Unlocking AI Potential for Business Growth | Tatyana Korbanyuk from CHI Software

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. 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 Tatyana Korbanyuk from CHI Software, CMO with them. How are you doing today, Tatyana?

Tatyana Korbanyuk: Thank you, I’m doing great. Having a nice day in Spain? Sunny. Yes, not warm. Thank you.

Ernesto: Definitely. I think I’m there as the same as you, right? Here on the west coast, in a beach town in Mexico. Sunny. It’s nice. So I can’t complain, right?

Tatyana: Yeah, right. Awesome.

Ernesto: Hey, well, it’s a pleasure to have you on with us today, Tatyana. So, let’s kick it off. In your own words, can you tell us a little bit more about what CHI Software is all about?

Tatyana: Yeah, sure. Well, if we talk pure numbers, the company has existed for 17 years. It started as a small website development studio in the Ukrainian city, Kharkiv. Now it’s a global company with over 800 employees distributed in ten countries. We have over 500 clients and work in web and mobile development, as well as developing complex solutions like CRM and ERP systems. We do lots of IoT solutions. Since 2017, we’ve been developing AI. We launched our AI R&D center in Krakiv, Poland. We have 80 people in our AI department, 14 of whom are PhDs in data science, math, statistics, machine learning, and other disciplines related to AI. We’ve been working hard to develop our AI expertise and recently have been focusing on generative AI. We developed a smart AI assistant that helps us talk to clients, craft proposals, and do lots of tasks. Now, we’re doing that for many other companies. Some of our clients saw our AI assistant and wanted something similar, so that’s been a focus of our communications lately. We’re riding that wave of generative AI.

Ernesto: Definitely. I think everybody should. That’s awesome to hear. Is there a certain vertical or segment that is an ideal ICP for CHI Software?

Tatyana: Our sweet spot is mid-sized businesses. We also have scale-ups and big corporations as clients, but mid-sized companies are flexible and fast, which allows us to move quickly with them. Big corporations can sometimes be frustrating due to longer decision-making times. Our ideal ICP is companies with around 1,000 people. Our portfolio mainly consists of European and US clients, with a few from Japan. Japan is a very specific, conservative market, and building trust takes years. We’ve been developing our presence there for a couple of years now.

Ernesto: Awesome. Thank you for sharing that. How would someone usually find out about CHI Software? Is there a top client acquisition channel for you guys?

Tatyana: Yes, LinkedIn is our most successful channel. We’ve invested a lot in terms of content and budget. We have twelve active profiles of our top people contributing valuable content to LinkedIn. We offer value content that potential and current clients can learn from and use in their work. LinkedIn is a huge acquisition and communication channel for us. We also launched an AI newsletter on our corporate LinkedIn account, which has been successful. People find our content helpful, and it keeps them informed about industry news and our developments in AI and generative AI.

Ernesto: That’s great. For our listeners who are tuned in, they can check you out at chisw.com. What role does the website play in client acquisition?

Tatyana: It’s very important. We dedicate a lot of time to developing content, and it’s a joint effort between the marketing and engineering teams. We work together to create thorough and informative content. We focus on areas like AI, data science, and efficiency. Our website has a blog and case studies, and our AI assistant helps visitors find relevant information quickly. We do a lot of SEO and work with a good agency to optimize keywords and rankings. However, we write texts for humans, not just algorithms.

Ernesto: Interesting. Let’s switch gears a bit, Tatyana, and talk about you as a leader. As CMO of CHI Software, what are some key tasks you focus on in your day-to-day work?

Tatyana: For me, it’s general leadership of the marketing team and strategic tasks. Day-to-day, I oversee that marketing supports the business, supports our sales team, develops new assets, and interacts with other departments like engineering, delivery, and sales. I also oversee our KPIs and ensure we are moving forward on our main tasks as a marketing team.

Ernesto: Sounds like you have everything organized. Let’s switch to our rapid-fire question rounds. Are you ready?

Tatyana: Yes, ready.

Ernesto: First off, what is the last book you read?

Tatyana: “The World I See” by Fei-Fei Li, an AI professor from Stanford University. It’s a combination of her life story and her adventure in AI. Very interesting, moving, and sincere. Currently, I’m reading “The YouTube Formula,” which is also interesting because YouTube is something I haven’t conquered yet.

Ernesto: Interesting read for our listeners. Next, if there were no boundaries in technology, what one thing would you want to have fixed for your role as a marketer today?

Tatyana: I would love a tool that could, with no mistakes, identify the current pain points for the person I’m delivering content to, so I can only deliver what people need and are interested in at the moment.

Ernesto: That would be interesting. Next, if there’s one repetitive task you could automate, what would that be?

Tatyana: Explaining the value of marketing for the business. Many people still see marketing as a support function, while I believe it is a strategic function.

Ernesto: Great to hear that. Lastly, if you could go back in time, what advice would you give yourself?

Tatyana: Marketing is my second profession. I’m an English teacher by my first background. At 25, I chose marketing. I would tell myself not to hesitate. Marketing is the profession of your life. I’ve been doing it for 25 years and love it every day. No hesitation—marketing is your thing.

Ernesto: Great advice. Hesitating can set you back. Thanks for that, Tatyana. We’re coming to the end of the show, but before we do, if someone forgets everything about the interview, what’s the one thing they should remember about CHI Software?

Tatyana: We are your next AI and generative AI stop, where you can find solutions to any efficiency issues you might have.

Ernesto: Awesome. Great advice. Thank you so much, Tatyana, for being on with us today. To our listeners, thank you for tuning in, and I’m looking forward to our next episode at Pathmonk Presents. Thanks a lot, Tatyana.

Tatyana: Thank you very much for having me.