Category: cmo
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How to Explain That ABM Is Neither Expensive Nor Complicated
How to Explain That ABM Is Neither Expensive Nor Complicated You have probably heard the abbreviation “ABM” at conferences or read about it in articles. Most likely, you got the impression that ABM is only for enterprise corporations. You immediately imagine hyper-personalized campaigns, expensive gifts for CEOs, complex technology systems, and six-figure budgets. It seems…
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You Can’t Scale Chaos: The Pain of an Overloaded Marketing Department
You Can’t Scale Chaos: The Pain of an Overloaded Marketing Department Your company is growing. The marketing department’s workload has doubled, its team has grown, and its budget has increased. Yet, for some reason, the results remain the same. Everyone is constantly busy, deadlines are looming, and you never escape the feeling that you are…
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SMM, paid search, and trade shows: When They Don’t Work
SMM, paid search, and trade shows: When They Don’t Work “We spent $500,000 on paid search and didn’t get a single deal. Let’s turn it off.” “The leads from the last trade show are garbage. Don’t waste time on them.” “SMM is just empty chatter. There are no clients coming from it.” Sound familiar? In…
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Marketing is not The Same as Lead Generation. It is Logic and Structure
Marketing is not The Same as Lead Generation. It is Logic and Structure The most frequent—and dangerous—question is, “How many leads did marketing bring in this month?” This question probably comes up at every management meeting. It is simple, clear, and seems absolutely logical. But, in reality, it is the most dangerous question you can…
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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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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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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…