Export has become a strategic priority for modern Ukrainian businesses. The company we are going to discuss has deep expertise in this niche: they know how to identify foreign customer bases, establish lead generation, and train entrepreneurs at their own school.
However, even in high-demand niches, demand does not guarantee consistency. At the stage of getting acquainted with the project, we saw a classic picture for B2B services: a high-quality product that requires professional structuring of marketing processes. Our task was to create a foundation that would allow us to convert point requests into a predictable flow of customers.
About the project: point A
At the start of the collaboration, the project had clearly defined services (databases, lead generation, training), but the advertising tools needed to be integrated into a single system.
- Traffic management: advertising campaigns were launched sporadically, which made it difficult to predict the outcome.
- Interaction with the audience: potential customers visited the website, but there were no tools to retain them and warm them up.
- Communication channels: work with email newsletters and social networks was carried out without a unified content strategy and automation.
Is your business ready to enter new markets? Let’s check it out together.
About the project: expertise that opens borders
Our client’s company occupies a special niche in the B2B segment: they help Ukrainian entrepreneurs make real sales abroad, rather than just dreaming about international markets. It is a technical and educational bridge between local production and global consumers.
The specificity of the business lies in its comprehensive approach. The client offers a whole system for the exporter:
- Databases: a tool for accurately searching for partners and buyers anywhere in the world.
- Lead generation: a full cycle of attracting foreign customers, allowing businesses to delegate the sales process to professionals.
- School of export: an educational platform where owners and managers gain practical knowledge — from logistics to the intricacies of international law.
Despite the solid product and demand for services, the project faced a challenge common to many expert niches: how to combine these areas into a single marketing funnel?
Instead of systematic work with the audience, customer engagement was often chaotic. Advertising was launched sporadically, and potential leads who came to the site did not have a clear path for “warming up” and further conversion. Our task in developing the strategy was to create a structured plan that would transform individual tools into a well-coordinated lead generation mechanism.
Ready to figure out how to make your marketing clear and effective? We look forward to seeing you at a free consultation with a marketing specialist.
Export market: demand is growing, rules are changing
In recent years, Ukraine’s export sector has been undergoing a transformation: traditional supply chains have been disrupted, and access to international markets has shifted from being an “opportunity for development” to a strategic necessity for business survival.
Imagine this situation: the doors of your usual shop suddenly closed, and you need to find new suppliers and customers in a country where you don’t know anyone and don’t speak the language. This is exactly the situation that a significant number of Ukrainian entrepreneurs found themselves in.
Demand analysis confirmed this trend. We saw that the surge in interest in exports was enormous, and Google searches on entering foreign markets reached their peak. The study revealed several key trends:
- Reorientation towards Western markets: Europe and the United States have become priority markets for Ukrainian goods.
- Request for expertise: it is no longer enough for businesses to obtain a “number base.” Entrepreneurs are looking for comprehensive support — from niche analysis to skills in negotiating with foreign buyers.
- Digitisation of partner search: the use of professional lead generation tools and automated databases has become standard practice for a quick start.
Project specifics: three components of success
Within the strategy, we identified three key areas of the client’s work, each of which addresses a specific market need:
- Customer base: technical foundation that provides quick access to target audiences abroad.
- Lead generation: a service that takes care of the process of attracting potential partners.
- Export school: an educational product that builds internal competence within client companies.
Market trends became vectors for the project strategy’s development:
- Focus on education as a tool for building trust.
- Working with markets that have the highest demand for Ukrainian products (Poland, Germany, the USA).
- Automation of contact collection and processing.
The export consulting market is developing dynamically. Those who offer systematic solutions and solid expertise are becoming leaders. Market analysis allows us to build a strategy based not on guesswork, but on real figures and trends.
Assess the real potential of your marketing. Sign up for a free consultation with a marketer: we will conduct a structured analysis of your funnel and determine the foundation for your scaling.
Who plays on the market and how: Competitor analysis
To develop our strategy, we conducted a detailed analysis of the online presence of key players, ranging from private agencies to international institutions. Researching websites and communication channels allowed us to identify common features of the niche and growth points for our project.
