I help tech leaders figure out what marketing should look like ╏ Evidence-Based-Marketing Advocate ╏ Cargo Bike Enthusiast

I translate complex business goals into dominant search visibility for the world's biggest brands.

From architecting enterprise-level technical roadmaps to pioneering strategies for AI Search, I help companies not just rank, but own their digital shelf space. I thrive at the intersection of technical SEO, business development, and team building.

Key Achievements & Specialities:

📈 Driving Commercial Growth: Scoping, pitching, and closing enterprise SEO deals up to $500k in TCV.

💡 Shaping Search Strategy: Integrating SEO into core business objectives and the full marketing funnel, ensuring organic growth is a C-suite priority.

🤖 Innovating for the Future: Specializing in advanced SEO for LLMs and Generative AI, preparing brands for the next wave of search.

⚙️ Mastering Technical SEO: Executing complex, large-scale audits and building actionable roadmaps that engineering teams can implement effectively.

🎤 Industry Speaker: Sharing insights on stages for BrightonSEO, Search Engine Journal, and SEO Square.

🤝 Building Expert Teams: Leading technical interviews to identify and hire the best talent in the industry.

Vince Moreau

Head of Marketing at N.Rich | Documenting our journey of building the go-to-market motion for an ABM platform

Over 10 years of marketing experience for SaaS and manufacturing companies.

1) Led the marketing launch of Semrush's Agency Growth Kit, one of the fastest-growing new revenue streams
2) At N.Rich, increased SALs 3x quarter over quarter by optimizing the content of search campaigns
3) Curated the complete redesign and blog revamp at N.Rich being the only full-time marketer in the company
4) Author of the top-performing blog article in 2020 (up to 26000 organic clicks monthly) at Semrush
5) Strong journalistic background, attention to detail combined with ability to prioritize and deliver fast

Yulia Olennikova

If you look at my 2025 from the outside, it could easily be described as a disaster.

I stepped down from a “head of” role.
I didn’t move to a “first world” country.
I didn’t even build a single properly working custom GPT 😂

Yes, watching my level in the HR system change from Level 5 (head of function) to Level 3 was very… humbling.

But for the first time in years, I could finally get to fix things that require me to stay extremely hands-on, and I’m so happy about it.

Yes, we’re still in Serbia despite a few very real options to move to “proper” countries. I’ve heard the phrase “at some point you’ll move to a normal place” more than once.

But to me, this feels like a win.

Before my Serbian friends jump in - I’m not saying it’s an ideal place. The country has a lot of problems I’m aware of, and I’m also very aware of how privileged I am to not be affected by many of them in my day-to-day life.

But at the same time, I do have something to compare this to. I’ve lived elsewhere, worked with people from very different systems, and had options to choose from. And for the moment, I’m choosing to be part of “pola kamiona”.

Serbia isn’t topping the lists of the wealthiest countries. But it is one of the fastest-growing countries in terms of happiness among people under 30.

And more importantly, it’s the place where I personally feel safe.

Safe to walk outside at any hour.
Without thinking about what I’m wearing.
Safe in a very boring, everyday way.

And now, with two kids, I feel this on a completely different level. “It takes a village to raise a child” sounds abstract until the village actually exists. Here, babies crying in cafés aren’t a problem. They’re just… babies. New humans. And most people smile at them.

Mothers and fathers are equally involved. Strangers talk to your kids. People don’t look annoyed. It’s normal. And that normality matters more than I ever expected.

I didn’t chase a very cinematic definition of success. Not saying this is a choice made once and forever - life changes, priorities shift, who knows where we end up in 3 years.

But the peace of mind I managed to get on many things in 2025 is something I’m consciously carrying into 2026.

Marketing at N.Rich | senior IC by choice, after “Head of” | sharing lessons learned along the way

I'm proud to announce that none of my priorities for Q1 is tied to pipeline and revenue numbers.

Not a single one of them. And I'm so happy about it.

What I have on my list of projects for this quarter is purely "milestone" type of projects: I just need to get them done. For ease of understanding, we called them "MOFU assets".

Historically, N.Rich has been very focused on capturing demand and converting it into actual meetings. And in the last couple of years, we've also progressed quite well in terms of POV - what we want to communicate to our audience, what are our hills to die on, how we see the success of the ABM motion. And we learned quite well how to capture those early awareness signals.

So here we are at the beginning of 2026 - quite well-defined TOFU strategy and an established BOFU motion.

Yet - we completely forgot about the category of people who are in between (and there are a lot of them).

