ISDEF

Marketing

Human language: businesses are also humans

	Sergey Abdulmanov Mosigra
- Why do people are scrolling emails with the DEL button. - Our shortest and most effective official press release with the words "and other stuff". - How people sell enterprise/SMB targeted software and what do they afraid of. - How to make a selling presentation. If you need it. - Business email that works. - And other stuff.
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Topic language	Russian
Duration	40 min.
Start time	14:00 - 14:40
Location	Nickolaevsky 2

Proven tactics in digital marketing for global IT business

	Dmitry Yasinskiy Veeam responsible for SMM/SEM direction
What social marketing is and why it works for complex IT products best. How to determine the "social" - key, practical criteria: content roadmap, messaging, design and reasonable automation for correct retention. Running a content plan and promotion together is knowing how and why you expect to build relationships with customers, partners and your own employees. Segmentation helps to get started: sales cycle, targeted business in size (SMB, mid, enterprise), location, tech. Standards, value added proposition segment, customer/partner/anyone else? Let's take SEM & Social media for digital program: - Identify, locate, start and keep measuring. Content plan is born in field, "social" + business value is a good start. - Plan for local expansion: robust content plan according to segments and best converting CTA, channels: PPC + re-targeting for local web, social (if id doesn't work for free, no use in making it work as paid, otherwise - integrate in PPC ads (20%), broadcaster and socializer (70%), listener (10%)). Involve partner network, don't miss e-mail with triggered/drip/regular content delivery. - Team: content manager (copy writing, scripting, webinar planning, video demo production, e-card and LP creator) SEM manger (SEO, PPC/Display Ad manager, analyst) - Project launch: case study.
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Topic language	Russian
Duration	30 min.
Start time	14:40 - 15:10
Location	Nickolaevsky 2

Get The Most Out Of Paid Search In The Context Of Antivirus

	Alexey Dovzhikov eLama.ru/TRINET CEO
How to get the most from the paid search in the context of antivirus software - Principles of price bids in the contextual advertising systems, or How to get the best positions within the less budget - Rules of creation top-selling ads - Semantic search automation - Analytics is the key - Software vendor specific how-to-work with Paid Search
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Topic language	Russian
Duration	40 min.
Start time	15:10 - 15:50
Location	Nickolaevsky 2

Personalisation in software products

	Mikhail Ketchinov REES46 Founder
Intro: Advantages of using personalization technologies behaviour analysis in applications and marketplaces. Types of recommendations according to goals: cons and pros. Algorithms for personal and statistics recommendations.
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Topic language	Russian
Duration	30 min.
Start time	12:00 - 12:30
Location	Nickolaevsky 2

Cases 2014: sales improvement ways - effective and not

	Vitaliy Yanko MyCommerce (a Digital River company) Director, Russia
What methods of digital goods and services marketing are effective in 2014, and 1) Personalized search – “life after Panda”? 2) Accent on B2B consumerization – does that help? 3) New "icons" and fears of the payment world. 4) Email marketing – is that a thing that only rare businesses do? 5) Testing concepts and analytics – new useful services.
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Topic language	Russian
Duration	30 min.
Start time	12:30 - 13:00
Location	Nickolaevsky 2

Internet TV: video formats - evolution and revolution

	Michael Gunin Tauruna CEO
1. Video today and tomorrow: needs of the audience and demand for video content formats 2. Create your own online TV is simple (modern solutions overview and features analysis of different technologies) 3. Prospective of Internet TV technologies
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Topic language	Russian
Duration	25 min.
Start time	14:00 - 14:25
Location	Nickolaevsky 2