Palo Alto Networks, Cabro SpA, And Digital Science On B2B Alignment, IT Recruiting Brand Ambassadors, And Enterprise Social Selling

In this edition, we share a new B2B Marketing Leaders podcast episode on aligning marketing and sales, a case study on building a LinkedIn-based brand ambassador program for an IT recruiting company, and best practices for winning enterprise clients with Social Selling.

B2B Marketing Leaders Podcast: Marketing And Sales In B2B — Insights From Palo Alto Networks, Cabro SpA, And Digital Science

In the new episode of B2B Marketing Leaders, Olga Bondareva, Founder of ModumUp, discusses how to align marketing and sales in B2B with experts from enterprise companies:

Doug Kimball, Senior Director of Product Marketing at Digital Science

Hitendar Sethi, Principal Product Marketing Manager at Palo Alto Networks

Yulia Kotarskaya, Marketing Manager at Cabro SpA

The conversation focuses on how to bridge different worldviews, fix misalignment, and turn collaboration into measurable revenue results.

Key themes discussed:

• Why marketing and sales often have conflicting priorities, and how to build a shared language around revenue
• Practical examples of collaboration that improved pipeline quality and deal velocity
• How messaging frameworks help both teams talk to the same customer with one narrative
• The role of execution speed in campaigns and its influence on confidence between teams

A detailed look at how B2B companies can move beyond "us vs. them" and build marketing-sales collaboration that closes deals instead of generating activity without outcomes.

Feel free to watch and listen to the episode on YouTube, Spotify, and Apple Podcasts.

Case Study: How An IT Recruiting Company Built A LinkedIn Brand Ambassador Program Through Social Selling

ModumUp worked with a boutique IT recruiting company to launch a LinkedIn-based brand ambassador program, helping employees become visible thought leaders and use Social Selling to generate opportunities. Over just three months, the team collectively added 6,767 targeted connections and generated inbound leads from relationship-based outreach, without aggressive pitching.

Key results and mechanics:

-Consistent, value-focused LinkedIn activity that steadily expanded the target audience

-Inbound leads and signed deals from conversations that started in personal messages, not from hard selling

-A cross-functional ambassador group (recruiting, marketing, sales) that strengthened both credibility and reach

-Practical, workshop-style sessions where participants set up search filters, drafted outreach, and published posts during the sessions

-LinkedIn Live events with hundreds of registrations, showing steady demand for specific, practice-oriented content

The case shows how a structured Social Selling program can turn employees into a scalable marketing and sales asset, expanding the company’s network and creating a more predictable pipeline.

Read the full case study here https://modumup.com/case-studies/it_recruiting_brand_ambassador_linkedin

Best Practices For Winning Enterprise Clients With Social Selling

In a recent LinkedIn post, Olga Bondareva shared best practices from three complex Social Selling projects focused on enterprise clients.

Key practices discussed:

-Micro-segmentation by account, function, industry, and geography, with attention to market signals and timing

-Short initial sequences of 2−3 messages, followed by a pause and selective testing of additional follow-ups

-Asking for contact details early in the dialogue to build a working base of emails and phone numbers

-Connecting outreach to in-person events and re-engaging older databases with updated messages

Learn more in Olga's post https://www.linkedin.com/posts/olgabond_on-a-recent-team-call-we-reviewed-three-activity-7 437 123 864 821 813 248-ByhY

We hope these insights will help with your B2B strategy work. Feel free to share this newsletter with colleagues and friends who might find these resources useful.

Best regards,

The ModumUp team