as robotic and can hurt your reputation if your audience notices.
It’s become more and more common to see completely new accounts engaging with our posts — accounts that we’ve never interacted with before. They leave comments and send connection requests almost immediately after a post goes live.
It’s clear that many are using automation tools to track keywords and drop generic comments. The issue with these comments? They’re easy to spot — they don’t engage with the actual content or add value to the conversation, making them feel synthetic and impersonal.
At ModumUp, we believe in meaningful engagement. That's why, in all of our Social Selling projects, we take the time to comment manually. We read the post, understand the context, and reply with thoughtful, relevant comments. This is how trust is built — especially in B2B environments.
We’re not against using AI. In fact, we use it daily for many aspects of our work. However, when it comes to social media, the human touch is crucial. Automated comments may help you scale, but they often come across as robotic and can hurt your reputation if your audience notices.
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We recently reached an important milestone that we’re proud to share. One of our clients, an AI platform in the US market, closed two enterprise deals within the first year of the leads we generated!
While it might seem like "just two deals," in the enterprise sector, that translates to over 1,000% ROI in the first year.
This project was specifically focused on enterprise accounts: a well-defined target list, tailored personalization for both companies and roles, and close collaboration with the client’s sales team.
Sales cycles in the enterprise space tend to be long, with decisions involving multiple stakeholders. Results are typically seen after sustained effort over time. This is completely normal in enterprise Social Selling.
That’s why the true measure of effectiveness should be looked at over a 12–18 month period. This gives enough time for deals to close, revenue to materialize, and ROI to be accurately assessed.
We’re thrilled with this outcome and proud of how Social Selling can deliver real, measurable results in complex B2B sectors.
While it might seem like "just two deals," in the enterprise sector, that translates to over 1,000% ROI in the first year.
This project was specifically focused on enterprise accounts: a well-defined target list, tailored personalization for both companies and roles, and close collaboration with the client’s sales team.
Sales cycles in the enterprise space tend to be long, with decisions involving multiple stakeholders. Results are typically seen after sustained effort over time. This is completely normal in enterprise Social Selling.
That’s why the true measure of effectiveness should be looked at over a 12–18 month period. This gives enough time for deals to close, revenue to materialize, and ROI to be accurately assessed.
We’re thrilled with this outcome and proud of how Social Selling can deliver real, measurable results in complex B2B sectors.
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In the new episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks about data-driven B2B marketing with experts from international companies:
Kristi Berg McCutchen, Vice President, Marketing - Enterprise, Public Sector & Partner at T-Mobile
Dina Habib O'Mara, Global Partner Marketing Director at Intel Corporation
Christiaan Davel, Global Marketing Manager at Hilti Group
Key themes discussed:
🔸 The importance of data in shaping B2B marketing strategies and driving business growth
🔸 How data improves lead quality, speeds up sales, and enhances customer retention
🔸 The role of AI and machine learning in automating data analysis and personalizing marketing at scale
🔸 Challenges and opportunities in aligning data across sales, marketing, and product teams
🔸 The need for accurate attribution models to track customer interactions throughout the journey
🔸 The shift from traditional lead generation to considering buying networks and multiple decision-makers
🔸 How the SaaS model pushes marketers to deliver ongoing value, reduce churn, and support long-term success
A big thanks to Dina, Kristi, and Christiaan for sharing their valuable insights on how to leverage data, AI, and cross-department collaboration to enhance marketing strategies, improve sales processes, and create long-term value for customers.
Watch on YouTube: https://www.youtube.com/watch?v=RT_B-PiNlRM
Listen on Spotify: https://open.spotify.com/episode/3iP3NPYdPuAzE4LlurxaOz
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/data-driven-b2b-marketing-insights-from-experts-at/id1852582740?i=1000740684992
Kristi Berg McCutchen, Vice President, Marketing - Enterprise, Public Sector & Partner at T-Mobile
Dina Habib O'Mara, Global Partner Marketing Director at Intel Corporation
Christiaan Davel, Global Marketing Manager at Hilti Group
Key themes discussed:
🔸 The importance of data in shaping B2B marketing strategies and driving business growth
🔸 How data improves lead quality, speeds up sales, and enhances customer retention
🔸 The role of AI and machine learning in automating data analysis and personalizing marketing at scale
🔸 Challenges and opportunities in aligning data across sales, marketing, and product teams
🔸 The need for accurate attribution models to track customer interactions throughout the journey
🔸 The shift from traditional lead generation to considering buying networks and multiple decision-makers
🔸 How the SaaS model pushes marketers to deliver ongoing value, reduce churn, and support long-term success
A big thanks to Dina, Kristi, and Christiaan for sharing their valuable insights on how to leverage data, AI, and cross-department collaboration to enhance marketing strategies, improve sales processes, and create long-term value for customers.
