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Background:
In this episode of The Unmtchd. Podcast, Olga Andrienko, VP of Brand Marketing at Semrush, challenges the idea that B2B marketing needs to be boring, and reveals the framework behind their most successful campaigns.
The core of Semrush’s approach lies in their three-stage marketing framework:
- Attract: Lead with emotive, human-centered content
- Engage: Blend value propositions with product features
- Convert: Focus on technical capabilities and product demonstrations
Andrienko shares how Semrush achieved 300% above their campaign goals by featuring a real client – a New York-based SEO manager and DJ – in their “Life on Your Terms” campaign. This success highlighted a crucial insight: authentic, personality-driven content can significantly outperform traditional B2B marketing approaches.
