Ivaylo Georgiev
All posts by Ivaylo
The B2B Marketing Code: Safety, Efficiency, Reality
After more than a decade in traditional and digital marketing—working with both B2C and B2B brands to drive real results—I was today years old when I realized something embarrassingly simple. The foundations of great B2B marketing aren’t hiding in trends or frameworks. They live in the balance we too often miss: Be clear. Be creative….
Brand 📢. Demand 🎯. Expand 🚀. Repeat 🔁.
Modern marketing promises to be lead-driven, but too often, that promise gets lost in scattered tactics and unclear ownership. Without aligning awareness, conversion, and retention, even the best efforts fall short. This article breaks down a simple, full-funnel framework — Brand. Demand. Expand. Repeat. — and shows you how to make it work without overwhelming your team.
Do You Know Who the End-User Is? Rethinking Accessibility in the Age of AI
Fines in the millions are just around the corner. Starting in June 2025, digital platforms across the EU that fail to meet accessibility standards will face serious consequences. But what does this have to do with UX, AI, and creativity? And more importantly—what are the real benefits for businesses that get it right?
Confidence Without Competence: A Modern Leadership Crisis
Everyone has witnessed, at least once, how confidence can outweigh competence, allowing toxic and unqualified individuals to rise to power. This article explores the psychological and structural forces behind this pattern, including the Dunning-Kruger effect and reward systems that favour performance over principles. It also highlights hopeful alternatives—like the Synercube Leadership Theory—which integrates ethics, results, and people to foster healthier, more responsible leadership. Finally, it offers a practical checklist to identify toxic traits in others—or in yourself (for the brave ones).
Go-To-Market Initiative in Project Planning View
This article explores a modular GTM framework led by PMMs, covering Brief, Positioning, Internal Enablement, and Audience Segmentation. Learn how early involvement drives alignment and impact across teams. Includes a practical AI prompt to help you build your own GTM plan.