Marketing education nima b contribution. International qualification program NIMA Marketing-A-B
“I need a website that sells, not complex marketing,” - or how it all began
“Completo” does Internet marketing for its clients, in which there is much more marketing than “Internet promotion”. Our marketers research the market, work out the USP and product positioning, develop a strategy, and only then bring leads to client sites.
Clients are also difficult - B2B companies with a complex product, manufacturers with dealer networks. Such clients are contracted for up to several years. It’s really difficult to find clients for our services, but I want to eat.
When we started in 1998, the market didn't understand our approach. They tried to find clients through cold sales - like most companies. It turned out to be to no avail.
Clients said: “I want a website. Why do I need a strategy? For what? I need a website, not a system! Just a website. Schaub sold.”
We realized that we would get more clients if we educated the market. This is how content marketing was born in Completo.
Completo content marketing structure
Simplified:
- events,
- training center,
- articles and content creation,
- email marketing,
- affiliate marketing,
- special projects,
- advertising.
We can talk about each direction for a long time, expensively and tediously, but in order not to overload with information, in the article we review the most interesting ones.
Events - an ancient sales tool in b2b
Exhibitions and offline parties are a selling tool in b2b, and our top leaders decided to start content marketing with them. We began speaking at every significant marketing and sales conference with cases about how much money strategy work brings to clients.
We transferred classic conferences to the Internet, and held 4 online conferences for B2B markets - EMB2B. The participant base (10,000 addresses) became the basis for email marketing.
From a letter from our listener: “I worked for about 10 years in SEO offices and web studios as a project manager, 1.5 years as the head of the client management department, and I know firsthand the pain of clients of such offices. For the first time, I was brought to Completo by the desire to figure out how to do it, I studied the site, listened to webinars. What you broadcast is consonant and close to me.”
Partnerships and a new events department made it possible to complicate the network of events. Today event marketing from Completo is:
We broadcast videos of webinars and offline events on social networks and post some on YouTube channel :
Our genes at Yet another Conference - Yandex conference
Vova Davydov on SeoPultTV swears that you are not making a website according to the system
Misha Fedorov at the next conference about a strategic approach to SEO
Online learning center "Marketing education"
In 2013, together with the Netherlands Institute of Marketing (NIMA), we opened our The educational center maed.ru. Now we have become exclusive representatives of NIMA, issuing official diplomas according to the European standard.
We teach 7 courses at the center:
- Corporate marketing training - a specialized course for your company's employees
All classes are held online, there are homework assignments, Additional materials and coaching from teachers - everything is like an adult.
This is what learning looks like: the teacher's talking head and your comments
Letter from Student Maeda
To teach students how to work with their hands, internships were opened - in Completo, at Maed and friendly companies.
Expert articles: from SEO to cases
Initially, we wrote articles about our approach - about developing a strategy, working according to the system, and that’s all. We diluted them with some general educational and SEO-related articles - and sawed our content plan. But while we were doing the theory, the project teams were not sitting idle and did a lot of cool things for clients.
Since 2016, we have been writing only case articles and barely manage to release what we planned for the year - the teams are doing too many cool things.
Articles are published by partners, in print publications, in online media, and in our website.
Content announcements create a publication plan for business groups during In contact with, V Facebook and in our community of marketing practitioners " Tyzhmarketer ».
Popular articles:
About how we calculate the return on investment in marketing (calculator)
About our unique system for manufacturers in Russia #I’m not proud
About the context for a complex product: income increased 20 times (crazy!)
About end-to-end analytics, which no one knows about, but we ate the dog on it (or not)
| So far we have 230 articles, but every month - another +4 (to karma, yes) |
Email marketing: not spam, but benefit
Download for free now without SMS
2. Directories, instructions, checklists
In the instructions we share tips and promote our proprietary approach. We take as a basis internal instructions. The text includes useful links, services and tools for specialists.
The manuals are free. Download for your health:
Over 100 SEO optimization tips - all for free!
