Innovating Online Entertainment Solutions | Olga Yatsyna from Velitech

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro-experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Olga from Velitech, CMO with them. How are you doing today, Olga?

Olga Yatsyna: Fantastic. Thank you so much for inviting me.

Ernesto: It’s great to have you on, and I’m sure our listeners are tuning in wondering what Velitech is all about. So let’s kick it off with that. In your own words, can you tell us a little bit more?

Olga: Yes, sure. So Velitech is a provider of B2B digital products for iGaming companies. In a nutshell, we’ve built an ecosystem of products and services that help businesses launch and operate online entertainment platforms or sports betting businesses. To explain it simply, let’s say I’m an entrepreneur with capital to invest in a sports betting business. I’d need a license, a website for players, and a vast technology stack to handle communications, notifications, data storage, identity checks, and more. This tech infrastructure must operate smoothly, and that’s exactly what Velitech provides—a foundation for clients to launch and operate their online casino or sports betting brand seamlessly.

Ernesto: Definitely. Great to hear that. And so, for our listeners to get a better understanding of Velitech, what would you say is a key problem you help solve for clients?

Olga: The key problem is establishing a solid foundation that can be scaled as the business grows. Our ecosystem includes products that address all the essential needs of online entertainment businesses: player account management, AI-based CRM, payment systems, content management, and more. We provide these solutions as a pre-integrated engine that businesses can fine-tune to start operating immediately. So, the main issue we solve is offering a complete, cohesive infrastructure that doesn’t require additional integrations or add-ons, allowing clients to focus on growing their brand.

Ernesto: Interesting. So is there a specific vertical or ideal customer profile for Velitech?

Olga: Yes, we built our ecosystem specifically to meet the needs and challenges of the iGaming industry. It’s a niche market with very particular operational requirements, which is why it benefits from customized solutions. Many of our clients either build their own solutions or choose ours because our products are designed specifically for iGaming. So our primary focus is definitely iGaming companies.

Ernesto: Got it. How would someone typically find out about Velitech? Is there a primary client acquisition channel?

Olga: Yes, though it’s changing over time. In the iGaming industry, there are many local players and around 20-30 global players with similar products. When a new player like us enters globally, going to industry events, advertising, and doing account-based marketing gets attention quickly, and referral becomes a major acquisition channel. However, as our referral engine slows, we’ve shifted to account-based marketing and content generation, with about a 70/30 split between referrals and marketing-led lead generation.

Ernesto: Interesting approach! And for listeners wanting to visit, they can check you out at velitech.com. What role does the website play in client acquisition?

Olga: In our industry, with contract values over $100,000, decisions aren’t made solely based on a website. We designed our site with this in mind; it serves as a touchpoint within our content and account-based marketing strategy. We make sure our website provides comprehensive information about our products and the challenges we solve, but we don’t rely on it as our main conversion or lead generation tool. This approach is crucial in B2B marketing with high-value contracts.

Ernesto: That makes sense. Any tools or tips for website lead generation you’d recommend?

Olga: Yes, we learned a lot while building our site! One of our main lessons was to view the site from the client’s perspective. For example, we initially included retail information on a product page that’s digital-only, which confused clients comparing our site to competitors. So, research competitors to understand how they present their products, then tailor your site to make navigation as easy as possible. Also, if you have a digital product, showcase screenshots, diagrams, videos—whatever visually communicates the product better than text-heavy descriptions. Lastly, as a marketer, understand the sales process thoroughly to see where the website fits into the customer’s decision-making.

Ernesto: Great advice, thank you! Let’s switch gears a bit. Olga, as CMO of Velitech, what are some key tasks you focus on daily?

Olga: I’m currently combining two roles—CMO at Velitech and Chief Communication Officer at our holding company, Valley Group. My day is filled with meetings, and I’m often jumping between tasks for each company. Delegation is key, as I work with a fantastic team that handles much of the routine work, allowing me to focus on strategy and planning.

Ernesto: In between all of that, how do you stay updated on marketing trends and strategies?

Olga: As a mom of two, my time is limited, so I combine staying fit with staying informed by listening to podcasts. I highly recommend the Exit Five podcast—it’s practical and very relevant for B2B marketers. Ahrefs also launched a great podcast with insights on content marketing and the evolving CMO role. And newsletters! I subscribe to Exit Five, Bitboring, and Pathmonk. They bring the best content straight to my inbox, so I don’t have to go searching.

Ernesto: Great recommendations! Let’s dive into our rapid-fire question round. Are you ready?

Olga: Yes!

Ernesto: Perfect. First, what’s the last book you read?

Olga: Turn the Ship Around by David Marquet. It’s about transforming a traditional hierarchy into a leadership-based structure, inspired by a U.S. Navy submarine crew that turned around its performance through this method.

Ernesto: Interesting read. Next, if there were no boundaries in technology, what’s one thing you’d like fixed in your role as a marketer?

Olga: Attribution. Privacy measures like GDPR are important for personal safety, but they make it incredibly hard to dig into analytics and track what’s working across channels. Preparing accurate reports can be frustrating!

Ernesto: A common challenge, for sure! If there’s one repetitive task you could automate, what would it be?

Olga: Dynamic content generation and personalization based on user behavior. There are tools that help, like Pathmonk, but fully automating content to fit each user’s search intent and interests would be game-changing.

Ernesto: Absolutely! Lastly, with your experience in marketing, what advice would you give your younger self?

Olga: Don’t try to be nice to everyone or pretend to know everything. Many junior marketers try to prove themselves by acting like they know it all, but admitting when you don’t know something doesn’t make you less of an expert. Instead, build a great team and trust in delegation.

Ernesto: Great advice, especially in such a fast-changing field like marketing. Olga, we’re wrapping up, but before we end, what’s the one thing listeners should remember about Velitech?

Olga: Learn your clients’ challenges and don’t be afraid to adapt. At Velitech, we continually learn from our clients and adjust our products to better meet their needs. This past year, especially with a significant part of our team in Ukraine, has taught us to be flexible and client-focused.

Ernesto: Powerful message. To our listeners, check them out at velitech.com. Custom solutions with lasting partnerships. Olga, thank you so much for being with us, and thank you to our listeners. I look forward to the next episode of Pathmonk Presents. Thanks a lot, Olga.

Olga: Thanks for having me!