Yulia Olennikova's Linkedin Analytics

Motherhood taught me the $100 dilemma (and here's what it taught me about B2B marketing - no seriously) You have $100 and feel rich. You’re mentally at a spa, having latte with friends, buying a course of Italian, glowing from skincare, etc etc. Then you spend it — and realize: cool, that covered a haircut. Barely. Same with when you’re a new mom. Everyone’s like: “You just need 5 minutes for a coffee” “5 minutes for a workout!” “5 minutes of quality 1:1 time!” “5 minutes of meditation!” Sure. But sometimes I only get 5 minutes to brush my teeth - and that’s on a good day. What it taught me about B2B marketing? The $100 dilemma is real here too. Everyone’s like: “Let’s launch a podcast.” “Let’s revamp the brand.” “Let’s do ABM. No wait, PLG. No wait, community-led.” But when it’s time to spend that $100 (aka your quarterly budget, or your actual team’s hours), it hits you: “We picked the podcast and didn’t do community!!! We’re doomed!!” So here’s a gentle reminder (to myself too): doing one thing well beats planning ten things forever. Here’s to everyone stuck in “strategy limbo”: You won’t do all ten things. But you can do one. And that alone puts you ahead of so many others.

If I were a CMO at a $10M ARR company BUT I’M NOT SO WHY LISTEN TO ME GO TALK TO THE ACTUAL CMOS WHO ACTUALLY MADE IT TO SCALE TO $50M

5 months of not posting. One of the most important launches in my life happened in the meantime, and the stats are impressive! - 100% growth in under two quarters! 💪 - New features added daily, even on weekends! - AI deeply integrated! Welcome Katia (or should I say kAtIa to make it sound more AI-first?) who decided to change this world for the better right on the Valentine's day and has been adding love, smiles and some mess to our lives ever since. Hoping there are real people left on LinkedIn 😅 How's everyone doing?

Every B2B company dreams of becoming “that brand that is EVERYWHERE for their ICP”. And this is a trap. A dangerous illusion. An idea that buried so many talented marketers and marketing teams. You think: Every Google search? - There they are. Your LinkedIn feed? - Every influencer is mentioning them Your inbox? - A regular newsletter every week. But here’s the twist: you’re only seeing one channel - the one YOU hang out in. And what no one sees is that their marketing team said no to a hundred other things. - No to shiny ideas from leadership. - No to “inspo” from a B2C brand. - No to "look, our competitor just launched TikTok!" What you’re seeing is the tip of the iceberg. What’s under the surface? ❄ A pile of "nope" ❄ Fierce prioritization ❄ Leadership willing to commit (and stop spreading their budget too thin) Because “everywhere” isn’t real. But nailing one channel absolutely is.

One of our best customers in 2024 came from a campaign where we were sending PDF download leads to sales. The win rate for that campaign was 12.5%. (Email to closed-won. Not open rate. Not click-through. Actual revenue.) It started with a campaign promoting gated content. Around 100 downloads. Quite high CPC. From lead gen perspective the campaign was almost a disaster. But we made it even worse - we disqualified more than 90% of the downloads. Together with our SDR lead Mary, we did this: ✅ Identified contacts who engaged with the content (opened and clicked at least 5 timies. Not 1-2!) ✅ Filtered by ICP fit, ruthlessly. ✅ Ended up with… 8 people. That’s it. Just 8. And for each of them, our SDRs created a custom report showing the in-market accounts for their company - based on the actual buying signals N.Rich could surface. Each report took ~30 mins to create. Yes, it was work - but the right kind of work. 📬 Sent 8 emails 💬 Got 4 replies (50% reply rate) 🤝 Created 2 qualified opps (25% conversion rate to SQO) 🎯 Closed 1 deal — in just 2 months (12.5% conversion to revenue) This could’ve been a story about sending all the leads to SDRs, firing standard sequence "hey would you like a demo” and getting a 2% response rate. Instead, it was a hella lot of manual work at each step. And honestly - in the current environment, when you can automate and scale to infinity almost anything and everything, this is how you stand out and win. The webinar where we went through the process in more detail: https://lnkd.in/dng9yqdY The presentation from the webinar: https://lnkd.in/d7iVP_Ex