Marketing
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25th September 2015, Friday
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Online Reputation Management
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Igor Ashmanov
Ashmanov & Partners
CEO |
Corporate risk management in social networks
"Metabolic rate" in the social environment. How can you tell apart a bot?
Information attacks on the business. The price paid.
Means of defence. How to deal with insiders?
Is offence the best defence? Make excuses or change the subject?
Media hygiene. Reputation management. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
13:00 - 13:30
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| Location |
Nikolaevskij II |
Turning Sales into a System - From the First Sales Of Your IT Product in Europe To a Global Business
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Andrei Maiboroda
Green Business
CEO |
A practically oriented report on the methods of building up your sales in Western Europe and the USA, if you are the owner of a software company.
Key points:
1. Sales is the key process in any business; therefore the key process of your IT business is sales.
2. Sales are like a religion: you can't just practice them - you must worship them!
3. Going to Western Europe from Russia requires serious planning and preparation.
4. Penetration in the Western European Market - a practical roadmap.
5. The top 5 difficulties when starting sales of Russian Software abroad.
6. How-to if you are a shareware vendor.
7. How-to if you are a SaaS vendor.
8. Selected success stories (Veeam, SpeechPro, Trello, Unius) |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
13:30 - 14:00
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| Location |
Nikolaevskij II |
Why do software CEOs not need marketers anymore? Product Marketing Managers profession
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Vitaliy Yanko
Software LeadPro
Managing Partner |
For owners and product directors of smaller software companies:
1. Twilight of "classic" software marketers
2. Wanted: Product Marketer! Why programming skills?
3. Research studies - do we really know our client?
4. "Collected for you" - fresh tips & tricks 2015 |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
14:00 - 14:30
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| Location |
Nikolaevskij II |
Smart web-analytics: how to make people buy?
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Andrey Vorobyev
Adventum
Lead Web Analyst |
As a rule, web-analytics tools are not used at full capacity, and they are definitely not individualized enough for a specific product’s profit. We offer several solutions that can help businesses apply analytics tools in a new efficient way.
1. Why is it important to know the channels your clients use to find your official website?
2. How do you control downloads and purchases, in case your clients find the software product on sharing sites? Why is it necessary for business?
3. How do analytics tools integrated into a CRM-system raise the purchasing percentage?
4. What issues cannot be resolved today by using analytics tools, and how do you improve them? |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
14:30 - 15:00
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| Location |
Nikolaevskij II |
What's "fresh" in AdWords for the software segment: new tools and policies
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Evgeniia Olerinskaya
Google
Industry Manager Export |
Performance tools for desktops that have proved to be efficient;
How to improve advertising in mobile;
"Brandformance": can branding ads be measured;
AdWords Free Desktop Software policy: helpful advice. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
15:20 - 15:50
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| Location |
Nikolaevskij II |
Serving/selling to US and European clients: how to become more competitive on global software delivery market
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Konstantin Fominykh
Turnfix
CEO |
1. Diagnose clients deeper - it's about them, not about you
2. Sharpen communication - move closer to their universe
3. Deal with cultural barriers - be on the same page with them |
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| Topic language |
English |
| Duration |
30 min. |
| Start time |
15:50 - 16:20
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| Location |
Nikolaevskij II |
Mobile Apps Marketing
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Yury Melnichek
MAPS.ME (Mail.Ru Group)
CEO |
While working on MAPS.ME to get it from 0 to 25M installs, I gradually built an overview of how mobile app marketing works:
- What marketing channels exist (PR, ASO, ads, store featuring, etc) and how to use each of them.
- What journey does a user go through before installing an app.
- How to increase conversion of app marketing channels.
- Where does app marketing fit in the business strategy.
Will be interesting for app marketers, top managers and developers. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
16:20 - 16:50
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| Location |
Nikolaevskij II |
DriverPack: how we did smart analytics for the desktop app
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Arthur Kuzyakov
Driver Pack Solution
CEO |
- Huge numbers analytics. What difficulties to be met if your application generates more than 5M events?