For those who want to break their own firewood, and not break it for their competitors.
Checklist for developing a digital marketing and sales strategy
Crazy hands: make a strategy yourself. And then come to us anyway.
3. Video course on systemic email marketing
Embarrassed
We have written down the stages of the system email marketing, added links to tools and useful materials and made it available for free. We issue certificates to everyone who completes the video course. By the way, we often see such a certificate from candidates at Headhunter.
For each lesson there are books, videos, articles and tools for work
4. Video course: digital business transformation
While the State Duma is playing Plants vs Zombies, the Government is watching Completo's videos. Nice
We have made it for business owners, managers and marketing directors. In short videos on a marker board (almost on your fingers), they explained how to build digital marketing for companies.
13 free lessons - and attach a certificate to your resume
5. Completo.EDU: a project for upgrading knowledge
At some point, the idea was born to collect all the training materials on one page. The idea turned into a special gaming project - "". On this page, users take courses, watch training videos, read useful materials and receive medals and other goodies.
Instruction for new users of "Completo.EDU"
How we measure content marketing effectiveness
It is important for us to track not only the number of leads, but also their quality. We work with leads High Quality- large companies and manufacturers with dealer networks. But small businesses also contact us - we send them training materials and send them to Maed.
Screen of end-to-end analytics before sales in PowerBI
Since 2016, Kompleto has been developing Contrack. The service tracks the effectiveness of content marketing - articles, newsletters, posts on social networks, special projects, and partner activities. Contrack is integrated with CRM, web analytics systems and all content marketing channels.
Chains of touches are also built there. We know about each lead from which platform he came to us, where he registered, what he signed up for, and at what moment he decided to submit a request for cooperation. Salespeople use these chains to talk to customers about topics that are important to them. Thanks to the system, we create advertising campaigns aimed at visitors and literally chase them with content.
What is written is not visible, but the point is that each rectangle is a touch with our content, and we see the entire chain in Contrack
Contrack calculates the ROI of content minus the costs of copywriting, layout, placement, advertising, and organizing events. This is a tool for working with all content. It is also where we plan publications and keep statistics on content types.
The system builds reports on leads based on many parameters: reach, likes, comments, partner effectiveness, channel effectiveness, popularity of posts and articles.
What have we achieved?
Referrals were once our only source of leads. The triad of co-owners had to work damn hard - both to lead projects and to shine their faces. This was the only way to convince the market to work with some incomprehensible, unknown sect with this “SYSTEMIC APPROACH” company of theirs.
Leads by year. We have been doing content marketing for six years, and have been monitoring it for the last five.
Today Completo is:
- more than 100 employees;
- 5 project teams;
- internal departments of design, development, SEO, traffic, copywriting;
- training center maed.ru;
- 350+ integrated marketing projects in stock.
All this was made possible thanks to the content marketing machine.
Content is King.
Would you like to receive an offer from us?
Start cooperation(Visited 2,568 times, 1 visits today)
Leader of the marketing group "Completo" Representative of the Netherlands Institute of Marketing (NIMA) in Russia Curator of the Internet Marketing Workshop at the Guild of Marketers Awarded in 2015 the Order of Meritin marketing" Experience since 1999 Implemented more than 400 projects Co-owner and Technical Director"Completo" Member of the Guild of Marketers, experienced search marketing and SEO specialist.
Since 2003, he has been actively involved in Internet marketing: search engine marketing, web analytics and consulting.
etc. Yandex training expert and Google Teacher.
Zhann Smotrich
Marketer, strategic marketing consultant, director of the innovative company LoyaltyPlant Ukraine More than 100 completed projects for companies such as the Dima Borisov Family of Restaurants, the pizzeria chain ilMolino, Casta, Zepter, etc. Director of the International Academy of Marketing and Business, certified trainer of the Mobile marketing module of the Digital Marketing Manager coursefrom DMI (Ireland) and the Netherlands Marketing Institute Program (Netherlands).
