Transcription
Well, friends, hello. And this video is special, not simple, golden. I think today you will understand why. And here is a small spoiler, a teaser for you, because I consider myself a marketer in addition to my other roles. And I decided in this video to convey, uh, everything that I understand about marketing, everything that I know about it, I always wanted to somehow bring it all together, comprehend it, and present it in the form of some structure. Of course, let's not have illusions that we will study all of this thoroughly right now. I will try to, uh, trace a trajectory along this map, so that there is a concrete understanding of what really needs to be done, what decisions need to be made, and what to focus on, so that there is a real breakthrough in marketing. And that's what this video is about, yes, I prepared this map together with our team in support of the eighth season of "Nechto," which will start soon. So, this is the working area of this eighth season. We will work with this, implementing all of this step by step. But let's take things in order. In general, my name is Mikhail Dashkiev. You might know me from various companies. 15 years ago, "Biznesmolodost" had 2.5 million visitors every month on the website, more than 2.5 million registered users. Here is a launch on the twenty-fourth day. Just look, 54 people entered the funnel, 50% conversion to application, 29,000 applications. It was such a course, with 10 years of advantages, 17,000 paid applications totaling 305 million. This was 15 years ago, imagine. And then there was the company Kids, which we founded with partners after closing "Biznesmolodost." Here the data is smudged, but from what we can say, our advertising budget is over 15 million per month, we generate over 150,000 leads. We built a marketing spaceship, took fourth place in the ranking of the fastest-growing companies. I think you know the company "Iskushennye Finansy." I am on their board of directors, one of the shareholders. From 200 million, we jumped to a billion by implementing systematic marketing, PR, and public speaking. In general, a powerful, cool result. The project "Nechto." So, here are also screenshots of our various users. We sell out every cohort, record launches. In units, we generated 50,000 leads monthly. Morishou is my wife's company. Yes, launches, I mean, we also understand launches. Morishou is a children's party agency. We went to Dubai, created creatives in Arabic and English, and ended up establishing an English-speaking sales department, working on more than 100 parties a month in the Dubai market. Content Factory is also a trendy story today. We achieved over 10 million reach in just a couple of months of the Content Factory's operation, creating million-view videos and learning to make trending content, and so on, and so on. Therefore, we also have such competence. Ah, and various other things. Agood is a chain of car services. There was an explosion of car service openings after applying marketing, in this case, packaging all the meanings of this company. In general, why am I telling you all this? I'm telling you this because, well, you can think about it, but there are concrete, solid results from our companies, companies we are directly involved with, as well as thousands upon thousands of students who, by the way, have become competitors, studied with us, and become leaders in their markets. I think you know such people, there are very many of them. This is truly a large-scale contribution to the marketing of small and medium-sized businesses in Russia, which have often ceased to be small and medium-sized and have become quite large. So, now I'm answering the question, what to do to achieve something similar? And what kind of framework do we go through, what kind of framework, when we enter any new project? Now we have a fund, an accelerator. We are constantly looking for projects where we can invest, where we can buy stakes, implement all these technologies, and boost businesses. And therefore, perhaps partly for these purposes, I also needed to systematize marketing again. And here are the steps, uh, here are example blocks that I need to implement in every project, so that there is an outstanding, extraordinary result. So, the first thing we start with is to see all the holes. Where the website doesn't work, it's impossible to get through, some form doesn't open, the website, in general, incorrect numbers on WhatsApp, there's no lead capture form on the website, creatives are broken, incorrect. There are always many such problems. Again, we have services for this that check for errors, services that check website loading speed. There are services that record user behavior on the website and display content in different ways. There is a checklist that allows you to, here you go, correctly place checkmarks, check the most basic things, right? In "Nechto," we provide people with such checklists, so that in the end, you get a final score. You could score a total of 36 points. This is the first thing, right? So, the first thing you need, in any case, is to figure out what is currently there and what is not working. What do we do next? To avoid reinventing the wheel, our task is to find all the gold from the market. And here's roughly what it looks like. In fact, we take all, this is one of our participants. We are working with her. Irina, she has a professional cosmetics brand, pro div. And, accordingly, we take all direct competitors. For example, Seta or, for example, Mone professional cosmetics, we also take