The main question: external or internal employee

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At the first stage, the launch of projects was carried out by our internal specialist - an Internet marketer, together with an outsourced team. Required specialists: project Manager; administrator / marketplace specialist; designer; copywriter; advertising specialist. Part of the unsuccessful product launches was due to this: such a team is difficult to manage, especially in a situation where the product is still new and not all the nuances are on the surface. As a result, we hired an internal specialist who became the face of the direction in every sense of the word: he develops in the media space and implements all projects. Her activities now. Sales department training We developed and launched a course for the sales department, which covered: Understanding the service: what marketplaces are, why manufacturers should go there, business prospects. Work with leads: qualification of applications, brief, first meeting and development of a commercial proposal. Interaction with a specialist: what issues to involve him on, current cases, working with client objections, etc. We try to accumulate all the experience gained during preparation and after the launch of the unit in order to quickly improve the product. This helps to quickly generate and test development hypotheses. Thus, working with clients, we identified what would really be a valuable offer for them as a CEV or which marketing and PR activities bring greater effect.

Sales funnel and planning results For each product, a sales funnel is built, which includes 8 stages. Email List  For each, a cut is made and the main planned and actual indicators are analyzed, for example, quantity: marketing leads; qualified leads; prepared commercial proposals; amount of contracts, etc. Funnel Taking into account current and planned indicators, we build a realistic forecast for the next 3 months and, in accordance with it, build a work plan for: marketing and PR activities; launching new products; refining current products and commercial offers; improvement of internal processes, etc. Promotion Content Marketing This is the main tool that we use to promote the direction, this includes: Development of a unique SEO portal. In 2021, a “ marketplaces ” section appeared on the blog, where relevant content on this topic was systematically published. Topics were selected taking into account audience demand. Subsequently, the plan itself changed, we began to focus on promoting Coverage of the topic on our other platforms: social networks, newsletters, tg channel, etc. External free publications, for example, on RB.RU. A study we conducted jointly with Modulbank and MaEd. Creation of video content according to the direction. Lead magnets, for example, a selection of B2B marketplaces .

   


Packing cases, here is one of them: Cases on marketplaces Also, the main expert of the field gives lectures as part of MBA programs at the Higher School of Economics. A specialist’s qualifications and willingness to invest in marketing play a big role. All materials on our website and blog are created based on the expertise of Olga Bogdanova without the involvement of third-party experts and authors. The key idea that was important to reveal is that the release and development of a project on marketplaces involves a huge number of nuances. The information field is oversaturated with reverse information, saying that everything is easy and simple: buy the goods, drop them on the site and wait. In reality, everything is not so, and we talked about it in detail: how to promote on marketplaces and what tools to use in video format; how to calculate costs and formulate prices correctly; how to choose a niche; how and why to analyze competitors; when is the best time to create your own online store? the main difficulties faced by sellers; how to launch internal advertising on Wildberries and whether it is worth using external advertising. We use all these materials in our sales funnel, which might look like this: attract the audience and launch a thematic webinar; We are preparing a special offer for listeners; we close on KEV, within the framework of which we lead to the purchase..