” Imagine Neo in the Matrix … “

georgi malchev

Georgi Malchev, Managing Partner, Xplora.bg

What does modern marketing mean for you?

Let’s do it in one sentence: Less crap, talk to me in target users, self targeting, leads, ROI.

What qualities should the contemporary marketer possess?

Above all, flexibility and alertness – to seek, to read, to test, to apply, to improve, to analyze. And objectivity – some things are obviously working, others – they need improvement immediately. The modern marketer will find it difficult to work without a matrix – if he does not work very actively with the other teams – he will remain the one who clicks on the site, hanging out on social networks. Or the one who knows that a lot of money invested in TV advertising leads to a number of sales if there is an active offering of the service or product in the office or store. But … not the guy who along with others has made a truly integrated marketing and integrated sale machine that accelerates and becomes more efficient with any marketing activity.

What is your message to young people in the industry?

Be flexible, read, apply things, seek a specific and measurable result and improvement. And for a year or two they will become very good – imagine Neo in the Matrix. They will very quickly start not just as black martial arts but also “see the matrix”. And yet another message – this is a sector that will grow very fast in the coming years. There will be great demand and the young will choose what to do and where to do. But they will also have to deliver results. It is now possible to achieve growth in times, but this can not last forever. So do not delay!

What creates your love for the profession?

The ability to discover, create, build. And the professionals I meet and work with.


” We no longer work FOR people but WITH people.”


Prof. Dr. Desislava Boshnakova

In modern marketing – what is the most noticeable change or trend?

For me, this is the fact that we no longer work for people but WITH people.

What do you think today is the most important skill for a marketing manager?

The courage to look for new ways of doing their job – in other words, creativity.

If you have to give only one advice to the people in the classroom, what will it be?

Do not stop being yourself.

“The factors that you need to consider become more and more…”

ralitsa andonova

Ralitsa Andonova – Marketing Manager, Sopharma Trading

You have successfully completed BEIED and Triple Pro – Modern Marketing Management. Who was the most precious lesson?

The most valuable lesson is to realize that the knowledge you have is never enough and you can always learn something new and useful. I thank all the lecturers for the enthusiasm, the valuable ideas and experience with which we were charged during the lectures.

As an experienced marketing manager, what do you think today is the biggest challenge in this field?

The biggest challenge is to be able to successfully complete the projects within the time you have. The factors that you need to consider, analyze and suggest the right solution grow. At the same time, the work of other departments in the company depends on it, and any delay is at risk of failure.

What are the most valuable skills for the contemporary marketer?

Be positive, accept every problem as a challenge and every success as a reward for the efforts.

If you have to give some advice to young marketing managers – what will it be?

Be creative and not afraid to offer your ideas! Always set goals and reach them because the pointless actions lead to a certain failure! And most importantly, not to accept their work as an obligation, but as an opportunity to do what they love!

“Be bold and steady, and never allow anyone to tell you” this cannot happen “

galia titova

Galya Titova – Head of Marketing Innovations at SashiDo.io

You have successfully completed Modern Marketing Management. The most precious lesson?

I try not to qualify lessons as more valuable, valuable or less valuable because every lesson is always valuable. Throughout the course I learned a lot of things that I can use in the future and that will leave a lasting trace in my mind. Most valuable was that everything was happening in a very friendly and positive environment that allowed everyone to think and see the material through the look of their own work.

What do you think today is the biggest challenge in marketing?

The biggest challenge in our industry is always to keep up with new technologies, new trends and to be able to achieve the best possible results through them. Our profession requires constant learning and we must always be ready to open our minds to the new and to perceive the new technologies as small children perceive the world around us – with curiosity and positivism.

What are the most valuable skills for the contemporary marketer?

Modern marketer must have a lot of creativity, but at the same time good analytical thinking. But to achieve good results, you need to find a good balance between the two. For me this is the most valuable skill.

If you have to give some advice to young marketing managers – what will it be?

Try to perceive the world around you as young children. Be curious, test, analyze, and learn something new every day. Be brave and persistent, and never let anyone tell you “this cannot happen.”

“… because in marketing, besides knowledge and experience, we must have a passion.”

tsvetelina ivanova

Tsvetelina Ivanova, Marketing Manager, Spectronic LTD

You have successfully completed Modern Marketing Management. The most precious lesson?

All the lecturers were wonderful, some of them were particularly inspiring, but for me the most valuable lessons were the meetings with the people who take the decisions that I take every day. Sharing personal experiences and contacts is the most valuable in the program.

As an experienced marketing manager, what do you think today is the biggest challenge in this field?