the largest ones in the CIS, for example, Pus, Mixit, Voice. We take international brands, for example, Bvlgari, Quai, and so on. She has 13 brands that they analyzed, and then a bunch of screenshots of various successful elements, hacking their offers, funnels, and generally understanding how they do things, an overview of how marketing is structured, how distribution is structured, what we can take from this, and the formation of such an implementation table, what we can adopt. Of course, there are a whole lot of services that allow you to monitor prices, traffic, technologies, and website changes. And we do all of this. Accordingly, we need to gut the competitors, break them down to the molecular level, both global and CIS, direct, even the largest ones, understand where the main traffic channels are, where the traffic is concentrated. By the way, you can easily find this out. For example, just install, for example, the SimilarWeb widget, go through competitor websites, and you'll understand what the traffic is concentrated around. And we go for the money, meaning where money is already being earned, it means there are already proven models, it means there are already proven combinations, it means marketing is already working, and using tools, we can break it down to the molecular level and convert it into ideas for implementation. We prioritize these ideas using scores. We try to find the fastest, easiest, cheapest ones that we believe in for success, rank them, and get a set of tasks with priorities. What to implement in what order, first, not first. That's why this is a very important block, which I definitely recommend doing. Next, you essentially need to find a connection. There can be many connections, they can be different. I'll show you now. Our next task is to form a connection. A connection is essentially the next two blocks. This is the converter, which is what converts viewers into leads or buyers. And traffic, essentially, how we ensure that many people see this offer. That is, the converter is a way to present the offer, and to hook a person for some action, so that we can then work with them. And traffic is where we will get our client. Next, of course, there are a whole lot of different converters. And, well, a classic converter, for example, is what many know, a landing page. Here you go, the South Park landing page. The ability to download a presentation by clicking a button, a description of the company. This is a landing page that allows you to buy Astrakhan black caviar. This is a landing page that allows you to start a business on government contracts using an author's system. In general, different, different, this 3D furniture configurator. The point is that our task, using and studying the variety of different converters, what we could do in the previous step, is to see which converters and what exactly competitors use, to create, in fact, a place where you can buy, transitions, where you can direct views, and accordingly, there will be leads, or there will be clients. And this is the most important thing. Next, well, there are very many types of conversion like this. Sometimes a Telegram channel itself, open with posts, can also become this converter. Yes, it's important to choose which one we need. The easiest way to choose, again, is by finding these converters as golden nuggets among competitors, right? Then, accordingly, if we have a converter, we need to direct a test budget to it and see the effectiveness of this converter. Next, I don't want to scare you, but we have a very structured model, well, a scheme where there are, in fact, all types of traffic that are currently available to us. And believe me, you need to understand at the moment that, well, there are very many of them, right? There is contextual advertising at the very top, CPA networks, there are podcasts you can go on, teasers. various banner SEO, there are mobile devices, blog platforms, social networks. You see, we have separately written that many of them are restricted, prohibited, blocked, unfortunately, in our country. That's why there is information here, accordingly, about what can be advertised and where, right? There are news portals, there are online media, there are messengers and separate advertising in messengers, aggregators, coupon sites, marketplaces, and so on. This is such an online ecosystem, from where you can get traffic to your converter. As you can see, it looks quite impressive, imposing. And this is good news, because there is a lot of traffic, you just need to understand it. In fact, there is also a lot of offline traffic. Here, please, is a list of all different types, like OOH, Poster, Brandm, City Light, and so on in offline format. And, it is definitely worth evaluating if you have a local business, if you, well, or a regional, city, district business, then it can be more profitable and effective to use offline. At the same time, it can be combined with online, placing QR codes, and so on. Therefore, essentially, our task is to connect this traffic and converter combination, because this huge variety of different types of converters and different types of traffic gives us the opportunity, and observation of competitors, essentially, gives us the opportunity to find the combination that will most effectively turn invested rubles into profit. Why is the converter a black box? Because an invested ruble turns into two, three, four, five, and so on, right? And these are the tasks of these blocks. As soon as we have this done, we accumulate a database. All traffic of