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#75: Alconost CCO Ilya Spiridonov on prioritizing localization in the B2B marketing funnel
Today, we’re going to talk about navigating the complexities of global expansion. We’ll get into the strategic decisions leaders have to make when localizing content, such as where to spend the budget for maximum impact, and the critical choice between leveraging AI for scale and speed versus deploying human experts for nuance and connection. To help me discuss this topic, I’d like to welcome, Ilya Spiridonov, Chief…
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Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Content Marketer
A content marketer is a creative professional who is responsible for creating, managing, and…
Bronze, Silver, and Gold Data Layers
The Bronze, Silver, and Gold Data Layers are a multi-tiered data architecture approach used…
Conversion Rate (CR)
Conversion Rate (CR) is a fundamental metric in digital marketing used to measure the…
Technology Adoption Model (TAM)
The Technology Adoption Model (TAM) is a theoretical framework that explains how users come…
Business Value Pyramid
One way to look at business value is by using the Business Value Pyramid…
Customer Lifetime Value (CLV)
This is a calculation of the total value of a customer over their entire…
Significance (σ or Sigma)
Significance in statistics refers to the measure of how far a result deviates from…
Line of Business (LOB)
Line of Business (LOB) refers to a category within a company that deals with…
Emotional Selling Proposition (ESP)
An Emotional Selling Proposition (ESP) is a brand’s strategy to connect with its audience…
Churn Rate (CR)
Churn Rate (CR) measures how many customers stop doing business with a company in…
Total Cost of Ownership (TCO)
Total cost of ownership (TCO) is an estimate of the expenses related to a…
Customer Satisfaction Score (CSAT)
Organizations use the Customer Satisfaction Score, or CSAT, as a way to measure satisfaction…
Latest Research
The more recent insights, trends, and stats to guide your work
Understanding AI Marketing Adoption Trends: Strategic Imperatives for Enterprise Leaders
A recent study by digital experience optimization platform VWO.com reveals significant state-level variations in the online interest for AI marketing…
Expert Mode Articles
Hear from Thought Leaders About Marketing technology, CX, and Digital Transformation
Expert Mode: Closing the Gap Between Brand Promise and Customer Reality with AI
The distance between the brand voice meticulously crafted in a boardroom and the way it’s…
Expert Mode: Why Your Marketing Cloud Might Be Confusing Your AI
For years, enterprise marketing leaders have been engaged in a monumental construction project. With blueprints…
Expert Mode: The Confluence of AI, Agility, and Collaboration in Modern Marketing
The MarTech landscape chart, once a useful if sprawling map, now resembles an abstract art…
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A Look Forward to 2026, Part 1: Why Authenticity and Agents Will Rule the Future
The core prediction is this: the “new brand currency” will be nothing less than unvarnished authenticity. This shift mandates a…
