Apr 01 2020
(KARIM) - Industrial nation today I am with Iliyana Stareva. Can you introduceyourself to an audience?(ILIYANA) - Thank you so much for having me. My name is Iliyana I currently workin the partner program team at HubSpot where we design better engagement withall of our terrific partners like you guys and I come from a PR background Ispend a good few years working in PR and digital communication across Germanyand the UK and I are right now based in Ireland. I've been absent for the last fourand a half years and I published my first book in my PR just last year.(KARIM) - Great book. We are going to talk about it. I know something you'vedone at the top spot is working a lot with agencies like a like mine though youhave a lot of agencies on Europe to grow their business. What haveyou learned from working with it? With such a big number of agencies thoselast year ?(ILIYANA) - So I spend my first two and a half years probably at HubSpotworking very closely with. I would say about 200 250 of our partners across allof Europe a lot from Germany people from the UK from Norway. So a lot ofagencies and their sort of stuff that I've learned I will definitely say thatwe in Europe are very much ahead of the game and we do like to adopt new thingssuch as inbound marketing for example. So it's been terrific to see how a lot ofagencies have jumped on that wagon and have completely redesigned theirbusiness with new services around inbound and around our HubSpot software to helpclients grow better. I think the key thing that I probably learned for agenciesand I would say that applies to any business is that the ones whosucceeded in continues to exceed today were the ones who almost chose an areato specialize. I'd like something to focus on doing that really well build expertise around it you talk leadership around it like something that otherclients would know them about and then talk remarkably about them. So I thinkthat applies to any business sense and I saw that firsthand. So that's probablymy biggest learning.(KARIM) - My hope is that because we tried to specialize a lot. No of this is something I agree with you can be the right solutionfor everybody. You have to choose from. And I think when you have a focus you can sell yourproduct or your service better with a bit surprised with a better was bettermileage margin on. I agree 100 percent with you(ILIYANA) - Absolutely. You can be excellent at everything.(KARIM) -Yes I am happy to hear from you that in Europe where we are we arein advance where we are.I think to yourself well that was always the first to adopt the newthing.Well if you think about the way I'm explaining this it really goes into the whole world rate like the US are often ahead of thingsand ahead of things that were developed over there. Like if you think aboutHubSpot, where an American company is about marketing inbound in general, comesfrom the US. So yes they are the first one to jump on the bandwagon. I willdefinitely say that at this time I think the UK in the Nordics and like othercountries as our jumping really quickly on new things. I think where theadoption is slower and not as far ahead is obviously if we look at countries inAsia in Africa and Latin America. Different adoption there a different stage.You know we talk about emerging markets versus developed markets over there.(KARIM) - So. So there is a big market for inbound agencies in Europe(ILIYANA) -Yes absolutely.(KARIM) - I definitely think so yes we can see that for example in France when we started we were on maybe a three or four spots but Miles four years agoon today the more than 100. But now in only three years of that sort.So it's sure how the market on the business is evolving hereand the inference.(ILIYANA) - Yeah absolutely. And we've seen that everywhere and, to be honestwith you, I think it's because customers demand it like customers and clientsthey want better results for their business they want new models that work wellwith everything that's happening in technology and in digital nowadays. Andit's just normal that agencies are trying to evolve based on customer needs.(KARIM) - Something I wanted to ask you you've walked a lot withagencies on their hold on. I know that you will know that you are not the onlyperson involved in the partner program. But I think you are a little bit modest because I know a lot of goodthings about the value you help agencies to solve their problems. I seesimilarities between your HubSpot develop a partner for them with agency andwhole manufacturing companies should develop a program with that with apartner.We can see in manufacturing that a lot of companies are other maybe 50 percent of their business done with the partners. Have a lot of business done with partners but I feel that they are still working with them.Like him or not school the way of working out. What advice would you would yougive to companies that want to to build a strong partner program with distributors like the one, you have built with agencies at HubSpot.(ILIYANA) - Sure. I would say that the number one advice released to be partnerfirst. What happens in a lot of companies that are trying to build programswhere Faris types of partners right.Like obviously manufacturing is very different than what we do isthey think about themselves and think they think about okay. We as amanufacturer. This is what our goals are. This is what we want to get out of itwhereas the focus really needs to lie on what's in it there for the partner rate is the same if you're serving customers what's in itfor the customer or what's in it for your prospect. What's in it for yourbuyer. So you're trying to speak their language and you're trying to design aprogram that is obviously going to be a win for you.But at the same time, it's gonna find a sweet spot. So there reallyreally is the win for the partners. One thing we've done and I've particularlyworked on I have sought out a lot has been to define the partner lifecycle.When I say partner lifecycle is really around what was the processfor us to start working with the partner. What's the process for when partnersjoin the program and they get onboard and start working with us versus what'sthe process for these partners to scale and achieve even more success by beingour partners. So.Again it really goes back to being partner first but then alsoensuring that your goals as a company align with the goals of that partner. Sothere is a benefit for both. So instead of just thinking about "me me me" or mycompany, you need to think about that success of your partners very heavily.That's the only way for you to involve them and run a successful partner program.Obviously, there's a ton of things and tiny little details around like how doesit works and all these processes and systems and how do we engage with thesepartners and will do we hired to do that and like technology ... Lots ofquestions to be asked, but only know you want to know how does your strategy forgrowth align with the strategy for growth for those partners.