How Social Selling on LinkedIn Helped a Cloud Provider Attract New Clients and Partners
How can a cloud service provider find clients and partners on social media in a highly competitive market?

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

Our goal was to build a targeted profile audience, establish trust-based relationships, and create a loyal community around one of the company’s key employees — an expert in virtualization and cloud technologies. To achieve this, we worked with the client to develop a personal profile across four social media platforms.

Over the course of a year, we attracted 2,500 target audience representatives — including CTOs, CIOs, IT architects, CEOs, CCOs, and CSOs from various industries. Together, we generated 61 leads (calls and meetings) and 118 interested prospects (who asked questions or shared their emails).

The Principle of Warm Networking and Social Selling

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

When the product or service is complex, such as cloud technologies, direct communication with decision-makers in client and partner companies becomes essential. It’s important to clearly convey the platform’s value and show how the technology can effectively solve clients’ challenges.

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

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

Tales from the Cloud and Beyond

We developed a positioning strategy that defined the profile’s key messaging, account management style, and roles to highlight the individual’s expertise and personality, creating a diverse and engaging content narrative.

Account Management Styles

We defined four key roles for this project:
  • Expert in Virtualization and Cloud Technologies
    Expert content, including educational projects
  • Product Management
    Content focused on product management and effective product strategies
  • 100% IT Professional
    Content from an IT expert’s perspective, sharing tech trends and industry insights
  • Well-Rounded Personality
    Content that combines personal interests with professional experience, showcasing a well-rounded persona
These roles were reflected in the content plan.
The success of such projects largely depends on the synergy between the team and the individual whose profile is being developed. In this case, we successfully leveraged the expert’s ability to explain complex topics in simple terms within the content.

In addition, the expert is versatile, active, and open, with a wide range of IT-related hobbies. He turned out to be a real treasure trove of valuable insights that we could share through the profile. The audience responded well: they connected easily and were open to interaction.
Polina Soboleva
Project Manager at ModumUp
We recommended focusing on interesting and educational content while avoiding overly promotional posts. The more personal experience and storytelling we incorporated, the more actively the audience engaged — in both professional and personal posts.

Thanks to the strong audience response, posts achieved high organic reach, over 16,000 views, and ranked among the top-performing content.

One topic that resonated especially well with the target audience was IT education. People eagerly commented and shared their perspectives on these posts.

Building Relationships: Lead Generation in Private Messages

We recommended and collaborated closely with the client to implement lead generation techniques. Over the year, we tested various formats, with the client’s openness to experimentation playing a key role in refining the approach:
Results of partner-focused lead generation
  • The response rate reached 64%, with most people replying quickly and engaging easily
  • 44 people expressed interest in cloud technologies and continued the conversation through personal messages
  • 32 leads confirmed calls to discuss potential collaboration
After some time, we suggested reaching out to potential partners with a special offer. With the client’s input and collaboration, we crafted the messages and sent it out.
  • We achieved a 33.1% response rate
  • 27 people expressed interest in cloud technologies and continued the conversation
  • 15 leads confirmed calls to discuss potential collaboration

Results of client-focused lead generation

  • The response rate reached 45.6%
  • 9 leads confirmed calls to discuss potential collaboration
Project achievements:
  • We helped the client grow an active audience of 2,500 key decision-makers, including CTOs, CIOs, IT architects, CEOs, CCOs, and CSOs, from industries such as IT, retail, finance, manufacturing, construction, and logistics around the company expert’s profile.
  • We attracted 118 qualified prospects interested in cloud technologies — they shared their emails and requested additional materials. Many of them went on to engage in ongoing discussions with the expert via personal messages.
  • We generated 61 leads, scheduling calls and meetings to explore further collaboration
Additionally, a supportive community grew around this profile on social media.
We successfully developed the expert’s personal brand and strengthened audience loyalty. At conferences and events, people approached him, saying they followed his content, asking about cloud technologies, and showing interest in the company’s services.

Our goal is to showcase the company’s unique expertise and the individual’s talent in an honest, authentic way that builds trust and credibility.
Polina Soboleva
Project Manager at ModumUp
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