non-buyers or those who have ever bought can buy again. They can be persuaded, warmed up. Therefore, here we warm up clients, work with the database. And there is separate tooling that allows you to bring back audiences, work with the database. My favorite method is called RFM analysis. In general, its simple idea is that we distribute all clients based on the recency of the last purchase, the frequency of purchases, how often they buy, and how much money they brought us. And you get different, different groups, for example, old, infrequent, but with a high check. Or, for example, recent, frequent with a low check, or, for example, 333 recent, frequent with a high check. And the closer this bottom right corner is, the sweeter it is for our client, the more important it is to monitor them, because otherwise they will turn into 1111 - these are old, one-time buyers with a low check. These are those who might have bought something once a long time ago and very little money and all that. And therefore, the principle of working with the database is again to use various marketing tools so that the database is golden. Well, so that it doesn't go anywhere, so that it buys, because it is much cheaper to return a client than to launch them in the first place. For the database to buy, we need to master promotions, sales, various ways to stimulate activity. Yes, discounts, bonuses, package deals, various contests, lotteries, various referral mechanics, pre-orders, liberts, in general, flash sales can help us here. These are mechanics that have also been invented and worked out for a long time, which allow you to create such a crowd. This is an example when a hypermarket is stormed on Black Friday. This is a typical marketing mechanic for stimulating the database. So, these blocks also work together. Database and promotions and sales, right? Next, we need to ensure that all of this doesn't fall apart. This is very similar to air traffic control. Really, an airport, look how many lights, how many planes are flying, everything is landing. We need to make sure it doesn't fall apart, that it takes off on time, lands on time. And it's very similar, if you look at our marketing departments from the inside, it will be approximately the same activity. And we need to ensure that all these particles do not contradict each other, that hypotheses are tested, that converters are improved, analyzed. In general, all of this needs to be managed. And the first thing to do is to actually see what is happening and calculate it. This is a template, essentially, RNP - it's a reporting mechanism based on data, numbers. This is how we do it. This is, for example, a month, this is marketing, divided by channels. This is, for example, TG channels, seeding, bloggers, content, various other things. Well, freezing, and so on. And weeks went by. Week one, week two, week three. And you see here, a very simple logic. So, there is a plan, there is a fact, there are norms, if there is a deviation from the norms, there is a decision on how we react to deviations from the norms. It's a very elegant format, but it really allows you to see this management at a glance, distribute responsibility for each block, and then, accordingly, all of this will be managed. We also use such a template for hypothesis testing. We have a list of hypotheses, we have what we influence with these hypotheses, in what state, what specific metric, for example, conversion. Here, for example, 3%. Now we want 5%. We see that it will bring us 100,000 rubles. 100% with a probability of success. We see high. It takes 9 days for the test. If anything, we will lose about 2,000 rubles. And accordingly, as a result of the test, we got a 14% conversion. This is, in fact, good. And so, according to such a framework, we test hypotheses and move along this feedback loop. That is, we cut data right here in RNP. This is data cutting. This happens every week. Then, accordingly, we translate it into interpretation, conclusions, analyze it all, think, react with hypotheses. You see, here in the solutions block, there are hypotheses, right? What are we going to do? We formulate these hypotheses, implement them, act, place banners, change headlines, colors, change buttons, and get data again. This is how we run this process. Of course, all of this will not work, again, if there is no core. I consider block number eight to be the core, because many entrepreneurs may notice a dependency like this, when we can invest money, get, for example, invested 1,000, got, say, I don't know, 10 clients, well, leads, let's say, this is for example. We expect that we will invest 2,000 and get 20, and it will be like this indefinitely. But there is this notorious curve, when we then invest already 20-30,000, and instead of getting 30 clients, we get 17. That is, it starts to disproportionately get more expensive, meaning we need significantly more investment for the same step in the number of clients, right? And the problem in marketing, as a rule, is this, that we hit this plateau and don't know what to do with it. That is, we cannot invest more, no matter how much we want. But some, by the way, are not at this plateau. Some are here. That is, they are at the very beginning of this curve and do not understand that they can already stomp their foot on the gas and, accordingly, move all of this forward. What you need to understand is unit economics, that this circle is your average check, and it is divided into different expense groups, into components. This includes profit, cost of goods sold, what you