Anton Bogatushin
Trainer, speaker at major marketing conferences, pro in online advertising and video marketing Launched 50 successful commercial projects for promotion on YouTube and social networks, including a service for creating sales videos https://www.upsaleslab.ru. Clients include 220 Volt, BeFree, Babadu, Kari, Bank St. Petersburg, Rive Gauche, AliExpress, Umka Mall, GearBest, Kommersant Publishing House and others.
Kovalenko Evgenia Head of the group for work with regular clients of the Marketing and Sales Department of JSC "World of Books"
Training is very useful, first of all, by structuring information, communication
with students, with excellent teachers. The ideas that arose during the course of training could be immediately applied in practice, the cases that were analyzed were not just theory, but real application in specific enterprises, as well as directly in their own company.
Studying under the program of the Netherlands Institute of Marketing influenced my career —
I got a promotion. Appeared additional features, prospects, new acquaintances -
with the people I studied with. New information constantly appears, new meetings, I learn something new.
Interesting and effective training. I liked the teaching methodology the most
from the point of view of the globality of business and the influence of some processes on others. This made it possible to bring my knowledge and skills into line with European, world and, of course, Russian standards. Before this, I did not have a specialized marketing education, but I had extensive experience in marketing. Therefore, in this case, this program made it possible to systematize all my practical knowledge and support it with theoretical skills
and expand my toolkit in terms of various market research methodologies.
Today on Russian market not many employers who pay attention
for a certificate, but foreign companies that develop their business with us will definitely be a big plus for them.
Based on the results of my training, I received certificates, one of them was from the Netherlands Institute of Marketing, where I was certified, and the other was from the European Marketing Federation. In at least six European countries these methods are known and, I think, that during the competitive selection of a specialist for some position in a foreign company this will be competitive advantage. I am ready to recommend this course to anyone who is interested in marketing education.
Timofeeva-Tereshkina Dina senior marketing managerI passed online training program of the Netherlands Institute of Marketing. Since I had no specialized marketing education before, this was very useful for me,
and helped me clearly understand everything I do, I began to apply the marketing tools that I was taught in my current work.
Now I work as a marketer. I think that my training indirectly influenced my career growth - the knowledge and skills that I acquired were noticed by my management. I am ready to recommend this course to anyone who wants to become a marketing professional.
Sergeeva Olga LLC "Eldorado"I completed the NIMA-B program with interest. Useful cases, professional coaches, a strong group - I was definitely lucky! And there are many advantages as a result: European certificate - important point to work in foreign companies, fellow students - useful connections in the professional world, a fresh look at familiar methods and concepts, etc.
I would include the following as a disadvantage: few companies in Russia understand the value of the NIMA certificate.
What has changed in my career? New job, new interesting tasks. As an HR friend jokes, it is dangerous to send ambitious employees for training; they are either lured away, or they get bored in their current place and leave on their own.
Dear Colleagues,
We invite you to undergo training and certification under the International Qualification Program NIMA Marketing-A-B according to the European Qualification Framework (EQF).
Who are NIMA programs designed for?
NIMA-A Level Program Marketing- operational level - designed for marketing specialists working on operational level(for example, assistant to the marketing director), as well as for mid- and senior-level specialists employed in other areas (finance, accounting, etc.).
NIMA-B Level Program Marketing- managerial level - designed for specialists who are ready to take an in-depth course in marketing, develop skills in development and implementation marketing plan and become certified as a marketing manager.
NIMA and EQF International Qualification Standard
Netherlands Institute of Marketing (NIMA) created more than 40 years ago. Today it is an institute that unites more than 35,000 members and conducts about 10,000 exams per year in the field of marketing, sales, PR and marketing research worldwide. NIMA examinations are conducted and supervised by the Examinations Authority Foundation. Director of NIMA, Ms Petra Claessen holds the position of Vice President of the European Marketing Confederation (EMC). NIMA is one of 11 EMC members with every right vote.