Results of market environment analysis:
- Content structure: most market participants focus on official reporting and industry news. At the same time, there is a shortage of applied content: case studies, working methods, and step-by-step instructions for entrepreneurs.
- Conversion points: competitors’ websites often use complex feedback forms with numerous fields, creating additional barriers for potential customers.
- Working with the audience: social media is dominated by one-way communication. Companies rarely use interactive tools or automated scripts to respond quickly to queries.
Technical findings during the audit of the client’s website:
During our analysis, we noted that the client’s website had a modern interface but needed visual reinforcement in key areas. The application form was designed in the same style as the rest of the page, which meant that users’ attention was not focused on the target action. We also identified the absence of a section with expert content, which is critical for building trust in B2B.
💡 Insight into conversion: In the niche of complex services, the visual emphasis on application forms directly affects the number of enquiries. Clearly highlighting the contact area allows you to direct the customer’s attention to the final step of the funnel.
Even a small mistake on your website can cost you a big order. We will find these vulnerabilities and help you fix them. Write to us to get a professional look at your funnel.
How we built our strategy: from chaotic requests to a systematic funnel
In the export consulting niche, decisions are not made instantly. Impulsive purchases do not work here because entering the international market is a long game where trust in the expert and clarity of each step play a key role.
We analysed the possibilities of paid traffic and came to the conclusion that advertising is just a tool for attracting attention. Without high-quality “packaging” and a well-thought-out customer journey, the advertising budget turns into mere numbers on a spreadsheet.
Based on the data obtained, we developed a step-by-step promotion plan, which we divided into two strategic stages. This allowed the client to see the actual scope of work: from the technical configuration of analytics to the launch of complex remarketing campaigns.
💡 Insight into the funnel: An effective B2B strategy involves attracting customers by demonstrating professional expertise. The lead magnet becomes the entry point, where free value confirms the quality of services and lays the foundation for long-term cooperation.
Systematic marketing begins with in-depth analytics and a clear structure. If you feel that your business lacks consistency, the Solve Marketing team is ready to develop a foundation for your scaling. Sign up for a consultation to discuss your project.
Your website as your brand’s headquarters
Imagine that a big entrepreneur looking for partners in Europe walks into your office. If it’s a modern space where everything is organised, it’ll inspire trust. But if it’s hard to even find a manager in the office, it’ll have the opposite effect.
The same applies to websites. We noted that the client’s existing resource has good visuals but needs to strengthen its conversion points.
✅ Designing contact collection: we suggested abandoning the use of purchased databases. Instead, we developed a system of lead magnets (PDF files, checklists) that convert visitors into subscribers.
✅ Export school as a separate field: for the educational product, we proposed a separate landing page structure. This allows us to divide the audience into those who need the basics “here and now” and those who want to learn how to build export processes on their own. This decision was made precisely in order not to mix services and training into one.
💡 Insight into content: In consulting, content is currency. Highlighted case studies and methods for attracting clients abroad work better than any advertising slogan because they demonstrate real experience, not just promises.
How to convert reach into a loyal base
Previously, email newsletters were perceived as a spam tool. Now, in B2B, they are a full-fledged “warm-up” channel. We have incorporated email marketing into our strategy as part of the overall content model.
The main task was to ensure that every post on social media or letter in the mailbox brought practical benefits, in addition to reminding people about the company. We identified the optimal formats: from video cases to chatbots that help quickly qualify customer requests.
Every touchpoint with your brand should bring value to the customer. If you want to build a clear and manageable buyer journey in your B2B project, the Solve Marketing team is ready to develop an effective content strategy for you.
Basic strategy: from consulting to systematic market entry tools
The analysis process confirmed the relevance of the export direction, but revealed an interesting feature: most market players focus on “theoretical work” — webinars and consultations. At the same time, businesses have a critical demand for specific tools, such as “Databases” and “Partner Search”.
💡 Marketing insight: In this niche, competitors often conceal their operating mechanisms and pricing. The lack of clear lead costs on websites creates a barrier to trust. Transparency of processes and reasonable costs that correlate with customer LTV allow the project to stand out and attract a more affluent segment.
