Category: cmo
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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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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…
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What You Will Get in the First Three Months of Systematic Marketing: Three Concrete Business Assets
What You Will Get in the First Three Months of Systematic Marketing: Three Concrete Business Assets You are ready to invest in systematic marketing, and you have a plan for your first 90-day project. Like any executive, though, you ask the main question: “What will I actually get as an outcome? What tangible business assets…
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What a Pilot Project for Building Systematic Marketing Looks Like: A Complete Decomposition
What a Pilot Project for Building Systematic Marketing Looks Like: A Complete Decomposition You have come a long way, from recognizing individual problems to understanding that your business needs a systemic transformation of marketing and sales. You no longer question the “why.” The main question now is “How?” How can you take the first step…
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How can you validate a segment without a CRM or a marketer?
How can you validate a segment without a CRM or a marketer? It’s common to overhear conversations like this inside companies. The Chief Business Development Officer (CBDO) says, “We need to test a hypothesis about entering the financial sector.” The response is: “Great idea, but first, we need to implement a CRM, set up end-to-end…
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Entering a new segment is not a one-time launch, but rather a series of tests. A Framework for Action.
Entering a new segment is not a one-time launch, but rather a series of tests. A Framework for Action. Imagine two scenarios of your company entering a new industry. Scenario A: “The Big Bang.” This scenario involves six months of intense preparation, hiring a new team, and allocating a multimillion-dollar marketing budget. On day “X,”…
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How to Build the “Pain → Role → Content” Chain
How to Build the “Pain → Role → Content” Chain Sound familiar? Your marketing department runs like clockwork. Every month, you publish articles, case studies, and white papers. There is plenty of content. However, when you talk to your sales team, you hear the same complaints: “We don’t have any usable materials,” “I have nothing…
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Test campaign: One Segment, One Product, Three Weeks
Test campaign: One Segment, One Product, Three Weeks You’ve identified a new and highly promising market niche. Your hypothesis is rock-solid. What’s next? The traditional approach is to launch a full-scale marketing campaign lasting six to nine months with the appropriate budget. But what if the hypothesis turns out to be wrong? That would mean…