In this edition, we share news about a podcast episode on lead metrics and AI in B2B marketing, a case study on a Social Selling program in Latin American markets, and a LinkedIn post on structured follow-up sequences for professional networking and lead generation.
B2B Marketing Leaders podcast: Leads in B2B marketing - insights from experts at Thomson Reuters, Trystar and Palo Alto Networks
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 big thanks to Ralff, Rahul, and Hitendar for sharing their valuable insights 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.
Case Study: ModumUp B2B Social Selling program tests LATAM markets for Smelter.ai
ModumUp worked with Smelter.ai, a startup within the former BeyondML holding, on a year-long B2B Social Selling program designed to enter and validate Latin American markets.
Key results from this project include:
- 234 relevant leads generated for Smelter.ai in Latin American markets
- Social Selling approach combined LinkedIn with on-site touchpoints to build trust
- Leads moved to WhatsApp early in conversations to maintain dialogue
- Ongoing follow-ups and reminders used to keep prospects engaged
- Personal content on LinkedIn prioritized over polished corporate posts
- LinkedIn Live sessions conducted with local influencers as part of market entry activities
Read the full case study here: https://modumup.com/case-studies/smelterai
LinkedIn follow-up sequences in B2B Social Selling
Olga Bondareva, Founder of ModumUp, recently shared methods for organizing LinkedIn message sequences to improve response rates without being intrusive.
In a recent LinkedIn post, Olga Bondareva described how structured follow-up strategies can assist B2B professionals in maintaining contact when initial messages do not receive responses. She distinguishes between networking and lead generation sequences to address different communication objectives.
The networking sequence involves an initial introduction, followed by sharing resources such as event invitations, and closes with an invitation for further engagement. Practitioners may resume contact after several months if necessary. The lead generation sequence consists of several messages, beginning with a direct offer linked to specific challenges, sharing relevant case studies, and asking open-ended questions to promote discussion. Spacing messages by 2–3 days is recommended to preserve engagement without overwhelming recipients.
Learn more in Olga’s recent post: https://www.linkedin.com/posts/olgabond_how-to-follow-up-on-linkedin-without-being-activity-7388563892492419072-KcMd
We hope these insights inspire you to rethink your B2B strategies. Feel free to share this newsletter with colleagues and friends who might benefit from these resources.
Best regards,