Watch on YouTube: https://www.youtube.com/watch?v=RT_B-PiNlRM
Listen on Spotify: https://open.spotify.com/episode/3iP3NPYdPuAzE4LlurxaOz
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/data-driven-b2b-marketing-insights-from-experts-at/id1852582740?i=1000740684992
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234 leads and 5 insights about LATAM markets
Before the BeyondML holding was dissolved, ModumUp had the opportunity to collaborate with several of its startups, one of which was Smelter.ai.
We’ve recently published a detailed case study that reflects a full year of work with Smelter.ai. As always, the case study is thorough—perhaps even more detailed than expected.
https://modumup.com/case-studies/smelterai
Here's what worked when entering Latin American markets through Social Selling:
- Combining LinkedIn with on-site touchpoints to build trust
- Moving leads to WhatsApp early in the conversation
- Consistent follow-ups and reminders (this is often more important than many realize)
- Genuine personal content, rather than polished corporate posts
- LinkedIn Live sessions with local influencers
The case study also touches on several regional nuances that we encountered.
In total, this approach generated 234 relevant leads and helped Smelter.ai test and validate its position in the LATAM markets.
For anyone involved in Social Selling, GTM, or international expansion, we hope this case study proves useful.
Best of luck with your Social Selling efforts in LATAM!
Before the BeyondML holding was dissolved, ModumUp had the opportunity to collaborate with several of its startups, one of which was Smelter.ai.
We’ve recently published a detailed case study that reflects a full year of work with Smelter.ai. As always, the case study is thorough—perhaps even more detailed than expected.
https://modumup.com/case-studies/smelterai
Here's what worked when entering Latin American markets through Social Selling:
- Combining LinkedIn with on-site touchpoints to build trust
- Moving leads to WhatsApp early in the conversation
- Consistent follow-ups and reminders (this is often more important than many realize)
- Genuine personal content, rather than polished corporate posts
- LinkedIn Live sessions with local influencers
The case study also touches on several regional nuances that we encountered.
In total, this approach generated 234 relevant leads and helped Smelter.ai test and validate its position in the LATAM markets.
For anyone involved in Social Selling, GTM, or international expansion, we hope this case study proves useful.
Best of luck with your Social Selling efforts in LATAM!
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In the new episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks leads in B2B marketing with experts from enterprise companies:
Ralff Tozatti, Sr Director of Marketing Strategy - Analytics and Opps Americas at Thomson Reuters
Rahul Agarwal, Strategic Marketing Manager at Trystar
Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
Key themes discussed:
🔸 Why “lead” remains the default metric: familiar, simple, and easy to count
🔸 Quality vs. volume tension: sales targets rise, forcing both at once
🔸 Moving from MQL counts to pipeline value and conversion through stages
🔸 The need for shared definitions across teams, tools, and acquired business units
🔸 Buying groups and account-level intent signals for complex B2B decisions
🔸 Data hygiene as the prerequisite for AI: enrichment, validation, normalization
🔸 AI in practice: faster content production and scalable cohort personalization
A practical discussion on why B2B teams still disagree on “good leads,” and how the path forward looks: align on one language and funnel, prioritize pipeline outcomes, adopt buying-group signals where it fits, and use AI only after fixing data foundations.
