Shows
Radically TransparentEytan Buchman on Balancing Strategy and TacticsEytan Buchman serves as the CMO of Freightos, a B2B platform that is revolutionizing the trillion-dollar logistics industry with an online freight marketplace, heading up full marketing stack operations, from positioning and branding to digital and traditional marketing channels.
Leading the marketing team, Eyal takes a data-driven marketing approach, with an emphasis on content marketing, analyst relations, press engagements, and online customer journeys.
He is renowned for building the marketing at Freightos from scratch, driving enterprise-grade leads at an incredibly low ROI, dominating the industry attention by combining data marketing and story-telling, and, most...2023-02-2221 min
Marketers In CapesDani Peterman, Brand Marketing Lead @ Coho AISocial media.
You either use it or you're....probably not reading this.
But just like eating pizza - sometimes many times a week - does not a pizza chef make, so too posting crappy posts once a week does not turn you into a social media guru.
Especially not one like Dani Peterman.
He's had hand's on experience crafting company brands on social media that seem like they have way, way more resources behind them than I've come to learn. And they're fun to follow too!
So in this post, I got him to share his playbook (which is shockingly sim...2023-02-1220 min
Marketers In CapesYa'ara Cohen, Head of Marketing @ EmpathyDeath 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:
How nothing good comes without effort...and how...2023-01-0822 min
Marketers In CapesAsaph Schulman, CMO @ FireboltLet'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 o...2022-12-1816 min
People in maritime - powered by MarineTrafficPeople in Maritime - Ep.5 - Eytan BuchmanEytan Buchman, CMO at Freightos chats with us about maintaining a work-life balance in a start-up ecosystem, explains how saying ‘no’ to things helps you keep reinventing yourself, and gives the answer to the million-dollar question: Unlimited coffee or pizza?
All this and more in the recent episode of People in maritime:
2022-10-2735 min
Anything that MovesAll I want for Christmas is goodsMeir is joined by Eytan Buchman, CMO @ Freightos, to breakdown the global supply chain, freight forwarding, the movement of goods, and what we can expect during the holiday season. Listen to Ship Happens here: https://www.freightos.com/resources/ship-happens-the-miniseries/2021-11-2830 min
Marketers In CapesThe All-Powerful B2B Survey with Ramel Levin, Global SurveyzIn 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.
Enter, the survey.
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.
Listen to the full episode to hear how Ramel designs a survey, key...2021-08-1119 min
Marketers In CapesIngredients for a Perfect Explainer Video with Adam Lisagor, SandwichIn 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...2021-06-2914 min
Marketers In CapesChannels, Marketing, And Where Tacos Fit In with Noah Kagan (OKDork, AppSumo)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...2021-05-1113 min
Marketers In CapesBeating the Tech Marketing Hiring Crunch (Cognyte, Workiz, Yotpo, Lusha)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...2021-03-1611 min
stackdHow Freight Tech Use Hedges Risk & Disruption ProactivelyOn this episode of stackd, powered by FreightWaves SONAR, hear Adam Robinson, VP of Product Marketing at FreightWaves and Eytan Buchman, Chief Marketing Officer of Freightos, discuss freight technology's role to proactively hedge risks and disruptions in the supply chain. The pair will discuss the recent port congestion and how the use of freight indices and analytics are aiding freight market participants to collaborate to keep freight moving, lower operational costs and ensure profits are realized by all parties.Apple PodcastSpotifyMore FreightWaves Podcasts2021-03-0930 min
Marketers In CapesHamburgers, Vests, and (Actual) Account Based Marketing (Amit Bivas, Optimove)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...2021-02-1517 min
Marketers In CapesEmbracing the "And" with Lisa Bennet, KalturaThink 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...2020-12-0300 min
Marketers In CapesTurning Your Users Into Marketers with Jonny Steel, VP Global Marketing @ PayoneerOkay, 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...2020-11-0100 min
Trade Talks140. Is shipping ship-shape?Containerized shipping is an odd business in normal times. What happens when you add a pandemic and a trade war? Eytan Buchman (Freightos) updates the status of the industry in 2020, and Woan Foong Wong (University of Oregon) explains why when some shipping costs go up, others automatically go down.
