Iliyana Stareva outlines the concept of inbound PR, which merges public relations and inbound marketing to address both measurement and content challenges. She emphasizes the relevance of inbound PR for startups that lack resources and connections, providing a seven-step guide to kickstart an inbound PR campaign. The document also describes the marketing professional persona and the importance of understanding the buyer’s journey to effectively nurture leads.

2. Iliyana Stareva
@IliyanaStareva
Channel Consultant
My four things:
Agency Positioning
Inbound PR
Insanity
Writing

3. Talking Points
1. What’s PR?
2. What’s Inbound PR?
4. How To Do Inbound PR?
3. Why Inbound PR for Startups?

4. 1 What’s PR?

9. 2 What’s
Inbound PR? 2 What’s
Inbound PR?
What’s
Inbound PR?2

12. The Inbound Marketing Methodology

14. Inbound PR combines the best of two worlds –
public relations and inbound marketing – and
alleviates PR’s biggest weakness (measurement)
and inbound’s biggest challenge (content).
@IliyanaStareva

17. Content + Measurement =
INBOUND PR (HEART)
@ILIYANASTAREVA

18. 3 Why Inbound PR
for Startups?

19. Sounds familiar?
I don’t know PR.
I can’t hire a PR agency.
But no one knows me :(
My business is new?!?
I don’t have the resources.
I don’t know any journalists.

20. Inbound
PR
Traditional
PR

23. How To Do
Inbound PR?4

24. 7 Key Steps to Starting
your Inbound PR
Campaign
1. Nail your Buyer Personas
2. Define the Buyer’s Journey
3. Create a Content Plan
4. Promote your Content
5. Do Inbound Media Relations
6. Nurture your Leads
7. Measure Results

25. Research your
customers

26. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (DIT), MBA (Smurftt)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

27. Persona Profile Checklist

28. The Buyer’s Journey

34. Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
NURTURE!

35. Listen on Social
Media
Segment Your Lists

36. CONTEXT TO PERSONALISE
DelightI’m a lead
I’m a new
visitor

37. Use Lead
Intelligence

38. Measure
everything!

40. Thank you!
@IliyanaStareva
www.iliyanastareva.com