Alongside your work at IVC, you're Marketing Manager at TyreBarrier. What duties do you perform there?
Posted: Sun Apr 20, 2025 4:37 am
Aside from demonstrating my desire to take on the world from day one, I was already developing significant knowledge of digital marketing, and that, in a company that was in the midst of a digital transformation , was key. A new position came up to manage, design, and position our distributors' online stores , and despite having to go through a tough selection process, I managed to stay. The truth is, when I read the requirements, I thought it was the ideal position for me, because they were looking for everything I was passionate about and wanted to enjoy for the rest of my professional life. When they selected me, it was one of the happiest moments of my life.
At STIHL, how did you adapt your marketing strategies to the domestic market? What are the unique features of the Spanish market compared to other markets in the sector? What knowledge is needed to carry out this task?
The unique thing about STIHL and the Spanish market is that we had a distribution network dedicated to selling chainsaws . Businesses in small towns, family businesses, and, in some cases, businesses without internet access. We could run a very strong canada mobile database campaign to raise brand awareness and generate impact, but we needed them to help tell potential customers where their stores were, so it wasn't enough to just position ourselves on Google and have a strong presence on social media; we also had to train our dealers . We launched a course program where we taught them basics of Digital Marketing from scratch . From how to create a Google MyBusiness listing, to how to open a Facebook account, to how to launch an AdWords campaign for their locations. The truth is, feeling like a teacher and passing on my knowledge to others was an exciting adventure . I wouldn't mind dedicating myself to teaching someday (who knows, maybe at the IM).
You currently work for IVC, a business development and corporate services consultancy, managing inbound marketing strategies, among other things. How do you manage to connect with your target audience? Which channels do you use the most to achieve this?
We're investing heavily in inbound marketing . We have the most powerful automation software in the world (like HubSpot), and that helps us achieve a truly unique strategy. Our target audience is quite diverse, so we face the challenge of creating solutions for all the day-to-day problems a company faces . We believe that all companies should have four pillars covered in their business structure: business development, financial control, talent management, and legal and tax compliance.
To help them strengthen the four pillars, we create a wealth of content (articles, eBooks, and webinars) where we present the problems they may encounter and how to solve them. We are very strong in search engines , where we are becoming true generators of quality content, and we also work significantly on LinkedIn . Our motto is "we accelerate business across Europe," and it best describes how we empathize with our target audience.
Could you tell us about a success story of an action that has stood out for its positive results?
A few months ago, we discovered a very specific topic that was worrying companies and about which there wasn't much information: flexible compensation. Our consultants immediately set to work generating articles and content that would better explain the topic, but since it was a complex and broad topic, we decided to offer a webinar where we could explain everything from scratch . It was a real success; we achieved record registrations and managed to connect on a more personal level with the people who attended. When true professionals explain interesting topics in such a clear way, nothing can go wrong.
You're also in charge of designing the IVC conversion funnel. What things should be kept in mind when designing this funnel?
All of us who work in Inbound Marketing constantly think about how to improve the conversion funnel , how to avoid leaks at each step so that more contacts reach the end. There are many things to keep in mind to improve it, but I strongly believe that you have to test, test, and test, and always rely on objective metrics to measure KPIs , leaving aside personal opinions and listening to what the numbers tell you. Only in this way can ratios be improved and the profitability of each marketing campaign be enhanced.
TyreBarrier is one of those ideas that helps make the world a better place, helps save lives, and that everyone would like to see implemented on the roads. It's a recycled tire barrier that replaces the metal guardrails on roads that cause so much harm to drivers (especially motorcyclists). Thanks to our incredible team and the innovative nature of the idea, we've won several entrepreneurship awards and have managed to start raising awareness of the problem, but we're struggling to create the same awareness among the people who make decisions about these issues. My role in this startup is to disseminate our system through all channels, research and prepare documentation to continue gaining more support, and manage our entire presence on social media and search engines.
At STIHL, how did you adapt your marketing strategies to the domestic market? What are the unique features of the Spanish market compared to other markets in the sector? What knowledge is needed to carry out this task?
The unique thing about STIHL and the Spanish market is that we had a distribution network dedicated to selling chainsaws . Businesses in small towns, family businesses, and, in some cases, businesses without internet access. We could run a very strong canada mobile database campaign to raise brand awareness and generate impact, but we needed them to help tell potential customers where their stores were, so it wasn't enough to just position ourselves on Google and have a strong presence on social media; we also had to train our dealers . We launched a course program where we taught them basics of Digital Marketing from scratch . From how to create a Google MyBusiness listing, to how to open a Facebook account, to how to launch an AdWords campaign for their locations. The truth is, feeling like a teacher and passing on my knowledge to others was an exciting adventure . I wouldn't mind dedicating myself to teaching someday (who knows, maybe at the IM).
You currently work for IVC, a business development and corporate services consultancy, managing inbound marketing strategies, among other things. How do you manage to connect with your target audience? Which channels do you use the most to achieve this?
We're investing heavily in inbound marketing . We have the most powerful automation software in the world (like HubSpot), and that helps us achieve a truly unique strategy. Our target audience is quite diverse, so we face the challenge of creating solutions for all the day-to-day problems a company faces . We believe that all companies should have four pillars covered in their business structure: business development, financial control, talent management, and legal and tax compliance.
To help them strengthen the four pillars, we create a wealth of content (articles, eBooks, and webinars) where we present the problems they may encounter and how to solve them. We are very strong in search engines , where we are becoming true generators of quality content, and we also work significantly on LinkedIn . Our motto is "we accelerate business across Europe," and it best describes how we empathize with our target audience.
Could you tell us about a success story of an action that has stood out for its positive results?
A few months ago, we discovered a very specific topic that was worrying companies and about which there wasn't much information: flexible compensation. Our consultants immediately set to work generating articles and content that would better explain the topic, but since it was a complex and broad topic, we decided to offer a webinar where we could explain everything from scratch . It was a real success; we achieved record registrations and managed to connect on a more personal level with the people who attended. When true professionals explain interesting topics in such a clear way, nothing can go wrong.
You're also in charge of designing the IVC conversion funnel. What things should be kept in mind when designing this funnel?
All of us who work in Inbound Marketing constantly think about how to improve the conversion funnel , how to avoid leaks at each step so that more contacts reach the end. There are many things to keep in mind to improve it, but I strongly believe that you have to test, test, and test, and always rely on objective metrics to measure KPIs , leaving aside personal opinions and listening to what the numbers tell you. Only in this way can ratios be improved and the profitability of each marketing campaign be enhanced.
TyreBarrier is one of those ideas that helps make the world a better place, helps save lives, and that everyone would like to see implemented on the roads. It's a recycled tire barrier that replaces the metal guardrails on roads that cause so much harm to drivers (especially motorcyclists). Thanks to our incredible team and the innovative nature of the idea, we've won several entrepreneurship awards and have managed to start raising awareness of the problem, but we're struggling to create the same awareness among the people who make decisions about these issues. My role in this startup is to disseminate our system through all channels, research and prepare documentation to continue gaining more support, and manage our entire presence on social media and search engines.