How can a cloud service provider find clients and partners on social media in a highly competitive market?

A cloud services provider, part of the leading telecommunications operators ecosystem, approached ModumUp with the goal of attracting new B2B clients and partners through Social Selling.

Our task was to help build a targeted profile audience, establish trusting relationships, and create a loyal community around one of the company’s key employees – an expert in virtualization and cloud technologies. To achieve this, in collaboration with the client, we developed a personal profile across four social media platforms.

Over a year, we helped to attract 2,500 representatives from the target audience: CTOs, CIOs, IT architects, CEOs, CCOs, and CSOs across various industries. Together, we generated 61 leads and engaged 118 individuals interested in cloud technologies. The majority of the leads and interested contacts came from LinkedIn. Let’s walk you through how we achieved this.

The business world operates on the principle of warm networking: people prefer to collaborate with those they know and trust. Since in-person meetings aren’t always feasible, social media provides a convenient way to make connections and start conversations.

When the product or service is complex, like cloud technologies, direct communication with decision-makers in partner and client companies becomes crucial. It's important to clearly communicate the platform's value and demonstrate how the technology can effectively address clients' challenges.

For this project, we recommended focusing on large companies (potential clients) and system integrators who implement cloud solutions (potential partners).

The target audience included technical and IT directors, IT architects, CEOs, commercial directors, and strategic directors from sectors such as IT, retail, services, finance, energy, manufacturing, construction, and logistics.

We developed a positioning strategy, defining the key messaging for the profile, the account management style, and roles that would highlight the individual’s expertise and personality, ensuring a diverse and engaging narrative through the content.

These roles were incorporated into the content plan. Depending on the social network, the balance between personal and professional topics varied: on some platforms, audiences preferred to follow the personal life of the profile owner, while on others, professional insights and tips were more valued.

We recommended focusing on interesting and educational content and avoiding overly promotional posts. The more personal experience and storytelling we incorporated, the more actively the audience engaged. This applied to both professional and personal posts.

Thanks to the strong audience response, posts received high organic reach – over 16,000 views – and ranked among the top posts.

A topic that resonated particularly well with the target audience was IT education. People eagerly commented and shared their thoughts on such posts.

We recommended and worked closely with the client to implement lead generation techniques. Over the year, we tested various formats, with the client’s willingness to experiment playing a key role in refining the approach:

After some time, we suggested to the client the idea of reaching out to potential partners with an invitation to participate in a promotion. With the client’s input and collaboration, we crafted a message and sent it out.

Given the company's and its cloud technology expert's strong market presence, we guided the client in crafting a clear, straightforward message for potential clients. The expert introduced themselves, provided a brief overview of their work, and proposed a call to discuss possible collaboration opportunities.

The lead generation results for clients were positive, although, as is often the case, the number of leads generated from potential clients was lower than those from potential partners:

Based on our experience, partner audiences are always more responsive than potential clients because the offer is mutually beneficial.

At ModumUp, we generally encourage clients to reach out to engaged followers – those who liked, commented, or shared posts – to gather feedback on the content.

In this case, we recommended that the client send personal messages asking what followers enjoyed, what interested them, and what was missing, which helped them strengthen relationships and collect valuable insights.

Originally, this feedback collection wasn’t designed as a special lead generation strategy, so receiving leads was a pleasant surprise.

Additionally, a supportive community formed around this profile on social media.