Tag: Для директора по маркетингу
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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…
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Internal Conflicts in ABM Implementation and How to Avoid Them
Internal Conflicts in ABM Implementation and How to Avoid Them Implementing account-based marketing (ABM) is not just a matter of theory; it’s a real challenge for the team. A strategy designed for synergy can become a breaking point if there is no basic alignment of processes, goals, and responsibilities within the company. ABM requires mature…
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Artificial Intelligence in Marketing: Overhyped Technology?
Artificial Intelligence in Marketing: Overhyped Technology? Artificial intelligence burst onto the marketing scene with big promises: personalization, automation, highly efficient advertising, predicting customer behavior, and, of course, generating content on its own. It sounds like every marketer’s dream. But the reality is a bit more complicated. Is everything as perfect as promised? Or are we…
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Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough
Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough Just a few years ago, personalization was considered the “secret weapon” of marketers. Addressing a client by name in an email made them feel special and ready to make a purchase. But times have changed.…
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How to Create Content That Attracts, Engages, and Persuades Key Clients
How to Create Content That Attracts, Engages, and Persuades Key Clients In traditional marketing, content is typically seen as a means of driving traffic and generating leads. However, in account-based marketing (ABM), content plays a much more significant role. Here, content becomes a strategic asset — a tool for influencing key business decisions within target…
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Account-Based Content: How to Create Content That Drives Sales
Account-Based Content: How to Create Content That Drives Sales In modern B2B marketing, companies face a serious problem. They spend large budgets creating content that ultimately doesn’t attract real customers. Traditional content marketing tries to reach everyone at once, but this is its main drawback — it does not solve specific business problems for specific…