AI marketing without filler
Cases, figures, counter-theses. Without "AI changes the rules of the game" and "360-degree strategies." Just what I'm doing in projects right now.
AI Overview, Perplexity and ChatGPT SEO in 2026: how to get to the sources of AI answers
AI Overview ate 25-30% of organic traffic. The SEO goal shifts from “click” to “mention in AI response.” 5 steps to optimize existing content: TL;DR, H2 questions, structured data, tables, unique data. With 12 of my measurements and tools for tracking visibility.
Yandex.Direct vs Google Ads in 2026 for the Russian market: when which one, CPC/CPL benchmarks, budget migration
SMM strategy in Russia 2026: VK, Telegram, Zen - three platforms, three different tactics
How Google and Yandex detect AI content in 2026: 7 factors and what to do about it
Attribution after the death of cookies: 3 working models in Russia 2026
7 prompts for a marketer that I use every week
One marketer = team of 5 roles. I count by the hour and in rubles
Comparison of AI tools for marketing - April 2026
Why I don't do 360 degree strategies anymore
Cold emails: nine reasons why they aren't answered
Cold emails fail not because of the text, but because of the list and the first two lines. I'll look at nine reasons for silence in order of their influence: from the wrong addressee and subject of the letter to a request that cannot be answered in one word.
Marketer's report: how to show work so that it is understood
A report without a solutions column is an archive of numbers. I analyze the structure on one page, how a report to the manager differs from a report to the client, why it is necessary to compare with the plan and the previous period at the same time, and what to do with bad numbers.
Marketer templates: twenty-one files and when you need which one
Navigation through all site templates: six media plan forms, five briefs, four content plans, rubricator, cohorts, technical specifications, KPI dashboard, cold letters and portfolio assignments. I figure out which file is used for which task and in what order to use them.
Marketer's calculators: six calculations that can be done in a minute
An overview of the calculations that are most often needed in work: CPA, CPL, ROAS, break-even point, LTV to CAC and unit economics. I’m figuring out which calculator for which question, what to substitute for the input and how to read the result.
Russian market benchmarks 2026: summary of seven metrics and how to use them
Summary of standard values for the Russian market: CPC in Direct, CTR in VK Ads, CPL in B2B, ROAS in e-com, LTV to CAC in SaaS, open rate email and landing page conversion. With rules of application: why the median is deceiving and what to actually compare yourself to.
Direct Commander: massive operations, which is why it is needed
Commander is needed where the interface can no longer cope: editing hundreds of ads, moving campaigns, mass replacement of links and tags. I’ll look at five operations for which it’s worth mastering, and the rules that will protect you from spoiling your campaigns.
Webvisor: how to read posts without spending a week on it
The web viewer shows what a person did on the page, but you can’t look at it in a row - you’ll drown. I’ll figure out how to select records in segments, which five scenarios give the most conclusions, and how records distinguish bots from people.
Offline conversions: how to link advertising to sales that are not included in analytics
Half of sales happen off-site: a call, a visit, payment from the manager. I’m looking at five ways to get these deals to advertising systems - from promotional codes and individual numbers to downloading offline conversions from CRM, and the blind spots of each.
Which brief is needed for which task: five forms and when to take which one
Briefs for a website, design, SMM, video and general marketing solve different problems, and there is no universal one. I analyze how they differ, what questions each one contains, and why the brief is always filled out by the customer.
Marketer KPIs: what to put in the dashboard and what to leave in work files
A dashboard of twenty metrics is not read. I analyze which indicators really make it to the top, how marketer metrics differ from agency metrics, why coverage is not a KPI, and how to connect indicators with money.
MMP and mobile app attribution: why is it needed and when without it
MMP is a mobile measurement partner that brings installations from different sources into one picture. I’ll explain how it differs from regular analytics, why you can’t do without it on mobile, and in what cases you don’t need it.
Yandex Webmaster for marketers: five reports that change decisions
The webmaster usually gives it to the SEO and never opens it again. I’m looking at five reports that marketers need: impressions without clicks, pages in search, crawls, duplicates, and recommendations. With an example of how the query report reverses priorities.
Wordstat 2026: how to calculate demand and seasonality without deceiving yourself
Wordstat does not show what it seems: the number in the main window is the sum of all queries that include the phrase. I analyze the operators, the history of requests for seasonality, the regional profile and three errors due to which the demand forecast is overestimated several times.
Yandex Audiences: segments, look-alikes and why they don’t work
I’ll look at what segments can be collected in Yandex Audiences, what is the minimum size needed, how to build similar audiences, and three reasons why a segment refuses to gain coverage or brings in untargeted traffic.
TGStat and Telegram channel analytics: what to watch before purchasing advertising
External Telegram analytics shows what is not visible from inside the channel: growth dynamics, the real reach of publications and advertising history. I figure out what numbers to check before purchasing, how to recognize cheating, and how external data differs from the owner’s statistics.
CPL, CAC and LTV: how to read three metrics together, not separately
Three metrics alone do not answer any question about money. I’ll analyze how CPL differs from CAC, why LTV without a deadline is meaningless, how to combine them into one solution, and what numbers should be considered the norm for the Russian market.
Evergreen funnel versus launch: what to choose and how not to break trust
The launch gives a peak in revenue and lasts for a week, evergreen works constantly and gives predictability. I’ll analyze how they differ in economics, when to transfer a launch to evergreen, and why a fake deadline kills conversion more than its absence.
Audiences in advertising: cold, warm, hot, LAL and custom
I analyze the temperature of the audience in a human way: how cold differs from warm, what is look-alike and what segment to build it from, when custom audiences work, and when they burn the budget. With a table of offer temperature correspondence.
