Marketers In Capes

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:

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.

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.

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