Watch on YouTube: https://youtu.be/rHVq93WOm-o
Listen on Spotify: https://open.spotify.com/episode/1zrcJIxPCi4WcsIRs4XoO4
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/leads-in-b2b-marketing-insights-from-experts-at-thomson/id1852582740?i=1000744156865
Ralff Tozatti, Sr Director of Marketing Strategy - Analytics and Opps Americas at Thomson Reuters
Rahul Agarwal, Strategic Marketing Manager at Trystar
Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
Key themes discussed:
🔸 Why “lead” remains the default metric: familiar, simple, and easy to count
🔸 Quality vs. volume tension: sales targets rise, forcing both at once
🔸 Moving from MQL counts to pipeline value and conversion through stages
🔸 The need for shared definitions across teams, tools, and acquired business units
🔸 Buying groups and account-level intent signals for complex B2B decisions
🔸 Data hygiene as the prerequisite for AI: enrichment, validation, normalization
🔸 AI in practice: faster content production and scalable cohort personalization
A practical discussion on why B2B teams still disagree on “good leads,” and how the path forward looks: align on one language and funnel, prioritize pipeline outcomes, adopt buying-group signals where it fits, and use AI only after fixing data foundations.
Watch on YouTube: https://youtu.be/rHVq93WOm-o
Listen on Spotify: https://open.spotify.com/episode/1zrcJIxPCi4WcsIRs4XoO4
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/leads-in-b2b-marketing-insights-from-experts-at-thomson/id1852582740?i=1000744156865
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We’re excited to welcome Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation, as a speaker at B2B Marketing Leaders: 2026 Trends.
Dina is a marketing leader who works at the intersection of partners, data, and growth. At Intel, she leads global partner marketing and GTM strategy across enterprise and partner ecosystems, helping teams turn buyer signals, AI, and collaboration into measurable business impact.
Over the years, Dina has built deep expertise in partner-led growth and account-based strategies. She has designed and scaled GTM and ABM programs across global ecosystems — from GSIs and CSPs to ISVs — driving strong pipeline growth and aligning marketing investments with real revenue outcomes. Her experience spans revenue marketing, partner enablement, forecasting, and global campaign execution, always with a clear focus on results.
At B2B Marketing Leaders: 2026 Trends, Dina will share how marketing teams can use buyer intent and data-driven strategies in 2026.
See the full agenda and register here: https://www.linkedin.com/events/7386550936053325824/
Dina is a marketing leader who works at the intersection of partners, data, and growth. At Intel, she leads global partner marketing and GTM strategy across enterprise and partner ecosystems, helping teams turn buyer signals, AI, and collaboration into measurable business impact.
Over the years, Dina has built deep expertise in partner-led growth and account-based strategies. She has designed and scaled GTM and ABM programs across global ecosystems — from GSIs and CSPs to ISVs — driving strong pipeline growth and aligning marketing investments with real revenue outcomes. Her experience spans revenue marketing, partner enablement, forecasting, and global campaign execution, always with a clear focus on results.
At B2B Marketing Leaders: 2026 Trends, Dina will share how marketing teams can use buyer intent and data-driven strategies in 2026.
See the full agenda and register here: https://www.linkedin.com/events/7386550936053325824/
We’re excited to have Sanjay Kidambi, Senior Director of Product Marketing at Infor, joining us as a speaker at B2B Marketing Leaders: 2026 Trends.
Sanjay brings a rare combination of engineering, product strategy, and storytelling to product marketing. At Infor, he leads product marketing for Agentic ERP solutions, helping customers move from traditional ERP systems to AI-accelerated models built around automation, agents, and natural-language experiences.
Before Infor, Sanjay built his career across product marketing, business strategy, and go-to-market leadership at companies like Microsoft and Qualtrics. Working across both high-growth environments and large enterprise organizations shaped his general manager mindset — taking ownership of revenue outcomes and aligning product, sales, customer success, and marketing around a clear narrative and execution plan.
At B2B Marketing Leaders: 2026 Trends, Sanjay will share his perspective on where B2B product marketing is headed in 2026 and beyond — including the key trends that will force teams to rethink their strategy and adapt to a rapidly changing market.
Full agenda and registration: https://www.linkedin.com/events/7386550936053325824/
Sanjay brings a rare combination of engineering, product strategy, and storytelling to product marketing. At Infor, he leads product marketing for Agentic ERP solutions, helping customers move from traditional ERP systems to AI-accelerated models built around automation, agents, and natural-language experiences.
