Tag: Для директора по маркетингу
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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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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 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…
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How to Validate a New Business Hypothesis Without a Budget: The SellPromo Method
How to Validate a New Business Hypothesis Without a Budget: The SellPromo Method You have a list of ten promising growth ideas on your desk: entering a new market, launching a product, or releasing a breakthrough feature. They all look reasonable. However, your team only has the budget and time to pursue one. How do…