VK Clips 2026: CTR standards, coverage and what really attracts impressions
Clips are the only VK format that provides impressions beyond subscribers. I analyze what numbers are considered the norm, how CTR in Clips differs from CTR in the feed, what happens in the first three seconds and why screening is more important than likes.
Terms of reference for landing 2026: what to write to the contractor so as not to redo it
Technical specifications for the landing page: nine sections of the structure, requirements for speed and mobile version, analytics goals, acceptance criteria. I analyze how the technical specification differs from the brief and what points are missed most often.
Categories SMM 2026: 12 categories, shares by niche and why the list of categories does not work
The working rubricator differs from the non-working one in one column - shares. I analyze twelve sections with their work, show how the mix changes from catering to B2B, and explain why five sections are better than twelve.
Media plan for seeding in Telegram 2026: CPM, channel verification and subscriber price
You need to count crops based on the coverage of a post, and not on the number of subscribers - the difference is often twofold. I’m going over the calculation of CPM, the checklist for checking the channel before payment, marking placements and how to reduce the wave so that the second one is cheaper.
Media plan for 2026-2027 with an event calendar: how to connect seasonality and holidays
A holiday calendar only works when it is linked to a budget and preparation deadlines. I’m analyzing the assembly order: first, its own seasonality from Wordstat, events on top of it, counting back from each event, dead windows and reserve.
Feed for Yandex Direct 2026: required elements, categoryId and validation errors
Product campaigns are driven by the quality of the feed, not the campaign setup. Based on the official information, I’m reviewing the required elements of an offer, the categoryId role, two levels of segmentation, and errors that cause offers to silently drop out.
CPC in Yandex Direct 2026: why clicks become more expensive and how to distinguish the market from your mistakes
In most offices, the increase in average CPC turns out to be a consequence of their own actions, and not of changes in the auction. I’ll look at four reasons for price increases, levels by niche, the effect of Google Ads leaving and the procedure for checking your dynamics.
Funnel conversions in B2B SaaS 2026: why there are no other people’s standards and how to build your own
The words “demo” and “pilot” mean different things to different companies, so market averages for these stages are useless. I show where external reference points work, how to calculate a funnel by cohorts, and which stage to fix first.
Portfolio of a marketer without clients: 7 tasks that are done on public data
Without cases, they don’t hire people; without work, there’s nowhere to get cases. What breaks this down is that much of a marketer's work can be done on open data. Seven tasks, an assumption rule and a one-page case structure.
Zen indexing in Yandex 2026: when a channel gets into search and what affects it
The Yandex robot indexes Zen's publications itself, no application is needed. I analyze how long it takes for articles to get into search, how to check the fact of indexing by the site: operator, why the Webmaster does not help the channel (this is directly written in the site’s help) and how to separate search traffic from the feed through Metrica.
Monetization of Zen 2026: the real threshold, what they pay for and how much can be withdrawn
Current conditions according to the official certificate: threshold of 30 hours of viewing from subscribers in 30 days, payment for reading time, text formats only. I count how many views this is, explain why CPM tables for niches from the Internet were invented, and analyze the withdrawal of money with taxes.
Cohort analysis 2026: how to calculate retention and what to show to the manager
How to show inflow, outflow and retention of customers by month on one table. Four fields from CRM, two formulas, a cohort triangle and three ways to read it. Plus an analysis of the main accounting error - counting from the calendar instead of the month of attraction - and the median interval as the outflow boundary.
MAX for business 2026: channels, bots and the first advertising formats in the national messenger
What the national messenger MAX gives to business in 2026: channels, bots, mini-applications and the first advertising formats. I compare it with Telegram in terms of audience and reach, I consider who should log in now and who should wait.
Telegram Mini Apps 2026: store and sales funnel directly in the messenger
How to build a store, quiz or funnel inside Telegram via Mini Apps in 2026: what does it give in terms of conversion versus external landing, how much does development cost, how to accept payments through Stars and cards, what analytics.
Telegram Stars 2026: monetization of digital goods and subscriptions within Telegram
How to sell digital goods, accesses and subscriptions through Telegram Stars in 2026: how the currency works, what the commission and withdrawal rate are, why Stars is more profitable than external payment for channels and bots, where this does not work.
RuStore 2026: ASO and application promotion after Google Play
How to promote a mobile application in RuStore in 2026: ASO for Russian-language search, presets, internal advertising, working with reviews and ratings. CPI benchmarks by niche and how promotion in RuStore differs from Google Play.
GigaChat and YandexGPT for marketers 2026: where domestic neural networks are really better
I compare GigaChat and YandexGPT with foreign models for the tasks of a marketer in 2026: Russian language, API price, availability without VPN, working with personal data under 152-FZ. Where do they win over ChatGPT and Claude, and where do they lose?
GEO for Runet 2026: how to get into the answers of Alice, Neuro and GigaChat
Generative Engine Optimization for Russian AI search: how to structure content so that you are quoted by Yandex Neuro, Alisa and GigaChat. I analyze the differences from classic SEO, schema markup and formats that AI takes in response.
DataLens for marketers 2026: dashboard without Looker and Power BI
How to build a working dashboard for a marketer in Yandex DataLens for free in 2026: connecting Y.Metrica, Y.Direct and Google Sheets, key charts, sharing with the team. How does DataLens replace Looker Studio and where is its ceiling.
AI avatars and AI voice acting for creatives 2026: HeyGen, ElevenLabs, Arcads
How to collect UGC videos and advertising creatives using AI avatars and synthetic voice acting in 2026: HeyGen, ElevenLabs, Arcads. How much does a video cost, where avatars enter the performance, and where the viewer feels fake and the CTR drops.
