B2B Marketing Leaders Podcast: NetApp, Snowflake, and FLSmidth on Content Marketing
In this update, we’re sharing key resources to help you navigate the future of B2B marketing, including insights from our upcoming event, emerging trends in Social Selling, and proven LinkedIn messaging strategies.
B2B Marketing Leaders Podcast: NetApp, Snowflake, and FLSmidth on Content Marketing
In the new episode, Olga Bondareva, founder of ModumUp, discusses the essential role of content marketing in B2B with experts from international companies:
Irina Chernova, EMEA Targeted Demand Manager at NetApp
Rachel Roundy, Product Marketing Lead, AI at Snowflake
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
Feel free to watch and listen to the episode on YouTube and Spotify!
Social Selling Trends 2026 – Download the Latest Report
Our Social Selling Trends 2026 report provides an in-depth analysis of successful campaigns with ROI between 200-400%. We’ve identified the drivers of success, including authentic LinkedIn positioning, precise targeting, and the power of community engagement. This report offers practical strategies to humanize your Social Selling efforts and improve your results.
LinkedIn Messaging Best Practices – What Actually Works
Olga Bondareva, Founder of ModumUp, recently shared insights on effective LinkedIn outreach. Successful outreach is all about starting a genuine conversation and moving it to another channel, such as a call or meeting. Based on our analysis and experience, here are the best practices:
Keep the first message short and a bit abstract – focus more on starting a dialogue than pitching the product.
Focus on empathy – understand the recipient’s perspective to reduce resistance.
Avoid bold promises – they can come across as salesy.
Make your message human – avoid overly formal or automated language.
Use follow-ups to share case studies and new reasons to reconnect.
A strong outreach message begins with empathy and is built on a foundation of trust and partnership.