Category: blog
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Is it a complex product? A Complex Market? There is a solution. How to Build Demand for B2B Innovations
Is it a complex product? A Complex Market? There is a solution. How to Build Demand for B2B Innovations At a certain stage in the development of a B2B product, an odd silence emerges. The solution is ready. It can genuinely save clients money, eliminate headaches, and speed up processes. Yet, the response is almost…
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How to Adapt When Clients Do Not Want Long-Term Contracts
How to Adapt When Clients Do Not Want Long-Term Contracts In the past, long-term contracts were standard in the B2B market. Companies sought to secure partnerships for years to guarantee stability. But now, everything has changed. Clients are increasingly avoiding multi-year commitments, preferring flexibility and short-term formats of cooperation. Why is this happening? There are…
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Does automation in B2B marketing reduce quality? Sometimes. Finding the Balance Between Speed and Attention
Does automation in B2B marketing reduce quality? Sometimes. Finding the Balance Between Speed and Attention Automation in B2B marketing seems like an obvious step. It means less manual work, more data, and faster processes. However, automation can sometimes turn into a problem rather than a solution. Instead of a personalized approach, clients receive template emails,…
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Secrets Marketers Don’t Want to Reveal
Secrets Marketers Don’t Want to Reveal Marketing always looks impressive with beautiful creative work, successful case studies, and bold promises of sales growth. Behind the scenes, however, things work differently. Clients expect quick results, so marketers try to present their work in the best possible light. However, many methods promoted as “proven” are, in reality,…
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Why Account-Based Marketing Fails in Russia: An Analysis of the Specifics of ABM Implementation in the Russian Business Environment
Why Account-Based Marketing Fails in Russia: An Analysis of the Specifics of ABM Implementation in the Russian Business Environment Account-Based Marketing (ABM) attracts the attention of B2B companies with its logic. Instead of mass advertising campaigns, ABM focuses on key clients. Instead of template mailings, ABM uses personalized communications. While this approach has proven effective…
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R&D Without a Market: Why Brilliant Developments End Up on the Shelf and How Marketing Fixes It
R&D Without a Market: Why Brilliant Developments End Up on the Shelf and How Marketing Fixes It Many companies with robust R&D divisions face a paradox. Technologically breakthrough products are created into which years of work and millions of dollars in investments have been poured. However, the market does not accept them. Sales do not…
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Marketing Without a Budget: How to Succeed from Scratch
Marketing Without a Budget: How to Succeed from Scratch Marketing without a budget may sound like a fantasy, but for many companies, it’s a reality. Not everyone can afford expensive advertising agencies or a full marketing team. However, a lack of money does not mean a lack of opportunities. Small businesses, start-ups, and even individual…
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Business books do not help. Where should you look for useful information?
Business books do not help. Where should you look for useful information? Business books promise the keys to success, proven strategies, and insights from the best entrepreneurs. We read them, get inspired, and take notes. But after some time, we discover that nothing has changed in our work. Why does this happen? Most business books…
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Why Your Sales Department Is Ineffective: Non-Obvious Reasons
Why Your Sales Department Is Ineffective: Non-Obvious Reasons Every head of sales has faced this question: “Why don’t the results meet expectations?” Often, the blame is placed on the salespeople themselves. They are accused of not trying hard enough, working poorly with clients, or being unable to close deals. Others blame the market, the crisis,…
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Wasted Investments: Mobile Applications Are Useless for B2B
Wasted Investments: Mobile Applications Are Useless for B2B Mobile applications have become ubiquitous in the B2C sector. Food delivery, taxis, and marketplaces are all available on smartphones. Seeing this success, B2B companies rushed to develop their own apps, hoping for similar results. However, there is one problem: business users are not ordinary consumers. They don’t…