A sneak peek into the Telerik Academy Upskill Digital Marketing program

Ina Toncheva speaks to the graduating talents

Want to accelerate your career in the highly sought-after digital marketing field? But have no idea where to start? Telerik Academy Upskill Digital Marketing is designed and led by digital marketing gurus with global experience who can help you become a 360-degree marketing professional. 

Meet the Digital Marketing Lead Trainer Ina Toncheva, who has 13+ years of experience in communicating and driving tech products' growth in the digital environment for companies like Telerik, Progress and Chaos Group. Ina is also a co-founder of the end-to-end digital marketing consulting agency The Indigitals

She explains the goal of Telerik Academy's Digital Marketing Program and shares some behind the scenes insights from its previous edition. Let's dive right in. 

Adopting a holistic marketing approach 

What does a holistic marketing approach mean? Ina gives a specific example: 

After closing their physical store in Sofia, a clothing brand starts using social media ads to boost its sales. The ads bring lots of traffic to the website, but they are barely converting into sales. So, how to solve the problem and increase the conversion rate of the ads? 

The ads KPIs look great – from inexpensive CPS, through high CTR and plenty of traffic to the website. Nevertheless, more than 96% of users drop after viewing several pages on the website and another 3% drop through the checkout process. In fact, less than 1% of the traffic converts to sales.  

The challenges

The brand came to Ina and her colleagues to optimize their advertising, but the issues were elsewhere. Taking a closer look at the case, Ina’s team identified the following obstacles, standing in the way of conversion to sales: 

  • Brand – the brand has failed to build an identity. For instance, users clicking on a surfer girl type of dress see office clothes next to it. 
  • User experience – the website navigation is counter-intuitive, and the shopping cart has glitches. Users leave the site due to the bad user experience. 
  • No new users – examining the customer’s data, Ina’s team noticed that most of the online purchases have been realized by existing customers. 

“No matter what the company has identified as a marketing issue, it is usually just a symptom of a different problem. To be able to spot it, the digital marketer needs to have an encompassing knowledge of all marketing disciplines and how they work with each other,” explains Ina. 

That’s a holistic marketing approach. By adopting it, marketers can identify the root cause of a problem and offer a long-lasting and sustainable solution rather than a quick fix. The latter deals with the short-term symptom and does not solve the underlying problem. 

“That is why we teach holistic marketing in the Digital Marketing program at Telerik Academy,” concludes Ina. 

Comprehensive and practical program 

Telerik Academy’s digital lecturers build upon students’ existing knowledge in diverse areas like: 

  • Product positioning & buying persona
  • Customer journey
  • Marketing funnel & growth marketing
  • SEO
  • Data & analytics
  • Content marketing
  • Digital advertising in social media and Google Ads
  • Email marketing
  • Lead generation with forms and chatbots
  • Data visualization and storytelling 

The overall idea is to train well-rounded digital marketers, who can successfully tackle their day to day challenges and accelerate their careers.  

Ina is one of the 12 lecturers and digital marketing experts from prominent companies like Google, Telerik, Progress, SiteGround, and their own exponentially growing marketing agencies. They share hands-on strategies, frameworks, tools and tricks they’ve learned through their extensive practice. 

Real-world projects 

Ina shares that one of the major benefits of the program is that students start to put the theory into practice immediately.  

“We split them into teams, and they’re being assigned on real-life cases provided by companies such as SiteGround, Raiffeisen Bank and AwardSpace. They develop the project from start to finish and present their analysis of the case at the end of the program – identifying gaps and opportunities and coming up with solutions for improvement. Just like a consulting agency would do.” 

Unleash your creativity 

Want to take a sneak peek at a few slides from the students’ presentation last year? Ina is happy to showcase them: 

Table of content, showing the scope of the DM practical project
A Table of Content, showing the scope of the practical project

Marketing Funnel
The marketing funnel excerpt from a student’s presentation. Here, the funnel is mapped to the users’ needs, the communication channels used at each stage and the relevant metrics

Blog calendar

Blog calendar
Creative ideas on how to create a blog content calendar

Alumni success 

Let’s explore what our students are saying about the program: 

“The program gave me a better understanding of how to structure an efficient marketing team within my organization. It also provides a solid overview of the different marketing verticals and how they work together, helping you develop a sound digital marketing strategy.” Maria Mihailova, Director Marketing & Stretegy at Economedia.

“In the constantly evolving marketing field, it’s even more difficult for marketers to stay ahead of the curve on all professional aspects and be competitive. Through Telerik Academy’s intensive and extensive course in Digital Marketing, you can both ramp up your skills, get insights into the latest trends, and develop a holistic view of the marketing world.” Dobrin Grancharov, Product Marketing Manager at Smule.

“The passion of the lecturers is contagious, their experience – inspiring, the oratorical skills – invigorating. It is this unique blend of a holistic big picture of the digital marketing discipline, coupled with deep-dive sessions on specific tools, topped by the sheer excitement lecturers bring with their countless examples, and readiness to go the extra mile to show, explain, and encourage you.” Petra Lazova, Product Marketing Content Development Specialist at Progress.

Ready to supercharge your digital marketing career? Apply now.


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