Exrait ( 3) - Qu'est-ce que l'Inbound RP et comment cela fonctionne dans l'industrie avec Iliyana Stareva - HubSpot

Transcription de la vidéo :
Industrial nation today I am with Iliyana Stareva. Can you introduce
yourself to a audience?

Thank you so much for having me. My name is Iliyana I currently work
in the partner program team at HubSpot where we design better engagement with
all of our terrific partners like you guys and I come from a PR background I
spend a good few years working in PR and digital communication across Germany
and UK and I am right now based in Ireland. I've been absent for the last four
and a half years and I published my first book in my PR just last year.

Great book. We are going to talk about it. I know something you've
done at the top spot is working a lot with agencies like a like mine though you
have a lot of agencies on the Europe to grow their business. What. What have
you learned from working with it. With such a big number of agencies. Those
last years share a lot of things.

So I spend my first two two and a half years probably at HubSpot
working very closely with. I would say about 200 250 of our partners across all
of Europe a lot from Germany people from the UK from Norway. So a lot of
agencies and there sort of stuff that I've learned I will definitely say that
we in Europe are very much ahead of the game and we do like to adopt new things
such as email marketing for example. So it's been terrific to see how a lot of
agencies have jumped on that bandwagon and have completely redesigned their
business with new services around in and around our HubSpot software to help
clients grow better. I think the key thing that I probably learned for agencies
and I would say that that applies to any business is that the ones who
succeeded in continues to exceed today were the ones who almost chose an area
to specialize. I'd like something to focus on do that really well build an
expertise around it you talk leadership around it like something that other
clients would know them about and then talk remarkably about them. So I think
that applies to any business sense and I saw that firsthand. So that's probably
my biggest learning.

My hope is that because we tried to specialize a lot.

No of this is something I agree with you can be the right solution
for everybody. You have to. And I think when you have a focus you can sell your
product or your service better with a bit surprised with a better was better
mileage margin on. I agree 100 percent with you

Absolutely. You can be excellent at everything.

Yes I am happy to hear from you that in Europe where we are we are
in advance where we are.

I think to yourself well that were always the first to adopt the new

Well if you if you think about the way I'm explaining explaining
this it really goes into the whole world rate like the US are often ahead of things
and ahead of things that were developed over there. Like if you think about
HubSpot where an American company is about marketing inbound in general comes
from the US. So yes they are the first one to jump on the bandwagon. I will
definitely say that at this time I think UK in the Nordics and like other
countries as our jumping really quickly on new things. I think where the
adoption is slower and not as far ahead is obviously if we look at countries in
Asia in Africa and Latin America. Different adoption there a different stage.
You know we talk about emerging markets versus developed markets over there.

So. So there is a big market for inbound agencies in Europe

Yes absolutely.

I definitely think so yes we can see that for example in France when
when we started we were on maybe a three or four spot but Miles four years ago
on today the more than 100. But now in only three years of that sort.

So it's a it's sure how the market on the business is evolving here
and the inference.

Yeah absolutely. And we've seen that everywhere and to be honest
with you I think it's because customers demand it like customers and clients
they want better results for their business they want new models that work well
with everything that's happening in technology and in digital nowadays. And
it's just normal that agencies are trying to evolve based on customer needs.

Yes. Yes. Something I wanted to ask you you've talked a lot with
agencies on their hold on. I know that you well know that you are not the only
person involved in the partner program.

But I think you are a little bit modest because I know a lot of good
things about value you help agencies to solve their problems. I see
similarities between your HubSpot develop a partner for them with agency and
whole manufacturing companies should develop a program with that with a

We can see in manufacturing that a lot of companies are other maybe
a 50 percent of the business done with nails. Mike is a lot of 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 you
give to companies that want to to build a stronger partner pulled on with or
without distributors like the one you have built with with agencies at HubSpot.

Sure. I would say that the number one advice released to be partner
first. What happens in a lot of companies that are trying to build programs
where Faris types of partners right.

Like obviously manufacturing is very different than what we do is
they think about themselves and think they think about okay. We as a
manufacturer. This is what our goals are. This is what we want to get out of it
whereas the focus really needs to lie on what's in it. Therefore the.

Partner rate is the same if you're serving customers what's in it
for the customer or what's in it for your prospect. What's in it for your
buyer. So you're trying to speak their language and you're trying to design a
program that is obviously going to be a win for you.