- Those who already heard and know something about N.Rich
- Who would like to learn more about the product and its use cases
- But aren’t ready to talk to a salesperson yet

And what do we offer to those people?
- Product pages built in 2022 and last updated in 2023
- A demo video we uploaded a couple of years ago saying "this is a temporary one, we'll create a more advanced one soon"
- Product webinars hidden so deep in the website that you can only find them through the admin dashboard

I can say why exactly this was never properly done: those are the type of assets that are extremely hard to tie to pipeline and revenue.

They are ungated.
They won't be attracting a ton of traffic, only the 5% of those in-market and exploring solutions.
Any numbers you'll try to come up with will be low volume, not representative and will take forever to validate.

But without such content, everything becomes so much harder.

So here's my "building in public" plan for Q1:
- Update all our feature pages and stuff the product section with additional useful info (already updated for the 4 main features)
- Interactive demos (appreciate the recommendations here!)
- Regular and easily discoverable product webinars (first one in 2026 coming on Jan 22)
- Other ways to discover more about N.Rich than just "book a call with a rep"

And here's why I'm so excited about my new IC status: I can say "let me prioritize it because it just. makes. sense." How many "new" or "extra" something are those assets going to deliver? I have no idea.

Luckily I can let the manager take care of how to quantify what the team is doing in terms of immediate pipeline and revenue 😂

Ok, a really hot ABM take.

The main champion for ABM inside your company can (and probably should) not be demand gen.
Not the head of marketing.
Not performance.

It should be the brand team.

Especially in hyper-growth tech companies, brand is usually a very small team, or even one person - or not even a role, just a line in the budget.

And very often, it’s the first line to be cut when costs need to go down.

Because founders and CFOs don’t see brand as an investment with clear ROI.

This is exactly where ABM can help.

With a list of named accounts, brand suddenly becomes observable.

You can track:
– what % of target accounts are interacting with your ads
– what % have ever visited your site
– what % are showing awareness of your competitors (via third-party intent)

And the most important part:
you can point to specific closed-won deals inside your ICP and show how differently they behaved before converting.

They:
– quietly browsed your site
– were exposed to your LinkedIn ads
– liked or engaged with your employees’ posts on social

Then you can scale this observation and walk into a leadership conversation with something like:

“Companies that showed brand awareness signals converted 2x better, with 1.5x higher ACV.
At the same time, only 3% of our target accounts have seen our ads or visited our site in the last year. They simply don’t know we exist - and then we’re surprised when they ignore our calls and outbound emails”.

That framing changes everything.

It links brand to concrete accounts, real deals, and outcomes everyone can relate to.

If ABM lives purely under demand gen or performance, there’s a high risk it turns into “just another campaign on a named account list”.

But people who genuinely care about brand are often the ones best positioned to make ABM work properly.

If you're a marketer in a sales-led organization - selling a complex high-ACV product with long sales cycles - your budget discussions aren't about "this channel vs that channel".

It's about "marketing vs one more sales hire".

I learned it the hard way: after I joined N.Rich, my very first marketing planning discussion was... refreshing to say the least.

I presented a breakdown of channels: 30k for Google ads, 20k for LinkedIn ads, 10k for content creation... and then got asked "why do we need to invest in content for the blog that reaches 3 ICP accounts per month - if we can hire one more SDR who will reach 300 ICP accounts per month?"

This was the new reality to me.

And, as you can imagine, I managed to figure out how to handle such objections  and stayed with the company for 4+ years.

If you're struggling to defend your marketing budget and demonstrate the results in a sales-leg org, join tomorrow's webinar (it's about N.Rich, but I promise to share some tips and frameworks that can work even if you're not a customer... yet 🧡 )

Link: https://lnkd.in/dHMeECTH

(yes, we'll share the recording too)

I analyzed my best-performing posts of 2025. Here's what stopped working - and what began to work almost 100% of the time.

Average reach dropped, but in terms of absolute numbers, this year brought my record post of all time. It got 460k impressions and 2.3k likes, while my worst posts were getting around 1k.

So here's what changed for me, and looks like this is the thing for many people here (I'm borrowing the idea of this post from Domitille de Saint-Exupéry who was saying the exact same thing):

I used to think memes are my game - but out of my 5 best posts last year, only one was a meme. And it was repurposed from last year.

But what really landed were the real, "raw" stories that:
- challenged the definition of success
- questioned the inevitability of vertical career progression
- were written from 100% personal perspective - not trying to teach, preach, threaten, or create "sense of urgency".

