Strategy
Counter-theses against industrial cliches. Why “360-degree strategies” don’t work and what to do instead.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
How Google and Yandex detect AI content in 2026: 7 factors and what to do about it
Google has moved Helpful Content to core, Yandex ranks it based on behavioral factors. What 7 signals does every search engine actually use in 2026 - and how to write AI-assisted content that doesn’t get scorched. With analysis of E-E-A-T-tax and YATI-2.
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.
Why I don't do 360 degree strategies anymore
Over the course of 9 years, I wrote about forty “complex strategies.” Three worked. The rest were slides on Google Drive. What instead.
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.
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.
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.
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).
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.