pay to salespeople, ROPO, and what you pay in taxes, acquiring, what constitutes your fixed expenses. And in this case, blue is the slice of the pie that remains for marketing, right? And you, of course, can have different proportions. In this example, I would not agree with a 7% profit. I would think about how to extract other, well, essentially, these parts of the pie so that I also have something left for marketing, because the more I can spend on marketing, the easier it is for me to acquire clients in this case, the higher my threshold for this curve, right, which we see. Accordingly, if you have a certain allowable cost per client, allowable cost per lead, meaning for payback, this is calculated backward. That is, we essentially look at how much we can afford to spend on acquiring one client according to the business model. Then we look at how many leads we burn for one sale, thereby we get an allowable cost per lead, and then we look at what we actually get in the end. For example, we have December. You see, CA is the cost of the client, and there is the allowable cost per lead. There is the average check from which this was calculated. There is the conversion from which this was calculated, and the margin. And, accordingly, we roughly understand whether it is scalable profit or loss. This is a hypothetical example. You need to enter your own data, right? Therefore, our task from the perspective of unit economics is to understand and verify very well. That is, the whole point here is in these maximum allowable values. That is, if, let's say, according to our business model, to earn a good 30% or 20%, we can buy a client for 5,000 rubles. But we are currently buying them for 2,000. This means we are at the beginning of this curve. We can simply scale up rates, budgets, and increase and master more advertising budget. If we can afford to buy a client for 5,000, but we buy them for seven. This means we are scaling losses. This means we need to optimize our advertising campaigns, go back to the previous steps, spin hypotheses, analyze metrics, where exactly we are working poorly, work with data, warm up, persuade, change sources, various formats, increase conversions so that all of this comes together and works. Next, there are two forks here. If everything is good, then, accordingly, learn to manage the budget and scale. And here the principle is to strengthen the strong and remove costs from the weak, right? And if everything is bad, then, please, we have a special anti-crisis protocol. That is, these are the actions that need to be taken, in general, if we have a problem, right? And the simple principle of this protocol is to learn to identify, identify inefficient expenses. This is fat that we re-melt, free up fat, meaning at the level of advertising contractors, at the level of advertising campaigns, at the level of various ineffective creatives, funnels. And we invest money where everything pays off. Yes. And this method of analysis, the introduction of RNP, the introduction of end-to-end analytics, allows us to see where something pays off and where it doesn't. Here is another example, end-to-end analytics, Roistat, as everyone knows, which German made. This is an example, if I'm not mistaken, Kids, how we do it. That is, we see, for example, how much we spent on each channel, we see the cost per click, how many visits we have, what our conversions are, and down to the cost per lead, and accordingly, what pays off for us, what doesn't pay off, and so on. So, it's very simple from here. If end-to-end analytics shows that somewhere we are paying off weakly, poorly, we simply cut it off. And if everything pays off well for us, then we strengthen and add to it, right? And this is regarding budget management. The main principle of budget management, perhaps, is that your marketing is not one black box, it is always many boxes within one black box. Because in marketing, there are different contractors, different channels. You work with Avito, and with Yandex Direct, and advertising with bloggers, and some other methods. And in this case, by breaking it all down into these constituent parts, which I showed previously from the reporting perspective, we try to find these diamonds, meaning a specific contractor, channel, landing page, some element that makes up marketing, which can be called a diamond, right, which actually brings us benefit, which gives us good payback, where unit economics add up. And then we essentially scale these diamonds, and the problem areas, on the contrary, we re-melt and invest in the diamond. This is such a method. Here is an example of specific media planning from ROME. ROME is return on marketing investment. For example, you see, the total result is 355% ROME, and here there is 262% ROME, VK, for example. And then there are different codings. Natasha or not Natasha, tests, old cabinet, new cabinet, how this campaign is distributed. Accordingly, so that we learn to plan based on ROME, by analyzing where we have diamond segments in advertising campaigns and where the segments are far from diamond. The whole topic of scaling, of course, is much deeper. Here you definitely need to study and understand the units of scaling, because often not only marketing and leads are units of scaling. Often we hit a bottleneck, for example, in the number of technical specialists, right, it often happens, or engineers, for example, or estimators, or in quantity, and sometimes it's specifically marketing, for example, the number of partners or franchisees or something else. Therefore, again, the