RFM segmentation 2026: how to get repeat sales from your customer base
How to break down the database by RFM (recency, frequency, amount) and increase repeat sales in 2026: matrix of segments, what to send to champions and sleepers, how to calculate in Google Sheets and CRM. With real increases in repeat purchases.
Cohort analysis 2026: how to calculate retention and LTV by cohort
How to build and read cohort analysis in 2026: retention curve, breakdown by month of attraction and channel, calculation of LTV by cohort. Where to get data in Ya.Metrica and Google Sheets and what budget decisions this changes.
End-to-end analytics 2026: Roistat vs Calltouch vs PostHog vs self-collection
I compare end-to-end analytics systems in 2026: Roistat, Calltouch, PostHog and self-assembly on n8n. The cost that is associated (click, lead, transaction, revenue), complexity of implementation. Who needs call tracking, and who needs full-fledged end-to-end.
JTBD for marketer 2026: interviews, hypotheses and offers on Jobs To Be Done
How to apply Jobs To Be Done in marketing in 2026: switch interviews, finding the real reason for the purchase, translating the client’s work into an offer and landing page title. Without academicism - a work process that collects offers per day.
Quiz marketing 2026: quiz landings, conversion and unit economics
When a quiz landing gives you leads cheaper than usual, and when it wastes your budget on junk applications. In 2026, I will analyze the constructors, quiz structure, conversion benchmarks and CPL by niche, how to clean quiz leads before transferring them to sales.
Reactivation of the 2026 database: segmentation of dormant clients and win-back without discounts
How to bring back lost customers in 2026 without discount dumping: segmentation of sleepers, trigger scenarios in email, Telegram and WhatsApp, what to write instead of “-20% today only.” With reactivation benchmarks by channel.
Lead magnets 2026: 9 formats that actually generate applications
Which lead magnets work in 2026, and which ones have not been downloaded for a long time. I analyze 9 formats for B2B and B2C, conversion to subscription and sales, how to collect a lead magnet in an evening through AI and not turn it into a PDF graveyard.
Webinar funnel 2026: auto-webinar and evergreen without burnout
How to build a webinar funnel in 2026 that sells without live broadcasts every week: webinar structure, profitability, warm-up in email and Telegram, auto-webinar and evergreen. With benchmarks for profitability and conversion to purchase.
Seasonal marketing 2026: sales plan for 11.11, emergency and New Years without loss of margin
Sales calendar 2026 and how to make money on 11.11, Black Friday and New Year, and not just cut prices. Preparation plan for 6 weeks, mechanics without discount dumping, specifics of marketplaces and calculation of the real margin of the promotion.
Naming and positioning 2026: framework in one day
How to find a positioning and name for a product in 2026 in a day: a framework based on alternatives and value, not on the “mission”. Checking a name for availability, domain and consonance, typical mistakes. With examples of how one word in positioning changes conversion.
Case as a product: how to package the result so that it sells
How to put together a case that brings clients, and not just praises you: structure from problem to figure, what to do with an NDA, what metrics to show. Using my cases COLIZEUM, EZ KATKA and NEMIFIST as an example, I analyze the packaging of the result.
Marketer’s portfolio 2026: what to show to get people to invite you to an offer
How to put together a marketer’s portfolio in 2026 that leads to offers: website, Notion or PDF, what cases and figures to show, what to avoid. Using the example of my portfolio website, I’ll analyze the structure that is practiced during interviews.
Content marketing for B2B without a budget: Telegram, Habr, VC.ru in 2026
How B2B companies get leads through content without spending 300K a month on an agency. Analysis of three channels - Telegram, Habr, VC.ru - with specific formats, frequency and examples of companies that are already growing without paid traffic.
B2C marketing in the Russian Federation 2026: funnel, retention and unit economy
How to build a B2C funnel in Russia in 2026: from first touch to LTV. We analyze the unit economy for the mass consumer, real CAC by channel and retention mechanics that do not eat up margins.
Marketing a fitness studio and sports club 2026: local traffic and retention
How fitness studios can attract clients in 2026 without draining their budget: Yandex Maps, Avito, geotargeting, loyalty programs and retention tools with real metrics and practical examples.
Referral marketing and affiliate programs in the Russian Federation 2026
How to launch a referral program with a conversion of 15-30% in 2026: mechanics, platforms, legal nuances for the Russian Federation. We analyze cases with CAC -40% and LTV x2 through affiliate networks.
The first 90 days of marketing in a startup: plan before and after the first clients 2026
What exactly should a marketer do in a startup in the first three months: which channels should not be touched until product-market fit is achieved, how to reach the first 10 clients without a budget, and what will break sooner than you expect.
Yandex.Direct for an online store: product campaigns, smart banners and feed 2026
How to set up product campaigns and smart banners in Yandex.Direct in 2026: feed structure, auto-targeting, bids and real cases with CPO from 180 to 600 rubles in different niches of online stores.
Mobile app marketing 2026: UA, ASO and retention up to 10K MAU
How to grow a mobile application from 0 to 10,000 active users in 2026: UA campaigns with ROAS from 150%, ASO in the Russian market, retention mechanics and real CAC benchmarks by niche.
WhatsApp Business API for marketing 2026: newsletters, chatbot, CRM
How to launch WhatsApp Business API in 2026: official newsletters with 90%+ open rate, chatbot without a programmer, integration with amoCRM and Bitrix24. Analysis of costs, limits and real cases for small and medium-sized businesses in Russia.
B2B content machine without a media budget: Telegram, Habr and VC.ru in 2026
How to get B2B leads for 300-800 ₽ CPL through organic content versus 3000-8000 ₽ in Yandex.Direct. Telegram as the core, Habr and VC.ru as distribution with SEO tail, batch production for 4-6 hours a week. With real numbers from the Nemifist and EZ KATKA projects.
