Tag: Для директора по маркетингу
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How Does Systematic Nurturing Help Reduce the Presales Workload?
How Does Systematic Nurturing Help Reduce the Presales Workload? Let’s start with a simple question: How much does one hour of your most experienced salesperson or presales engineer cost? Now, estimate how many hours last month were spent giving the same basic presentation to clients who ultimately said, “We just wanted to take a look.”…
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Frequently Asked Questions (FAQ) for Technical Products: How to Lower the Entry Barrier
Frequently Asked Questions (FAQ) for Technical Products: How to Lower the Entry Barrier You probably have a “Frequently Asked Questions” (FAQ) page on your website. It was created with good intentions—to save your team time and provide clients with quick answers. However, your sales and support teams still spend hours answering basic questions via email…
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How Marketing Can Explain APIs and Modules Without Involving the CTO
How Marketing Can Explain APIs and Modules Without Involving the CTO As a marketing director in an IT company, you face one fundamental paradox. Your strongest source of credible content is the expertise of your CTO and senior engineers. However, they are also your busiest and least accessible resources. As a result, producing in-depth technical…
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Three Steps from Technical Complexity to High-Converting Content
Three Steps from Technical Complexity to High-Converting Content This is a classic situation in any technology company. The CTO knows the product is an engineering masterpiece. The CMO knows the market needs to hear about it. However, a chasm lies between deep technical knowledge and a convincing market message. How do you build a bridge…
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How to Create Technical Content That Engineers Will Respect (and Read)
How to Create Technical Content That Engineers Will Respect (and Read) Your team has published a new blog post. “How Our Big Data Architecture Is Transforming the Industry.” You share the link in the general chat. Five minutes later, you see the link appear in the internal developers’ chat, followed by a string of sarcastic…
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How to “Package” a Complex Technical Product for B2B
How to “Package” a Complex Technical Product for B2B Without an operating system, a powerful server is just an expensive, humming metal box incapable of performing a single useful task. Similarly, a brilliant technical product without the right “packaging” is just a bundle of code on GitHub with no market value. By “packaging,” we don’t…
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Nurture Communication Scenarios for Different Deal Stages
Nurture Communication Scenarios for Different Deal Stages Your company’s sales pipeline is an expensive “graveyard.” Promising deals are “buried” here, lingering for months in the “thinking” or “under approval” stage. These deals are not lost, but they are not moving forward either. This breaks all forecasts and demotivates the team. Why is this happening? A…
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How to Implement a Systematic Approach Without Halting a Running Business
How to Implement a Systematic Approach Without Halting a Running Business You have studied the principles of systematic marketing. You agree that chaos is costly and that achieving predictable growth is the goal. Yet, when you look at your functioning department, you find yourself thinking: “This all sounds great, but for us, it’s probably too…
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A Pilot Project is Not a One-Off Initiative, But Rather the Creation of a Template for Future Growth
A Pilot Project is Not a One-Off Initiative, But Rather the Creation of a Template for Future Growth Imagine that you have successfully completed a 90-day pilot project. The identified “bottleneck” has been eliminated, the KPIs have been met, and leadership is pleased. As a strategist, however, you must ask yourself this main question: “What…
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What You Will Gain in Two Months of Systematic Work: From Chaos to First Data
What You Will Gain in Two Months of Systematic Work: From Chaos to First Data You will prepare to approach senior leadership and propose a transition to systematic marketing. But you know the question the CEO will ask after your passionate speech: “It sounds logical. But what exactly will we see in 60 days? Where…