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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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The marketing wiki with everything you need to know:
Most popular terms
Machine to Machine (M2M)
Machine to Machine (M2M) refers to the direct communication between devices or machines using…
Probability Value (P-Value)
A p-value (probability value) is a statistical measure that helps determine the significance of…
Customer Acquisition Cost (CAC)
Customer acquisition cost (CAC) is the amount of money it takes in order to…
Go-To-Market (GTM) Strategy
A GTM strategy is a comprehensive plan that outlines how a company will reach…
Fairness, Accountability, and Transparency (FAT)
Fairness, Accountability, and Transparency (FAT)—often referred to collectively as FAT principles—are foundational ethical guidelines…
Brand Development Index (BDI)
The Brand Development Index (BDI) quantifies how strongly a brand performs within a defined…
Search Engine Results Page (SERP)
A Search Engine Results Page (SERP) is the page that appears after a user…
Average Revenue Per User (ARPU)
Average Revenue Per User (ARPU) is a metric that measures the average revenue generated…
Change Control Board
A Change Control Board is a group of change management executives in charge of…
Next Best Action (NBA)
Next Best Action (NBA), sometimes known as best next action, next best activity or…
Minimum Detectable Effect (MDE)
Minimum Detectable Effect (MDE) refers to the smallest effect size in a test (such…
Media Sufficiency
Media sufficiency can be defined as the required investment levels to ensure that the…
Latest Research
The more recent insights, trends, and stats to guide your work
Navigating the New Marketing Frontier: Key Imperatives for Brand Growth in 2026
The “Signals From The Stage” report from the 2025 ANA Masters of Marketing Conference provides a critical roadmap for senior…
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Innovation without visibility is invisible. That’s the harsh reality killing breakthrough companies across all industries. While brilliant brands focus on…