But at the same time it's gonna find a sweet spot. So there really
really is the win for the partners. One thing we've done and I've particularly
worked 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 process
for us to start working with the partner. What's the process for when partners
join the program and they get onboard and start working with us versus what's
the process for these partners to scale and achieve even more success by being
our partners. So.

Again it really goes back to being Parker first but then also
ensuring that your goals as a company align with the goals of that partner. So
there is benefit for both. So instead of just thinking about me me me or my
company 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.
Obviously there's a ton of things and tiny little details around like how does
it work and all these processes and systems and how do we engage with these
partners and will do we hired to do that and like technology et cetera. Lots of
questions to be asked but only know you want to know how does your strategy for
growth align with the strategy for growth for those partners.

This is a great a great advisor. I see that onboarding barter is
something very important.

And then I don't I don't see a lot of manufacturers doing it well.

I think that there is a lot a lot to say about how you can manage
distributors on this kind of business.

Maybe maybe you could write another book about this maybe that's
going to be my next book but it is the same like right now.

I've done a lot of research when it comes to digital and digital
transformation lately. And like everywhere online you hear about customer
journey and customer journey customer journey and Journey mapping and you have
to scale costs up a buyer's journey and have slack too. And I think the same
the same way applies this applies to any persona right. So in this case the
partner would be a persona. So what is their journey. That's what you're trying
to define and step by step through that journey. You want to enable it's like
whether that's going to be with resources or technology whatever that looks
like you want make sure you define it and you want to make sure you have the
answers and resources into clergy to go through all the steps of that journey.

Yeah it's a good great advisor.

We have a lot of companies for example who are thinking about to go
for e-commerce website and they are they are doing get though to discuss the
subject with their partners on that. I saw companies will even launch a new
brand to go Hayden. They don't want that but now I know that they are launching
an e-commerce platform and they're OK this is a great. This is a great mistake.
It's a it's a it has to do with what what you have told us. You need to define
the departmental John. You need to to see oh you can win with your pound. It's
not only about you or me my company. You have to to align your cause with your

Thank you very much for this advice. Well we should do a podcast of
our own data.

That we can do that. Yes.

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. So.

I'll give you the short answer on PR and PR. I think you mentioned
just before we jumped on this call about how PR is bad. Well Piers that really
bad PR are traditionally has been about building relationships with important
publics. And then by that improving the reputation of an organization.

So PR has really been about this whole almost concept of word of
mouth getting other people to talk positively about you and like increasing
your share of voice so to say and generally you know your reputation and how
people think about you and see your products in company.

So traditionally PR has been a lot about PR people working with the
media with journalists in basically ensuring that there is coverage on certain
topics certain you certain products or services or whatever. For companies in
various media outlets then be newspapers or TV or radio or whatever. And that's
been very much the traditional view of PR which unfortunately has kept as being
the same for years and years. So the PR industry has been slow at evolving and
we know nowadays that there are different types of media there different types
of influencers and also what the inbound preaches is all about your own media
right. Like your own website your own blog your own social channels. So for you
to build a reputation for you for other people and prospects and customers to
find you you don't need to go through the media anymore. You can go directly to
those customers. And so what PR is not yet leveraging is just learning to do a
lot better nowadays is to go through to use different types of media. Right.
Like not just journalists cetera but then also working with a lot of bloggers
and influencers and then using the own channels of clients or of the own
organization as well. And so PR still remains.

Focused heavily on content. I'd say that PR people want the best
content creators that are there they're the best storytellers. And I think
without storytelling no company can actually be successful when it comes to
content and old media and everything just because nowadays it's content the way
that you get these content the way did you get found.

So. So if I understand that you first need to be your own major you
need to to build a strong brand. So branding is not. That's true. Branding
corrected did something important but you don't. You don't build the brand
today like you like. We built it to maybe a few hours ago. Another thing just
to hear from you only to it's not on the phone with the John that is the way
the big major. You have to integrate all of those people. We may talk about
too. All right. What does what does it take place in your marketing strategy as
a company or do you incorporate this because you need to talk with your
customers but you need to soar with those kind of people who can wear your
boots. It's this on the on the marketing strategy.

