ScaleCrush

Think about the last time you bought something. 

Why did you buy?

I'll tell you: because it helped you do something. It solved a problem for you.

We help B2B software brands reconnect their products to the problems they solve.

Most brands market on features and benefits.

This is the business equivalent of going on a date and saying "I'm so beautiful and muscular. And I can do a handstand. Marry me."

How good is your dating game? Mine is terrible, but it sure is better than that.

The traditional approach to content starts with keyword research and ends with regurgitated, fluffy content that no one wants to read but somehow ends up ranking.

We flip that on its head.

We start with the end: what do people need?

What problems do you solve?

And don't hit me with: "We help people save time, effort and money" because that's not good enough.

Our framework is easy: 

- Audit
- Build
- Scale

Audit your market, your customers, your existing assets to determine the best course of action.

Build a strategy based on your existing content, the new content you need and how it needs to be delivered.

Scale your content production with quality content instilled with your expertise and your narrative.

----

What problems do WE solve?

We help B2B software companies turn a necessary evil into their greatest marketing asset.

CEO, Founder

Self-Employed

SEO Consultant - Top Rated Superstar

GreenGalileo Media

SEO Consultant

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

5 pm on what's becoming a tedious and rainy Thursday night.

You're sitting at your desk, anxiously looking at yet another reporting dashboard.

As you parse all the jargon-filled graphs, you are once again grabbed by that feeling of despair: "if that's not working, what should we do?"

"What's our next move?"

You feel like you've tried it all: LinkedIn, Product Hunt, G2/Capterra, Slack Communities, Demand Generation.

Heck, you even hired that 10k/mo LinkedIn Ads agency last summer, thinking they'd bring you the growth you needed.

When you take into account the 30k that you paid them, it's all even.

With a bit of shame, you remember that 4k/mo cold outreach agency that did the same the summer before.

"What's the key to all of this?", you ponder, "H come marketing seems so easy on LinkedIn, but so hard in reality?"

"Should we go harder on demand generation, or ramp up our paid spend even more? Maybe if we switch creative agencies our creative will convert better."

You don't know it yet, but now's the time for the hard-to-swallow pill.

As you reflect back on your last few months or even years, you get filled with fear, and an impending sense of doom: did you really do any marketing?

You did everything the LinkedIn gurus told you to do - is it time to stop listening to them?

"How do brands grow?"  
"Why do people buy?"
"Who should I trust?"

---

I can answer those questions.

1 - Brands grow by being mentally and physically available.

In other words, memorable and easy to get.

2 - People buy because whatever you have to sell solves their problems.

If it doesn't, you'll have to create a problem for them or convince them that it does indeed solve a problem they already have.

3 - You shouldn't trust anyone on the internet who has something to sell - me included.

---

But hear this out: you most likely haven't done any real marketing work to date.

What you've done is saw together a Frankenstein monster that you call marketing: part ads, part email outreach, part webdesign, part community building.

Now that monster is alive, and it's frightening.

Marketing isn't a collection of tactics - it has 3 parts: Diagnosis, Strategy, and Execution.

Most companies do #3 without ever thinking about #1 and #2.

This is what I help them do.

Check out our website to find out more :)

Vince Moreau

N.Rich

- Grew inbound revenue by 127% YoY (with only 14% increase in budget spent)
- Improved CAC:ACV for inbound by 105% YoY
- Increased organic traffic by 280% YoY, branded traffic by 138% YoY
- Took marketing from a one-woman squad to a 4-people team

Head of Marketing

- Increased SALs 3x QoQ
- Carried out a complete rebrand and redesign of the website being the only full-time marketing employee
- Developed and implemented the new SEO strategy that brought +280% organic visits in 2023

Senior Marketing Manager

Product Marketing Manager

SEMrush

Full marketing support for the launch of Agency Growth Kit, a toolkit for digital agencies using Semrush:
- Naming and positioning
- Audience research
- Content assets
- Emailing
- Advertising
- Social media coverage

Quarterly goal for new payments after launch overachieved in 2 months.

