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Growing a scale-up brand through iteration and experimentation: Aviv Canaani, Datarails
We’re back! After a little hiatus between new guest episodes, we return in style as Dave sits down with Aviv Canaani, Chief Revenue Officer at Datarails, to discuss his firm belief that there is no real way to grow a B2B company without building a brand - especially not today.
Aviv shares his unique journey from marketing leader to Chief Revenue Officer, and how he transformed a traditional outbound sales machine into a high-growth inbound powerhouse through a constant process of experimentation, risk-taking, learning and iterating. Along the way, he and Dave dismantle the myth (prevalent amongst many scaleup marketers) that brand is just "fluffy" creative work.
We also dive into:
- The CRO’s case for brand: Why revenue leaders should obsess over brand as the ultimate "revenue tomorrow" engine.
- The outbound/inbound shift: How Datarails moved from 90% outbound to 90% inbound through intentional brand-building and community.
- Balancing short-term & long-term: Managing separate growth and brand teams to hit this quarter’s targets while fueling future demand.
- B2B doesn't mean boring: How memes, a niche podcast, and sponsoring the Microsoft Excel World Cup drove massive engagement in the typically corporate finance space.
If you’re a marketing leader looking to learn more about brand-building’s impact on revenue growth, or moving beyond over-reliance on short-term outbound activity, this masterclass in modern B2B growth is for you.
🎧 Listen now
Timestamps :
- 01:57 - The DataRails story: Flipping the script from outbound to inbound.
- 03:41 - Removing friction: How brand makes the sales call easier.
- 06:21 - The inflection point: Why DataRails triggered a rebrand early.
- 07:45 - Memes & CFOs: Proving that "boring" industries can be fun.
- 10:26 - The 1% Rule: Breaking through the 99% of B2B noise.
- 11:50 - Revenue today vs. revenue tomorrow: The CRO’s perspective on brand.
- 13:28 - Structuring for success: separating growth and brand teams.
- 15:30 - Measuring soft metrics: Why engagement matters more than vanity views.
- 20:53 - The CEO relationship: Speaking the language of the C-Suite.
Aviv's LinkedIn Profile
Send us a message if you enjoyed this episode
If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.
👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration
And finally please rate our podcast on Apple if you enjoyed it!
✌️
View all episodes
By Shaped ByWe’re back! After a little hiatus between new guest episodes, we return in style as Dave sits down with Aviv Canaani, Chief Revenue Officer at Datarails, to discuss his firm belief that there is no real way to grow a B2B company without building a brand - especially not today.
Aviv shares his unique journey from marketing leader to Chief Revenue Officer, and how he transformed a traditional outbound sales machine into a high-growth inbound powerhouse through a constant process of experimentation, risk-taking, learning and iterating. Along the way, he and Dave dismantle the myth (prevalent amongst many scaleup marketers) that brand is just "fluffy" creative work.
We also dive into:
- The CRO’s case for brand: Why revenue leaders should obsess over brand as the ultimate "revenue tomorrow" engine.
- The outbound/inbound shift: How Datarails moved from 90% outbound to 90% inbound through intentional brand-building and community.
- Balancing short-term & long-term: Managing separate growth and brand teams to hit this quarter’s targets while fueling future demand.
- B2B doesn't mean boring: How memes, a niche podcast, and sponsoring the Microsoft Excel World Cup drove massive engagement in the typically corporate finance space.
If you’re a marketing leader looking to learn more about brand-building’s impact on revenue growth, or moving beyond over-reliance on short-term outbound activity, this masterclass in modern B2B growth is for you.
🎧 Listen now
Timestamps :
- 01:57 - The DataRails story: Flipping the script from outbound to inbound.
- 03:41 - Removing friction: How brand makes the sales call easier.
- 06:21 - The inflection point: Why DataRails triggered a rebrand early.
- 07:45 - Memes & CFOs: Proving that "boring" industries can be fun.
- 10:26 - The 1% Rule: Breaking through the 99% of B2B noise.
- 11:50 - Revenue today vs. revenue tomorrow: The CRO’s perspective on brand.
- 13:28 - Structuring for success: separating growth and brand teams.
- 15:30 - Measuring soft metrics: Why engagement matters more than vanity views.
- 20:53 - The CEO relationship: Speaking the language of the C-Suite.
Aviv's LinkedIn Profile
Send us a message if you enjoyed this episode
If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.
👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration
And finally please rate our podcast on Apple if you enjoyed it!
✌️