Marketing managment

Date

2023
Role

Head of Content & PR, Deputy CMO, Inferit (Softline Group)
Challenge
Within the Softline Group, several proprietary IT products were at different stages of maturity: the production of domestically manufactured computers, a legacy operating system dating back to the 1990s, and specialized IT software at the go-to-market stage.
The challenges were significant:
- divergent corporate development cultures and varying team maturity levels,
- siloed business processes,
- lack of motivation among top management to pursue integration.
Objective: to establish a unified vendor within the Softline Group under the brand Inferit.
Solution
In 4 months:
- Developed a unified brand platform “Inferit”: positioning, value proposition, and communication strategy for the entire product line.
- Built a content and PR management system: established a dedicated department, defined roles, and set KPIs.
- Designed a year-long marketing plan covering PR, digital, events, and content distribution channels.
- Launched new media channels:
- a corporate blog on Habr to strengthen expertise within the IT community,
- a Telegram channel for real-time updates and building a loyal community.
Results
- In May 2023, the Inferit brand officially entered the market with a unified product portfolio.
- A complete marketing infrastructure was established: brand identity, PR department, and communication channels.
- The lead conversion rate in the webinar funnel for the Itmen product increased by 20%.
Business Impact

Softline gained a new vendor under its own brand with a diversified product line, strengthening its strategic independence and competitiveness amid the import substitution trend.

The company’s recognition within the IT community grew through expert content and newly launched channels.

Trust in the products was reinforced by a unified communication strategy and a systematic PR approach.
Links

Habr's blog
Yearly marketing plan а
Corporate journal for exhibition