Before Infor, Sanjay built his career across product marketing, business strategy, and go-to-market leadership at companies like Microsoft and Qualtrics. Working across both high-growth environments and large enterprise organizations shaped his general manager mindset — taking ownership of revenue outcomes and aligning product, sales, customer success, and marketing around a clear narrative and execution plan.
At B2B Marketing Leaders: 2026 Trends, Sanjay will share his perspective on where B2B product marketing is headed in 2026 and beyond — including the key trends that will force teams to rethink their strategy and adapt to a rapidly changing market.
Full agenda and registration: https://www.linkedin.com/events/7386550936053325824/
The B2B Marketing Leaders: 2026 Trends lineup wouldn’t be complete without Olga Bondareva, Founder & CEO of ModumUp.
Olga started her career at Microsoft, where she led social media marketing across Central & Eastern Europe. In 2018, she founded ModumUp - a B2B social selling agency that now works with partners like Microsoft, AWS, NetApp, and Logitech, helping companies grow through LinkedIn, personal branding, and social-first go-to-market strategies.
Today, Olga works closely with our team and clients to show how social selling, personal branding, and ABM connect in real life - not in theory, but in daily practice with sales teams and decision-makers.
At B2B Marketing Leaders: 2026 Trends, Olga will speak on community as the strongest GTM and ABM channel in the age of AI noise.
Join us this Wednesday to hear Olga and other inspiring voices.
Registration and full agenda here: https://www.linkedin.com/events/7386550936053325824/
Olga started her career at Microsoft, where she led social media marketing across Central & Eastern Europe. In 2018, she founded ModumUp - a B2B social selling agency that now works with partners like Microsoft, AWS, NetApp, and Logitech, helping companies grow through LinkedIn, personal branding, and social-first go-to-market strategies.
Today, Olga works closely with our team and clients to show how social selling, personal branding, and ABM connect in real life - not in theory, but in daily practice with sales teams and decision-makers.
At B2B Marketing Leaders: 2026 Trends, Olga will speak on community as the strongest GTM and ABM channel in the age of AI noise.
Join us this Wednesday to hear Olga and other inspiring voices.
Registration and full agenda here: https://www.linkedin.com/events/7386550936053325824/
Community-led GTM and ABM in the AI age.pdf
2.6 MB
In today’s world, where AI-generated content and automation dominate, the power of authentic human connection is more important than ever. This is especially true when engaging with the enterprise segment.
At ModumUp, we believe that building your own community is one of the most effective B2B go-to-market (GTM) strategies. In this mini guide, we’ll break down the algorithm for creating a community from scratch, explain what types of activities actually drive value for its members, and show how to turn those connections into warm leads and business opportunities.
Check out the full guide, and start building stronger, more meaningful relationships today.
At ModumUp, we believe that building your own community is one of the most effective B2B go-to-market (GTM) strategies. In this mini guide, we’ll break down the algorithm for creating a community from scratch, explain what types of activities actually drive value for its members, and show how to turn those connections into warm leads and business opportunities.
Check out the full guide, and start building stronger, more meaningful relationships today.
What’s next for B2B marketers in 2026?
Insights shared by experts from Intel, Infor, and ModumUp during our January 21 meetup shed light on emerging trends.
A common theme across the discussions:
Trust is becoming the most valuable resource in B2B – and AI is accelerating, not resolving, this shift.
We are pleased with the turnout of the event: 766 registrations from 51 countries and 82 peak live viewers. Thanks to everyone who joined us!
Here are the key takeaways from each speaker.
Olga Bondareva, Founder of ModumUp - Innovative B2B Marketing Agency
Community-led GTM and ABM in the age of AI
As AI-generated content floods the market, traditional signals of expertise are losing relevance, making it harder for B2B buyers to assess vendors. In this new landscape, buyers trust people more than brands.
Communities are now crucial in B2B. Product-led communities work well with audiences already familiar with a product, while professional communities drive ABM by fostering meaningful, non-sales conversations.
A company-owned community is a long-term GTM asset that generates inbound demand through trust—not just as a campaign KPI.
Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation
Buyer intent and data-driven GTM for 2026
Most B2B buying decisions are made before engaging with sales teams. Shortlists are formed based on digital content and intent data, while buyer loyalty declines in favor of relevance and ROI.
