What's the Inbound PR ?


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Apr 01 2020 27 mins   3
(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' [...]