Two Minute Marketing

Social media.  You either use it or you're....probably not reading this. But just like eating pizza - sometimes many times a week - does not a pizza chef make, so too posting crappy posts once a week does not turn you into a social media guru.  Especially not one like Dani Peterman. He's had hand's on experience crafting company brands on social media that seem like they have way, way more resources behind them than I've come to learn. And they're fun to follow too! So in this post, I got him to share his playbook (which is shockingly simple), explain a few tricks of the trades that make brands take off, and talk about his tool stack (spoiler alert, it's just LinkedIn's native tool and some productivity tools). Read more about this episode and snag some key links at buchman.co.il/

Death comes for everyone. But Empathy, a startup that helps families deal with the aftermath, is there to help. And it's touting a sack full of awards, including some from Apple and Google. But seriously, building a globally recognized brand around such a sensitive subject is no easy feat. So in this episode, I chat with Ya'ara Cohen about how she runs marketing at Empathy. We cover a lot in just 23 minutes (22:51, but who's counting) but if someone forced me to summarize it, the highlights are: How nothing good comes without effort...and how that shaped Empathy's upfront investment in brand A playbook for how off-the-beaten-track businesses can still get inspiration for marketing Lessons learned on partner marketing, especially with enterprise partners How Ya'ara hires Some freight references...cause why not? If you liked this, just smash that five star review. Pretty please?

Let's talk brand. And SEO. And being irreverent. And while we're at it, let's talk about thought leadership. In the first episode of a very arbitrarily defined Season 3, Asaph Schulman, the CMO at Firebolt talks about what it's like for a small startup to go up against Snowflake and Google. He also breaks down how he built out their brand (which is, IMHO, outstanding), practical ramifications on things like SEO content, and more.  Honestly, this is just a great episode. Why are you even reading descriptions when you can be frolicking in fields of dandolians or making ChatGPT tell SEO fart jokes?

In B2B marketing, it's not enough to get attention. To sell a vision, you need to educate. And while educating experts in their own field - is typically solved by content, crappy blog posts are so 2010. Enter, the survey. Crowd-sourced surveys may be one of a marketer's most effective tools. So this interview goes really deep, talking to Ramel Levin, a B2B marketing executive who believed in surveys so passionately, he started a company that does just that. Listen to the full episode to hear how Ramel designs a survey, key tips for creating landing pages, effective distribution strategies and how a massive PalmPilot win (seriously) made it all possible. And to see some of those surveys in action, head to the show notes at buchman.co.il/survey

In this episode, Adam Lisagor, the founder of Sandwich, walks though the three key ingredients of every explainer video. He also touches on how the genre has evolved despite being nearly a century old, the all-powerful role of authenticity in videos, tips for working well with your agency (hint, one of them is to spend a lot :) ) and more.  Oh, I also make a life-shattering admission about a horrific video I once made.  For more great Sandwich videos, links to some of the other videos mentioned, and more, head to buchman.co.il/sandwich

Noah Kagan is the founder of OK Dork, an early employee at Mint and Facebook, and the founder of AppSumo.com and sumome.com. He's mastered and moved on from just about every channel there is - from a popular podcast to YouTube. In this episode, we explore channel selection, Noah's framework for marketing, and why he's so incredibly bullish on YouTube as a channel, especially in terms of new audience building.  For links to some of Noah's awesome content, including one article that played a key role in how I record this podcast, head over to buchman.co.il/noah

A ton of great marketing roles are open in tech now. And a ton of great people are looking. Which means that hiring is on everyone's mind. So in this, I interviewed four incredible senior marketers from top-tier tech companies - Yotpo, Lusha, Workiz, and Cognyte - to learn what core skills they look for when they interview. We touch on learning capabilities, emotional resonance, grit, and more. Much more. But not much, much more - it's only 11 minutes long. More importantly, I've compiled over 40 awesome roles currently available from great Israeli tech companies, with many roles open remote. Head over to the show notes at buchman.co.il/hire to get the list.

You know the way you tell the dentist you floss every day...but the dentist knows that on a good week, you floss it once or twice? So yea, that...but account-based marketing. There are so many marketers who embrace ABM but don't necessarily go all in. Heck, I'm one of them. In this podcast, we talk to Amit Bivas, the VP Marketing at Optimove, about full-on ABM. We also talk what differentiates great segmentation from "eh" segmentation (this is literally what they do), his recipe for product-oriented ABM, the specific tools he uses (hint, you already use one of them), and more. For more, including a sample of Amit's awesome product-oriented campaigns (hi, lululemon!), a showcase of Optimove content, some of Amit's favorite marketing articles, and more, head over to the show notes at buchman.co.il/optimove

Think you're the only marketer struggling with multiple products and audiences? With dozens of decks and hundreds of personas?  You're not alone. YOU'RE NOT ALONE. Lisa Bennet, Kaltura's VP Marketing, is the glue that holds together a sprawling ecosystem of video solutions for a growing number of verticals that would make your head spin. In this episode, she walks through how they created - and validated - their core brand mission,  tips for video marketing that only a video tech company would know, relationship pointers for that sales/marketing slide deck collaboration that usually ends in catastrophe, and more.  Grab show extras in the show notes at https://www.buchman.co.il/kaltura

Okay, not to get too deep into your marketing budget but what if you could hire two million marketers? That's exactly what Payoneer did. In a world of platforms - Airbnbs, Ubers, Amazons and Alibabas - sellers need to get paid. And powering a shocking number of these sales is Payoneer, a unicorn that got started  early and never stopped. In this episode of Marketers in Capes with GCMO, we host Jonny Steel, Payoneers' VP Marketing, to dive into the early days of Payoneer and how a killer combo of localization, community, and events transformed their users into their best marketers. We also explore how an event strategy that included 30+ events annually pivoted to digital, how virtual events are different than physical ones (it's not just because you're not wearing pants), dealing with crisis communication, and more. Learn more about Jonny and Payoneer in the show notes at buchman.co.il/payoneer

