Articles on marketing, sales and PR
In-depth breakdowns of topics the community discusses in the group, at meetups and on the MAKE TALK podcast.
Marketing & strategy 10 min read
Budget and time for ideas that fail 80% of the time: how we set up growth hacking
How to set up growth hacking in a company, how it differs from regular work and how to measure the value of experiments. The article helps managers build a team, agree on budget and a shared focus, and then take hypotheses all the way to implementation, with the mistakes and conflicts that come up in practice.
October 27, 2026Read
Marketing & strategyArticle in Russian 18 min read
Без готового рецепта: как мы развивали маркетинг и онлайн-продажи лотереи в Казахстане
Рассказываю о запуске цифрового продвижения и онлайн-продаж лотереи в условиях недоверия аудитории, культурных особенностей и рекламных ограничений. В основе — диплом MBA и реальный опыт работы: от исследования покупателей до разбора сайтов, клиентской базы и аналитики. Статья поможет понять, почему увеличение рекламного бюджета не всегда решает проблему и где искать менее очевидные возможности.
November 4, 2026Read
Design & brandArticle in Russian 11 min read
Brand essence: как разобраться, что вы обещаете клиенту
Рассказываю, что такое бренд-эссенс и как использовать его при разработке рекламы, сервиса и коммуникаций. На основе своего опыта работы над платформой отеля даю пошаговую инструкцию с примерами: от изучения аудитории до формулировки сути бренда. Отдельно показываю, как представить бренд в образе человека с историей и привычками, а через знакомые ассоциации объяснить идею собственникам и команде.
October 31, 2026Read
Business & financeArticle in Russian 4 min read
Самозанятость, ИП или ООО: какую форму бизнеса выбрать в Узбекистане в 2026?
Один из первых вопросов, с которым сталкивается будущий предприниматель, как зарегистрировать свой бизнес? Чаще всего выбор сводится к трем вариантам: самозанятость (СЗ), индивидуальный предприниматель (ИП) или общество с ограниченной ответственностью (ООО).
October 30, 2026Read
PR & media 6 min read
A customer complained online. Who in the company will find out?
How we organised work with reviews, complaints and online mentions of the company: from monitoring to passing the issue to the right people and answering the customer. Based on my experience at a large development company, real figures and examples from practice. The article helps managers and marketers share responsibility for customer messages and set up work with feedback.
October 30, 2026Read
Marketing & strategy 7 min read
Everyone at the company loves the developer's website. What about buyers?
How we used a CSI survey to find out what stops people from choosing an apartment on the website, and reset our priorities for improvements. The article helps marketers and developers collect feedback and decide which changes are worth the resources. Based on my experience at a large construction company with international projects, 700 user responses and specific metrics.
October 29, 2026Read
Marketing & strategy 20 min read
How to promote a relocated Russian business in Kazakhstan
Drawing on my experience consulting Russian brands, I explain what to consider when promoting in Kazakhstan: from language and shopping habits to choosing ad channels and evaluating results. It is based on work in the market, audience research, statistics and local advertising rules. Useful for companies in Uzbekistan too: it helps compare markets and test your approaches.
October 28, 2026Read
Marketing & strategy 3 min read
Marketing metrics: what a marketer is accountable for, and what not
Marketing can't own the company's entire profit, but it can own conversions. Which numbers to track, who owns them, and why "marketing doesn't work" usually starts with missing definitions.
September 29, 2026Read
Sales 5 min read
Seller or cashier: building sales that make people want to buy
Customers often have to talk the seller into selling. We break down the stages of a sale, the "too expensive" objection and a simple daily habit that separates a seller from a cashier.
September 22, 2026Read
PR & media 5 min read
PR without strategy: why one press release isn't enough
PR isn't just media and isn't a one-off publication. How strategy differs from "doing things in sequence", how to monitor reputation, and what to do when nobody wants to be the face of the brand.
September 15, 2026Read
Business & finance 6 min read
Before you hire a marketer: what the owner must do first
A marketer won't invent your mission or replace a whole department. What to prepare before hiring, how to set the task and how to know what you're paying for.
September 8, 2026Read