How to sync marketing and sales on 6–12-month deal cycles and shield sales reps from junk leads. Scoring a lead as an early predictor of the deal: a 1–5 score on day 7 instead of the truth nine months later, five steps to connect marketing and sales, and budget that flows to where the scores are higher.
Growth cases in a downturn: when the market stops growing and scaling channels no longer works, growth comes from rebuilding. Where CMOs most often look for growth in the wrong places — only channels, CPL, existing demand — and how to find it in the funnel structure, real needs and hidden levers.
Expert comment for eLama’s regular ad-activity index: July’s dip is seasonal — in summer launches get postponed to autumn rather than cancelled, so the market hasn’t stalled. In Russian.
Commentary on how the freemium model works: why it describes access conditions rather than a payment method, its core tension — the free tier must attract users without replacing the paid one — and why retention matters more than other metrics. In Russian.
A column on how vibe-coding changes a marketer’s work: why marketers should build their own tools with AI and what it delivers for the business in practice. In Russian.
Commentary on what vibe coding gives a business — especially SMBs: the ability to react to change faster by automating processes and building complex tools without resource-heavy traditional development. In Russian.
Why growth through channel scaling stopped working; where CMOs most often look for growth in the wrong places, and how to find it inside the current funnel.
On the systemic mistakes that prevent tying marketing work to financial results: many B2B companies still judge promotion by operational metrics — leads, traffic and cost per lead. In Russian.
Which promotion tools and channels are relevant in B2B and which skills a marketer should learn to stay in demand. In Russian.
Finding marketing growth levers with neural networks; optimizing ad campaigns with AI; increasing traffic conversion; analyzing competitors’ marketing with AI.
Bitrix24’s hands-on workshop on applying AI in business; led the marketing track. The next cohort runs in 2025 with speakers from Sber and others.
Why Bitrix24 runs 600 events a year; what replaced the lead-gen channels that left the market; hands-on results from Yandex ad network, VK and Market platform — what worked and what did not; how email marketing reactivates churned users.
How to hire generalist digital marketers without a strong HR brand or a salary race: “selling” vacancies over the phone, HR landing pages, a hiring funnel. In Russian.
An overview of the marketing attribution market in Russia, stack options for in-house builds, pros and cons of existing solutions, and who is better off with a ready-made system versus a custom one. At the time — head of marketing at WiseAdvice.
Practical ways to reduce call-tracking spend without losing analytics quality; on the author’s own projects savings ranged from 18% to 62%. Written while at WiseAdvice Consulting Group. In Russian.