Head of Marketing for Agency Growth Kit

- Defining key marketing messages for a range of products for digital marketing agencies
- Setting up customer development process, together with the Product Owners (over 30 online and on-site interviews)
- Managing multichannel marketing campaigns (PPC, social media, content marketing, email blasts, third-party promo, etc.)
- Constantly exploring new traffic and lead generation channels to expand the top of the funnel
- Optimizing marketing funnels (reached the best conversion rate among all SEMrush toolkits)

- Creating all types of content for SEMrush products: lead generating landing pages, emails, PPC ads, how-to blog posts
- Communicating with stakeholders from product, marketing, & HR departments, prioritizing incoming requests, managing content backlog
- Measuring the content produced by the team (in terms of lead magnet performance, social engagement, AdWords quality score, etc.) to inform future strategy

Digital Marketing Content Lead <- Content Writer

- Organizing and hosting online events for Italian digital marketing professionals: webinars, live interviews and round-ups (over 30 online events organized in 8 months)
 - Creating and developing SEMrush social media pages in Italy
 - Coordinating partnerships with local opinion leaders, onboarding the first SEMrush brand ambassador in Italy

Online Marketing Specialist (Italy)

Tikkurila

- Strategic and operational digital marketing planning for Russia Business Unit
- Coordination of complex advertising campaigns: PPC (search and display), social media ads, content projects
- Social media activities: content creation, promo contests etc
- Upgrading and developing new services and features for company websites (supported by an external agency)

Senior Digital Marketing Specialist

Tulp.ru

- Developing the content strategy 
- Creating slogans, newsletters, product descriptions
- Managing freelance SEO copywriters
- Promoting tulp.ru social media pages 
- Was responsible for community management, with a successful experience of converting our social media visitors into active users

Creative Copywriter

Società Italia

- Creating press releases about the company events (fashion shows, exhibitions, food festivals etc) in Russian and Italian languages 
- Communicating with journalists and opinion leaders, keeping the database of loyal media up to date 
- Organizing interviews with the top managers of the Company for local and international media

PR Specialist & Interpreter

CO.MO.I. SIM S.p.a.

- Translation and interpreting (RU-IT)
 - Support in market research activities

Marketing Assistant

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 an ability to prioritize and deliver fast

Yulia Olennikova

“Just show them the numbers. No one can argue with real data”

If you work in marketing long enough, you’ll hear this 1000 times.

And this is one of the biggest lies that quietly destroys marketers’ confidence.

In 2023, I was determined to prove we needed social selling as a core part of our strategy.
Our audience was on LinkedIn. Our prospects were on LinkedIn.
But inside the company no one believed LinkedIn mattered.

So I did what marketers always do when no one believes us: decided to prove it with numbers.

I started posting regularly in April.

In May, a decision-maker from one of our top ICP accounts booked a demo after seeing one of those posts.

In July, we closed a $120k deal with them.
(Three times our ACV at that time)

Truly amazing work by the sales team, but also -

The discovery call: “They found out about us from Yulia’s post on LinkedIn.”

The sales cycle: 3x faster than usual because content had already helped sell them on our POV.

Crystal clear. Lead source: LinkedIn Organic. Repeatedly referenced by the prospect. Everything perfectly trackable. A dream case study for social selling, right?

Guess how many people in the leadership started posting regularly after that?

Zero.

“Yeah, but this isn’t scalable.”
“That’s because you can write, you’re a journalist.”
“We should do it… but I don’t have time.”
“Maybe the SDRs should do it first?”
“Can you write the posts for us and we’ll just share them?”

And this continued for another year.

So when people say “numbers speak for themselves” - sorry, they don’t.

People will:
Say the numbers are wrong
Say the numbers are right but not representative
Say the numbers are representative but not scalable
Say the numbers are scalable but “not a priority now”
Ignore the numbers if they threaten their worldview, ego, or compensation model

I'm guilty of this, too - there were situations when I wasn't ready to listen when the idea was objectively good.

Sometimes leadership simply isn’t ready.
Sometimes someone is too invested in their own ideas.
Sometimes the blocker has nothing to do with the numbers and everything to do with politics, incentives, or fear.

If you’ve shown the data, built the case, proved the impact - 
and still nothing changes…

It’s not you.

Don’t allow to tie your self-worth (or career progression) to whether someone else is ready to listen.

Marketing at N.Rich | Drive ABM results your CEO will rave about | the Go-to-UPmarket Platform

90% of third-party signals don't make sense in 2025 - and it will get worse in 2026

Every week I see posts like: “Top 10 signals your GTM team MUST act on immediately!! 🚨🔥”. And it’s always the same list:
- Job changes
- New funding
- New hires
- Website traffic spike
- Competitor tech installs

I feel almost weird saying this because it should be obvious - but apparently it’s not: the exact moment you get that signal… 50-5,000 other companies get it too.

