Notes from Natalia · Berlin
I write down what works in marketing - and what doesn't.
I'm Natalia Marianchyk, a B2B marketer. Everything here comes out of live work - real budgets, real tracking setups, real handoffs between marketing and sales. When I learn something, I publish it. When I get something wrong, I publish that too.
One issue per month · No newsletter theatre · Written by one person
Recently published.
All issues ↗- PerformanceVisibility Is Not Pipeline.I kept seeing the same pattern in specialist markets: impressions up, pipeline flat. Here are the four structural gaps I found - and how I close them.Read ↗
- Growth SystemsThe €51 Billion Question.I went through the German ad market forecasts line by line. What the headline number hides is more useful than what it shows.Read ↗
- Growth SystemsYour CRM Is the Real Marketing Tool.Most of the pipeline I have watched disappear died in the handoff, not in the campaign. The fix turned out to be structural, not cultural.Read ↗
From my notebook
The short version of what I'm learning right now.
Moving conversion tracking server-side before touching bids. Every optimisation after that decision compounded instead of guessing.
Launching Performance Max on a feed I had not cleaned. It spent efficiently on exactly the wrong products.
AI-assisted first-pass creative in B2B. Faster volume, uneven quality - I am tracking which briefs survive review.
Sections
Six areas I keep returning to.
Performance
What I learn from live budgets: bidding architecture, creative testing, paid acquisition.
Analytics & Tracking
GA4, GTM, server-side tagging and the measurement work nobody wants to document.
Growth Systems
Funnel engineering, lifecycle design, RevOps - the plumbing between marketing and revenue.
B2B SaaS
Demand generation, product-led growth and account-based experiments worth repeating.
AI & Marketing Ops
Where AI genuinely saves me hours, and where it quietly creates new work.
E-commerce
DTC growth, Shopify economics, marketplace dynamics and retention maths.
Who is writing
I work on the operational side of marketing, then write about it.
My background runs across B2B SaaS, e-commerce and industrial technology. I spend my days in the infrastructure between acquisition and revenue - Google Ads, GA4 and GTM, attribution, CRM handoffs and the growth systems most teams treat as an afterthought.
Writing is how I keep myself honest. If a tactic only works in a deck, it doesn't make it into an issue. If something failed on my watch, I'd rather document it than repeat it.