Lusha helps the go-to-market world become smarter by commoditising B2B data. They do this by providing a simple product that gives sales and marketing a solution to help grow their business.   

For sales, they can reach out and gain their full potential with data for prospecting so they can do what is important - more selling.  

For marketeers, Lusha solves a different problem to minimise the number of questions required on a web form by utilising publicly available information to increase your conversion rate.   

The aim of Lusha is to differentiate the customers that come to your website. It is important to gather the right information, as easily as possible but without having too generic a form on your website.    At the beginning of his journey at Lusha, there weren't any marketing efforts, it was based on a free offering which would then be purchased by self-service options.

Yoni found that the majority of the business at Lusha came from the bottom up. They tried outbound marketing but it just didn't work for them, not to say it won't work for everyone but for him, it wasn't worth the effort.   

But in taking a more enterprise approach, he noticed they must become more flexible in their approach to payments and product releases, leading to his strategy of flexibility in remaining or becoming a Lusha customer.   

He made the onboarding very simple so that the customer understands the product as soon as they can and have no need to speak to someone at the company itself.   

The difference today is not only what you sell but how you sell it and you must do that simply.

Lusha does not try to promise something they can't deliver. 

They are very clear and straightforward on what they can do and they do it well.  

 They did not want to be a company with a website saying big statements causing their customers to be lost of what the product is.   

His staff are encouraged to invite customers to the product on a points system but he believes they can definitely do more with their staff. This has started with encouraging staff to post more on LinkedIn.   

Most of their marketing activities are at the start of their journey, which I am excited to see get great results.  

Yoni's advice to developers is to start building, start small, and don't worry about deciding your path. You can build whilst you are working. He believes in starting small and just seeing if it will expand over time.   

If you have the passion it will happen. Persistence is key.