How Social Selling Helps Universal Robots Partner Generate B2B Leads for Manufacturing Industry Robotization

ModumUp was approached by the system integrator of the Danish company Universal Robots, a global leader in producing collaborative robots (so-called "cobots"). Their clients include both large and small industrial enterprises that utilize manual labor.
There is a stereotype that the audience of representatives from industrial areas is not very active on social media. Even when you encounter active users, you may find it challenging to communicate with them. However, using personal brand strategies, the Social Selling agency ModumUp collected a database of 1,800+ owners and top managers of industrial companies and generated 18 leads in 6 months.

But first things first.
1. Problem: industrialists' skepticism and difficulties in communicating with them about Big Brand Theory
When introducing cobots in the CIS region, Universal Robots' partner constantly encountered entrepreneurial skepticism, stereotypes and misconceptions about robotics.
They honestly don't believe that the reconfiguration of the cobot takes just a few minutes. Experience with industrial robots prevents many entrepreneurs from realizing that robotization has straightforward and practical solutions, especially for small-batch production.
Andrey Kartsev
Founder of the system integrator of the Universal Robots
In addition, conventional communication channels with potential customers didn't show high efficiency.
We tried to attract new customers through cold calling, but was' not always possible to reach people responsible for production decisions.
Andrey Kartsev
Founder of the system integrator of the Universal Robots
Based on the information above, the system integrator facedtwo main tasks:

  1. Reach out to decision-makers more effectively
  2. Increase their loyalty to the product by talking about it unobtrusively

2. Solution – Social Selling

Social Selling involves B2B lead generation through social networking and the cultivation of a personal brand on social media.
Before I learned about Social Selling, I had already been running a social media profile for a while I periodically published posts in the "Engineering Sect" community and saw many responses. Occasionally, I came across people I would like to collaborate with. Remembering this experience, I realized that this method can be quite effective, and I decided to cooperate with ModumUp.
Andrey Kartsev
Founder of the system integrator of the Universal Robots
First, we determined Andrey's positioning based on his personality and business objectives. Specializing in machine tool modernization, robotics and factory automation, he has many years of experience and extensive knowledge in these spheres.
Having worked with Andrey, we immediately recognized his high level of expertise , immersion in the process and enthusiasm. One can't overestimate these qualities' importance when building a personal brand. The more involved the client is, the more natural and vibrant the social media profile looks.

It's also great that cobots themselves are very exciting. They have a specific field of application: cobots intend to replace manual labor. This greatly simplified the creation of product content.
Daniel Ambartsumyan
ModumUp Content Manager
As the primary goal of our client is to promote cobots, the most suitable role to represent them in social media is an expert in the field of production robotization. Personal content was also needed for this role, and in our case, it could be based on Andrey's passion for a healthy lifestyle and unconventional dietary habits. Having decided on the positioning, we began adding the target audience and publishing posts.

We collected a database of 1,800+ owners and top managers of industrial companies. Two hundred eighty of them actively interact with the content and communicate with Andrey in the comments and PMs.

The industrial audience turned out to be much more active than we expected. It willingly adds Andrey to the friend's list and comments on publications. The page came to life almost immediately.

The topic of cobots is also exciting and collects quite a lot of interactions. In the posts, we debunk the myths in the industrial environment and discuss relevant cases.

At the same time, Andrey also proved to be an active communicator - he constantly responds in the comments and leads heated discussions.
Mikhail Pupyrin
ModumUp Project Manager

2.1. Lead generation mechanics and their results

We began lead generation one month after the start of the project. We have used three types of lead generation mechanics to maintain the account. First, we promote gated content: valuable material that we share via personal messages. This is followed by mailings to the active audience and a direct offer.

As part of the first mechanic, we publish a short post offering valuable content.

To get this material, one needs to indicate the willingness in the comments. Then, we send the content to all who responded via private messages. We then continue the dialogue: we ask for their opinion on the content and ask qualifying questions (for example, is the problem raised in the material currently relevant, etc.) At the last stage, we offer a call or a meeting to discuss the possibility of cooperation.
As a rule, all communication occurs according to a pre-written script.

For Andrey, we used a few of these types of posts.

43 people agreed to receive the materials in total 22 responded to the second message, and 8 were converted into leads.
Private messaging to the active audience was no less effective. As part of this mechanic, we sent out relevant material to representatives of the target audience, who interacted most often with the content.

46 messages were sent, 35 people answered them, and 6 were converted into leads.
As part of the campaign, we offered the target audience a demonstration visit with a cobot. The offer was geographically limited, with the Universal Robots' partner system integrator's team embarking on an extensive demonstration tour and being prepared to visit each of these enterprises along the way.

Despite the offer required in-person meetings at the production sites it was accepted by six target audience representatives.

Additionally, three leads came from regular content, specifically from the case studies featuring cobots.
In addition to direct lead generation, each of the mechanics led to active communication with the audience. Andrey took the initiative and began to conduct a dialogue in personal messages, showcasing expertise in the production field of the interlocutor. This hasn't always resulted in leads, but is still valuable for building long-term relationships with the audience.

Communication is also moving offline: people approach Andrey at various events, sayingthey read his blog. Several clients calling the sales department directly referenced Andrey's social media profile.
Ekaterina Doronina
ModumUp Project Director

3. Next Steps

Our project with Universal Robots' partner is ongoing, and we are planning the following steps:

  1. As part of our lead generation strategy, we will test personalized messages to key target audience representatives.
  2. We will incorporate a greater number of case studies involving cobots into our content, including public cases from Universal Robots.
  3. We will begin adding representatives from the furniture industry, as our client plans integrating cobots into their assembly processes.
In the good old pre-covid days, I sold numerous projects, both large and small, face-to-face, relying on charm and charisma. But in-person communication is currently limited, and I do my best to show my personality through my social media profile.

As a result, many people I meet say: "Yes, we already know you well." This is very important in terms of building relationships quickly with potential customers. It saves you the time, energy, and money you would otherwise spend on business trips.

I have high expectations for Social Selling.
Andrey Kartsev
Founder of the system integrator of the Universal Robots
CEO at ModumUp
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