Most B2B marketing falls flat because it plays it too safe.

Aviv Canaani, CMO/CRO at Datarails, explains why it’s time to rethink how we approach marketing, creativity, and revenue ownership.

In this episode of CMO Convo, Aviv shares how he flipped DataRails from 95% outbound to 95% inbound, why B2B teams should borrow tactics from B2C, and what it really means to own the full funnel as a CRO. The result? Marketing that stands out, drives revenue, and finally earns its seat at the table.

What you’ll learn in this video:

→ Why most B2B marketing gets ignored

→ How UGC, humor, and scroll-stopping content win attention

→ The rise of the CRO role and what it means for CMOs

→ Why marketing’s job is to make sales easier

→ How startups can balance creativity with measurable revenue