Iliyana's Blog

How B2B Buyers Buy

[fa icon="calendar'] 19-Sep-2017 09:00:00 / by Iliyana Stareva posted in Marketing

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Would you say that B2B buyers talk more to sales reps than B2C buyers do?

Many believe that B2B purchases are too complex which is why B2B customers avoid digital channels to make decisions. 

According to new research by McKinsey, that's not really the case. 

B2B buyers require both the help of sales reps and the power of digital to purchase, however, what determines the channel of choice is whether or not the buyer is making a first-time purchase. 

What's also interesting is that industry sector is not a factor in customers’ decisions to turn to a digital channel rather than a traditional one when deciding what to buy.

Let's look at the first learning. 

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Your Go-To Project Management Framework

[fa icon="calendar'] 12-Sep-2017 09:00:00 / by Iliyana Stareva posted in Program Management, Project Management

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In my new role as Global Partner Program Manager at HubSpot, I'm involved in a ton of projects. I run quite a few of them as well. 

I knew this was going to be the case before I officially got into the job so as with anything else that I'm not a full expert on (yet), I read a ton of literature and did a few courses on project management, including getting Scrum certified. 

By doing so I managed to develop a framework for project management that I now use and I have shared with colleagues at HubSpot who have also used it. 

I thought it only makes sense for me to share this knowledge with you because I believe that almost every professional runs some sort of a project and so putting a formalised structure around it can only make you more effective and efficient. 

Bear in mind that the way I've gone developing this has been from the standpoint of a process or operational improvement rather than product development but it can be applied there as well or any other area/department with some tweaks (even marketing/PR agencies).

Here we go.

Project Management Framework Steps

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If You Pitch, Then Pitch The Right Way: What the Media Wants

[fa icon="calendar'] 05-Sep-2017 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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We know that PR is so much more than just media relations. 

But the media hasn't gone away and remains a valuable source to spread the word about our business, especially in B2B or more complicated industries. 

Media relations, though, is done pretty badly. Journalists don't really like PR professionals because they spam them with non-stop emails and phone calls. The worst part is that the content of those pitches is irrelevant or not of interest for the journalist. 

So how do you do it right? I've written a whole blog post on doing media relations the inbound way, however, what I want to show you today are some stats from Muck Rack's latest research on how journalists use social media that support the points I make in the mentioned blog post.

5 Tips on How to Pitch the Media

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Everything You Need to Know About SEO as a Beginner [Infographic]

[fa icon="calendar'] 29-Aug-2017 09:00:00 / by Iliyana Stareva posted in Inbound Marketing, Inbound PR

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In today's digitally driven world, if I can't find you as a brand online, you pretty much don't exist. 

Even if I spot your store on the street, I'll probably check out your website and your social profiles to vet you. 

That's the world we live in today and if you are not highly visible online, you won't make it far. This is why SEO (or search engine optimisation) is so important.

Especially for small business owners, SEO is not only a buzzword but also a term whose meaning is easy to understand but hard to implement. I would add PR professionals to this group as well because not many of them have expanded their expertise to SEO even though SEO today is primarily driven by relevant, quality content - and content is what PR pros do best.

At HubSpot, we preach a lot about topic clusters. But as a beginner in SEO, before you get to topic clusters, you really need to understand the basics of SEO.

Here's where a fantastic infographic from SEO Jury comes into play. (I suggest studying it yourself or giving it to your new hires too.)

16 SEO FAQs You Need to Understand [Infographic]

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How to Find Micro-Influencers (And Why You Need Them)

[fa icon="calendar'] 22-Aug-2017 08:30:00 / by Georgi Todorov posted in Public Relations, Marketing, Inbound PR

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This is a guest post by Georgi Todorov

Marketers are already well-versed when it comes to working with celebrity influencers. After all, who wouldn’t want Kim Kardashian to show their product in one of her photos?

But the truth is, working with traditional influencers is often cost-prohibitive and inefficient, and it’s simply out of reach for many smaller businesses. That’s where micro-influencers come in – those slightly less famous people who still have a huge amount of influence (and followers) in their niche.

Defining micro-influencers as those with under 30,000 followers, Adweek explains that they deliver a 60% higher engagement rate and are 6.7x more cost effective. Convince & Convert, meanwhile, reminds us that micro-influencers also have more targeted audiences, which allows them to aim for relevance when it comes to the brands that they work with. In addition, influencer marketing is the fastest growing channel for customer acquisition.

And it really works. Let me show you one example:

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