How Social Selling Helps a Universal Robots Partner Generate B2B Leads for Manufacturing Robotization
ModumUp was approached by the system integrator of the Danish company Universal Robots, a global leader in collaborative robots ("cobots"). Their clients range from large corporations to small industrial enterprises in the manufacturing sector.
By applying personal brand strategies, the Social Selling agency ModumUp built a database of 1,800+ owners and top managers of industrial companies and generated 18 leads in six months.
But first things first.
But first things first.
1. Challenge: Market skepticism regarding cobots
When introducing cobots, Universal Robots’ partner consistently faced skepticism, as well as stereotypes and misconceptions about robotics.
Many managers and business owners simply don’t believe that reconfiguring a cobot takes just a few minutes. Their prior experience with industrial robots prevents them from realizing that robotization can offer straightforward, practical solutions — especially for small-batch production.
Andrey Kartsev
Founder of Universal Robots’ system integrator
In addition, traditional communication channels with potential customers proved to be ineffective.
We tried to attract new customers through cold calling, but it wasn’t always possible to reach the people responsible for production decisions.
Andrey Kartsev
Founder of Universal Robots’ system integrator
The system integrator set two main goals:
- Reach decision-makers more effectively
- Build trust in the product through value-driven communication
2. Solution – Social Selling
Social Selling combines B2B lead generation with the development of a personal brand on social media.
Before I learned about Social Selling, I had already been active on social media. I occasionally published posts in industry communities and received many responses, sometimes even meeting people I wanted to collaborate with. Remembering this experience, I realized the method could be effective — and decided to work with ModumUp.
Andrey Kartsev
Founder of Universal Robots’ system integrator
We started by defining Andrey’s positioning in line with his personality and business objectives. His deep experience in machine tool modernization, robotics, and factory automation makes him a recognized expert in these fields.
From the very beginning, it was clear that Andrey combined deep expertise with genuine enthusiasm. That kind of involvement is priceless for building a personal brand — the more engaged the client is, the more authentic and dynamic their social media presence looks.
And the product itself played to our advantage. Cobots are fascinating by nature: designed to take over manual labor, they made it easy to create engaging and relevant content.
And the product itself played to our advantage. Cobots are fascinating by nature: designed to take over manual labor, they made it easy to create engaging and relevant content.
Daniel Ambartsumyan
ModumUp Content Manager
Since our client’s primary goal was to promote cobots, the most suitable role to represent them on social media was that of an expert in production robotization. To support this role, personal content was also important — in our case, it could draw on Andrey’s passion for a healthy lifestyle and unconventional dietary habits. Once the positioning was defined, we started adding the target audience and publishing posts.
We built a database of 1,800+ owners and top managers of industrial companies. 280 actively engaged with the content and communicated with Andrey through comments and private messages.
We built a database of 1,800+ owners and top managers of industrial companies. 280 actively engaged with the content and communicated with Andrey through comments and private messages.
The industrial audience turned out to be much more active than we expected. People eagerly added Andrey to their connections and engaged with his posts. The page came to life almost immediately.
The topic of cobots also proved highly engaging, generating strong interaction. In the posts, we debunk myths within the industrial sector and discuss relevant cases.
At the same time, Andrey showed himself to be an active communicator — consistently responding to comments and driving lively discussions.
The topic of cobots also proved highly engaging, generating strong interaction. In the posts, we debunk myths within the industrial sector and discuss relevant cases.
At the same time, Andrey showed himself to be an active communicator — consistently responding to comments and driving lively discussions.
Mikhail Pupyrin
ModumUp Project Manager
3. Lead generation mechanics and their results
We began lead generation one month after the project launch, using three main tactics to grow the account. The first was gated content — valuable materials shared through personal messages.
For the gated content tactic, we published a short post offering valuable material. To access it, users simply had to indicate their interest in the comments. We then sent the content to all who responded via private messages and continued the dialogue by asking for feedback and qualifying questions (for example, whether the problem raised in the material was currently relevant). At the final stage, we invited them to a call or meeting to explore potential collaboration.
For the gated content tactic, we published a short post offering valuable material. To access it, users simply had to indicate their interest in the comments. We then sent the content to all who responded via private messages and continued the dialogue by asking for feedback and qualifying questions (for example, whether the problem raised in the material was currently relevant). At the final stage, we invited them to a call or meeting to explore potential collaboration.
43 people agreed to receive the materials, 22 responded to the follow-up message, and 8 converted into leads.
Private messaging to the active audience proved just as effective. In this tactic, we sent relevant materials to target audience members who engaged most frequently with the content.
46 messages were sent, 35 people responded, and 6 converted into leads.
46 messages were sent, 35 people responded, and 6 converted into leads.
As part of the campaign, we offered the target audience a cobot demonstration. To deliver on this offer, the Universal Robots partner system integrator organized a demo tour, planning visits to interested enterprises.
Although the offer required in-person meetings at production sites, 6 representatives agreed to it.
In addition, 3 more leads came from regular content — specifically case studies featuring cobots.
Although the offer required in-person meetings at production sites, 6 representatives agreed to it.
In addition, 3 more leads came from regular content — specifically case studies featuring cobots.
In addition to direct lead generation, each approach generated active communication with the audience. Andrey took the initiative to engage in personal messages, demonstrating his expertise in the production fields relevant to each contact. While this did not always result in immediate leads, it proved valuable for building long-term relationships with the audience.
Communication also continued in person: people approached Andrey at various events, mentioning they had read his posts. Several clients who called the sales department directly referred to Andrey’s social media profile.
Communication also continued in person: people approached Andrey at various events, mentioning they had read his posts. Several clients who called the sales department directly referred to Andrey’s social media profile.
Ekaterina Doronina
ModumUp Project Director
As a result of our project, many people I meet say, “Yes, we already know you well.” This is crucial for building relationships quickly with potential customers — it saves time, energy, and budget.
Andrey Kartsev
Founder of Universal Robots’ system integrator
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