B2C marketing 2026: funnel, unit economy and retention without draining the budget
How to build a B2C funnel in Russia in 2026: unit economy with an LTV/CAC rate of 3:1, RFM base segmentation, win-back campaigns with a CR of 8-15%, trigger communications. From the practice of EZ KATKA (120K clients, 124M rubles) and COLIZEUM (82M coverage).
Checklist for hiring your first marketer 2026: 18 points for a founder
When to hire your first marketer and who exactly: a generalist with a performance base or a narrow specialist. 18-point checklist, numerical interview questions, 2-hour test task and 90-day KPI plan. From the practice of both sides of hiring.
The first 90 days of a marketer in a startup: operational plan by day 2026
What exactly should a marketer do in a startup in the first 90 days: funnel audit and manual outreach on days 1-30, testing 2-3 channels with CAC fixation on days 31-60, scaling one channel on days 61-90. Without strategies on paper - only operational steps.
Subscription and MRR 2026: how to transfer customers from one-time payments to a retainer
How can a marketer or agency switch to MRR: three types of subscription, trial offer for database migration, onboarding for up to 30 days, churn and NRR metrics. The churn rate for a B2B retainer is up to 3% per month. NRR is above 100% - the base is growing without new clients.
Claude vs ChatGPT: 10 examples of prompts for marketing - how to adapt to each model
Comparison of prompts for Claude and ChatGPT in marketing 2026. How Claude and ChatGPT read prompts differently, 10 examples with analysis for each model, decision matrix when to take which model. Claude Artifacts, Projects, ChatGPT Tasks, Custom GPTs.
AI video generation 2026: comparison of Veo 3.1, Kling 2.0, HeyGen 4, Sora Turbo - prices and quality
Comparison of 4 AI video generators 2026: Veo 3.1 from Google (.10-0.50/sec) for branded content, Kling 2.0 for social networks (.02-0.10/sec), HeyGen 4 for avatar video (/month), Sora Turbo (/month). Test of 47 videos, table of tasks and prices, availability in the Russian Federation.
Perplexity AI for Marketer 2026: 5 Scenarios with Pro Search, Spaces and Collections
Guide to Perplexity Pro for marketing: Pro Search for competitor and audience analysis, Spaces for projects, Collections for monitoring, copywriting fact-checking. /month, real teams and results. How Perplexity differs from Google and Gemini Deep Research.
AI content detectors 2026: 5 tools for checking texts - test in Russian and English
Test of 5 AI content detectors in Russian and English: Originality.ai (95% EN), GPTZero, Turnitin, Corpus-2, ZeroGPT. Table of accuracy, prices, false positive rate. How AI detectors work with Russian text and should marketers be afraid of them.
How to build an AI agent for marketing in 2026: step-by-step instructions with architectures
Step-by-step instructions for creating an AI agent for marketing: from choosing a platform (n8n, Make, Custom) to connecting LLM and setting up triggers. 3 ready-made architectures: lead generation with BANT qualification, content plan agent, analytics agent with alerts. Time-to-first-agent: 4-8 hours.
AI image generation 2026: Midjourney v7, DALL-E 3, Kandinsky 4.0, Flux Pro - what and when to use
Comparison of 4 image generators for marketing in 2026: Midjourney v7 (/month) for style, DALL-E 3 (/month) for accuracy, Kandinsky 4.0 (free) for backgrounds, Flux Pro (/month) for photorealism. Real prompts, quality table by task.
Google Gemini for marketers 2026: 5 working scenarios with specific numbers
Guide to Google Gemini 2026 for marketing: Deep Research analysis of competitors in 15 minutes, integration with Gmail and Google Docs, AI Overviews in search and their impact on SEO, Gemini API for automation. Prices, restrictions for the Russian Federation, comparison with Claude and ChatGPT.
10 n8n scenarios for AI marketing automation 2026: from leads to content
10 ready-made workflows n8n for AI marketing automation: auto-generation of content, CPL monitoring with alerts in Telegram, auto-reports from Ya.Metrika, TG funnel for lead generation, competitor parsing. Self-hosted on VPS for 500 rub/month.
ChatGPT vs Claude vs Gemini 2026: comparison of AI assistants for marketers on 10 tasks
Comparison of ChatGPT, Claude and Gemini in marketing 2026: tests on 10 tasks - copywriting, analysis, structuring, translation. Table of accuracy, speed, price. Which AI for which task and is it worth paying for multiple subscriptions.
Prompt engineering for marketers 2026: 6 elements + 8 ready-made templates
Step-by-step guide to prompt engineering for marketing: 6 elements of a good prompt, 3 techniques (few-shot, chain-of-thought, system prompts), 8 ready-made templates for different tasks. With real examples of prompts for Claude and GPT.
Video marketing 2026: Reels, VK Clips and YouTube Shorts - what to shoot and how to calculate the result
Comparison of video platforms for Russian business: coverage, CPM, formats. What to shoot in 20 minutes without a studio, how to calculate viewability and ERR. Niche benchmarks.
Factional CMO: what is it, how much does it cost and who needs it in 2026
Fractional CMO is a part-time marketing director. What is the difference between a consultant and an agency, how much does 2026 cost in Russia and what companies is it suitable for?
Content plan for SMM: template, heading system and batch production for 2026
How to build a content plan that won’t die in the third month: a system of 4 types of headings, a template in Notion/Sheets, batch production and processing of content from one to five formats.
ORM and online reputation management in 2026: monitoring, reviews and SERM
How to manage a brand’s online reputation in 2026: monitoring mentions, working with reviews on Yandex.Maps, SERM strategy and anti-crisis communications. Brand Analytics, YouScan, crowdmarketing.
