Category: blog
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A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion
A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion No sensible manufacturer would try to sell an electrical appliance with a Chinese plug in Russia. Everyone knows an adapter is necessary. Without it, the product simply won’t work. It’s obvious. However, in the B2B world, we constantly see companies trying to enter a new…
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The Growth Ceiling: Four Signs You Have Squeezed the Maximum Out of Your Market (and What to Do Next)
The Growth Ceiling: Four Signs You Have Squeezed the Maximum Out of Your Market (and What to Do Next) For several years, your company grew by 50–100 percent per year, easily capturing market share. But over the last two quarters, something has changed. Growth has slowed to 10–15 percent. Your team is working just as…
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The Product isn’t Misunderstood Because It’s Complex; It’s Misunderstood Because You Never Built the “Bridge”
The Product isn’t Misunderstood Because It’s Complex; It’s Misunderstood Because You Never Built the “Bridge” “People just don’t understand how powerful and well-engineered our product is!” Nearly every R&D leader has probably said this in frustration when watching customers or internal teams fail to grasp the depth of a technical solution. In that moment, it…
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Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back
Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back How much does an hour of your lead architect’s time cost? Multiply that by the number of hours they spent last month on sales calls answering the same questions repeatedly about security principles or integration capabilities. The resulting sum…
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Why Good Products Fail Due to Poor Presentation: A breakdown for tech specialists and marketers.
Why Good Products Fail Due to Poor Presentation An analysis for techies and marketers. The history of IT is filled with brilliant but failed products. The technologically superior Betamax lost to the simpler, cheaper VHS. Google Wave, an advanced messenger that was ahead of its time, died without ever reaching mass adoption. The list goes…
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Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”?
Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”? Marketing that doesn’t understand the fundamentals of your product’s architecture isn’t just useless; it’s harmful. This harm appears in two forms. The first and most obvious form occurs when marketing promises something that does not exist in the product,…
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Why Even the Most Advanced IT Product Doesn’t Sell Itself: A Marketer’s View for Tech Specialists
Почему даже самый крутой IT-продукт не продается сам: взгляд маркетолога для технаря Your team spent months developing a product. You used the most modern tech stack, designed elegant architecture, and achieved outstanding performance. Technically, your solution is far superior to those of any competitor. Then, you launch it on the market, only to watch clients…
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Systematic Warm-Up: Guiding Instead of “Hard Selling”
Systematic Warm-Up: Guiding Instead of “Hard Selling” End of the quarter. Sales targets are “on fire.” Your best manager grabs the phone and starts pressuring clients who politely said “We’ll think about it” just a week ago. His voice turns steely; manipulation and pressure come into play. Sound familiar? Even if a few deals close…
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When Your CRM Is Full of Trash, Marketing Can Help
When Your CRM Is Full of Trash, Marketing Can Help You open your CRM to build a sales forecast for the quarter, only to realize with despair that none of the figures are trustworthy. Deals have been stuck in the pipeline since last year, half of your contacts have changed jobs, and finding a truly…
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Marketing Helps Close, Not Open, Deals
Marketing Helps Close, Not Open, Deals In the world of B2B sales, there is a classic mantra: “Marketing opens doors; sales closes deals.” This division of labor worked for decades. However, in today’s complex world, where clients take months to make decisions and consult with numerous colleagues, this model is outdated. It’s not just inefficient;…