How It Happened: Meeting with Zhanar Makhametova

ALMATY, March 11, 2026 — The professional community held its latest “Marketing Wednesday” meeting at the Kazakhstan Marketing Association venue in Turan University. The event brought together executives, sales specialists, and marketers interested in modern tools for developing B2B business.

The guest speaker was Zhanar Makhametova — Chief Marketing Officer, Yandex Cloud in Kazakhstan and Central Asia. In her presentation, she spoke about Social Selling — a systematic approach to leveraging employees’ professional connections and content as a source of trust, new contacts, and business opportunities.

According to research, 92% of people trust recommendations from other individuals more than brand advertising, making the expert presence of employees on professional social networks a critical element of corporate communication. Leads generated through employees’ social media profiles convert to sales seven times more often than leads from other channels.

During the meeting, practical Social Selling tools were discussed, including the 50/20/10/10/10 content strategy model, principles of Lead Nurturing — gradually building trust before offering a deal — and the specifics of professional interaction on LinkedIn, where a significant portion of communication occurs in private messages.

The speaker also shared recommendations on optimizing professional profiles, maintaining publication regularity, and using expert content to foster trust and long-term relationships with clients and partners.

Participants included representatives from:

GHRCCA, iTeacher Academy, Benefy, GC Aqualand, NOVAHUB GROUP, American Councils for International Education, Soul Cars, Dva Key, TechBridge Distribution CA, Bavaria Stroy Tools, Legrand, Bekem Trade, ECOPSI Consulting, TDS Media, Marketing Solutions, and Beeline.

The “Marketing Wednesday” format is designed to foster professional dialogue and exchange of practical experience among marketing and business specialists.

The next meeting of the project is scheduled for the second half of April 2026.