Iliyana's Blog

Iliyana Stareva

Iliyana Stareva is the author of Inbound PR - the book that is transforming the PR industry. She's also a keynote speaker and a consultant in inbound and digital for fast-growing companies and agencies. Currently, Iliyana is the Success Programs Manager for the Netherlands at Cisco where she drives programmatic efforts for product adoption. In her previous roles at HubSpot, she led major cross-functional change for the global Partner Program with her detail-oriented approach to project management and advised hundreds of agencies on how to transform their businesses with inbound and digital. During that time, she earned the globally recognised Project Management Professional (PMP)® certification by the PMI. In her free time, you can find Iliyana writing for her blog, dancing salsa or traveling the world.

Recent Posts

How to Create a Work Breakdown Structure [Project Management Fundamentals]

[fa icon="calendar'] 03-Jul-2020 09:30:00 / by Iliyana Stareva posted in Project Management

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Today, we continue with our project management fundamentals series. 

So far we've covered the differences between projects and operations as well as those between projects, programmes and portfolios, the DARCI model for stakeholder engagement followed by how to run an effective project kick-off meeting and lastly, how to create a project charter

Now, we'll look at another crucial piece of project management and probably my favourite one as I love looking at the details and planning the execution - the work breakdown structure or WBS. 

A work breakdown structure (WBS) is basically the breakdown of all deliverables into smaller components. The goal of the WBS is to organise the project team so they can work in manageable sections. 

The Project Management Book of Knowledge (PMBOK) by the Project Management Institute (PMI)defines the WBS as a “deliverable oriented hierarchical decomposition of the work to be executed by the project team.”

The WBS starts with the end objectives and then divides them into smaller components (called work packages) again and again in terms of size, duration and responsibilities until they can't be broken down any more and until they allow to complete all the steps necessary to achieve the objectives.

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10 Influencer Marketing Strategies [Gifographic]

[fa icon="calendar'] 03-Jun-2020 10:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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When I was doing some research on influencer marketing a few months ago, I came across a lot of nice infographics but the one that stood out was actually a gifographic

I hadn't heard the name before but it's pretty cool. 

It's just an infographic as we know them but with gifs and it makes it much more fun. 

So today, we'll look at one such gifographic (perhaps you can think about creating some for your business too) that covers some interesting influencer marketing strategies. 

It's called influencer marketing strategies but to me, they are more tactics that you can use once you have your overall influencer marketing strategy that defines why you're doing this, what your goals are, what the impact to your brand would be and how much you'd want to spend on all activities. 

Then you can choose some of the below ideas to make sure you hit the above goals based on what you want to do and what you have at your disposal. 

Now, let's take a look at those tactics.

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The L.A.E.R. Model in Customer Success

[fa icon="calendar'] 21-May-2020 10:00:00 / by Iliyana Stareva posted in Customer Experience, Customer Success

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A couple of months ago, I covered customer experience and the Cisco racetrack - or lifecycle across the customer journey that's extremely important for companies to be able to drive customer success.

Today, I want to show you one more model that's become more and more popular if you work in SaaS or Customer Success.

This model is called L.A.E.R. and stands for Land, Adopt, Expand and Renew. 

Each of these phases has a different focus and they are not just about customer success as in post-sales but also the intersect with sales pre-purchase and for the renewal stage.

At the end of the day, the model aims to ensure that when a customer buys a product or a service, they truly realise the value of the purchase and achieve the business outcomes or goals they were expecting to get to by buying this product or solution.

As a business, it's on you to deliver on that promise after the sale which will lead to customer happiness and loyalty. 

Let's take a look at the L.A.E.R. model.

What is the L.A.E.R. Model for Customer Success

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How to Create a Project Charter [Project Management Fundamentals]

[fa icon="calendar'] 06-May-2020 08:00:00 / by Iliyana Stareva posted in Project Management

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The most important document when you're at the very start of a new project is the project charter.

This is what we will look at today as part of my series on project management fundamentals - if you missed previous posts, we've so far covered the differences between projects and operations as well as those between projects, programmes and portfolios, the DARCI model for stakeholder engagement and how to run an effective project kick-off meeting

Now, let's get into our topic for today.

What's a project charter? 

The project charter is the formal, relatively short document that describes the most important thing about your project - its objectives, benefits to be achieved, the scope incl. key deliverables and timelines, the people to be involved, KPIs for the project and any known/expected risks. 

According to PMBOK, the project charter officially authorises the project and as such, you can begin working on it as it gives you the authority to do so as the project manager.

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How to Quickly Excel at Any Job: My 4 Secrets

[fa icon="calendar'] 17-Apr-2020 07:00:00 / by Iliyana Stareva posted in Personal Development, Career

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Over the years, I've often been asked how I learn not just to do a job very quickly but to excel at it very quickly.  

I don't think I have some kind of a magic solution to this but I've come to realise that there are a few things that can make you not just good, but great at any job fast. 

Of course, it all comes down to finding something that you actually like. If you don't enjoy the job that you're doing, you're never going to excel at it. 

I've changed roles and industries on quite a few times and done that laterally but it's always been driven by my passions and desire to learn and grow personally. This has allowed me to get into the job quickly and master it quickly. 

So what are the things that you need to do to excel at any job? 

I've broken them down into four. 

How to Quickly Excel at Any Job: My 4 Secrets

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