Maximizing ROI with Data-Driven B2B Marketing Techniques
by Tzvi Kopetz
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What you'll discover
when watching Tzvi's story
- Product-led growth can provide a strong foundation for customer acquisition and lead generation.
- Effective marketing requires identifying and focusing on metrics that directly contribute to business success.
- AI can be a valuable tool for brainstorming, analysis, and enhancing creative processes in marketing.
- Brand awareness is crucial in crowded B2B spaces to be top-of-mind during purchasing decisions.
- Product marketing should be accountable for key metrics and act as the voice of the customer within an organization.
- Fostering collaboration between product marketing and sales teams can lead to better sales outcomes.
- Transitioning from entrepreneurship to marketing leadership can provide valuable insights into customer needs and product development.
Meet Tzvi Kopetz - VP of Marketing @ Lusha
Tzvi Kopetz is the Vice President of Marketing at Lusha, a go-to-market intelligence platform. He brings a unique perspective to his role, having started his career as an entrepreneur.
Over 8 years, Tzvi founded three B2B companies, some of which merged or were successfully sold. This experience led him to fall in love with marketing, the very position he had been selling to.
After a successful 6-year stint at Selina, where he helped lead the company to an IPO on NASDAQ, Tzvi joined Lusha. At Lusha, he leverages his expertise in both B2B and B2C marketing to drive growth.
Tzvi is passionate about large-scale numbers, volume, and seeing the end customer. He approaches marketing with a focus on data-driven decision making and automation, always aiming to build efficient growth machines.
Check out Tzvi Kopetz's thoughts on Product Marketing
When it comes to common misconceptions about product marketing, Tzvi shares:
"Product marketing, the right way to look at it is, first of all, being accountable for your number one metric, whatever that is, definitely product marketing. KPI accountability, that's no 1."
He also shares about his approach to metrics:
"The number one rule when it comes to metrics is identify the ones that contribute to the business, to the success of the business the most and not the ones that contribute to your own success."
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