Techie Talkie

E5: How to tell your company's story in the most effective way – with Yishay Yovel

Episode Notes

(Episode Language: Hebrew)

Hey friends,

Especially in honor of the start of the school year, a fascinating new chapter in which Yishay Yovel, Cato networks' CMO, former senior manager at Imperva and Trusteer's VP of Marketing (acquired by IBM for $850 million) teaches and shares his vast knowledge of the world’s Product Marketing with special emphasis on the world of Cyber. If you are a cyber marketing manager, this is an episode you do not want to miss!

Yishai shares his credo regarding Product Marketing - how to tell your company's story in a way that leaves no "holes" in it, the importance of visual illustration of the solution and what the hell is Architectural Depositioning and how it can help you.

We also dive into more tactical things that work great at Cato, like Lead Scoring that works differently from most organizations, and get a glimpse into the sophisticated Account Based Marketing engine they built from a combination of systems that allows the identification of potential customers' intent.

Pleasant listening!

Recommended Books:

1. Story telling - “The Back of the Napkin: Solving Problems and Selling Ideas with Pictures”  

2. Inbound Marketing - The story of scaling Hubspot from $0 to $100M ARR by Mark Roberge (awesome book!) - “The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million”