That same day, your buyer’s inbox becomes a battlefield of:
- “Saw you hired a new CMO 👀”
- “Based on your funding, we believe we can help you scale…”
- “Let me introduce %company%…”

You can write the best “Congrats on your Series A!” message and it won't matter among 345 similar messages.

Because people don’t buy from vendors who spot signals - they buy from vendors they already know and trust.

“But signals can work!” - sure they can. 
In 2023, our biggest closed won deal came from a company we spotted because they installed a competitor tag.

Sales acted on it immediately and it worked.

But:
a) 2025 is not 2023
b) You can’t scale such a motion with miserable conversion rates

If you want signals that actually give you an advantage - prioritize the ones that are unique to you. Not blasted to the entire market.
- Website visits
- Ad engagements
- Event attendees
- Social interactions
- Pricing page behavior

These are the signals where you don’t compete with 100s of vendors for the same 5-second attention window.

If you want to win in 2025, don’t obsess over who changed jobs.

Obsess over who’s already circling you.

(and double-check your CRM for leads that actually requested a demo but didn't make it to Slack because of a broken workflow. Based on a true story)

Sometimes you think we’ve hit the bottom… and then someone knocks from below.

That’s exactly how I’ve been feeling about what now counts as a “detailed, actionable B2B playbook” on LinkedIn.

I saw one recently about “how a scrappy B2B founder can land their first 100 customers”. People in the comments were ecstatic:
“Finally! Actionable!”
“So detailed!”
“Super practical!”

And the “details” were things like:
😳Interview your ICP
😳make sure your podcast is interesting and engaging
😳run in-person events and make sure they’re the best in the industry

That’s it. That was the whole playbook.

When I pointed out (politely!) that each of those lines represents the work of entire teams - events pros, producers, writers, project managers, distribution specialists - I got a response saying essentially: “You don’t need event pros or journalists. Just find curious, proactive people.”

Ah yes. The unicorn who will:
☑️ Run the best in-person events in the industry
☑️ Build an engaging podcast from scratch
☑️ Conduct journalistic-level interviews
☑️ Produce all the content (easy with a couple of ChatGPT prompts)
☑️ Handle distribution
☑️ And, of course, train an AI clone of themselves to keep running campaigns while they’re finally on vacation

All with the enthusiasm of a golden retriever.

This isn’t “scrappy”. This is delusional.

If this is what gets praised as “actionable”, the bar is really low.

In 2025, the simplest way to stand out is to be even 5% more practical than “just do good marketing”. Even if you’re selling your own tool, a basic step-by-step setup guide puts you in the top 1%.

What a time to be alive.

N.Rich turned 10 yesterday - and I've been witnessing 40% of this journey from the inside.

I'm happy to be involved into building a product I wish I’d had in every marketing role before this one.
Happy to help shape it.
Happy to know we’re building something that’s actually aligned with how buying works in 2025 - not with whatever AI fantasy someone is pitching today.

Because the amount of competitors claiming that “revenue is just signals + AI sequencing” is wild. The recipe you see in every other LinkedIn post: capture signal → trigger AI → right time → right message → win deal → profit.

Cute. But completely disconnected from reality.
What N.Rich stands for is different, and I’m so glad it is.

1. To win, you must be known. Period.

It’s 2025. No AI SDR, no intent signal, no perfectly-timed outreach will get you a meeting (let alone the deal) if the buyer has never heard of you.

You need to be top-of-mind for those exact 3,000–6,000 accounts in your real TAM.

We don’t try to bypass the buyer journey with “signals.” We make the buyer journey visible (and influenceable - if this word even exists in English)

2. Marketing drives 95% of the real journey - and still gets treated like an order taker.

Marketing shapes brand perception, demand, buyer readiness, the 95% of the market that’s not actively buying, the 95% of the journey before someone talks to sales. Yet in many orgs, marketing is still viewed as the “slide factory” or “lead generator”, and N.Rich exists to fix that.

To make marketing’s invisible work visible. To show the C-level that the “unmeasurable” is very measurable - if you look at the right data.

Finally, I'm extremely happy that internally N.Rich is flat, autonomous, and allergic to micromanagement (ALMOST always 😅).

Of course, sometimes I silently yell at my screen (camera off - learned the hard way). But here’s what I know for sure: if I’m genuinely convinced about the direction, if I’m willing to take responsibility for the implementation, I’m trusted to run with it.

That’s how Mixbound happened.
That’s how sales & marketing alignment became our norm.
That’s how we made decisions that actually moved revenue.

Here’s to 10 years of N.Rich. Here’s to the next 10 - and to 10x results!