The biggest challenge is to deal with many things at once. In my work, I have to be the decision-maker, a graphic designer, a creative specialist, digital marketing, events planner, have to communicate with business customers, and so on. I always plan my weeks in advance, and so I can fit into everything. I think that this is typical for many of the Marketing Managers in Bulgaria.

What are the most valuable skills for the contemporary marketer?

Most valuable is the ability to change. It is valuable to constantly inform yourself, to learn new things so that you can easily adapt. In an environment that is constantly changing, you cannot afford to remain the same.

If you have to give some advice to young marketing managers – what will it be?

If I have to give advice, it will be the same advice that every day I give to myself – we must strive to do exactly what we love, because in marketing, besides knowledge and experience, we must have passion too. Then things seem to happen successfully .

“The contemporary marketer must become an orderly child”

kristina ivanova

Christina Ivanova – Marketing, PR and Special Events, Bibendum Ltd

You have successfully completed BEIED and Triple Pro – Modern Marketing Management. Which was the most precious lesson?

The most valuable lesson was the reminder that we should always learn. In the sphere we have chosen or outside, but permanently. Our brain must be “fit”. A valuable lesson for me was also the fact that there are always interesting people you have not met in your career yet. And they enrich you in a surprisingly interesting way.

As an experienced marketing manager, what is the biggest challenge in this field today?

The biggest challenge is not to lose ourselves and the enthusiasm that each of us knows at the start of a new project. Staying in the galaxy of new ideas and not accepting anything from the past as a law. In our profession we have to constantly generate novelties and to do it, we have to keep track of the world, not just the marketing world, but everything else through the right funnel. And this is a serious challenge.

What are the most valuable skills for the contemporary marketer?

The modern marketer must become an orderly child. I do not know if it is possible, but it is important to be curious, observant, learn quickly, have the urge to start without much hesitation, try, be agile and do not despair if we fail (as children do – fall and continue, without recalling the failure). And in this children’s house, we can manage to prioritize, meet deadlines, achieve growth, and have fun.

If you have to give some advice to young marketing managers – what will it be?

You have to learn, each marketer, to combine the best of yourself and your environment at the right time. And never to be satisfied with temporary relaxation, it is harmful to people who are expected to be generators. The word “manager” often gives its owner a calmness, which in most cases hurts him. Let them stay constantly proving to themselves Juniors.

“Listen to your customers and analyze the environment constantly.”

maxim hristov

  Maxim Hristov – Sales Area Manager at Kaolin AD

You have successfully completed Modern Marketing Management. The most precious lesson?

Making quality marketing does not require huge resources, but rather skills and creativity.

What is today the biggest challenge in marketing?

To listen to your customers and analyze the environment constantly.

What are the most valuable skills for the contemporary marketer?

Creativity, Human to Human attitude , Professionalism / Specialization

If you have to give some advice to young marketing managers – what will it be?

Listen carefully, discuss, be critical to yourself, and think what could have been better and HOW!

“The biggest challenge for me is to stay positive”

radoslava hristova

Radoslava Hristova, Marketing Communications at Timac Agro Bulgaria EAD

You have successfully completed BEIED Modern Marketing Management Program. The most valuable lesson?

With the risk of sounding a bit cliche – the more you learn about the matter, the more you understand that there is so much to learn and catch up … And again, I have confirmed my belief that the human factor is invaluable. I can not imagine what my opinion about other lectures or participants would be, but those ones were a fantastic hit and this was an additional incentive for all of us.

As an experienced manager, what is the biggest challenge in marketing?

For me, the biggest challenge is to stay positive, against the intense everyday life and often disturbing environment for those working in the business – to stay focused and not lose control. Otherwise, it’s hard to be able to create the good idea and to keep your inspiration and it is invaluable for anyone whose work is based on creativity.

What are the most valuable skills for a modern marketer?

Apart from the indisputable desire to always keep up with the latest trends, you must strive to be creative, because no one remembers the imitators, we all remember the innovators. However, innovativeness and originality must not be self-directed and driven by the search for an effect, but must be conceived, supported by the right message and, most importantly, the message has to be delivered appropriately, otherwise it would be just a “style exercise ” without depth , a spent budget … Finally – be true yourself as much as possible because the most bitter experience is to be dissatisfied with what you do and do it without desire – then nothing good happens.

If you have to give some advice to young marketing managers – what will it be?

If I have to be honest, I do not think that young marketing managers need advice – they have enough enthusiasm and creative energy to succeed, and in my opinion the most memorable experience is on the principle of try and error. Perhaps the only thing I would like to remind them is not to be disappointed with the temporary failures and not stop searching and going forward – only that way they will find the right way.

