Q&A with Dmitry Chervonyi, Chief Marketing Officer at Belkins

I believe that a successful business is not about money, it is about the benefits of society. Money will inevitably come if your product or service is really good.

MEDIA 7: Could you please tell us a little bit about yourself? What inspired you to pursue a career in marketing?
DMITRY CHERVONYI: Ever since childhood, I loved to invent stories with the help of which I involved other children in the games that I wanted to play. It took me about 10 years to realize that I wanted to work in marketing. I have 2 degrees - I am a design engineer and a Master's in Intellectual Property. In my specialty, I did not work even a day. But there was a good school. When it came time to decide what I wanted to do all my life, God gave me memories from childhood and wisdom to understand what my talent was.

M7: What is the process of effective lead generation at Belkins?
DC: An effective lead generation process at Belkin's consists of 3 simple steps:
1. Business analysis and search for quality leads.
2. The best set of automation tools and the best copywriting of email templates.
3. Our unique approach - multichannel outreach, Linkedin influencer services, and Folderly - service for increasing email deliverability. It allows us to be more effective than our competitors because our emails always get into the inbox.

In addition to regular personal calls with the team lead, training, and mentoring, we have very good motivation. Our goal is the success of our client.

M7: How do you ensure that your sales team understands and presents the products in an engaging manner?
DC: Good question. In addition to regular personal calls with the team lead, training, and mentoring, we have very good motivation. We are not an agency that only provides outreach or cold calling, lead research. Our goal is the success of our client. Because this way we will earn more. We have extensive experience in many business verticals, so we know the average success rates of our campaigns. We also evaluate the complexity of the product, this affects the conversion to a meeting. For each project, we have a number of meetings that we must provide to our clients. And each of our SDRs is interested in fulfilling this quota by 100% because for this he will receive very good bonuses.

One more thing - we only hire the best SDRs.

M7: What marketing channels do you use and which ones do you see as the most promising, given your target customers?
DC: We now have some good channels:
- Referral
A lot of clients come on the recommendation. Because they are not ashamed to do this, and they are sure that we will make every effort to bring results.
- Content marketing
We share our knowledge in lead generation, sales, and marketing. Because we believe that the more successful companies there are, the more potential customers we will have.
- Organic search
Google loves our content and shows it to people looking for answers in sales and marketing. I cannot reveal all my plans, but we have actively taken up YouTube for the last few months. I think B2B marketing will also transform into video formats.

A lot of clients come on the recommendation. Because they are not ashamed to do this, and they are sure that we will make every effort to bring results.

M7: How do you target content to your audience, and what are the challenges that you face while producing effective content?
DC: We know our clients' profile very well. We have several, depending on the size of the company. One of the challenges is how to make quality content faster. You may notice that each article is unique with cool pictures and different graphics. It's not fast. But the result is worth it. We make our content as for ourselves.

M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
DC: Difficult question.
1. Trust in the brand. No cheating. I believe that a successful business is not about money, it is about the benefits of society. Money will inevitably come if your product or service is really good.
2. Automation with a human face. It seems to me that now everyone is okay with automation. But it is important that the user can very easily contact a company representative and solve their problems. We all now lack human communication. People want to communicate with people, not bots.
3. Probably, the safety of the user's personal data and privacy. This is really getting to be missed.

M7: What is your marketing mantra to stand out in an overly saturated MarTech space?
DC: Customers first. If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.