If you want to be part of the next chapter:
- Book a call with our experts to see how N.Rich fits your GTM https://nrich.io/demo
- or apply to our open roles and come build this with us https://careers.nrich.io/
- or read the interview with our CEO Markus to get a better idea of what N.Rich is about https://lnkd.in/dfr4AqMw

If your goal for 2026 is to move upmarket and start actually landing bigger deals with enterprise clients - it's not enough to hire an enterprise rep and buy a gifting platform.

Your marketing should change, and it doesn't have to be an afterthought.

If you want your marketing leader to deliver you 10x bigger deals, stop asking from them:
- Lower cost per lead
- Higher traffic MoM (I mean, it's suicidal in 2025 anyway)
- More MQLs
- to decrease CAC for Google Ads (or LinkedIn Ads, or any other channel) at any cost

For high-ACV products, you don't need to focus on those metrics as a marketing leader - and even on individual channels.

You can't isolate Google Ads, LinkedIn Ads, or SEO as separate channels when sales cycles are 18 months long. You can (and should) analyze correlations and build lift reports, but there's no single channel who "brought" a client.

Cost per lead doesn't matter - quality does. As much as the number of leads. Between 100 leads that convert to 5 opportunities and 10 leads that convert to 5 opportunities, I'll choose the latter and help our sales team save time for analysis and qualification. And even if CPL is 5x bigger, math is still good.

Website traffic in total doesn't make sense for us - we're mostly looking at branded queries, traffic from organic social, and paid separately. But above all that, we're looking at the percentage of ICP vs non-ICP traffic month over month. It's very specific type of companies N.Rich is valuable for - and we want to attract as many of them as possible (we have a big list of those companies and analyze their visits to our website separately).

When you're starting to establish your upmarket/ABM motion, stop asking your CMO to run marketing the old way and "do some ABM" on top of that. Work with them to change their focus - and be ready to change the way you're evaluating marketing internally yourself.

High-ACV sales are very different, so should be your approach.

I'm a journalist, the one with a diploma (it still has "specialization - periodical press" in it, I'm that old!)

For 5 years straight, I was taught to:
- turn random events into stories
- write fast AND write well
- back every point with evidence
- never wait for “inspo”
- obsess over fact checking (it was 2008 - if you put a wrong number or quote, it would live forever in those 20mln printed copies)

Here’s what I rely on to stand out in the sea of AI - whether I’m writing a LinkedIn post, a blog article, or a feature description.

1. Have a structure before you write
Some people “just start typing”, but I’ve never met a good journalist who works like that.
A good piece starts as a skeleton: headline → sub-points → examples → conclusion.
If you can’t outline it, you probably don’t have a good story.
I'm not obsessed with "hooks" (maybe I should be, actually) - usually an opener comes in the middle of the process as a result of working on the structure.

2. Remove 90% of adjectives
General rule: if the sentence doesn't survive without the adjective, keep it. Otherwise - 🚮 .
“Europe-specific intent data” - keep
“High-quality, up-to-date, actionable intent data” - pass

3. No example? Delete the point.
“People don’t trust data despite telling you they do” = a claim.
“My LinkedIn post drove a $120k deal — guess how many colleagues started posting after that? Zero” = a story.

4. Mix your formats
Good writing isn't just paragraphs. Add:
- Photos and graphs
- Quotes from witnesses and SMEs
- Memes :)
- Long paragraphs, short paragraphs, one-line breaks

5. Never call your conclusion "Conclusion" 🫠 

And now feel free to enjoy the parade of AI-generated comments below this post to see what happens when you ignore rules 1-4 🏃‍♂️‍➡️

One of the recommendations I always give when it comes to ABM reporting: SHOW. EXACT. CLOSED. WON. CASES.

It's good to provide the big picture - "accounts in our ABM program have 50% higher ACV" - but it's not when it really clicks.

It clicks when you see that exact Tier 1 account and realize what it took to win them.

This is the closing slide of my today's webinar "Justifying your ABM investments (including that pricey tech) for 2026"

Join today at 12:00 CET or sign up to get the recording and slides: https://lnkd.in/dyGbMWTj

taplio

The Battle

Vince Moreau

Yulia Olennikova

Followers

Posts

Engagements

Likes

Performance ScoreYulia Olennikova's LinkedIn Performance

Ready to grow your LinkedIn presence?

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

Ready to grow your LinkedIn presence?

Performance ScoreYulia Olennikova's LinkedIn Performance