- Everyone knows what the sales funnel looks like. How do you calculate all its conversions precisely, in real time, and using only free tools like Google Analytics and Yandex Metrics?
- Analytics of download servers (or CDN).
- Cohort analysis. How we proceed with it.
- How to segment your audience using custom business parameters without making your own analytics tools. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
16:50 - 17:20
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| Location |
Nikolaevskij II |
How do you keep from wasting your advertising budget and start paying only for real customers?
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Sergey Khitrov
Adwad Group
CEO |
- How to properly allocate advertising finances in your company
- Where to get traffic
- The basis of market affiliate programs
- How to spend your budget only on real clients
- How to to spend your budget only on downloads (or even installs) |
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| Topic language |
Russian |
| Duration |
20 min. |
| Start time |
17:20 - 17:40
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| Location |
Nikolaevskij II |
Conversion Beyond Acquisition in a Digital World
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Nataliya Ignatenko
Avangate
Country Manager CIS |
Understand how selling digital goods changes your online conversion strategy.
Map the new KPI's and lessons learned from across 1000's of Software, SaaS, and Online Services companies.
Take away 5 methods to reduce revenue leakage and ultimately maximize customer value.
Understand the components you need for to support a modern Digital Commerce solution |
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| Topic language |
Russian |
| Duration |
20 min. |
| Start time |
17:40 - 18:00
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| Location |
Nikolaevskij II |
|
26th September 2015, Saturday
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Software company's presentation: a structure that sells and 35 types of data visualization
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Vera Kovaleva
PresPortal, a presentation media group
Founder |
1. Idea of the presentation and its selling potential - results of UX-testing of some slides.
2. The structure of the sales presentation: technique to work with facts and escape the bull***t.
3. Data visualization: 35 types of slides. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
09:10 - 09:40
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| Location |
Nikolaevskij II |
Case study: How to get free coverage in the leading Russian mass media
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Tatyana Novikova
Crocotime
PR Director |
1. Promotion in media for start-ups: basic steps
2. Establishing workflow: outline, database, pr content and paperwork
3. How to write news if there is no news?
4. How to communicate with journalists
5. Live cases: Forbes, Vedomosti, Harvard Business Review, Generalny director, Kommersant |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
09:40 - 10:10
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| Location |
Nikolaevskij II |
Habrahabr as a PR tool for IT companies
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Lyubov Soboleva
A-TAK
Creative Director |
The power of the techie community: top industry blogging platform habrahabr.ru as a promotional tool for IT-businesses
How do you reach the audience of techies on the Russian internet? How should an IT company start a PR-campaign online? What can Habrahabr.ru give an IT business and the community of techies? I will share her experience in building the community of techies loyal to brand, including:
- How your business can benefit from habrahabr.ru
- B2B and B2C communications on habrahabr.ru
- The tricks of the Habrahabr community, how to talk to them
- Case study: the best corporate blogs on Habrahabr.ru |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
10:30 - 11:00
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| Location |
Nikolaevskij II |
Search engine optimization for a software product website using Fast-report.com as an example
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Alexander Buraks
AXIOMA
SEO |
A real case of SEO for a software website - process and result.
- tips and tricks for software product websites
- differences between Yandex and Google - why their positions are not the same
- main SEO mistakes that decrease website positions and how to correct them quickly |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
11:00 - 11:30
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| Location |
Nikolaevskij II |
How much do you actually sell online
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Olesia Chedleeva
PayPro Global
VP CIS |
1. What is the "last mile" in online sales.
2. Where to put counters to find out your situation.
3. How to interpret the results you get.
4. What actions you should take based on the results if you want to get all possible revenue from your online sales. |
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| Topic language |
Russian |
| Duration |
20 min. |
| Start time |
11:30 - 11:50
|
| Location |
Nikolaevskij II |