(KARIM) - This is a great advice. I see that onboarding part issomething very important. And then I don't see a lot of manufacturers doing it well. I think that there is a lot to say about how you can managedistributors an partneron this kind of business.Maybe you could write another book about this.(ILIYANA) -Maybe that'sgoing to be my next book but it is the same as right now. I've done a lot of research when it comes to digital and digitaltransformation lately. And like everywhere online you hear about the customerjourney and customer journey and Journey mapping and you haveto scale costs up to a buyer's journey and hubspot too. And I think the samethe same way applies this applies to any persona right. So, in this case, thepartner would be a persona. So what is their journey? That's what you're tryingto define and step by step through that journey. You want to enable it's likewhether that's going to be with resources or technology whatever that lookslike you want to make sure you define it and you want to make sure you have theanswers and resources into clergy to go through all the steps of that journey.(KARIM) - Yeah, it's a good great advisor. We have a lot of companies for example who are thinking about to gofor e-commerce website and they are doing get though to discuss thesubject with their partners and I saw companies will even launch a newbrand to go Hayden. They don't want that but now I know that they are launchingan e-commerce platform and they're. This is great. This is a great mistake.It's it has to do with what you have told us. You need to definethe Partner's Journey. You need to to see oh you can win with your partner. It'snot only about you or me my company. You have to align your goals with yourpartners.So this subject the first subject I wanted to have you on this show.It's about a press relations public relations. What's P is about.(ILIYANA) - I'll give you the short answer on PR and PR. I think you mentionedjust before we jumped on this call about how PR is bad. Well, Piers that reallybad PR is traditionally has been about building relationships with importantpublics. And then by that improving the reputation of an organization.So PR has really been about this whole, almost concept of word ofmouth getting other people to talk positively about you and like increasingyour share voice so to say and generally, you know your reputation and howpeople think about you and see your products in the company.So traditionally PR has been a lot about PR people working with themedia with journalists in basically ensuring that there is coverage on certaintopics certain you certain products or services or whatever. For companies invarious media outlets then be newspapers or TV or radio or whatever. And that'sbeen very much the traditional view of PR which unfortunately has kept as beingthe same for years and years. So the PR industry has been slow at evolving andwe know nowadays that there are different types of media their different typesof influencers and also what the inbound preaches is all about your own mediaright. Like your own website your own blog your own social channels. So for youto build a reputation for you for other people and prospects and customers tofind you, you don't need to go through the media anymore. You can go directly tothose customers. And so what PR is not yet leveraging is just learning to do alot better nowadays is to go through to use different types of media. Right.Like not just journalists ... But then also working with a lot of bloggersand influencers and then using the own channels of clients or of their ownorganization as well. And so PR still remains.Focused heavily on content. I'd say that PR people want the bestcontent creators that are there they're the best storytellers. And I thinkwithout storytelling, no company can actually be successful when it comes tocontent and old media and everything just because nowadays it's content the waythat you get these content the way did you get found?(KARIM) - So if I understand that you first need to be your own media youneed to to build a strong brand. So branding is not dead too. Brandingstill something important but, you don't build the brandtoday like built it few years ago. Another thing I just hear from you to it's not only the relation with journalists withbig media. You have to integrate all of those people. We may talk abouttoo. What does it take place in your marketing strategy asa company or do you incorporate this because you need to talk with yourcustomers but you need to talk alsowith kind of people who can we built thison the marketing strategy ?