Author: aleks.gorbunov@gmail.com
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The Transformation of Demand Management in B2B
The Transformation of Demand Management in B2B Your sales manager has spent the last three months negotiating with the procurement director of a large manufacturing company. Everything has been going perfectly. Presentations have been delivered, the product demonstration was successful, and the price has been agreed upon. It seems that the deal is about to…
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Social Selling: A Guide for Companies
Social Selling: A Guide for Companies Your potential client, the chief financial officer of a large company, is looking for an automation solution. He doesn’t respond to cold calls and ignores email campaigns. However, a week ago, he liked your LinkedIn post about a similar project, left a comment, and viewed your profile. This may…
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An Alternative to Cold Calling in B2B Sales
An Alternative to Cold Calling in B2B Sales For years, the death of cold calling had been predicted in the professional community. However, it did not disappear; rather, its role has changed dramatically depending on the type of business. In some B2B segments where decisions are made quickly and mistakes are inexpensive, telephone outreach remains…
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The Persuasion Pyramid: How to Build a B2B Presentation That Sells
The Persuasion Pyramid: How to Build a B2B Presentation That Sells Every day, the head of a large industrial company makes dozens, if not hundreds, of decisions. Each one consumes mental energy. By midday, his mind is tired from choosing between options such as which contractor to approve, which deal to close, and where to…
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Marketing in the Age of Rejection: How to Sell When Customers Have Closed the Door
Marketing in the Age of Rejection: How to Sell When Customers Have Closed the Door It now costs three times more to acquire a customer, conversions are dropping to zero, and emails are being deleted unread. Traditional methods are ineffective — advertising platforms are closed, contact databases are banned, and buyers ignore salespeople. But the…
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“What You Can Learn About a New Market in Three Weeks”: A Framework for a Rapid Test
“What You Can Learn About a New Market in Three Weeks”: A Framework for a Rapid Test How Much Does a Strategic Mistake Cost? A decision to enter a new market based on incorrect assumptions can result in millions of wasted rubles and almost a year of lost time for a company. This is an…
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We Do Not Have “Account Managers.” We Have Marketing Engineers.
We Do Not Have “Account Managers.” We Have Marketing Engineers. Does this sound familiar? A chief technology officer spends an hour carefully explaining a complex technical detail of the product to an account manager from an agency. The account manager takes notes, nods politely, and leaves. Two days later, you see an advertisement with gross…
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Writing Content for Tech Products: How to Talk About Complexity Honestly and Clearly
Writing Content for Tech Products: How to Talk About Complexity Honestly and Clearly Marketing in B2B is a constant tightrope walk. On one side is marketing “hype”: loud but unrealistic promises that provoke justified anger from your technical team. On the other side lies the swamp of dull technical pedantry: precise yet impenetrable texts that…
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How to Turn a CRM from an Archive into a Smart Sales Assistant
How to Turn a CRM from an Archive into a Smart Sales Assistant Ask yourself one question: What is your CRM system really? Is it merely a “warehouse” of contacts and deals that salespeople reluctantly update for reporting purposes? Or is it the command center of your sales force, equipping salespeople with real-time intelligence and…
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Nurturing and ABM Through the Eyes of a Salesperson: How New Approaches Make Your Job Easier and Deal Sizes Bigger
Nurturing and ABM Through the Eyes of a Salesperson: How New Approaches Make Your Job Easier and Deal Sizes Bigger During a meeting, your manager announces the introduction of two new approaches: Nurturing and ABM. Your first thought is most likely: “Great, marketing has invented something else. Now they’ll spam my ‘warm’ clients, and I’ll…