George Malchev: “… Digital just opens more possibilities.”


George Malchev: “There have always been and there will be 4 consecutive steps – target users and value, strategy, content and channels. Digital just opens up many more possibilities.”

George Malchev- entrepreneur, consultant, managing partner- Xplora.bg

Lately a lot of people absolute the content as an approach to reach consumers. Is this the right approach according to you?

It is correct as it was before to absolute the number of fans – “my fans are more than your fans.” Content is only one element of marketing communications.

We always start with the specific target users and the value that will give them. People have real needs – related to real pains and benefits they have. And the solution is what gives value to them. Only then we can talk about strategy for these target users. Our strategy depends on what kind of people are these and how we give value to these target users. Only then comes what is the right content, and then follows in which channel and how it will be delivered.

There is no point to shout loud even to our most accurate target users that we give mortgage loans. Because these people will not remember the bank behind the fun advertising or behind amusing message. Or funny post on social networks. I’ve done this experiment in 13 courses and last – to an audience of 200 people. All remember the message, no one can recognize the bank. And the ads were on all channels at least 12 months.

And which one is the working approach?

To recognize target consumers with their needs and desired effects. And be aware of their digital behavior. Currently, 45% of people over 55 have access to the Internet, according to Google Consumer Barometer for 2016 . And if you do not offer them something that has a price higher than of mineral water or chocolate – they will ask anyone with Internet access, or they themselves will check online.

Can you give some examples of working approach?

One of my favorite examples is Lidl. And from our customers – I would mention Toyota, Medix, Walmark, Izikredit, BLD Homes. The fact is that at the moment these four elements – target users and value proposition, strategy, content channels – are connected, users can be targeted much more closely and more personalized, feedback is faster than ever and tests and adjustments are possible very quickly and at very low costs.

Personally, I enjoy when I see a well-made advertising or even post to social networks. And then trying to figure out whether this is part of a clear and properly implemented strategy. And vice versa – when I see a major communication platform as You Lead, New beginning – New plans, the Best of Bulgaria – the best of Europe, etc. – To see how all the elements will be implemented. I advise you often to find, track and analyze – someone has given a lot of money to invent, to create, to advertise. And you have an opportunity in real time to keep track of so many interesting marketing communications. In real time, and in their development.

Traditional channels are working, and will continue to work. They are excellent to remember that the company offers something or start your user path. The difference is that now people know they can easily through digital channels to receive free, or nearly free much more information about whether or not they will get value of a product or service. This is because their whole experience, for 1 to 10 minutes they can form the most appropriate for their decision – whether to make an insurance whether to buy 5 units of a product, whether to test a product or service, whether to go to an office or shop to express interest or buying.

And here comes the connection, and the need for content marketing – content must comply with the strategy for presenting the true value for the target consumer for the pain and the benefits that users will have. And – content can move the user one step further on its path to purchase and / or development of loyalty. But can also allow users to self profile themselves, which you as a business to communicate more correct them – to see whether you have the correct assumptions whether “you receive” with the current strategy and approach, and find and do funnel sales and loyalty of your target users.

” the most capable and knowledgeable people search for more learning ” Pepa Vassileva, Managing Director BEIED


BEIED and Triple Pro start Content Marketing program. What made you run such training?

It is marketers to learn and develop their skills to create valuable content if they want to be heard among the sea of ​​messages. Consumer becomes increasingly difficult to be captured through standard forms. The need for such training increases, because this type of marketing occupies more areas. The topic is useful, represented by proven industry practitioners and presented in a highly interactive way.

You work many years in education. What are your impressions of today’s participants in the courses?

The common thing has always been that the most capable and knowledgeable people search for more learning. Intelligent people look alike. Today and years ago they are highly motivated to improve and be on time. Corporate trend is that more and more Bulgarian companies sponsor their employees, which is very positive. Middle management becomes younger, which results in different personalities and ideas in the class room.

Is there a current tendency in the training, which is visible in our country?

They are looking for practical training, the latest tools, speakers from the real business … Skills immediately to be implemented. Our programs are updated annually to reflect new approaches.

Today’s marketers – what they have to know?

That they will have to learn constantly. This is a very dynamic discipline. They need to keep their curiosity and courage to experiment, but also their persistence and patience in pursuit of the strategy.

What do you want to wish to the new group?

I wish them exciting and worthwhile journey. They’ll meet new friends ,will exchange valuable experience, knowledge, ideas. Let be open to the new.