(ILIYANA) - Yes. So I think that really depends on the larger goal of thecompany and the type of people you have working in the company. Thelarger companies typically they will have marketing departments NPRdepartments. So I think that there is definitely a need for better alignmentwhen it comes to who does walk. And in terms of really you know we are all onthe same team we are all working towards the same goals and stuff. But I dobelieve that when it comes to content creation and specifically content creationfor working with influencers or journalists PR people are better suited to dothat and more than the marketing department. And also because PR people arenaturally driven to build relationships and our world still those walls aroundrelationships right. Like I mean if someone's your friend, of course, they'll doyou a favor or of course, they're at least listen to you whereas if it's someoneyou reaching out to them they'll probably ignore you. Right. They're not goingto pay attention to you because they don't know you. They don't have any relationship either side with them. So it kind of depends. But I think he allgoes back to the point. What are our goals as a company what do we wantto achieve? And based on that. what type of media types should we be using sowhen we talk about media types. There is a peaceful model so paid or cheeredand owned. So as a company if you want to play in the earned peace but thatreally goes to the whole story around media relations and journalists andinfluencers. So that's where a PR person would be best suited to help you.(KARIM) - So finally we are talking about inbound. This is it some thesame. Can I say them in English? This same "levier". I don't know to saythis was in English.This is the same way we build an inbound strategy. We need to applyinbound the inbound methodology to a to public relations to press relation.So how do you start?(ILIYANA) - Sure. That's exactly what my book is about. As I said I worked in PRbefore I joined Hubspot and then I started the HubSpot and really mastered thewhole involvement pathology and I saw a link between the two in that link isreally around content and measurement. So PR is great. As I said it'sstorytelling and content creation but PR is not that great when it comes tomeasuring the results and tying those results back to actual are a lie oractual sales. And I'm a firm believer that PR can contribute just so sales evenif it's just a matter of PR chief certain coverage in media outlets and thattype of coverage that started those stories are used by your sales departmentswhen they talk to prospects. So inbound PR to me is just a different mindset to how PRpeople do the work. But in fairness, anybody could do inbound PR if they know the stepsyou appoint and the steps are number one define your goals and what type ofthat should PR chief.Once you know that then you can go more strategically and tacticallythink through what are we going to do now. So I talk a lot about the wholeconcept of stakeholder persona. In my book, we know the term buyer persona oryour ideal customers and prospects from in the marketing but the same appliesto PR. So PR is very unique because PR can tackle the buyer personas but thenalso the media personas in which all the journalists and the influencers. Alsoemployees. Right. Like a lot of PR people deal with internal relations andinternal communication. Likewise shareholders.So now. So the second step there is really you need to define yourpersonas. So where are we gonna play? Who do we need to engage with? And you dothe same research as you would do with the buyer's persona. You go and talk tothem. We do surveys we do focus groups. You interview them right. You reallyreally get to know them you want to know where they act and how do theyengage then you of course, you continue doing their research with yourstakeholder journey. Same thing. Right. Like awareness consideration decision.Like how do they go through the whole research process to make decisions likethe same applies to.Media people. So if I'm trying to engage with a journalist I need toget to know them really well I need to know when they start working on a story.How did they research it? Do they go on Google did they talk to people. Whattype of things do they need for the stories do they need statistics or themwill try to have on an interview an executive like what are the needs. Do theyhave a very quick turnaround time in terms of from 24 hours they need to publishsomething right like we need to know that they need to basically. After thatwhen you have all those questions that people are asking and you know how whatjourney to go through. It's very easy for you to start creating a content planand creating the content and figuring out where to promote and what channelsand then figuring out can we actually do any type of lead nurturing because of youcan do that even with the media and there's this whole concept of aa newsroom that I speak about where all that content that you're creating you caneasily organize it on a single space on your website similar to how a lot ofcompanies have a resources page or downloads page and their resources anddownloads pages build for the buyer persona that the newsroom is built for amedia persona.So you see how everything really revolves around who are you tryingto engage in everything else you do base on the needs of that audience rightthe content how they want to receive the information they like e-mail maybe theyhate it maybe they prefer Twitter right. All that research is extremelyimportant because then you can design. As I said earlier also journeys for thebuyer's personas. So really that's kind of like. And then at the end, of course,you measure the results. Did everything work or do we need to improve. So inbound PRin a sense in the book goes into a lot of details that are more PR driven butall of that is just simple business acumen and business thinking right. It's anall-around business strategy. And you just put a little PR flair to it based onyour needs as a company.(KARIM) - It's very different from the just to press releease of journalists. I'm complaining about journalists that is that I was looking with the three or four manufacturing companies last day and it seems to me thatevery time you send he was complaining about journalsits that is theydon't understand me they don't want to publish my press release was veryupset about the angry about journalist but you know if you want to to to havethis kind of press release,if you want a press to talk about you, you needto consider them like a customer, like someone you need to bringthem a value.