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 SQLs (calls and meetings) and 118 MQLs (who asked questions or shared their emails).

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.

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.

These roles were reflected in the content plan.

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.

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:

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.

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