NIMA the first and so far the only one of all educational institutions Europe, having received EMC accreditation for “Qualification in Marketing” (2006) for all its diplomas. NIMA certificates are recognized in all EU (27 countries) and EMC (17 countries) member countries and are mandatory for all professional marketers Netherlands.
NIMA participates in the development of common European standards in the field of marketing within the framework of the European Union Commission CERCOM project, plays an important role in the activities of EMC, which oversees marketing education in Europe.
Qualification Structure EQF (European Qualification Framework) developed by EMC and the European Environment Higher education(European Higher Educational Area) within the framework of the Copenhagen Process (part of the Bologna Process for the unification of education systems). The essence of the EQF system is that each professional activity is divided into 8 universal qualification ranks. Having passed the NIMA certification, each graduate receives a special EMC certificate, which assigns the appropriate qualification rank depending on the level of the program.
NIMA in the world and the CIS
The NIMA diploma is recognized in all EU (27 countries) and EMC (17 countries) member countries. Behind recent years The NIMA certification system has been implemented in the Czech Republic, Latvia, Moldova, Russia, Ukraine, Belarus, Armenia, Azerbaijan, and Georgia. For each of these countries, NIMA adapts its programs (certification is carried out in the native language, cases of domestic enterprises are used).
Benefits of NIMA programs
· the main result is a prestigious diploma + development strategy and marketing plan for the company.
· adaptability to the requirements of the business environment in Belarus without downgrading international standards NIMA;
· the most modern marketing tools and approaches, competency-based education: NIMA-Marketing programs use new tools that have not yet been offered for use in Belarus, especially for building a marketing plan, distribution and SWOT analysis;
· acceptance of neighboring countries and leading Western companies.
· SATIO provides further consulting support to the student during the implementation of the developed plan at the enterprise.
· highly qualified tutor staff accredited by NIMA and ETCN;
· convenient training format for super-busy people.
NIMA - maximum practice orientation
For companies, the value of the program lies in the fact that its participants apply their knowledge and skills acquired during the classes directly in the working practice of the enterprise. In this way, companies investing in their employees can immediately see the results of their investment in education.
A NIMA diploma opens Belarusian business to European consumers. And for domestic specialists, it increases the value of their own companies, arguing that real career growth is the success of your company.
NIMA trainers
· officially accredited according to NIMA standards;
· included in the international database of trainers and consultants NIMA;
· practicing professionals from Belarus and Ukraine who know the specifics of CIS enterprises and their competitive environment;
· in their work they combine a wealth of teaching experience (at leading universities in the country and abroad) with practical experience in business;
Program language
Educational process and examinations are carried out in Russian. Wherein:
· European NIMA standards are not lowered due to the scientific development of the program specifically for Russian-speaking countries and the high qualifications of trainers accredited by NIMA through ETCN;
· double information load is eliminated (new information + foreign language);
· preparation time is significantly reduced, stress during the classes themselves is reduced, which helps to increase self-esteem and increases the efficiency of the learning process;
· all students are in equal conditions (the possibility that a more experienced employee ends up behind younger or less experienced colleagues due to an insufficient level of knowledge is excluded foreign language).
In Belarus, the exclusive official partner of the Netherlands Institute of Marketing
Thanks to professional European certification in Belarus, domestic companies expand their partnership opportunities with European companies and receive not just specialists with a diploma recognized in Europe, but also professionals who have confirmed their level solely based on the results practical work over the marketing tasks of the enterprise. The creation of a certification system on the territory of our country will allow Belarusian specialists to obtain a qualification status recognized by both Belarusian and Western companies, which will significantly expand their circle of professional contacts and ensure in practice equal access to professional activities with citizens of European countries.
The NIMA program will help you become an international marketing specialist!
Group classes begin in October 2011.
To participate in the NIMA A and B professional certification program, you must
1. Take an on-line test to determine your level of marketing knowledge
2. Go through an interview at the office of the Central Bank of Belarus "SATIO"
3. Provide documents:
· copy of passport;
· training agreement;
· program participant questionnaire;