The traditional MQL model is becoming obsolete. B2B purchases are driven by buying groups, not individuals. AI can analyze intent at the group level, but scale is only achievable when data is connected end to end.
Intent signals from trusted third-party sources hold more weight. The most successful GTM teams operate as cohesive units, aligned around shared data and outcomes.
Sanjay Kidambi, Senior Director of Product Marketing at Infor
5 unavoidable B2B product marketing trends for 2026
1. AI adoption is moving from individual experimentation to formalized, agentic marketing operations embedded across data, content, and workflows
2. These agentic systems require a trusted golden record—a 360-degree view of accounts shared across marketing, sales, and service teams
3. The digital buyer journey is being redefined, with AI-driven concierge experiences replacing traditional website menus as the primary interface
4. “AI-powered” is no longer a differentiator; product marketing must clearly communicate the real value of AI in terms of speed, accuracy, security, workflow integration, and total cost
5. The rise of AI search and AI buyer agents is creating radical transparency, making machine-readable data, trust, and communities essential for any brand to be considered
A huge thanks to Dina and Sanjay for their insightful presentations and for sharing practical, forward-looking perspectives with our community.
You can watch the full recording here: https://www.youtube.com/watch?v=dqXpd8oM5ok
Insights shared by experts from Intel, Infor, and ModumUp during our January 21 meetup shed light on emerging trends.
A common theme across the discussions:
Trust is becoming the most valuable resource in B2B – and AI is accelerating, not resolving, this shift.
We are pleased with the turnout of the event: 766 registrations from 51 countries and 82 peak live viewers. Thanks to everyone who joined us!
Here are the key takeaways from each speaker.
Olga Bondareva, Founder of ModumUp - Innovative B2B Marketing Agency
Community-led GTM and ABM in the age of AI
As AI-generated content floods the market, traditional signals of expertise are losing relevance, making it harder for B2B buyers to assess vendors. In this new landscape, buyers trust people more than brands.
Communities are now crucial in B2B. Product-led communities work well with audiences already familiar with a product, while professional communities drive ABM by fostering meaningful, non-sales conversations.
A company-owned community is a long-term GTM asset that generates inbound demand through trust—not just as a campaign KPI.
Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation
Buyer intent and data-driven GTM for 2026
Most B2B buying decisions are made before engaging with sales teams. Shortlists are formed based on digital content and intent data, while buyer loyalty declines in favor of relevance and ROI.
The traditional MQL model is becoming obsolete. B2B purchases are driven by buying groups, not individuals. AI can analyze intent at the group level, but scale is only achievable when data is connected end to end.
Intent signals from trusted third-party sources hold more weight. The most successful GTM teams operate as cohesive units, aligned around shared data and outcomes.
Sanjay Kidambi, Senior Director of Product Marketing at Infor
5 unavoidable B2B product marketing trends for 2026
1. AI adoption is moving from individual experimentation to formalized, agentic marketing operations embedded across data, content, and workflows
2. These agentic systems require a trusted golden record—a 360-degree view of accounts shared across marketing, sales, and service teams
3. The digital buyer journey is being redefined, with AI-driven concierge experiences replacing traditional website menus as the primary interface
4. “AI-powered” is no longer a differentiator; product marketing must clearly communicate the real value of AI in terms of speed, accuracy, security, workflow integration, and total cost
5. The rise of AI search and AI buyer agents is creating radical transparency, making machine-readable data, trust, and communities essential for any brand to be considered
A huge thanks to Dina and Sanjay for their insightful presentations and for sharing practical, forward-looking perspectives with our community.
You can watch the full recording here: https://www.youtube.com/watch?v=dqXpd8oM5ok
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Recently, a client shared the results from their CRM. They closed two deals worth almost $1M from leads generated through our Social Selling work. And that’s just within the first six months of working together in the highly competitive US market.
The ROI is around 300–400%, potentially higher. We don’t have complete insight into their margins, so it's hard to calculate the exact figure.
So, what contributed to these results?
