Tag: Sales and Marketing
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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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We Do Not Have “Account Managers.” We Have Marketing Engineers.
We Do Not Have “Account Managers.” We Have Marketing Engineers. Does this sound familiar? A chief technology officer spends an hour carefully explaining a complex technical detail of the product to an account manager from an agency. The account manager takes notes, nods politely, and leaves. Two days later, you see an advertisement with gross…
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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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Content That Closes Deals: Four Formats Your Sales Team Needs
Content That Closes Deals: Four Formats Your Sales Team Needs A classic situation in B2B sales. The deal is 90% complete. The commercial proposal has been sent, the client likes the product, and your contact person (the “champion”) is on your side. Victory seems close. But the contract is still not signed. The deal has…
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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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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 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…