SEO for marketers in 2026: technical optimization, semantics and links
Basic SEO minimum for a digital marketer: technical audit, on-page optimization, semantic core and link strategy in the Russian market. Yandex vs Google in 2026.
Telegram bot for marketing: auto funnel in n8n without a developer - guide 2026
How to launch a Telegram bot for lead generation via n8n without code in 3 hours. CR 15-35% for target action versus 4-8% for site forms. Types of bots, platform comparison, step-by-step funnel setup and metrics.
Agency vs freelancer 2026: how to choose a contractor and not blow your budget
When do you need an agency, and when is a freelancer enough? Selection checklist, red flags, questions for the brief and real rates of the Russian market 2026. From the practice of 50+ tenders.
Call tracking in 2026: how to connect and link calls with advertising
Calltouch, CoMagic or Yandex.Calls - what to choose. How to set up call tracking, transfer conversions to Yandex Direct and reduce CPL by 20-40% without increasing the budget. Practical instructions with numbers.
Yandex Metrica 2026: setting goals, e-commerce and linking with Direct
Ya.Metrika is the central data hub for performance in the Russian Federation. Without correctly configured goals, Ya.Direct overpays for CPL by 30-50%. Full guide: what 8-12 goals are needed, e-commerce through dataLayer, connection with YA Audiences and CRM, automatic alerts in Telegram. With an analysis of 5 typical mistakes.
Telegram Ads 2026: how to launch from Russia, CPS benchmarks, errors at start
TG Ads from the Russian Federation - only through intermediaries: Telega.in, MTT, AdsTG. Deposit from 1500 EUR, commission 10-25%. CPS benchmarks: B2C 30-80 ₽, B2B 80-250 ₽. Step-by-step setup from registration to launch, the difference between targeting by channels and interests, 5 typical failures. With my experience for 18,000 EUR budget.
UTM tags 2026: scheme for agency, generator, team standards
The UTM scheme is an operational discipline, without which performance analytics becomes folklore. A structure of 5 parameters, a reference book of values, a UTM generator, a report in Ya.Metrika and Looker Studio. With analysis of 5 typical errors (Cyrillic, duplicate source, UTM on internal links) and automation through n8n.
CRM marketing 2026: amoCRM/Bitrix24 + Ya.Direct - end-to-end analytics and retention
Linking marketing with CRM - basic minimum for business from 300K ₽/month. UTM to the form → ClientID to the card → offline conversions to Ya.Metrika → optimization of Ya.Direct for real revenue. With analysis of 6 retention segments and 5 typical errors.
CRO 2026: a 20-point checklist for increasing website conversion by 35-80%
CRO is the cheapest optimization in performance marketing. Before increasing the budget, run the site through a 20-point checklist: speed, structure, forms, trust. Tools without a budget (Ya.Metrika Webvisor + Hotjar), ICE prioritization, when to connect A/B tests. With realistic conversion benchmarks for 5 niches.
Media plan 2026: Excel template of 5 sheets for a performance campaign from 100K ₽
The minimum viable media plan takes 1 business day and fits into 5 sheets. Goals and KPIs, budget distribution by channel with forecast metrics, weekly tactics, creatives, plan/fact analysis. With a ready-made CPL/CAC/ROAS forecast formula and budget allocation benchmarks for 6 types of tasks.
AI Marketing Team Transformation: A 90-Day Transition Plan
Most companies skip the discovery phase and waste their budget on tools that the team does not use. Real 90-day plan with baseline measurements, pilot project and scaling. With an analysis of 5 points where the transformation breaks down.
Job search for AI-native marketer in 2026: what to show, how to search, what fork to call
In the Russian market, AI-native marketers receive +30–50% to the average. But HR doesn't know who it is. Specifically: how to rewrite a resume, what to put in a portfolio, how to pass an interview and not let the fork get knocked down. With GitHub portfolio template.
Cold outreach in Telegram in 2026: 5 templates with a response rate of 8–15%
Cold email in the Russian Federation is dead. Cold outreach in Telegram is a working channel with a response rate of 8–15% with the correct structure. Analysis of 5 working templates: B2B audit, agency-pitch, sales-discovery, follow-up, breakup-letter. With metrics of 1200 messages sent per quarter.
10 ready-made n8n-scenarios for marketing in 2026: from CPL-alerting to auto-generation of creatives
10 n8n-flow workers that are running on my projects right now: alerting CPL-spike, auto-content from the price list, sentiment-monitoring of comments, CRM-Telegram bridge, and 6 more. With configs and metrics for saving hours.
Yandex.Direct in 2026: step-by-step guide to neural network campaigns
Neural network campaigns in Ya.Direct replaced classic ones in 2024–2025. But they are stupid in a narrow niche and waste the budget in the first week. Full guide: setting up the Wizard, manual campaigns, audience selection, RSA, errors. With a table of recommendations for niches.
MedTech marketing in Russia 2026: advertising clinics through Ya.Direct + content
MedTech is the most underutilized performance segment in the Russian Federation. CPL 500–1000 ₽, LTV 15–50K ₽, ROAS 4–8. Full analysis: channels, specifics of medical advertising, compliance, content strategy, typical mistakes of clinics.
Marketing in gaming in Russia 2026: channels, budgets, benchmarks in 5 areas
Gaming marketing using the example of COLIZEUM, EZ KATKA and NEMIFIST: communities, integrations and tournaments. The budget ranges in the article are guidelines, and the results of personal cases are indicated separately.
VK Clips for marketing in 2026: a format that replaced Instagram Reels in Russia
VK Clips has gone from a “copy of Reels” to an independent ecosystem with 30M+ MAU. Real coverage is 100K–1M per video, the algorithms are more stable than the old ones. A guide to creating, promoting and monetizing Clips for a marketer.
