Marketing and Advertising
Positioning, demand, advertising and acquisition economics. We check whether a customer has a reason to choose you, whether that customer pays back and where inquiries get lost, and only then talk about budget and channels.
Common requests:The budget grows, The cost of an inquiry is tracked, Every new agency starts with a promise to "redo everything"
Services in this area
10 services
01Marketing and Advertising · 01
Marketing as a System
Positioning, offer, channels and the link to sales in one logic. For when you spend more on marketing and get fewer customers.
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02Marketing and Advertising · 02
Pricing
Price and discounts as a management decision tied to value, cost and margin. The fastest lever on profit.
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03Marketing and Advertising · 03
Business Positioning
Who you are the best choice for, and why, in words a competitor can't repeat. Checked with the text-swap test.
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04Marketing and Advertising · 04
Competitor Analysis
The customer's real alternatives and the logic of choosing between them: a map of how the customer solves their problem.
Learn more05Marketing and Advertising · 05
Customer Acquisition Strategy
Segments, channels and the path to a deal, built around the cost of a customer and its payback period.
Learn more06Marketing and Advertising · 06
Marketing Audit
Where the marketing system loses money: in the offer, the channels, the analytics or after the inquiry. A check before increasing the budget.
Learn more07Marketing and Advertising · 07
Meta Ads
Account audit, testing strategy, setup, analytics and ongoing management of advertising on Facebook and Instagram.
Learn more08Marketing and Advertising · 08
Google Ads
Audit, strategy and optimization of Google advertising: campaigns built on search intent, a link to the CRM, optimization for customer quality.
Learn more09Marketing and Advertising · 09
Yandex Direct
Audit, setup and ongoing management of Yandex Direct advertising: regional demand, a link to the CRM, optimization for results.
Learn more10Marketing and Advertising · 10
Online Advertising Consulting
An independent assessment of ad channels, budget, analytics and contractors, so budget decisions don't depend on the contractor.
Learn moreWhat people come with
Does this sound familiar?
- The budget grows, but inquiries and money don't.Situation 01Advertising amplifies differentiation. If there is nothing to differentiate, only the price goes up.
- You can't name a reason to choose you that a competitor couldn't say too.Situation 02Advertising amplifies differentiation. If there is nothing to differentiate, only the price goes up.
- The cost of an inquiry is tracked, the cost of a customer isn't.Situation 03Advertising amplifies differentiation. If there is nothing to differentiate, only the price goes up.
- Every new agency starts with a promise to "redo everything", and the cycle repeats.Situation 04Advertising amplifies differentiation. If there is nothing to differentiate, only the price goes up.
The core idea of this area
Advertising amplifies differentiation. If there is nothing to differentiate, only the price goes up.
The self-assessment for this area separates a demand problem from a sales problem and from a product problem.
- 01Differentiation
- 02Acquisition economics
- 03Demand resilience
- 04Repeatable sales
- 05Unit economics
How we see it
A customer's attention costs money, and that price is rising in almost every market. Marketing that can't explain why to choose you buys attention for a message indistinguishable from the one next to it.
So we check in this order: differentiation, customer economics, the path from inquiry to deal, metrics. We look at the ad account last.
When this area won't help
- If inquiries get lost after the first contact, advertising will only increase the losses. Sales come first.
- Advertising can't create differentiation. It is created in the product and the positioning.
- We don't promise a cost per inquiry before we have looked at the market, the funnel and the economics.
Questions
Where does work on marketing start?
With two checks: whether your offer differs from competitors' in words, and whether your margin can bear the current cost of a customer. Both take a day and determine everything else.
Do you run ads?
Yes, on Meta Ads, Google Ads and Yandex Direct: audit, setup, analytics and ongoing management. But we launch or scale advertising after differentiation and customer economics have been checked. Otherwise the budget amplifies what doesn't work.
What if the cost of a customer has gone up?
Check three levers: margin, retention and acquisition cost. Margin works fastest; retention is slower but raises the income per customer without a bigger budget. Switching channels usually brings only temporary relief.
Which metrics matter most?
The cost of a customer, not of an inquiry; conversion by stage; margin by channel; payback period of acquisition in months.
Related articles and case analyses
Marketing stopped working: five real reasons
When advertising "stops working," the contractor is the first thing to go. In most cases, the cause lies outside the ad account.
Before changing agencies, check where the customers get lost.
The first meeting is free. Bring your last 30 inquiries; that's enough for a first conversation.