I help B2B SaaS companies drive more mentions, backlinks and signups.

Hi, I’m Irina. I work at HubSpot where I run a product awareness program called Surround Sound. I’m also a Head Judge for the EU Search Awards. Connect with me if you’re into SaaS marketing, SEO and content strategy.

Skills & Experience

Here’s What I Do at Work

I’ve been working in marketing for SaaS companies for 13+ years. I did PR and content marketing for ERP solutions, I helped launch an SEO tool called SEOmonitor and now I work on HubSpot’s freemium acquisition team. Throughout my career, I wore many hats and I mastered a few skills — especially content, SEO, link building and user acquisition. If you’d like to pick my brain about any of them or just learn a bit more about my work, check out these resources.

I write tactical, in-depth articles that are based on my personal work experience, but every once in a while, I share personal updates, book recommendations and other useful resources for career development.

Over the years, I’ve been honoured to be invited as a keynote speaker to local and international marketing conferences and I always try to deliver practical tips and playbooks.

Aside from my work at HubSpot and my talks, I’ve also been a judge on the Search Awards. It’s been a pretty amazing ride to get where I am today in my career so I wrote a brief story about this journey.

Check Out My Latest Articles

5 Things I learned about staying productive in challenging times

This year I realized I have been looking at productivity the wrong way. Instead of ticking things off a to-do list I started designing my ideal day.

July 28, 2021

User acquisition guide: 10 powerful strategies to attract new users in 2021

Here are my favourite user acquisition strategies that fit any business looking to adapt to the new way users find and evaluate apps, products, and services.

February 15, 2021

Linkbait content: How to create content that naturally attracts backlinks

Looking to earn more backlinks naturally? Then it’s time to create more linkbait content regularly. This article will show you simple, yet effective strategies to find linkable content ideas.

January 31, 2021

Skills & Experience

Work With Me

I’d love to use my experience to help other SaaS companies adapt their content & SEO strategy to the new way people buy. Check out how I can help and what others say about working with me.

Want to make sure people hear about your products everywhere they go to explore and evaluate their options?

I can help you build your own Surround Sound program, including detailed playbooks on SEO, content strategy and link building.

Let’s connect and see if I can help you create that Surround Sound effect for your products.

I watched SEO courses with Irina Nica, Senior Marketing Manager at Hubspot, about SEO link building and I was so impressed by how experienced she is. Irina is such a great professional and she shared a lot of useful insights, tips, and even secrets. I really appreciate the opportunity to get to know more about Hubspot’s SEO activities as they are the leaders in the Digital Marketing niche

I lecture on Sales and Online Lead Generation at the Cork Institute of Technology and we invited Irina to be a guest lecturer to the MSc Digital Marketing Strategy class. Irina gave the students great practical advice on goal setting, persona research, content audits, competitor research and idea generation to help transform their inbound marketing efforts. Many students said that it was the best guest lecture they have received. I would highly recommend Irina’s services as she delivers great enthusiasm and expertise in the classroom.

Need help with your B2B SaaS marketing?

Send me a note if you’re looking for consultancy help with building your own Surround Sound program, user acquisition or SEO.