Daniel Noyman

Marketing SHOULD be fun ✨ Aviv Canaani went from VP of Marketing to CRO at Datarails over four years. During that time, the company grew 10X and flipped from 95% outbound to 95% inbound. All while having fun with their audience So... How do you balance brand vs performance? Aviv's POV for you: Most B2B companies treat brand and performance as competing budget items. Aviv unified them under one revenue leader. When you own both marketing spend and sales outcomes, the incentives align. They saw THIS shift happen after the 2022 market crash. Outbound meetings held steady but close rates dropped. Inbound leads converted at much higher rates because those prospects already knew the brand and came in with intent. Brand building makes performance channels work better. But... Aviv's brand building looks nothing like traditional B2B Datarails runs ads featuring Kim Kardashian memes to sell FP&A software to CFOs. They create content with creators from Fiverr. They post jokes on LinkedIn. The head of growth came from mobile gaming, not enterprise software. The thesis is simple: You're selling to humans, not corporations CFOs scroll IG and watch funny videos just like everyone else. Playing it safe is the biggest risk because safe content gets ignored. The key is balance. Datarails pairs scroll stopping content with deep thought leadership. They run a podcast called FP&A Today with over 500,000 downloads. They share data driven insights and interview finance leaders. They give their audience BOTH entertainment and substance. Just like Tiesto. Aviv's team includes people from B2C backgrounds for that exact reason. They produce high volumes of video content, test what works, and feed the algorithms. His prediction for the next phase is that marketing becomes even more human. He's already seeing more sponsored posts from people rather than company pages. Customers talking about products. CEOs and CMOs building personal brands. AKA... Be more human. Have fun with your audience This is the way ✌️ P.S. Make sure you give Aviv a follow!

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𝐀𝐈 𝐜𝐚𝐧 𝐚𝐧𝐚𝐥𝐲𝐳𝐞 𝐛𝐞𝐡𝐚𝐯𝐢𝐨𝐫 𝐛𝐮𝐭 𝐢𝐭 𝐜𝐚𝐧’𝐭 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐩𝐞𝐨𝐩𝐥𝐞. At SAGE Marketing, we believe that marketing has never really been B2B or B2C. It’s H2H - Human to Human. Because data can tell you what people do, But only culture, emotion, and empathy reveal why they do it. From Tel Aviv’s urgency to London’s structure to Hong Kong’s precision to New York’s ambition to Europe’s consistency Every market speaks a different language. And real marketing? It’s about translating those human motivations into stories that connect. In our latest Notes from the Field, Sarit Lamerovich our CEO, shares what she’s learned after years of leading global campaigns -and why, even in an AI-powered world, empathy still outperforms algorithms. Read the full article in the first comment 👇And tell us what do you think?

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