logic is very simple. That is, if the economics add up, and we are at the beginning of this curve, and we check this using this reporting, using the traffic light, then we scale. That is, we accordingly increase the marketing budget by 10, 20, 15, 5 percent and see how the numbers behave. If not, then we go into optimization. The next block that definitely needs to be built is the organizational structure. As a rule, we grow from an external contractor plus a manager who oversees this contractor. Then we grow into a more complex structure. This, for example, is an example of the organizational structure in Kids. You see, here there is, for example, a CMO, Marketing Director. Here are his KPIs. Here is what he does. Ensuring the sales department with a coordinated volume of leads during the month in accordance with the established KPIs. Then, the head of influencer marketing reports to him. His task is to maintain ROME at 400+ and buyers, scouts, document flow specialists report to him. There is the head of performance marketing for paid traffic. These are his tasks and those who report to him. There is someone who constantly develops funnels. There is content marketing, content factory, there are specialists. In general, the task is essentially to create a structure that is relevant to the stage you are at. It can be a very simple structure that gradually evolves. At one time, we also started from scratch, but the most important thing is that we evolved quite quickly. Another important thought is that, of course, marketing must be synchronized with sales. And sales need to be strengthened, armed. that part of the organizational structure today also includes agents, or test managers. In general, these are nuances that also need to be known. So, when you have built the base, up to this point, up to the tenth block was the base, then you can, of course, play around, because there are technologies, the world does not stand still, there are many different technologies, various services. Here we have collected them. those that allow you to achieve cool results. These are bots for automatic interaction with clients on the website, and some ways to analyze and, here you go, create personalized scenarios for cold calls and other automatic, non-automatic call analysis, selection, and so on. In general, guys, you need to understand that there are really many services today. Let me, uh, also go a little crazy. There are really many. Here I start. Here it is, a small, small file, it seems. This is 2025. This is the marketing market landscape for 2025. This is what is happening now, each logo here is a specific service. Look what's happening. Here they are structured by this is content marketing. All of this is content marketing, and this is mobile marketing. And this is email marketing world. And this, for example, is CRM systems, or events. In general, guys, it's important how to relate to this, that it's cool that it exists. You know, now there is a huge variety of assistants, various life hacks, tools, which it's better to know than not to know. But it's important to understand that first you need the base. And the previous blocks, these up to the tenth, were precisely the bases. So, first, let's fix the key holes, then, to avoid reinventing the wheel, let's see what the best are already doing, right, what combinations they are already using. Then let's create a combination, create a converter, set up traffic, learn to reconcile it, learn to work with the database, stimulate the database, learn to manage all of this, work with hypotheses. Let's calculate unit economics, build it, learn to calculate it correctly again, scale the budget. This is a separate competence. Let's solidify it with an organizational structure and assign responsibilities, appoint a leader, a marketing director. Then, of course, you can stuff it with various technologies. You can do branding. And branding is very good. In "Nechto," we invited Dima Portnyagin because I believe he is very good at branding, at thinking through distinctive, recognizable, cool, intriguing, resonating positioning. Then, of course, the company leaves a trail behind it, and this can also be measured, you can work with it. This is PR, and reputation. And, in general, these were approximately the blocks of a systematic approach to marketing that I told you about. And this is located, firstly, in my head, and secondly, not only in mine, and it works. That's the trick. These blocks were the program for the eighth season of "Nechto." Essentially, this map, we prepared it many, many times with the team so that we could build the eighth season based on it. I don't know if you know about the "Nechto" project or not, but in short, it is a very thoughtful and tested community that unites entrepreneurs, both beginners and advanced, and people who are moving in a career track, top managers, leaders who want to grow, while wanting to grow together. We work a lot with tens, with group dynamics. This is probably our main feature of "Nechto." We have retreats, trips, and gatherings, a separate methodology for leaders with their own analyses, because all of this is much easier to apply when, here in the photo, for example, Lesha, who sells smokers, has implemented all of this, there are other participants too. All these participants are real entrepreneurs who have their own projects, their own businesses, who communicate, share with each other, show all of this, unite with these meanings. All this is cooked up. There are, again, gatherings, equators, parties. Well, and "Nechto" is such a, well, I really love this project, because every element in it is assembled in such a way that, upon entering the season, you, first, will have an incredible time with new people, with communication, with new information, with acquaintances. Secondly, so that your brain doesn't explode, and all of this is built into an individual trajectory. We do this at gatherings, at activations. The methodology is structured this way, the client's journey in "Nechto" is structured this way, that we already know approximately what state you come in. We understand which group to assign you to. We know which ten to put you in. We know how to ensure that you don't drown in the abundance of information, how to organize a separate individual track for you, so that, in general, you don't get lost, so that you cope. And there is a lot, in fact, here, of course, to talk about it, and I want to tell you about everything. You see, there is also work with soft thinking. I have my own transformation protocol. There are different modes of operation, more complex ones, where results are needed, more lighthearted ones, where a party is needed, there is sports, and events, and business excursions, and gatherings, and viewing broadcasts, and chats. In general, it's a whole ecosystem. And this is all the best that I have managed to gather in working with entrepreneurs. And starting with "Biznesmolodost," of course, my mastermind, which many of you have heard of, from which many super successful, powerful, large-scale entrepreneurs have emerged. Mastermania, perhaps the last time we calculated, it's 1.2 billion dollars in revenue for almost 40 participants, which, in my opinion, is a very decent and outstanding result. All that I know and can do as a methodologist, as a leader, as a marketer, in working with entrepreneurs, with groups, with group dynamics, with methodology, with training. Well, essentially, this is what is in the "Nechto" project. And what you need to understand is that the eighth season is starting soon, and you can become a part of it. And this eighth season can change your life. And it definitely won't, but it will definitely change your marketing and sales, your commerce, because many, well, Lesha Danilov is in this photo, he conducted this survey among participants, like, who has marketing working, paying off, generally bringing profit, who has a manager. And it turned out that very few do. But 90% of people said that marketing is a big problem. And we decided to fix this, because at one time it seemed to me that I had said everything about marketing, everything I wanted to, but it turned out that people, in fact, somehow, apparently, either we stopped teaching, or I don't know how, but, in general, there is this problem with it. And therefore, if you also have problems with marketing and clients, and you want to solve it, then perhaps the most profitable, the best, and the most maximal in terms of probability, the most clear shift and obvious shift in marketing and commerce and acquiring all the necessary skills, knowledge for you and your team, will happen in this eighth season of "Nechto." I don't want to burden you with unnecessary details. What needs to be done now? You need to fill out the pre-registration form. This form will give you the opportunity, first, to get the best prices, because prices increase by the start of the season and they differ. Prices for those who filled out the form are significantly different from prices on the external market. Therefore, fill out the form. Plus, the form will give you the opportunity, and us the opportunity, to select a suitable ten for you, to provide you with the necessary and useful materials immediately, so that you start receiving benefits without waiting for the season, to select relevant cases for you, to understand who it would be great for you to meet. In general, it's definitely worth filling out the form. And then you will contact the managers, or they will contact you, and you will ask all the questions you have. What "Nechto" is, how it goes. Look at the relevant materials, where the path, the methodology, and how it works, results, and cases are disclosed in detail. And we have a lot of cases. At the moment, fill out the form. I hope that today's video has inspired you to do this. You understand that we definitely have an understanding of how to do marketing. Our results show this. The results of the people we worked with also show this. Therefore, fill it out boldly and we will meet in the eighth season. And try to do it in such a way that it doesn't pass you by, because it will be very regrettable, because we will not repeat the same thing. "Nechto" is structured so that each season is thematic. This means that this season will be dedicated to marketing. And that's it, we will return to marketing again at an unknown time and in an unknown form. Therefore, the next season will be dedicated to something else. Therefore, if marketing is relevant for you, please join the eighth season, then it will cease to be gibberish and incomprehensible language for you. This was Dashkiev Mikhail. See you. And in general, I was glad to tell you all this. I feel a certain pride, actually, in myself, in our team, that we have come a really long way over all these years to figure all of this out. And now, on a platter, in the most chewed, packaged form, so that you don't have to spend years and millions of dollars, we have already spent them for you. You can, well, do everything right away, the shortest way. In general, join in. M.