From 95% Outbound to 95% Inbound mARKETING:
A Roadmap for Startups
by Aviv Canaani
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What you'll discover
when watching Aviv's story
- Joining a startup with a founder who has a track record of success can be a great opportunity for growth and impact.
- Diversifying marketing channels, including paid advertising on social media platforms like Facebook and Instagram, can be effective for B2B companies.
- Creating valuable, engaging content on organic channels, such as LinkedIn and podcasts, can attract a large audience without paid media.
- Measuring marketing metrics across the entire funnel, from leads to revenue, is crucial for making data-driven decisions and scaling efforts.
- Startup companies can benefit from experimenting with their sales, marketing, and operational efforts.
- Business leaders should spearhead the collaboration between product marketing and sales teams as essential tools for creating cohesive messaging and enabling sales success.
- Adopting AI technologies and leveraging offshore talent can help marketing and sales organizations become more efficient and productive.
Meet Aviv Canaani - Vice President of Marketing and Sales @ Datarails
Aviv Canaani is the Vice President of Marketing and Sales at Datarails, a financial planning and analysis platform that automates financial reporting and planning, while enabling finance teams to continue benefiting from the familiar spreadsheets and financial models of Excel.
Aviv started his professional career by working for the Israeli Defense Forces as a Bureau Chief of Navy Admiral and later on as Advisor to the Minister on Minority Affairs. He then moved to the US to pursue his MBA at Duke University.
After completing his MBA, Aviv joined the tech sector, starting with IBM and then moving to help startups. Some of the more notable companies that Aviv worked for include Natural Intelligence and Workiz.
At Datarails, Aviv has successfully shifted the company’s sales strategy from 95% outbound to 95% inbound marketing in just two and a half years.
Under Aviv’s leadership, Datarails has built a strong marketing engine. Through leveraging paid and organic channels, Aviv has helped build Datarails become the #1 most promising startup according to “The Information” and “Globes”.
Aviv is also currently teaching a course about “Startup Marketing” at Reichman University.
Check out Aviv Canaani's thoughts on content marketing
When it comes to creating engagement using marketing, Aviv shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
He also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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