In fact, every time I tried to bring back some 2023 vibe to my writing and create a post from the "here's how you should do X" angle, it flopped. Because there's too much of this on LinkedIn. Prescriptions, guru advice, magic hacks, "X is dead" - it's everywhere. No one wants it anymore. If it's not something you lived through yourself - it's not going to resonate.

And that's good news.

Because I definitely enjoy create something based on my personal experience and I genuinely believe this kind of content is the only one deserving attention now.

(even if I miss 100k reach on my memes 🥹)

My best LinkedIn posts of 2025

Marketers in sales-led orgs: I see you. I survived >4 years of it.

If you're like me, you probably agree that our life is a constant balance between:

- being a valuable supporter of the sales process - but without becoming the sales team's order-taker

- mining audience insights from the sales conversations - and starting your own conversations with out-of-market ICP buyers

- showing marketing's contribution to the deal that took 18 months to close - but without vague metrics like "we were showing our ads to this account"

- generating quality leads, creating brand awareness, and providing market intelligence 

...all that often being a solo marketer in an org with 20+ salespeople (my record count was 80 - and I was a team of one 🫠 )

Next Tuesday, I'll be showing how our own product, N.Rich, helped me survive in a (very) sales-led company, and not only survive - but also get promoted to the head of the marketing function.

Sign up here: https://lnkd.in/dHMeECTH

If you already attended this webinar in 2025 - just drop me the questions you'd like me to answer about N.Rich in DMs. I'll cover them in the final part!

A lot of brilliant women mentioned here - and we want even more to join!

Sales Director Nordics & UKI @ N.rich + founder Break the Box + Author + Speaker + a bunch of other stuff 💃

Women don’t lack impact in GTM.



They lack recognition.

So let’s fix that. 😎

GTM across the Nordics is under real pressure right now:

- Higher revenue targets
- A lot of companies moving from the box of SMB operational system to a Mid market system or Mid market to enterprise to "make more money" on each of our efforts (incredible hard shifts to make, unless you are prepared to build it as an operational system long term)
- Larger buying committees
- Longer cycles
- Less room for guessing

And behind a lot of the GTM systems that actually work - marketing, sales, RevOps, customer growth - you’ll find women doing the hard, operational work that turns strategy into revenue.

Not visibility.
Not vibes.
Outcomes.

That’s why N.Rich, together with Lime Technologies and Sinch, is recognizing the Top 10 GTM Women Voices of the Nordics 2026 - leaders selected for measurable GTM impact, not personal branding.

Meet the Top 10:

Frida Ahrenby 🧚🏼, CMO, Rillion – Scaling predictable pipeline in complex B2B environments

Johanna Fagerstedt, CMO, Mentimeter – Turning brand into a true revenue lever

Jenny Sagström, CEO, Sköna – Proving that creative and commercial excellence belong together

Maria Berghäll, CMO, Lundahl Transformers AB – Enterprise GTM done with discipline and clarity

Dorothea Gam, CMO, Mouseflow – Demand, product, and growth alignment that converts

Erica Sandelin Ekelund, CEO, Voyado – Building category leadership with execution power

Lisa Berber, Partner & Growth Lead, Voyado – Turning growth strategy into repeatable results

Susanne Rönnqvist Ahmadi, VP International Marketing, HubSpot – Operating GTM at true global scale

Pinja Dodik, Head of Marketing, Swarmia – Sharp ICP focus and buyer-centric execution

Stina Ehrensvard, Founder, Yubico – Building trust-driven enterprise GTM long before it was trendy

Different roles.
Different industries.
Same common thread: they ship results.

This list was curated by a jury of operators who own revenue themselves - not commentators, not spectators.

And during the GTM Secret Dinner in Stockholm, the room will vote live to select the Top 3 GTM Voices, announced the same night.

This is not a conference.
This is not a panel.
This is a closed-door dinner for senior GTM leaders who actually run pipeline, alignment, and execution.

Seats are very limited.

If you care about:

Modern GTM
Real influence over vanity metrics
Learning from people who’ve already solved what you’re struggling with

Then this is your room.

🔗 Request your seat here:
https://hubs.ly/Q03-xGXT0

Proud to be part of the jury - and even more proud of the women moving Nordic GTM forward, quietly and effectively.

Let’s raise the bar. Together. #BeMore

Kbye 😎

taplio

The Battle

Vince Moreau

Yulia Olennikova

Followers

Posts

Engagements

Likes

Performance ScoreYulia Olennikova's LinkedIn Performance

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taplio

The Battle

Vince Moreau

Yulia Olennikova

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Yulia Olennikova's LinkedIn Performance

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Performance ScoreYulia Olennikova's LinkedIn Performance