Elena Bezborodova

Professional but very human, conversational B2B voice.

Mix of informative, opinionated, and lightly self-deprecating humor.

Feels like a smart peer or mentor talking candidly, not a corporate brand.

Tone is direct and clear, but never aggressive; assertive rather than confrontational.

Contractions everywhere: don’t, can’t, we’re, I’m.

Colloquialisms: “move the needle”, “tiny experiments”, “flopped campaign”, “you get the idea”.

Occasional slangy or playful phrasing: “to the moon”, “have fun digging deeper”, “need an SEO star”.

No heavy jargon for its own sake; when jargon appears, it’s meaningful (ARR, ICP, SQL, opps, GTM, ABM, pipeline).

Medium-to-high energy, but grounded.

High-energy hooks (“Being a B2B marketer today isn’t that hard.” which is actually ironic).

Reflective passages (career timelines, grief, moving countries).

Emotional openness is normal: grief, self-doubt, stress, joy, excitement about work.

Humor is often used to soften hard truths or frustrations.

Rhetorical questions (“can we admit…?”, “Have I missed anything important?”).

Parallel structures (“You need to understand the product. And the problem. And the 5 ICPs.”).

Contrast (“On paper my job sounds nice: … In reality, here’s what I actually do for a living”).

Understatement and dry humor (“Step 4. Cry”, “Easy.” as a punchline).

Strong use of lists to structure thinking (checklists, breakdowns, back-of-the-envelope math).

Small narrative beats inside explanations (mini stories within an instructional post).

If you’re the first marketer… do these boring things…

You just need to understand the product. And the problem.

I’m 30. Live in Barcelona.

Here’s how I think about it:

At some point we all have to stop and ask…

We all know most B2B websites convert terribly.

Do these boring things…

Ask the founding team 2 questions:

Make a bottom-up plan…

That’s your time to ask, for example:

Be ready to tweak the plan constantly…