Telegram channel monetization in 2026: 7 models and real numbers
The TG channel is monetized not only through advertising. 7 crucifix models: paid posts, TG Ads, Premium subscription, stories, Senler bots, direct sales, B2B leads. With real numbers from 5K channels and 50K subscribers.
How much does a marketing consultant cost in Russia in 2026: grid of rates by level
12-cell grid of a marketer’s hourly rate: 3 levels × 4 types of tasks. With real numbers - mine + an anonymous survey of 23 colleagues. Why “contractual cost” = “they didn’t consider the unit-economics of their hours.”
LTV/CAC benchmarks in Russia 2026: gaming, e-com, MedTech, fintech, EdTech
Real unit-economics for 5 niches of the Russian market: average LTV/CAC, payback period, AOV, frequency. Figures from my projects + anonymous pool of 12 companies. With formulas and red zones for niches.
How to calculate ROAS, CPL and LTV/CAC in 2026: formulas, errors, niche calculator
Formulas ROAS, CPL, CPA, LTV/CAC, payback period - without water. With an analysis of 6 typical errors in calculations (which I saw in 80% of client reports) and a table of normal values for 5 niches.
Landing in a day using Claude Code: step-by-step analysis from technical specifications to deployment
One of the last landing pages was done like this: brief in Notion (15 min) → Claude Code scaffolding (40 min) → copy in voice (60 min) → finishing through v0 (30 min) → Vercel + DNS (15 min). The contractor's starting rate is 180K ₽ for 4 weeks. I did it in 3 hours.
Veo 3.1 for a marketer: 8 prompts, 4 restrictions and a real bill per quarter
A complete guide to Veo 3.1 for advertising production: 8 prompt templates with exit examples, 4 limitations that are not written about in marketing reviews, and my cost grid - Q1 2026 I generated 47 videos for $312.
Ya.Direct vs VK Ads vs Telegram Ads in 2026: comparison of CPL for 6 niches
I work with performance budgets from 1M ₽/month in all three advertising offices. Real CPL in 6 niches: gaming, e-com, MedTech, fintech, EdTech, B2B SaaS. Indicating where which office wins and in what ways.
New VK Ads account in 2026: a step-by-step guide for a marketer
A complete guide to the new VK Ads account: setting goals, look-alike, auto-strategies, retargeting, creatives, reports. With 7 mistakes that I saw in 80% of client accounts, and a table of working strategies by niche.
NEMIFIST: Telegram channel from scratch, integration and 1,022 leads via Senler
The Telegram channel has grown to 50 thousand+ subscribers; The Senler funnel collected 1,022 leads at RUB 12.56. Analysis of integrations by Booster and Gordey based on individual publications.
Performance in Russia in 2026: what remains of Google Ads, what grew out of VK
I work with performance budgets from 1M ₽/month - without Google Ads at all. What replaced, what broke, and why VK Ads is better now than in 2021. With CPL table by niche.
EZ KATKA: marketing a network of 19 esports arenas
Managed the marketing of the EZ KATKA network: 19 arenas, 120 thousand clients and 124 million rubles in turnover of the entire network for 2024. CAC reduction by 15%, own channels and standards for franchisees.
A marketer writes websites. Not IT - marketing sovereignty
There are six Next.js sites on my resume. Not “because it’s a hobby” - because in 2026, with Claude Code, a landing page is done in a day, not in a month through a contractor who doesn’t understand the funnel.
What do I do when a performance campaign doesn’t work: 6-step checklist
Once every two weeks something breaks in one of my campaigns. CPL jumps 3 times, conversions drop, budget is burning. Over the course of 9 years, I have developed a 6-step diagnostic algorithm that reduces “doesn’t work” to a specific reason in 90 minutes.
AI agents in marketing: what I have already automated in n8n
Three live agents in n8n on my projects right now: auto-generation of creatives from the price list, sentiment monitoring of comments, auto-responses in the TG bot via Claude Sonnet 4.6. With configs and savings metrics.
Failure case: −20% for the quarter. What did I do wrong in the segmentation hypothesis?
Not all of my cases are successes. This one is a 20% failure to the quarterly plan. And that is why it is still useful to me. Segmented by demographics - should have been segmented by behavior. It was worth the proceeds.
B2B SaaS marketing in Russia 2026: channels, funnel and metrics
How to build lead generation for B2B SaaS in Russia without LinkedIn and Google Ads. Telegram outreach with CPL from 500 ₽, Yandex Direct, SEO content and correct metrics: CAC, LTV, MQL/SQL conversion.
Marketing audit 2026: 40 questions and a checklist in one working day
How to conduct a marketing audit in one day: channels, funnel, analytics, budget, team. A checklist of 40 questions from practice - I use it on every new project.
Advertising on Wildberries and Ozon in 2026: unit economics and rate management
How to launch internal advertising on marketplaces with RRR up to 15%, correctly calculate unit economics and not waste your budget on a card without conversion. Cases from real WB and Ozon offices.
Yandex.Maps and 2GIS for business in 2026: card optimization and promotion
How to fill out a business card on Yandex.Maps and 2GIS, receive reviews and promote for a fee. CPL from geoservices is 5-15 times lower than Direct - but most businesses keep cards in zero condition.
PR and media 2026: how to get into the media for free and what it gives for SEO and traffic
Working with journalists and editors in 2026: where to look for requests, how to write pitches. The real effect of PR publications on SEO, traffic and trust. Free platforms for expert columns.
Email marketing in Russia 2026: platforms, metrics and automation
Which email service to choose in 2026, how to raise the Open Rate above 25% and not end up in spam under Federal Law 152. I compare Unisender, SendPulse, Mindbox, Dashamail with numbers and real cases.