When was the last time you bought something online without first reading some reviews? Thought so. In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also talks about how Yotpo,  hot off the heels of raising $75 million dollars, structures growth, why making an onboarding LONGER improved activation rates, and more. For more details, some of Yoav’s favorite tools and more, check out the show notes at buchman.co.il/yotpo

The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside). Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in. As we talk about in S02E07, CATO combines some incredible category creation (together with Gartner, no less), with a fascinating nurture funnel approach, and, coolest of all, a survey-driven content strategy that I heard about from Merav Keren at CATO a year ago and haven't been able to shake. No spoilers but imagine a 50 question survey that drove more leads from people filling it out then the produced content itself ever needs to. More on this episode at buchman.co.il/cato

In today's saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers.  In this episode, Ethan Chernofsky of Placer.ai talks about the war lessons he picked up that make for incredible B2B marketing, how those lessons set the stage for COVID-driven webinars that regularly land 500+ registrations, his outlook on PR ROI, and more. More on this episode, Ethan's approach, and a killer podcast summary post at buchman.co.il

Every B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough. In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to understand how she navigates the brand terrain. In just under ten minutes we cover: The approach that stopped ironSource from Lowest Common Denimonator-ing themselves to death, how a brand land and expand model works , two marketing strategies she recommends to start early on in a brand's life and how ironSource took thought leadership to the next level with LevelUp+, a sprawling educational brand play that combines contributed content with podcasts, blogs, and even events. Learn more about Marketers in Capes, see Melissa's favorite marketing tools, and get some concrete examples of how she crushes it at buchman.co.il/ironsource

Superhuman has defined a new category of luxury SaaS. They take something we all use - email - and transform it into an incredible experience. And their brand reflects it. In this episode, I speak to Gaurav Vohra, a founding Superhuman team member and their Head of Growth. In just over ten minutes, we talk: The role exclusivity played in growth (275K people waitlisted and counting) How (and more importantly, why) it came about Why startups shouldn’t blindly follow launch playbooks Why marketers of tomorrow will not be just looking at marketing. You can read more about Superhuman's internal playbooks and get a list of Gaurav's top three productivity tools at: https://www.buchman.co.il/superhuman/

When a small startup is recognized at Facebook F8 for building a killer community, when mother’s share their five year old’s piano videos, and when a brand hits both Apple and Google’s app of the day, you know something's up.  That something is Nadia Hitman. She's the VP of Brand Marketing at JoyTunes...and in this episode of Marketers in Capes, she shares her persona journey from P&G to 10+ million downloads, the #1 spot in education in app stores, and $42 million in funding. And that road lies through a rock-solid understanding of brand-promises, a seriously validated community experiment, and more.  Oh, and there's more on this in the show notes at buchman.co.il/joytunes! --- Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!

The internet today is a fierce battleground. As millions of companies fight for attention, just getting the first two or three seconds from a user is getting harder and harder.  In this interview, Hila Shitrit Nissim, the VP Communication at Promo.com and former marketer at Viola, shares how Promo.com turns internal data into media pitches, how finding internal attention grabbers - whether it's data or videos - drives brand recognition, the big picture vision necessary to complement short videos of men in tutus and more.  There's also more on this in the show notes at buchman.co.il/promo! Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!

Ran Avrahamy has grown AppsFlyer's marketing team from one - himself - to 70 strong, as the company itself grew to over 800 employees around the world. The analytics powerhouse has squarely set its goal on complete brand ubiquity, with a serious focus on offline events, driving a crazy amount of content, and socks. Lots of branded socks. In this episode, which kicks off Season 2 of Marketers in Capes with G-CMO, we take a look at how they made those brand presence aspirations come to life, how personalized events changed the game, three tips for B2B marketers getting started, and how Ran's three year old daughter inspires him to market better. Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!

In this epic podcast, Yam Regev, the cofounder of Zest, former CMO at Webydo, and expert Ouzo drinker,  shares the specifics on capturing a massive community of over 140,000 diehard marketing evangelists. We discuss the value of a retention-based framework, specific KPIs to chase, when automation doesn’t make sense, and some of processes that work at the best marketing organizations in the world. Also, Shakespeare and job referrals. Seriously. Marketers In Capes shares practical, no-fluff marketing advice in ten minutes, give or take. Hosted by a human who likes marketing, Eytan Buchman, each episode features real-life marketing heroes talking about practical tips for standing out in a saturated world. See more rapid fire insights from heroes at Drift, MixPanel, Typeform and others at Buchman.co.il.

You know when a podcast host only talks about Gilmore Girls and Pizza, while the guest sneaks in actual marketing tips? In this episode, Josh Slone, a content marketer-gone-product marketer at Gist, talks about how to bridge product development with what users actually want, user engagement (including how they got their freemium to trial rate up to 67% (yea, crazy), and an onboarding flow built on the one-two combo of segmentation and behavioral emails. We end with some thoughts on processes. It doesn’t get more exhilarating than that, ammiright? About Marketers In Capes: Marketers In Capes shares practical, no-fluff marketing advice in under ten minutes. Hosted by Eytan Buchman, each episode gets real-life marketing heroes talking about practical tips for standing out in a saturated world. See more rapid fire insights from heroes at Drift, MixPanel, Typeform and others here.