(ILIYANA) - Exactly. It really is about what did they need. And that's why thiswhole media persona research is so important in their journey is so importantto be researched. And that's where people fail because they either rely onassumptions or don't spend enough time on it. And again they take their ownconsideration they're like meme and my products or my services mybusiness others should be interested in it whereas others probably are not. Sothat's why it's important researchers is search and what's in it for them iskey here because you know press releases are still relevant there is still animportant instrument that journalists use and PR people are used to. So it'snot that it's extinguished. It just needs to be done in a better way. That's alot more targeted to the needs of the journalists and the needs of thejournalist's audience because if we think about a journalist's job their job isto write a piece that's gonna get read and consumed. So in a sense, you almostneed to know the readership to not just journalists. Yeah. Very important.There's a there's there are new people like in freelancers I'm not.I mean I'm not very easily with was that because you know in themanufacturing world we don't know we don't have a lot of idea of this going upin smoke. I'm aware of that. Yes. But I think in a certain way we havefreelancers for example. I'm trying to be an if only if you don't want to seethe kind of in freelancers. We try to bring some value to a tool to manufactureone. Oh, can you integrate them? I see a lot of companies that are trying to send them some product. Is it the same thing. How can you integrate this inyour strategy?So in my personal opinion and that's because I work with a lot ofinfluencers because before I joined HubSpot influencers are a whole notherstory in the sense that they require a very precise approach. So I wassuccessful it instantly influencer relationship because I got to know theinfluencers I was working with on a personal level I was on the phone with themyou know met them in person I would talk to me what do you like. Like you knowhow do you create your content and how do you like to engage with brands likewhat's important to you. And then after that initial relationship building andthere were clear also my goal right. Like you are building a relationship soyou need to be aligned there. Every campaign that Iran was very personal life.So even though you will see one product every influencer they want a lotof freedom in the sense of how they create their own content and stories and ifthat's Instagram also YouTube videos or whatever. So you need to work with themto find and create together could concrete almost a campaign. But again the keyhere is that it is personal life. So you can go with a mass approach forinfluencers. He has to be on influencer instruments or basis so.So bring value. Find the building the right friendship it's allabout building got us in shape like like we are doing in inbound marketing wewant to.Yes, we want our customers to know hers. But before we even knowthem we know us.We know them to to to to build a relationship with us on them. Youneed to target it one by one on two to bring value. I think it's key.Absolutely yeah.You know what could be your conclusion on the world what we aretalking together for 20 minutes.If you want to to to bring a message to what could be what would beyou're your conclusion.Sure. I think because we spoke about parking programs and we spokeabout PR and everything but it all goes back to the definition of yourstakeholder persona whatever your goals are. As a business, you're trying toreach different types of audiences. So when you choose will those audiences arewhere the partners or customers and media or influencers spend a lot of timeresearching and getting to know them and then everything else you should bearound building journeys and experiences for these personas in a verypersonalized and targeted way. The content you are using for your customers isgonna have to be different for the content using for media or even for yourpartners in granted. You may not always need to reinvent the wheel and createnew things you can repurpose it but you do need to personalize it and use therights language with each persona. That would be my key message. Make sure youknow your stakeholder personas.It's a great massager. A lot of companies are underestimating thevalue when you are you do great research with your best on everythingstarts from this. Even if you are thinking about customers or John that is thethe path now it's always a start with a with greater service on your persona onthem.Most of the time it's underestimated what they see onmates and does humanity.Yeah, that's what I see as well. Yeah.Thank you very much. What can we buy you or your grades bookie forif.If we want to to learn more about in Bombay earlier I read the bookand then I think it's a great book because not because it's on New York where Ithink it better because you bring a lot of ways to do it. It's not a two-weeklittle record book it's a very practical book and you can use it as an as a playbook to develop in both there and the company. So I want to congratulate youabout this because for people like me we don't know how to do a price for thatshow or public or Russia. I think it's good to start with us.But thanks for the endorsement of the book. I'm very glad youenjoyed it. This is very practical and that was the whole go with it. It's acompact book. It's not a super long book but it is very much a playbook as yousay. And again like thanks for the invitation obviously and having it. The bookis available pretty much on every bookstore. I think there is also on a lot ofFrench websites as well. Amazon has the French version of Amazon too it'savailable as a hardcopy as an audiobook and a scandal and then every othershop in Barnes and Noble so it's pretty much everywhere to be found. I lookforward to more people reading and sharing feedback. Amazon reviews are alwayshelpful so quickly start CPA or there but I only know I'm interested in justknowing how people are getting on in the types of results they're achievingwith ya.It's helpful I will post them but they're linked to the Amazon shopfor their book on the event. I invite everybody to let's review if you will. Ifyou're not there bought the book on one tour to bring it back to it.