Tag: Для директора по маркетингу
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What Our Support Includes: From Idea to Report
What Our Support Includes: From Idea to Report Picture this: You’ve held dozens of meetings, selected a strategic marketing partner, and signed the contract. Monday morning arrives. At that moment, many executives face an unsettling question: “So what exactly happens next?” All too often, working with an agency turns into a “black box.” You hand…
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How to “Sell” the Idea of Systemic Marketing to Your CEO: A Step-by-Step Guide
How to “Sell” the Idea of Systemic Marketing to Your CEO: A Step-by-Step Guide You have studied different approaches and have a solid understanding of systemic marketing. You know exactly how to transform a chaotic set of activities into a predictable growth engine. Now, however, you face the most difficult challenge—one that cannot be solved…
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“How to Stop Fighting for Resources and Start Proving Value”: A Guide for the CMO
“How to Stop Fighting for Resources and Start Proving Value”: A Guide for the CMO It’s time for annual planning. Top management gathers at the negotiation table. The Chief Commercial Officer presents the revenue forecast. The production director presents the capacity plan. Then it’s your turn as the Chief Marketing Officer. Your speech should begin…
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Where to Find Resources for Strategy When Everything Is on Fire: A Guide for the Overloaded CMO
Where to Find Resources for Strategy When Everything Is on Fire: A Guide for the Overloaded CMO As a Chief Marketing Officer, your workday feels like that of a firefighter. You rush from one “burning” task to another: leads from advertising have dropped, the sales department urgently needs a presentation “yesterday,” and the CEO has…
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How to Build a Pain Map: A Practical Guide for the B2B Marketer
How to Build a Pain Map: A Practical Guide for the B2B Marketer Open your company’s website. It probably says something about “innovative solutions,” a “comprehensive approach,” and “business process optimization.” Now, open the websites of ten of your competitors. You will see roughly the same words. As a result, these correct but faceless phrases…
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Marketing Without SMM: How to Build a B2B System on Fundamental Assets
Marketing Without SMM: How to Build a B2B System on Fundamental Assets What if I told you that you could build a successful B2B business with multimillion-dollar contracts without writing a single post on Telegram or LinkedIn? Most people would consider this heresy. Marketing directors face enormous pressure every day: “We have to be on…
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How to use content to design a path for customers with long sales cycles
How to use content to design a path for customers with long sales cycles Every month, you publish blog articles and social media posts and prepare case studies. Reports show growing traffic and follower counts. However, when you try to link these activities to pipeline growth and sales, the connection often feels weak and unclear.…
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What Is Systematic B2B Marketing? The Architecture of a Growth Machine
What Is Systematic B2B Marketing? The Architecture of a Growth Machine Most B2B marketing departments are just a collection of tactics. For example, you might have an SEO specialist working on search rankings. You have a media buyer running ads. You have a designer creating content. Each person is a professional in their field, but…
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Why Old Case Studies Don’t Work for New Clients: Auditing Your Key Growth Asset
Why Old Case Studies Don’t Work for New Clients: Auditing Your Key Growth Asset Imagine that you have made the strategic decision to enter a new market segment. For example, you might transition from the retail sector to the financial sector. You are confident of your success. You have a trump card at your disposal:…
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A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion
A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion No sensible manufacturer would try to sell an electrical appliance with a Chinese plug in Russia. Everyone knows an adapter is necessary. Without it, the product simply won’t work. It’s obvious. However, in the B2B world, we constantly see companies trying to enter a new…