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What Customer Success Really Is - 27 Quotes from Crowning the Customer

[fa icon="calendar'] 20 Nov 2019, 08:00:00 / by Iliyana Stareva posted in Customer Experience

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I think I've spent the majority of my career working in Customer Success (or Customer Experience if you prefer). 

Even my days as an Account Manager at the PR agencies I worked at count as Customer Success because my goal was to ensure the client was happy and was achieving their goals. 

But if we look at the business world, very few companies are truly customer-first. 

The sales department and the sales quotas rule the world as that's how most businesses make money. 

And so many companies have never truly focused on putting the customer first, meaning completely shifting their business models. 

Doing this is actually quite simple, yet complicated within an entire organisation that's used to working another way. 

And if you don't believe me, go no further but to read Feargal Quinn's quick book called 'Crowning the Customer'

I read it on the plane to Lisbon a couple of weeks ago and I loved it. 

It was written in a simple to follow language, with plenty of examples (granted, many for the retail business but that make sense for any industry) and perfectly logical advice.

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80+ Influencer Marketing Statistics [Infographic]

[fa icon="calendar'] 14 Nov 2019, 08:00:00 / by Iliyana Stareva posted in Public Relations, Marketing

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I've been doing some work on influencer marketing recently and specifically on why use it, best practices, examples etc.

I'm not going to go in the discussion around whether influencer marketing is the same thing as PR or not, whether it should be PR doing it or the marketing department. 

I'll just say that when I was working in a PR agency back 6-7 years ago, I was engaging a group of young beauty bloggers in a very similar fashion as influencer marketing preaches. 

Anyway, back to my research.  I've published a list of influencer marketing statistics before but I figured it's time to update that and share a new list that's more recent. 

So when I came across an infographic from smallbizgenius I knew I had found what I needed. 

It's a long and detailed infographic with more than 80 influencer marketing statistics. 

You can check out the infographic below but first, here are the stats that got my attention:

10 Top Influencer Marketing Stats:

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Why Every Brand Should Have an Original Series

[fa icon="calendar'] 5 Nov 2019, 08:00:00 / by Kareem Mostafa posted in Content Marketing

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This is a guest post by my friend Kareem Mostafa from tribetactics and author of Original Series: How to create binge-worthy, B2B content that drives revenue.

It's not really rocket science what we content marketers wake up and try to do every day: get attention.

We seek to build attention by creating content. Many of us believe that the goal is to create content that is merely better (whatever that means) than others in the same industry in order to stand out - believing that our buyers are perfectly rational human beings. 

Spoiler alert, they're not. They're emotional beings who watch YouTube, Netflix, and listen to Spotify and iTunes as much as you do.

We're not competing for attention from others in our industry. The world is not that clear-cut and perfect. We're competing for attention with virtually everything in our buyer's world. We're competing for attention with Netflix. 

Exactly what is our plan to do that? 

One thought that comes to mind is that Netflix create their own original series on a regular basis. Somewhere along the way, a (very) small group of marketing pioneers began getting the trick - and started creating their own brand original series as well. Wistia, Mailchimp, Ernest Packaging, HubSpot, to name a few. 

And you can do it too. Here's why you need to consider it.

5 Reasons Why You Need Original Series in Your Content Marketing

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How to Give a Great Presentation

[fa icon="calendar'] 30 Oct 2019, 08:00:00 / by Iliyana Stareva posted in Personal Development, Career, Leadership

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One of my favourite things to do is to give a presentation. 

I love public speaking. It fills me with energy and it's the crowd that feeds me with it. 

But I used to hate public speaking. 

In my first year of university, I had to present on a marketing project in front of the class - about 90 people - and I remember how nervous I was and how my nerves got the best of me. I was sweating, my voice was trembling, I couldn't look anybody in the eyes and I don't think I managed to transmit my message to my public. I was ashamed when it was all over. 

My initial reaction to this 'failure' was that I was never going to do public speaking again. I was terrified and I never wanted to experience this again. 

But after a couple of days, my attitude changed. I decided that I was going to overcome this fear and I was going to become a terrific public speaker. 

I don't know if I am a terrific public speaker but I can certainly say that I no longer loathe giving presentations in front of small and large groups, I love it and I welcome it. The more, the better. 

So how did I do it?

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How to Use the DARCI Framework in Project Management

[fa icon="calendar'] 22 Oct 2019, 07:00:00 / by Iliyana Stareva posted in Project Management

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When I was working at HubSpot, one of the most popular tools (if not the most popular) for project management was the DARCI model. 

It almost became synonymous with project management because it allowed to define who to work with and in what capacity when you needed to execute on a project or an initiative in an organisation that is quite complex when it comes to working cross-functionally.

But the DARCI framework is just a part of project management if you choose to use it. There's so much more to managing a project as I've covered previously so with this post I want to explain what the DARCI model is and give you my recommendation on how and when to use it. 

So what's DARCI in Project Management?

DARCI stands for Decision-Maker, Accountable, Responsible, Consulted and Informed.

There are other versions of it such as RACI which is what you'll find in PMI's PMBOK for project management. RACI is the same as DARCI but excludes the Decision-Maker.

In essence, the DARCI framework serves to identify the roles and responsibilities of a given project.

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