The first 100 clients without an advertising budget: outreach, organic and referral program
How can a startup or freelancer find their first clients without spending money on advertising? Sequence: TG outreach, LinkedIn, partnerships, organics. Conversions and timing from practice.
Yandex Zen 2026: recommendation algorithm, SEO traffic and channel monetization
Zen in 2026 is not a content dump, but a 45M+ MAU platform with a three-wave algorithm and SEO indexing in Yandex in 48 hours. Analysis: how the recommendation algorithm works, which formats Zen promotes and which it buries, CPM of monetization by niche (80-200 ₽/1K reads) and 5 typical mistakes of new channels.
Social proof 2026: reviews, ratings and cases - a real effect on conversion
How reviews, ratings and cases affect conversion in 2026. Benchmarks for e-com, B2B and SaaS: what % each type gives. How to collect, where to post and what formats work best.
Influencer marketing in Russia 2026: native integrations in TG and VK, prices, how not to drain your budget
Influence in the Russian Federation is not Instagram in 2021. These are TG channels with an ERR of 10-20%, VK Clips and Zen authors with an SEO tail. Analysis of 5 formats, pricing by niche (500 ₽ - 100,000 ₽ per publication), how to calculate CPM and check a blogger for cheating before payment, and why coverage and KPI kills the ROI of a campaign.
Product-Led Growth 2026: freemium, product virality and PLG metrics
How to build growth through the product itself: freemium, trial, viral mechanics. When PLG works and when it doesn't. Trial→paid conversion benchmarks, NRR and retention for B2B SaaS.
Community marketing 2026: Telegram chat and VK group as a growth channel
How to build a community around a brand and turn it into a sales channel. Strategy, moderation, content plan. Real numbers: cost of participation, retention, conversion to purchase.
EdTech marketing in Russia 2026: funnel, CPL by niche and unit-economics of online schools
EdTech in the Russian Federation - 120B+ ₽ market with a 6-step funnel, where most schools optimize for leads, not payments. CPL by niche: IT courses 1,500-5,000 RUR, marketing 800-2,500 RUR, languages 600-2,000 RUR. Analysis of the funnel, retargeting indicators, installments as a conversion tool and common mistakes of EdTech teams.
Landing page 2026: structure with 7%+ conversion and typical mistakes
How to build a landing page structure with above-average conversion: first screen, offer, proof, CTA. Benchmarks for Russian niches, 5 common mistakes and a checklist before launch.
ChatGPT for marketers 2026: 30 tasks that really speed up your work
How to use ChatGPT in the real work of a marketer: copywriting, analysis, briefs, audience segmentation. 30 tasks with prompts from practice, time-saving benchmarks.
Looker Studio for marketers in 2026: dashboards from Y.Metrica, Y.Direct and VK Ads for free
Looker Studio combines Ya.Metrika, Ya.Direct and VK Ads in one free dashboard. Analysis: how to connect Russian data sources, configure Blended Data for end-to-end CPL across channels, automatically send reports to clients on a schedule and not overload the dashboard with unnecessary widgets.
Marketing Channel Attribution 2026: From Last Click to MMM
How to correctly calculate the contribution of channels to sales: attribution models, MTA, MMM. Why Last Click lies and how to move on to an honest assessment of the ROI of channels.
VK Advertising 2026: a complete guide to setup, audiences and optimization
How to set up VK Advertising in 2026: formats, audiences, auto strategies, ERID marking. CPL by niche, common mistakes and campaign optimization with real examples.
B2B lead generation 2026: channels, qualifications and cost per lead
Comparison of B2B lead generation channels in Russia: context, target, content, outreach. CPL by niche, BANT qualification, deal cycle of 90 days - all with real numbers.
Telegram channel for business 2026: growth, monetization and automation
How to launch and develop a Telegram channel for business: growth strategy, content formats, monetization through advertising and funnel. ERR, coverage, crops - with real numbers.
Avito for business in 2026: promotion, advertising and autoloading
Avito is no longer a “bulletin board” - it’s a performance channel with an auction and 65M MAU. CPL in services, auto, furniture and real estate in 40-60% of niches below Direct. A step-by-step guide to paid promotion, autoloading ads and measuring ROI.
Personal brand for B2B: how the founder becomes the main sales channel
Founder-led marketing in practice: how to run a Telegram channel, what to write to convert into leads. Real numbers from personal experience and anti-patterns.
Semantic core in 2026: collection, clustering and automation through AI
Semantic core manually in 2 weeks - this is 2022. In 2026, a basic kernel for 500-1000 requests is assembled per day through Wordstat, Key Collector and Claude. Analysis of clustering methodology, calculation of priorities, automation through AI.
Retargeting in 2026: segments, pixels and chains in Ya.Direct and VK Ads
Retargeting is the only performance tool with ROAS 8-15x when configured correctly. But 80% of offices use it incorrectly: one segment for everyone, no frequency limit, no look-alike. A complete guide to segments, pixels, touch chains.
Cookieless marketing 2026: how to work without third-party cookies
What has changed with the abandonment of third-party cookies: how 40-60% of mobile conversions fall out of attribution, and what to do about it. Server-side tracking, first-party data, MMM.
Advertising creatives in 2026: formats, A/B tests and AI generation for VK and TG
Creative dies in 7-14 days in hot niches. Agencies update once a month - and lose 40-60% of efficiency. Guide to VK and TG formats, A/B testing through plan/fact, AI generation with a real prompt template.
A/B testing in marketing 2026: how not to waste your budget on false insights
80% of A/B tests in marketing produce a false positive result due to insufficient statistical power. How to calculate sample size, when to stop a test, how to prioritize hypotheses. With formulas and real cases.