Yes. So I think that really depends on the larger goal of the
company and the type of people you have working in the company. Right. The
larger companies typically they will have marketing departments NPR
departments. So I think what there is definitely a need for better alignment
when it comes to who does walk. And in terms of really you know we are all on
the same team we are all working towards the same goals and stuff. But I do
believe that when it comes to content creation and specifically content creation
for working with influencers or journalists PR people are better suited to do
that and more than the marketing department. And also because PR people are
naturally driven to build relationships and our world still those walls around
relationships right. Like I mean if someone's your friend of course they'll do
you a favor or of course they're at least listen to you whereas if it's someone
you reaching out to them they'll probably ignore you. Right. They're not going
to pay attention to you because they don't know you. They don't have any in
relationship either side with them. So it kind of depends. But I think he all
goes back to the point. What. What are our goals as a company what do we want
to achieve. And based on that. What type of media types should we be using so
when we talk about media types. There is a peaceful model so paid or cheered
and owned. So as a company if you want to play in the earned peace but that
really goes to the whole story around media relations and journalists and

So that's where a PR person would be best suited to help you.

OK. So finally we are talking about inbound. This is it some the
same. Can I say them in English. This summer I love you. I don't know I to say
this was in English.

This is the same way we build a bond strategy. We need to apply
inbound the inbound methodology to a two public relations replacement pleasant

OK. So so how do you start.

Sure. That's exactly what my book is about. As I said I worked in PR
before I joined Hubspot and then I started the HubSpot and really mastered the
whole involvement pathology and I saw a link between the two in that link is
really around content and measurement. So PR is great. As I said it's
storytelling and content creation but PR is not that great when it comes to
measuring the results and tying those results back to actual are a lie or
actual sales. And I'm a firm believer that PR can contribute just so sales even
if it's just a matter of PR chief certain coverage in media outlets and that
type of coverage that started those stories are used by your sales departments
when they talk to prospects. So in PR to me is just a different mindset to how PR
people do the work. But in fairness anybody could do PR if they know the steps
you appoint and the steps are number one define your goals and what type of
that should PR chief.

Once you know that then you can go more strategically and tactically
think through what are we going to do now. So I talk a lot about the whole
concept of stakeholder persona. In my book we know the term buyer persona or
your ideal customers and prospects from in the marketing but the same applies
to PR. So PR is very unique because PR can tackle the buyer personas but then
also the media personas in which all the journalists and the influencers. Also
employees. Right. Like a lot of PR people deal with internal relations and
internal communication. Likewise shareholders.

So now. So the second step there is really you need to define your
personas. So where are we gonna play. Who do we need to engage with. And you do
the same research as you would do with the borrowed persona. You go and talk to
them. We do surveys we do focus groups. You interview them right. Q You really
really get to know them you want to know where they active and how do they
engage then you. Of course you continue doing their research with your
stakeholder journey. Same thing. Right. Like awareness consideration decision.
Like how do they go through the whole research process to make decisions like
the same applies to.

Media people. So if I'm trying to engage with a journalist I need to
get 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. What
type of things do they need for the stories do they need statistics or they
will try to have on an interview an executive like what are the needs. Do they
have very quick turnaround time in terms of from 24 hours they need to publish
something right like we need to know that they need to basically. After that
when you have all those questions that people are asking and you know how what
journey to go through. It's very easy for you to start creating a content plan
and creating the content and figuring out where to promote and what channels
and then figuring out can we actually do any type of lead nurturing because you
can do that even with with the media and there's this whole concept of a
newsroom that I speak about where all that content that you're creating you can
easily organize it on a single space on your website similar to how a lot of
companies have a resources page or downloads page and their resources and
downloads pages build for the buyer persona that the newsroom is built for a
media persona.

So you see how everything really revolves around who are you trying
to engage in everything else you do based on the needs of that audience right
the content how they want to receive information they like e-mail maybe they
hate it maybe they prefer Twitter right. All that research is extremely
important because then you can design. As I said earlier also journeys for the
various 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 in PR
in a sense in the book goes into a lot of details that are more PR driven but
all of that is just simple business acumen and business thinking right. It's an
all around business strategy. And you just put a little PR flair to it based on
your needs as a company.

It's very different from the just to send the a place where it is
the job that is done but that doesn't work.

I'm complaining about why John that is that I was looking with with
the three or four manufacturing companies last day and it seems to me that
every time you send he was complaining of complaining about John that is they
don't understand me they don't want to publish my press but my husband was very
upset about the angry about job that is but you know if you want to to to have
this kind of place where it is if you wanted a place to talk about you you need
to consider them like a family like a customer like someone you need to bring
them a value.

