NetApp and Thermo Fisher Scientific on demand generation, Social Selling execution, and fintech market expansion
In this edition, we share news about a B2B Marketing Leaders podcast episode on demand generation with experts from NetApp and Thermo Fisher Scientific, a recording from NetApp's presentation on Social Selling and ABM, and a case study on building a Social Selling program for fintech company EXANTE.
B2B Marketing Leaders podcast: Demand generation in B2B - insights from NetApp and Thermo Fisher Scientific
In the new episode, Olga Bondareva, Founder of ModumUp, discusses demand generation in B2B with experts from enterprise companies:
Irina Chernova, Demand Marketing Manager EMEA & LATAM at NetApp
Aleksandra Savina, Demand Generation Manager, Global Marketing, Olink Proteomics, part of Thermo Fisher Scientific
Key themes discussed:
How targeted demand works as the connection between strategic programs and sales-ready conversations
Turning engineering-led webinars into demand gen engines through repurposing and audience expansion
Building campaigns around buyer problems and search questions rather than single product assets
Why appointment-setting vendors did not fit NetApp's model compared to nurture-led journeys
Account selection through therapeutic-area priorities vs. target account lists with propensity signals
A grounded conversation about how enterprise B2B teams build demand generation programs, repurpose content, measure pipeline, and align expectations between marketing and sales.
On July 8 at 10 AM CT, we're hosting a live discussion on how Social Selling and ABM strategies can build relationships with IT decision-makers and generate leads through social media. Irina Chernova, Demand Marketing Manager EMEA & LATAM at NetApp, and Olga Bondareva, Founder of ModumUp, will share insights from their collaboration.
Together with the speakers, we'll examine:
How NetApp implemented Social Selling and ABM to reach IT decision-makers
Methods used to increase visibility and build long-term client engagement
Challenges faced during implementation and how they were addressed
The session will include a Q&A segment for questions about the case study and strategies.
Case study: B2B Social Selling program for international fintech company EXANTE
ModumUp conducted a Social Selling program for EXANTE, an international investment company providing direct access to financial instruments. The program focused on building personal brands for employees across eight countries to generate B2B leads through LinkedIn.
Key results from this project include:
Two corporate mentoring groups with 20 participants from The UK, the US, Greece, Turkey, the Czech Republic, Chile, Milan, and the CIS
Active dialogues and calls with leading banks, brokers, and financial institutions from different countries
Weekly thematic webinars covering positioning, audience growth, content preparation, automation, and lead generation mechanics
About 70% of managers remained active on LinkedIn after the program ended
A common script database created by participants to share successful messages with colleagues
We hope these findings will help with your B2B strategy work. Feel free to share this newsletter with colleagues and friends who might find these resources useful.