At ModumUp, we integrate Social Selling into the sales strategy from the start. Here’s what made it work:
- Networking-style messages that open real, meaningful conversations
- Connecting online interactions with in-person events such as conferences and roadshows
- Sharing industry thought leadership content to establish authority
- Regular communication with the sales team to adjust the approach and stay aligned
- Close collaboration with the marketing team on priorities and messaging
This approach combines tried-and-tested techniques with ongoing experimentation and a high level of communication with the client’s teams.
Six months. Two deals. Nearly $1M in revenue.
This is the impact of disciplined, strategic Social Selling in the US market.
The ROI is around 300–400%, potentially higher. We don’t have complete insight into their margins, so it's hard to calculate the exact figure.
So, what contributed to these results?
At ModumUp, we integrate Social Selling into the sales strategy from the start. Here’s what made it work:
- Networking-style messages that open real, meaningful conversations
- Connecting online interactions with in-person events such as conferences and roadshows
- Sharing industry thought leadership content to establish authority
- Regular communication with the sales team to adjust the approach and stay aligned
- Close collaboration with the marketing team on priorities and messaging
This approach combines tried-and-tested techniques with ongoing experimentation and a high level of communication with the client’s teams.
Six months. Two deals. Nearly $1M in revenue.
This is the impact of disciplined, strategic Social Selling in the US market.
In this episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks about AI in B2B marketing with experts from enterprise companies:
• Sabari Sawant, Product Marketing Manager Kubernetes at Amazon Web Services (AWS)
• Parth Raichur, Performance Marketing Manager at Amazon
• Alexey Leybov, Director of Demand Generation at Cast AI
• Madison Fujii, Digital Marketing Specialist II at ModMed
Key themes discussed:
🔸 A realistic approach to AI adoption, with focus on privacy, compliance, hallucination risks, and clear boundaries for human judgment
🔸 The role of secure internal AI tools in protecting sensitive data
🔸 The time impact of AI, including automation of drafts, research, data analysis, and repetitive marketing tasks
🔸 When AI should not be used, such as pricing, customer case studies, and compliance-critical content
🔸 Why authenticity becomes a competitive advantage in a market saturated with AI-generated content
🔸 The shift from traditional SEO to Answer Engine Optimization as buyers increasingly turn to tools like ChatGPT
🔸 Training teams to use AI effectively while maintaining clear governance and quality standards
A grounded conversation on how B2B teams can adopt AI responsibly, balancing efficiency gains with trust, governance, and the need for human insight in an increasingly AI-driven market.
Watch on YouTube: https://youtu.be/QC9WX71_qNI
Listen on Spotify: https://open.spotify.com/episode/54AleioH903bOXS20N7Hqj?si=0f8a03cbb59149a2
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/ai-in-b2b-marketing-insights-from-experts-at-aws-amazon/id1852582740?i=1000749228248
• Sabari Sawant, Product Marketing Manager Kubernetes at Amazon Web Services (AWS)
• Parth Raichur, Performance Marketing Manager at Amazon
• Alexey Leybov, Director of Demand Generation at Cast AI
• Madison Fujii, Digital Marketing Specialist II at ModMed
Key themes discussed:
🔸 A realistic approach to AI adoption, with focus on privacy, compliance, hallucination risks, and clear boundaries for human judgment
🔸 The role of secure internal AI tools in protecting sensitive data
🔸 The time impact of AI, including automation of drafts, research, data analysis, and repetitive marketing tasks
🔸 When AI should not be used, such as pricing, customer case studies, and compliance-critical content
🔸 Why authenticity becomes a competitive advantage in a market saturated with AI-generated content
🔸 The shift from traditional SEO to Answer Engine Optimization as buyers increasingly turn to tools like ChatGPT
🔸 Training teams to use AI effectively while maintaining clear governance and quality standards
A grounded conversation on how B2B teams can adopt AI responsibly, balancing efficiency gains with trust, governance, and the need for human insight in an increasingly AI-driven market.
Watch on YouTube: https://youtu.be/QC9WX71_qNI
Listen on Spotify: https://open.spotify.com/episode/54AleioH903bOXS20N7Hqj?si=0f8a03cbb59149a2
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/ai-in-b2b-marketing-insights-from-experts-at-aws-amazon/id1852582740?i=1000749228248
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