Sales funnel 2026: how to build from traffic to repeat purchase
A funnel is not a diagram in Miro. These are measurable stages with specific CRs at each transition. How to build a funnel from scratch: traffic → lead → qualification → deal → retention. With real conversions across 4 niches and tools to measure each stage.
Marketing Analytics 2026: GA4, Metrics, Attribution and Dashboards
How to build marketing analytics from scratch: GA4 vs Yandex Metrica, GTM setup, channel attribution, heat maps and web viewer. Real stack for a team of 1 person.
Real estate marketing in 2026: channels, CPL and developer specifics
The real estate market in the Russian Federation is one of the most competitive in terms of CPL. 800–3500 ₽ per lead in Ya.Direct for new buildings. Analysis of channels: Ya.Real Estate, CIAN, Avito, Direct. With a table of CPL and conversion per transaction by channel.
Unit economics for marketers 2026: LTV, CAC, Payback Period with real numbers
How to calculate unit economy correctly: LTV/CAC ratio, Payback Period, ARPU. Benchmarks for Russian niches 2026, common mistakes and formulas with examples.
Marketing of services and local businesses in 2026: Ya.Maps, geotarget, reviews
Local business is the most converting segment if you set up your geotarget correctly. Three cases: barbershop (CPL 920 ₽), dentistry (CPL 420 ₽), car service (CPL 0 ₽ with Ya.Kart). How to work with Ya.Maps, Avito and geotarget in Direct.
Marketing budget 2026: how to calculate, distribute and defend to the CEO
“How much do we need for marketing?” - a question without a normal answer for most marketers. The calculation formula is based on unit economics, and not on “5% of turnover.” How to distribute across channels, how to defend to the CEO, how to set stop criteria.
CRM marketing 2026: lead scoring, funnel and return of lost customers
How to build CRM marketing from scratch: lead scoring, sales cadence, win-back campaigns. Conversion benchmarks for B2B and e-com, real examples from practice.
Competitor analysis in marketing 2026: tools, template and what really matters
Most competitor analyzes are 30 slides of “who they are” instead of “how they spend money.” Analysis of the methodology: advertising through VK Adlib and Direct, SEO through SimilarWeb, live access to the site. 6 tools and a template in 3 hours.
Labeling of online advertising 2025–2026: ORD, ERID and what will happen if you don’t label
From September 1, 2023, marking is required - a fine of up to 500K ₽. Analysis: who is obliged to mark, how to obtain an ERID, what an ORD is, what formats are exempt. With a checklist and examples from practice.
Yandex.Direct 2026 Campaign Master: when it works, when it doesn’t, and how to prepare it correctly
The Campaign Wizard is not a “simple version of Direct”. This is an automated tool with different optimization logic. Analysis: how it learns, when to use it instead of manual campaigns, which niches are suitable, how to read analytics and what mistakes of beginners kill the results.
Marketing when cutting the budget by 30–50%: what to cut, what to leave, what to strengthen
The budget was cut - the marketer is in a panic. Analysis from a practitioner: which channels to cut off first, what cannot be touched under any scenario, and how to avoid losing leads due to redistribution. With a table of priorities by channel and specific cases of reductions without loss of revenue.
Customer Journey Map in practice: how to build CJM in one day and find where customers leave
CJM is not a pretty design for slides. This is a diagnostic tool: where the client gets lost, where he gets irritated, and where he goes to a competitor. Analysis of the methodology, a real example of CJM for e-com, typical errors and a template in Miro/FigJam.
Email marketing 2026: drip campaigns, segmentation and triggers
How to build an email funnel with a conversion rate of 9%+: drip series, lead scoring, segmentation by behavior. Real benchmarks open rate, CTR, unsubscribe rate for the Russian market.
Loyalty program without discounts: how to retain a client without killing margins
“Discount for regular customers” is the most expensive loyalty program. Analysis: why discount programs kill margins, which retention mechanics work better, how to calculate LTV before and after the program. Three models without discount with real metrics.
Marketing for restaurants, bars and delivery in 2026: Ya.Karty, delivery aggregators and guest retention
HoReCa is a niche with the shortest decision-making cycle (15–30 minutes) and the highest dependence on reviews and geo-services. Analysis: Y.Maps vs 2GIS, delivery aggregators (Yandex Food, Samokat), working with reviews, retention through the TG channel. Real CPL and average check from practice.
HR marketing in 2026: how to hire through advertising, and not just through HH and Avito
The labor market is overheated - the CPL of vacancies for HH has increased 2-3 times in 2 years. Analysis of HR marketing channels: targeting in VK and TG, career page SEO, referral programs, employer brand in Zen. With CPL by positions and conversions.
GTM strategy 2026: how to bring a product to market in 90 days without draining your budget
GTM (Go-To-Market) is not a business plan or a marketing strategy. This is a specific plan for the first 90 days: ICP, first sales channels, pricing, key metrics. Analysis of the framework with an example of a SaaS launch and a checklist for 30/60/90 days.
Pricing strategy 2026: how to raise the price without customer churn and not lose position
“Competitors are cheaper” is the most common fear when discussing price increases. Analysis: what pricing strategies work in the Russian market, how to test the price, how to increase the price without losing customers, and how anchoring kills margins. With examples from SaaS, e-com and services.
AI SDR agent in the sales funnel: automatic lead qualification without hiring an SDR
SDR (Sales Development Representative) is a position that AI is beginning to replace. Analysis: what is AI SDR, how it works in TG and email, what tasks it takes on, where it breaks down, and how to set it up via n8n + Claude API without CRM integration at the first stage. With real CRs from practice.