What is the secret of "Irina Kairatovna"? At CRM CONF 2025, the most successful cases were presented.

On October 22, 2025, one of the most anticipated events of the year for entrepreneurs in Central Asia took place — the online forum CRM CONF 2025. Organized by Bitrix24 Kazakhstan, the forum celebrated its tenth anniversary. The theme of the conference was "Stories of Real Business."

The event became not just a platform for sharing experience, but also a source of inspiration, practical knowledge, and new opportunities for growth. Participants learned about real successes and challenges, received valuable advice and ideas, and were able to build useful connections in an informal setting.

The headline case of the conference was the unique group "Irina Kairatovna." Commercial producer of the collective Maria Mun revealed the secrets of the internal workings of viral marketing. The speaker talked about how brands can achieve truly creative collaborations.

Maria Mun, Commercial Producer of the group "Irina Kairatovna"
The case of "Irina Kairatovna" is a rare type of collaboration, difficult to execute, but for that reason so cool and memorable. We are talking not only about the benefit for the brand or the benefit for the artist in terms of realizing this idea. We are talking about what cultural shift in society we want, what topic we want to raise through this interaction. And when we frame the question this way, we get the greatest resonance. It is important here to observe ethics, to find topics that will contribute to the growth of the brand. The most important thing here is when you, as a customer, a representative of business, think not only about how to drive sales, but also what is "hurting" in society right now, what topic we need to touch upon, and how solving this problem is related to your brand. 

Islambek Sharipov, a blogger and retail entrepreneur, founder of the men's clothing brand ZERO, shared his success story with the viewers. He talked about his experience with automation, how he built the brand from scratch, and what mistakes led him to a successful business structure.

Islambek Sharipov, blogger and retail entrepreneur, founder of the men's clothing brand ZERO

We faced the fact that sellers not only didn't "close" the client, they didn't have time to process all requests. Their response came two or three days later, and by then the person was no longer interested. Mistakes, losses... We didn't understand where the funds were going. Why was it important to solve this problem? Growth without structure is a ceiling. It was necessary to create a system to scale. If you have one disorganized point, but you want a second and a third, then you are scaling chaos. That's how we reached 10 stores.

The viewers of the live broadcast were won over by the case of business expert, Mary Kay representative Madina Saulеbaeva. The speaker told how she managed to use the full potential of the Bitrix24 platform to expand her business selling cosmetic products. How she implemented CRM for managing clients and sales. She built communications within the team and, of course, with users. She connected automation to optimize processes.

Madina Saulеbaeva, Mary Kay representative
I worked at Mary Kay for a long time and implemented the tools recommended by the company. But in 2018, I met Bitrix24; this multifunctional portal amazed me with its variety of features. For example, recently we started using collabs. This feature amazed me. We started testing the feature — a summary after a video call. Artificial intelligence doesn't care who is speaking, whether it's a boss or not. There are no rose-colored glasses here. If you don't listen to your interlocutors, interrupt them, Copilot will record it and remind you that ethics must be observed.

And my favorite feature in Bitrix24 is smart processes. I recently started studying and creating a digital workplace for the Sales Director. This is what I am implementing now, this is what I live by. My workday starts at 08:00, I immediately log into Bitrix and spend a lot of time there. 

The presentations of these and other speakers can be viewed in the full version of the online event CRM CONF 2025 via the link. Be inspired and build your own success story with Bitrix24!