The ModumUp agency has been enhancing the LinkedIn profiles of an AdTech startup team, originally spun off from a major corporation, to establish a strong presence in Central Asia. Over nine months, we attracted over 4,300 representatives from target companies to their profiles, secured 39 leads for calls and meetings, and collected contact information from more than 100 potential clients interested in the company’s services.

Our efforts also validated proven LinkedIn content strategies: creating content that is light, charismatic, engaging, and simultaneously informative. Some posts gained significant traction, even going viral with over 50,000 views. We’ve detailed this strategy in our case study.

Our client placed a strong emphasis on networking. Building direct relationships with decision-makers in large companies is crucial for selling B2B solutions, which is why they turned to ModumUp for support.

The agency’s task was to grow the personal LinkedIn profiles of the company’s representatives and connect them with potential clients. We focused on large companies with over 1,000 employees, targeting top-level executives like CEOs and CMOs, as well as experienced marketers.

The company set out to introduce its product to the Central Asian markets. Networking efforts were initiated through the personal profiles of two company representatives in the target regions.

For each specialist, we developed a tailored Social Selling strategy, customizing our approach to align with their professional goals and audience preferences.

Building the Profile

Our initial focus was on the LinkedIn profile of a business development and sales leader for the region. The target audience demonstrated a high level of trust, with an average connection request acceptance rate of 43%.

Before collaborating with ModumUp, the client’s profile had approximately 400 connections but was mostly inactive. The page primarily featured job vacancy announcements and lacked meaningful engagement with other users.

Approach to Content

We began by posting about the client’s work, the growth of e-commerce in Central Asia and global markets, AI developments, and industry event reports. Naturally, we also highlighted the opportunities offered by the AdTech startup, but we kept the messaging subtle and integrated. Posts were framed as helpful recommendations written from a first-person perspective.

We adopted a light, conversational tone, avoiding overly detailed or dense posts. Instead, we used short paragraphs, humor, and well-placed emojis to maintain engagement. The client actively contributed by commenting on posts from colleagues and members of the target audience, participating in discussions, and sharing thoughtful insights.

Posts That Resonated Most

Personal stories and posts that blended professional and personal topics—such as the client’s education and career journey—consistently received strong engagement.
Updates about company news from the region also performed well, with followers responding positively to success stories. These posts helped build trust in both the profile owner and the company itself.

One particularly successful company update achieved record-breaking results, garnering 47,393 views, 615 likes, and a View Rate of 1,707.28%. The post offered followers a behind-the-scenes look at the company’s culture and operations, fostering transparency and openness, qualities highly valued in the business community.

Balancing Professional and Personal Content

Part of the content strategy involved including personal topics, which appeal to a broader audience and help build trust. Identifying themes was straightforward, as the client shared their interests and personal reflections during our calls.

For instance, a post celebrating the client’s birthday presented an excellent opportunity to connect with followers. The client reflected on personal milestones and expressed gratitude, resulting in 49,398 views, 619 likes, and a View Rate of 1,468.43%. Personal posts like this were published about once a month to maintain a balanced mix of informal and professional content.

Expertise and Vision

Expert and thought leadership posts were pivotal in positioning the client as a professional in their field, enhancing credibility with potential partners and clients. While specialized content often attracts less engagement than personal stories or event-related posts, the opposite occurred here. Topics like micromanagement, marketing analytics, and e-commerce struck a chord with the audience, generating significant attention.

One standout example was a marketing research post focused on the FMCG market in the region. The post shared intriguing statistics and invited readers to request the full report in the comments. It received 52 comments, sparking personal conversations with connections. In addition to achieving a high View Rate, the post helped identify potential clients among the client’s network.

Lead Generation Through Direct Messages

Meanwhile, our work in direct messaging was in full swing. After connecting with each new member of the target audience, we initiated a conversation. Initially, we employed a straightforward lead generation strategy by sending a sales-oriented message. In this message, the expert introduced themselves and briefly outlined solutions for online advertising and market analytics. The message also referenced a case study showcasing how the platform helped a major client halve their cost per conversion. It concluded with an invitation to schedule a short call to discuss potential collaboration.

This approach generated 12 leads from large companies, resulting in meetings.
Additionally, 29 potential clients expressed interest in the offer and provided their contact details for follow-up. The influx of leads eventually became overwhelming for the company representative, prompting us to adjust the messaging strategy, shifting from direct sales to a networking-focused approach.

Networking-Focused Approach

In the revised messaging strategy, we removed the direct sales pitch and focused on building professional connections. The expert introduced themselves and expressed gratitude for the new connection, mentioning their intent to share valuable content, such as case studies, advertising tips, industry news, and event highlights. They also emphasized their willingness to exchange ideas and share experiences on marketing-related topics.

Even without a direct sales pitch, this approach continued to yield impressive results. It generated 7 additional leads, and the number of interested prospects who provided their contact details surpassed that of the initial sales message, reaching 55 representatives of the target audience.

In parallel, we worked with a Regional Client and Partner Manager to expand the client base and enhance brand awareness. The goal was to connect with representatives of local companies running large-scale advertising campaigns. Our target roles included top managers and marketing professionals.

Before collaborating with ModumUp, the company representative was not active on LinkedIn. We built her profile from the ground up, and audience growth and engagement quickly gained momentum. Her personal charisma and leadership position contributed significantly to this success. Her very first post, where she introduced herself and outlined her plans for using LinkedIn, garnered 2,200 views and over 60 reactions—an excellent result for an introductory post.

On the personal page, we focused on company development topics such as recruitment, team management, and corporate principles and values. The representative also shared product details and success stories. This strategy strengthened trust in the brand by showcasing its expertise and openness.

The audience showed the most interest in posts that combined professional and personal themes

Approximately 30–40% of the content plan focused on expert and visionary topics, including trends in online advertising, practical tips, and reviews of marketing tools.

Posts that blended timely issues with expert insights often outperformed purely data-driven content. For instance, a post featuring a humorous social ad targeted at the online advertising community received high engagement and reactions.

Posts featuring personal photos or videos, as well as relevant visuals, consistently achieved the highest views and engagement. While text-only posts generally underperformed, exceptions were noted—successful text-based posts from another client demonstrated that visuals aren’t always necessary. The effectiveness of visuals depends on the specific audience, making continuous testing essential to identify the best formats.

In addition to publishing content, we steadily expanded the expert’s professional network. During the collaboration, we sent 3,480 connection requests to potential clients, 1,380 of which were accepted, resulting in a 40% Connection Rate—a strong performance.

As with the first profile, lead generation was conducted primarily through personal messages. Insights gained from the first profile informed our approach for the second.

By the end of the third month, the representative found it challenging to handle the volume of leads, prompting us to temporarily revert to the networking-focused message.

We continue our Social Selling collaboration with this company, testing new hypotheses and planning a large LinkedIn Live webinar featuring regional specialists.

A deep understanding of local nuances, combined with a willingness to adapt and experiment, is essential for success. Leveraging local news, cultural and professional insights, active engagement, and relevant content builds trust and helps achieve business goals.