Insights and Strategies B2B Tech Marketing | Iryna Troshchynska from Leobit

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Iryna from Leobit, marketing director with them. How are you doing today, Iryna?

Iryna Troshchynska: Hello. Great. How are you?

Ernesto: I’m doing great.

Iryna: Great.

Ernesto: Thank you so much for asking. And well, Iryna, I’m sure our listeners are tuning in wondering what Leobit is all about. So let’s kick it off with that. In your own words, can you tell us a little bit more?

Iryna: So basically what we do, we help various companies, from some smaller startups to bigger companies, to develop software solutions, to extend their development teams, and to ensure continuous software development, maintenance, and support. We work with various technologies like .NET, the Microsoft Stack, web stack, and we also have quite a big focus on AI. So that’s a little bit about our company.

Ernesto: Okay, awesome to hear that. And so then, so our listeners get a good understanding of Leobit, what would you say is the key problem that you guys like to solve for clients?

Iryna: It depends on the company. For example, when a startup comes, they sometimes lack a clear vision regarding product development or have doubts about which technology to use. For them, we can offer technology consulting or a product discovery phase. For larger companies with established software, like legacy systems, we can help by building new solutions or upgrading the existing technology stack. That’s basically what we do.

Ernesto: Okay, interesting. And so is there a particular vertical that you guys focus on? Is there an ideal ICP for Leobit?

Iryna: Yes, we have a focus on certain industries. We work in fintech, prop technology, sports technology solutions, and also have some legal tech and ad tech projects. Those are our key industries, but we have more.

Ernesto: Definitely. Okay, so if I’m in fintech or sports tech, how would I usually find out about Leobit? Is there a top client acquisition channel for you guys?

Iryna: I would say it’s not one single channel. We use multiple channels, including directories like Clutch, Google for SEO-driven content, paid ads on Google and Bing, social media, and even business media where we publish content.

Ernesto: Interesting. And so that way our listeners who are tuned in can go and visit you. They can always check you out at leobit.com. What role does the website play in client acquisition?

Iryna: I think it plays a key role. Even if we acquire traffic from external resources, customers always evaluate the website. It showcases our expertise, services, and is a critical platform for conversions. It’s definitely one of the key marketing tools.

Ernesto: Awesome, great to hear that. So then, are there any tools or tips you’d recommend to our listeners for website lead generation, Iryna?

Iryna: From one side, it’s very simple; from another, it’s challenging to execute. Basics like website speed, user-friendly UX, mobile compatibility, and great content are essential. For tools, basic ones like Google Analytics and Google Search Console are helpful, and for session evaluations, we use tools like Clarity or Hotjar. Many more tools can enhance user experience on your site.

Ernesto: Okay, awesome, love that. So let’s switch gears a little bit, Iryna, and talk about you as a leader. What are some key tasks you focus on daily as the marketing director?

Iryna: For me, and I think for all leaders, the key focus is the team. Ensuring they have the resources and understanding of their tasks is essential. Another focus is marketing tactics, strategy, and innovation aligned with company strategy. So, it’s about people and ensuring effective strategies and tactics.

Ernesto: Okay, awesome. Thanks for sharing that with us. So how do you stay updated on marketing trends and strategies? Is there a preferred channel you like?

Iryna: It’s a mix. I check industry websites for updates, LinkedIn for professional updates, and follow industry leaders. For marketing updates, I subscribe to updates from LinkedIn, Google, and other key channels. Mainly LinkedIn and some specialized websites.

Ernesto: Definitely. LinkedIn has a lot of free, valuable information from top professionals. Next up, let’s move to our rapid-fire question round. Are you ready?

Iryna: Yes.

Ernesto: Great! First, what is the last book you read?

Iryna: It may surprise you, but it’s not a professional book. After reading a lot of business literature, I shifted to nonfiction and classical books. The last book I read was by the Ukrainian writer Oksana Zabuzhko, called The Longest Journey. It’s about her journey across Europe after the war started and has a lot of reflections on Ukraine.

Ernesto: Definitely important. Great read for our listeners. Next up, if there were no boundaries in technology, what’s one thing you’d fix for your role as a marketer?

Iryna: As a B2B marketer, I think it’s analytics, specifically understanding the customer journey. In B2B marketing, we don’t always know what worked or which interactions were impactful. A clear understanding of all customer interactions would be amazing. Another wish is for tools like Google Analytics to track traffic from AI tools since we’ve been getting leads through ChatGPT, which show up as direct traffic.

Ernesto: Great insight. Love that. Are there any repetitive tasks you still handle that you’d want to automate?

Iryna: We always aim to automate repetitive tasks. Recently, we automated lead scoring and routing using AI, which we call Leo AI. Leo scores leads, assigns the right sales representative, and even sends an initial response. This automation gives our marketing and sales teams more time to focus on customer needs.

Ernesto: Amazing! And lastly, Iryna, with all your experience, what’s one piece of advice you’d give yourself if you were to restart your journey as a marketer today?

Iryna: For future marketing directors, finding the right CEO is crucial. Having a shared vision, values, and approach to how marketing grows the business together is vital. So, finding the right CEO is key.

Ernesto: Awesome advice. We’re wrapping up today’s show, but before we go, if someone remembers only one thing about Leobit, what should it be?

Iryna: We’re a trusted software development partner that can solve any technical challenges.

Ernesto: Perfect. And to our listeners, check them out at leobit.com. Thank you, Iryna, for joining us, and to our listeners, thank you for tuning in. Looking forward to our next episode at Pathmonk Presents. Thanks a lot, Iryna.

Iryna: Thank you.