To realise this potential, we have developed a comprehensive marketing strategy where each channel reinforces the other:
✅ Price optimisation and content expertise. As a first step, we suggested revising the pricing approach on the website. Increasing the cost of services and hiding fixed prices in public access allows for flexible work with different business segments and greater investment in the quality of marketing itself.
At the same time, the foundation for attracting traffic is the blog. This is not just a news section, but a hub of expertise. The presence of professional articles allows you to attract SEO traffic and creates a basis for distributing content on social networks and the Telegram channel.
💡 Insight into trust: In complex B2B services, a blog is the main tool for “proving competence.” When a customer sees an analysis of real cases and methodologies before the first call, the decision-making cycle is significantly reduced.
✅ Email marketing and lead generation ecosystem. We designed a system where email marketing is the main channel for “warming up” those who are interested in exporting but are not yet ready to take action. To fill the database, we planned to introduce lead magnets — useful materials that the customer receives in exchange for their contact details.
✅ Automation and education. The export school is promoted as an independent educational project within the strategy. To simplify user access, we suggested using messengers (Telegram, Viber, FB) and chatbots. We proposed the idea of using quizzes. This tool for testing the entrepreneur’s knowledge level serves as a “soft” qualification. The user receives personalised solutions to their problem, and the manager receives a ready-made customer profile with an understanding of their pain points. This automates the funnel and allows the training service to be sold through expert assistance rather than direct advertising.
Ready to turn chaotic traffic into loyal customers? We will design a trust funnel for your business.
From analysis to results: forming a strategic package
The final stage of our work was the transfer of a complete marketing system, ready for launch. We focused on providing the project team with a detailed action plan, where each subsequent step logically builds on the previous one.
What was included in the final strategy package:
- Technical foundation and analytics: developed a Facebook Pixel and web analytics setup scheme so that every future step in advertising is digitised. This is the basis that allows you to see the real value of an attracted customer.
- Architecture of the educational direction: we designed the landing page structure for the “School of Export” and prepared texts that strike a chord with the audience. This will allow us to highlight training as a separate, autonomous product.
- Content model and email funnel: instead of chaotic mailings, we proposed a system of lead magnets, outlined topics and the structure of useful materials that should help in building your own contact database.
- Automation scenarios: to speed up communication, we developed the logic for chatbots. These are ready-made response algorithms that help qualify requests in messengers even before a manager is involved.
💡 Insight: A marketing strategy is only considered complete when the team has no questions about “what to do tomorrow.” We handed over the project with a clear understanding of what texts to write, what technical settings to implement, and how to measure the success of every advertising dollar.
Strategy as a foundation for scaling
This case study demonstrates that in the niche of complex B2B services, success begins with marketing architecture. The main result of our work is the transformation of the client’s deep expertise into a clear system where each tool has its place and logic.
We delivered a project with a fully formed strategy that removes uncertainty and answers key questions: how to attract leads, how to communicate with them, and how to measure effectiveness.
The main conclusions of our strategic phase:
- Systematicity versus chaos: even the most sought-after product requires a well-thought-out customer journey. Dividing the areas of focus into services and the export school allows us to reach a wider audience with different levels of demand.
- Content as a currency of trust: in consulting, it is impossible to sell without proving your expertise. A well-designed blog and lead magnet system are the foundation for building long-term relationships with clients.
- Automation to focus on what matters most: using quizzes and scripts for chatbots is a way to free your team from routine tasks. The strategy assumes that the manager receives a “warm” and qualified lead, which significantly increases sales conversion.
Developing a strategy is an investment that pays off by preventing mistakes during launch. We have created a solid foundation for Just Export, allowing it to confidently enter the market and turn interest in exports into real deals.
What’s next: formats of our support
A strategy is not just a file, but a guide to action. Once development is complete, we present all decisions and explain the logic behind each step so that you have no questions about implementation.
Depending on your business resources, we offer two options for cooperation:
- Consulting: our marketing specialist accompanies your team and advises you at every stage of implementation.
- Outsourced marketing team: we take care of strategy implementation and work as your remote marketing department.
The statistics speak for themselves: 85% of clients remain with us after developing a strategy for its systematic implementation.
Want to understand where to start with systematic marketing in your business? Sign up for a free consultation with a Solve Marketing marketer.