Exactly. It really is about what did they need. And that's why this
whole media persona research is so important in their journey is so important
to be researched. And that's where people fail because they either rely on
assumptions or don't spend enough time on it. And again they take their own
consideration they're like me me me me and my products or my services my
business others should be interested in it whereas others probably are not. So
that's why it's important researchers is search and what's in it for them is
key here because you know press releases are still relevant there is still an
important instruments that journalists use and PR people are used to. So it's
not that it's extinguished. It just needs to be done in a better way. That's a
lot more targeted to the needs of the journalists and the needs of the
journalists audience because if we think about a journalist's job their job is
to write a piece that's gonna get read and consumed. So in a sense you almost
need to know the readership to not just journalists. Yeah. Very important.

There's a there's there's new people like in freelancers I'm not.

I mean I'm not very easily with was that because you know in the
manufacturing world we don't know we don't have a lot of idea of this going up
in smoke. I'm aware of that. Yes. But I think in a certain way we have
freelancers for example. I'm trying to be a if only if you don't want to see
the kind of in freelancers. We try to bring some value to a tool to manufacture
one. Oh can you integrate them. I see a lot of companies that are trying to to
send them some product. Is it the same thing. How can you integrate this in
your in your strategy.

So in my personal opinion and that's because I work with a lot of
influencers because before I joined HubSpot influencers are a whole nother
story in the sense that they require a very precise approach. So I was
successful it instantly influencer relationship because I got to know the
influencers I was working with on a personal level I was on the phone with them
you know met them in person I would talk to me what do you like. Like you know
how do you create your content and how do you like to engage with brands like
what's important to you. And then after that initial relationship building and
there were clear also my goal right. Like you are building a relationship so
you need to be aligned there. Every campaign that Iran was very personal life.
So even though you will see one product every every influencer they want a lot
of freedom in the sense of how they create their own content and stories and if
that's Instagram also YouTube videos or whatever. So you need to work with them
to find and create together could concrete almost a campaign. But again the key
there is that it is personal life. So you can go with a mass approach for
influencers. He has to be on an influencer instruments or basis so.

So bring value. Find the building the right friendship it's all
about building got us in shape like like we are doing in inbound marketing we
want to.

Yes we want to our customers to know hers. But before we even know
them we know us.

We know them to to to to build a relationship with us on them. You
need to target it one by one on two to bring value. I think it's a key.
Absolutely yeah.

You know what could be your conclusion on the world what we are
talking together for 20 minutes.

If you want to to to bring a message to what could be what would be
your your conclusion.

Sure. I think because we spoke about parking programs and we spoke
about PR and everything but it all goes back to the definition of your
stakeholder persona whatever your goals are. As a business you're trying to
reach different types of audiences. So when you choose will those audiences are
where the partners or customers and media or influencers spend a lot of time
researching and getting to know them and then everything else you should be
around building journeys and experiences for these personas in a very
personalized and targeted way. The content you are using for your customers is
gonna have to be different for the content using for media or even for your
partners in granted. You may not always need to reinvent the wheel and create
new things you can repurpose it but you do need to personalize it and use the
rights language with each persona. That would be my key message. Make sure you
know your stakeholder personas.

It's a great massager. A lot of companies are underestimating the
value when you are you you do great research with your best on everything
starts from this. Even if you are thinking about customers or John that is the
path now it's always a start with a with greater service on your persona on

Most of the time it's underestimated what they what they see on
mates 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 for

If we want to to learn more about in Bombay earlier I read the book
and then I think it's a great book because not because it's on New York where I
think it better because you bring a lot of way to do it. It's not a two week
little record book it's a very practical book and you can use it as a as a play
book to develop in both there and the company. So I want to congratulate you
about this because for people like me we don't know how to do a price for that
show or public or Russia. I think it's a good it's a good start for us.

But thanks for the endorsement of the book. I'm very glad you
enjoyed it. This is very practical and that was the whole go with it. It's a
compact book. It's not a super long book but it is very much a play book as you
say. And again like thanks for the invitation obviously and having it. The book
is available pretty much on every bookstore. I think there is also on a lot of
French websites as well. Amazon has the French version of Amazon too it's
available as a hardcopy as an audio book and a scandal and then every other
shop in Barnes and Noble so it's pretty much everywhere to be found. I look
forward to more people reading and sharing feedback. Amazon reviews are always
helpful so quickly start CPA or there but I only know I'm interested in just
knowing how people are getting on in the types of results they're achieving
with ya.

It's helpful I will post them but they're link to the Amazon shop
for their book on the event. I invite everybody to let's review if you will. If
you're not there bought the book on one tour to bring it back to it.
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