Anton Blotskyi

B2B #tech #marketing professional with 20+ years of experience in the industry. Open to project work, fractional partnerships, and consultations/advisory.

[Anton Blotskyi @ablotskiy]

Stop chasing “more leads.” Chase better leads instead.

More leads can mean more:
- junk calls
- time wasted
- sales frustration
- “no budget” replies

Better leads come from:
- Clear positioning
- Narrow targeting
- Strong proof
- A real pain point you’re addressing

[Anton Blotskyi @ablotskiy]

Strategy takes more time.
But strategy is what gives tactics a real chance to work.
Without it, a company may keep moving fast…
but still in the wrong direction.

[Anton Blotskyi @ablotskiy]

Only after a refined strategy do tactics start working better.

Outbound becomes sharper.
Content becomes more relevant.
Sales conversations become stronger.
Ads become less random.

Because tactics finally have a strategic direction.

[Anton Blotskyi @ablotskiy]

For many IT service companies, the answer starts with:
→ defining the right target audience
→ sharpening positioning
→ building a clearer offer
→ adding stronger proof
→ aligning marketing and sales around one direction

[Anton Blotskyi @ablotskiy]

The harder question is not:

- “How do we send more outbound messages?”

The harder question is:

- “Why are clients not choosing us?”

That is where the real work begins.

[Anton Blotskyi @ablotskiy]

If:
→ the ICP is unclear
→ the positioning sounds like everyone else
→ the offer is weak
→ the proof is generic
→ the company has no real specialization

…outbound may bring meetings,

but it rarely creates stable growth.

[Anton Blotskyi @ablotskiy]

Outbound is not a strategy.
It is one channel.
A useful one, yes.
But still only a tactic.
And if the company has weak fundamentals, outbound will only expose the problem faster.

[Anton Blotskyi @ablotskiy]

This is a common pattern in IT outsourcing today.

When growth slows down, companies push harder on short-term activity:

→ more outbound
→ more messages
→ more calls
→ more pressure on sales

It looks like action.

But often, it is just noise.

[Anton Blotskyi @ablotskiy]

If the real problem is strategy, more outbound will not solve it.

Neither will more content nor more ads.

Those can help only when the fundamentals are clear.

But the problem with fundamentals is the most frequent problem I see.

[Anton Blotskyi @ablotskiy]

From what I know, this company has not been growing for some time.
It has actually been shrinking over the last couple of years.
In situations like this, outbound alone is rarely the answer.

[Anton Blotskyi @ablotskiy]

Recently, I spoke with an IT outsourcing company.

They were looking for a Marketing Leader focused on short-term tasks.

Mostly outbound.

And this is where many outsourcing companies get stuck today.

They try to fix tactics when the real issue is deeper.

[Anton Blotskyi @ablotskiy]

Don’t force AI adoption first and figure out enablement later.

Instead, start with:
→ real business problems
→ real workflows
→ real people
→ real training
→ real measurement

Then AI has a chance to create impact.

Otherwise, it just looks good in strategy decks.

[Anton Blotskyi @ablotskiy]

A trendy tool like AI won’t make your company more effective. People will.

But only if you help them use the tool properly:

→ clear use cases
→ practical training
→ examples from real work
→ internal champions
→ shared standards

AI adoption is a behavior change project.

[Anton Blotskyi @ablotskiy]

To make AI investment justifiable, people need to learn:

→ when to use AI
→ how to prompt well
→ how to verify output
→ how to apply it to real workflows
→ how to avoid bad decisions based on polished answers

Otherwise, AI adoption becomes very expensive.

[Anton Blotskyi @ablotskiy]

Before pushing company-wide AI adoption,
companies should answer a few simple questions:

- Which workflows will AI improve?
- Which teams need it most?
- What skills do people need?
- Who will train them?
- How will we measure real impact?
- What should people NOT use AI for?

[Anton Blotskyi @ablotskiy]

Basic AI usage is not enough.

Asking AI to:
→ rewrite text
→ summarize meetings
→ create basic drafts
→ generate ideas
…is useful.

But rarely justifies millions in spending.
The real value is when AI changes how work's done.
Not how fast people produce the same outputs.

[Anton Blotskyi @ablotskiy]

The real problem with AI adoption is not the tool.

It’s enablement.

Companies buy access to AI.

Then expect employees to magically become more productive.

But people need to learn it first.

Otherwise, AI becomes just another expensive tool people barely use well.

[Anton Blotskyi @ablotskiy]

AI is often sold as “cheaper than people.”

But when companies spend millions on LLMs, I’m not so sure.

The tool itself may be cheaper than hiring more people.

But the full cost is bigger.

AI is not automatically cheap.

Bad AI adoption can be very expensive.

[Anton Blotskyi @ablotskiy]

Heard from a person in my network that their company spends $500K/month on Claude.

Another person told me about $300K per month.

That’s $6M and $3.6M per year.

And both had a similar problem:

They pushed company-wide AI adoption.

Now they struggle to justify the investment.

[Anton Blotskyi @ablotskiy]

“Why are clients not choosing us?”

A question more tech companies should ask themselves.

The real work begins here:
→ defining the right TA
→ sharpening the positioning & offer
→ adding strong proof
→ aligning marketing & sales

Only then do tactics start working better.