An interview with Ines Torosyan, CMO at UCRAFT

We sit down with Ines Torosyan, CMO at UCRAFT. UCRAFT's objective is to develop easy-to-use web tools for everyone to start, promote and maintain their online businesses and brands.

About ColdFire
ColdFire is a boutique Revenue Growth Agency. We build and operate Polite Cold Email Funnels that help your marketing team generate 2~4 qualified calls p/week. To learn more about how we work Download our Playbook or Book a Free Strategy Call.

How did you end up at UCRAFT and what problem does UCRAFT solve for its clients?

UCRAFT is an intelligent eCommerce SaaS platform that allows individuals and businesses to create and manage their websites and online stores without extensive technical and design knowledge. Picture this: a drag-and-drop interface that lets you design your website exactly how you want it. Plus, pre-designed templates that are so stunning, they’ll make your jaw drop. You can easily customize every little detail to match your unique style and brand. Plus, with the advanced eCommerce tools you can set up your own online store, manage inventory, and handle payments within a single intuitive dashboard. The best part? UCRAFT simplifies the process of website creation and provides a comprehensive solution for individuals and businesses to establish their online presence efficiently with the AI technology we provide in our beta product.. It’s like having your very own website genie granting your every wish.

As the Chief Marketing Officer, what are your main responsibilities at UCRAFT?

I am responsible for driving UCRAFT’s marketing efforts, ensuring brand consistency, executing effective campaigns, leading the team, measuring performance, fostering partnerships, and enhancing the customer experience. In other words, we’re a powerhouse, and together we make magic happen.

What role does your C-level team play when it comes to organising, operating and improving your marketing-sales funnel?

Oh, let me share with you my secret sauce for tracking success! These three simple tactics; First up, we’ve got that customer-centric mindset. It’s all about putting our customers at the heart of everything we do. We go the extra mile to enhance their experience by personalizing marketing messages, providing relevant content, and creating those unforgettable touchpoints. We want our customers to feel like the stars they are! Next, we’ve got collaboration and open communication. It’s like a party where everyone’s invited! Our streamlined marketing-sales process ensures that every handoff between teams is as smooth as silk. It’s like a well-rehearsed dance routine, with each step flowing seamlessly. And last but definitely not least, we’ve got a culture of experimentation and innovation. I regularly encourage the team to test new strategies and approaches, review and refine the marketing-sales process based on feedback, data analysis, and market changes. We’re all about that continuous improvement!

At ColdFire, when we look at our clients' Lead Generation strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGen strategy of UCRAFT, what would it be?

At UCRAFT, our revenue-focused strategy is all about finding the perfect balance between scalability and diversity. We understand that every client is unique, and their marketing and advertising strategies can be as different as night and day. Some may have discovered a single, scalable client acquisition process, while others excel by leveraging a mix of top-of-funnel strategies. When it comes to UCRAFT’s overarching revenue-focused strategy, we pride ourselves on a comprehensive approach that encompasses key elements (scalable client acquisition, brand consistency, continuous optimization and more) aimed at driving growth and maximizing revenue. We believe in a multi-faceted approach that combines various strategies to reach our goals.

What is a Lead Generation technique that you've used at UCRAFT or at previous companies which you believe is underutilized at most C-level teams - and why?

Ah, I’ve got just the marketing technique that flies under the radar for most management teams but packs a punch: community marketing. It focuses on building and nurturing a community around your brand, product, or service. It involves creating a space where your customers, fans, and advocates can connect, engage, and support each other. Why is it underrated? Well, some management teams may underestimate the power of community marketing because it requires ongoing effort and investment in community building. It’s not a quick fix or a one-time campaign. However, when done right, it can be a game-changer for your business.

Has your C-level team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

Not yet, though we plan to implement a cold outbound strategy as part of our go-to-market strategy for the new region. It’s crucial to ensure the quality of the email list, personalize your messages to resonate with the recipients, and adhere to relevant regulations and best practices.

Thanks for taking the time! Where can people find out more about
Sure thing, people can go to
to learn more, thanks!
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