Read more...
Woan Foong Wong. 2020. The Round Trip Effect: Endogenous Transport Costs and International Trade. University of Oregon manuscript, August.Sharat Ganapati, Woan Foong Wong, and Oren Ziv. 2020. Entrepôt: Hubs, Scale, and Trade Costs. University of Oregon manuscript, March.Simon Wright. 2020. How covid-19 put wind in ship...2020-10-1200 min
Marketers In CapesMarketing Reviews…And Marketing With Reviews with Yoav Aziz, VP Growth @ YotpoWhen was the last time you bought something online without first reading some reviews?
Thought so.
In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also talks about how Yotpo, hot off the heels of raising $75 million dollars, structures growth, why making an onboarding LONGER improved activation rates, and more.
For more details, a link to an internal pricing inspiration spreadsheet used at Yotpo, some of Yo...2020-09-1413 min
Marketers In CapesEpic B2B Category (and Content) CreationThe most exciting marketers are in the boring industries (or at least the ones that look boring from the outside).
Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in.
As we talk about in S02E07, CATO combines some incredible category creation (together with Gartner, no less), with a fascinating nurture funnel approach, and, coolest of all, a survey-driven content strategy that I...2020-08-2616 min
Marketers In CapesPR’s Marketing Lessons And Webinars Done Right with Ethan Chernofsky @ Placer.aiIn today's saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers.
In this episode, Ethan Chernofsky of Placer.ai talks about the war lessons he picked up that make for incredible B2B marketing, how those lessons set the stage for COVID-driven webinars that regularly land 500+ registrations, his outlook on PR ROI, and more.
More on this episode, Ethan's approach, and a killer podcast summary post at buchman.co.il2020-08-1115 min
Marketers In CapesMarketing Multiple B2B Brands (Well): Melissa Zeloof, VP Marketing at ironSourceEvery B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough.
In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to understand how she navigates the brand terrain. In just under ten minutes we cover:
The approach that stopped ironSource from Lowest Common Denimonator-ing themselves to death, how a brand land and expand model works
, two marketing strategies she...2020-06-0209 min
B2B Startup GrowthEp #11: Using an Effective ABM Strategy to Win During Times of Extreme Uncertainty with Eytan BuchmanToday I’m interviewing Eytan Buchman, the CMO of the largest freight marketplace in the world, Freightos. During the current pandemic, Freightos' mission to make global shipping faster, more cost-effective, and smoother is especially relevant, and Eytan joins me on the podcast to share how his company leveraged account-based marketing to succeed in these times of uncertainty. You can find show notes and more information by clicking here: https://bit.ly/3aaUO4x2020-04-2148 min
Marketers In CapesScaling with (Almost) Accidental Exclusivity - Gaurav Vohra, Head of Growth @ SuperhumanSuperhuman has defined a new category of luxury SaaS.
They take something we all use - email - and transform it into an incredible experience. And their brand reflects it.
In this episode, I speak to Gaurav Vohra, a founding Superhuman team member and their Head of Growth.
In just over ten minutes, we talk:
The role exclusivity played in growth (275K people waitlisted and counting)
How (and more importantly, why) it came about
Why startups shouldn’t blindly follow launch playbooks
Why marketers of tomorrow will not be just looking at ma...2020-03-3110 min
Marketers In CapesThe 100K Member Community-Driven Brand with Nadia Hitman from JoyTunesWhen a small startup is recognized at Facebook F8 for building a killer community, when mother’s share their five year old’s piano videos, and when a brand hits both Apple and Google’s app of the day, you know something's up.
That something is Nadia Hitman.
She's the VP of Brand Marketing at JoyTunes...and in this episode of Marketers in Capes, she shares her persona journey from P&G to 10+ million downloads, the #1 spot in education in app stores, and $42 million in funding.
And that road lies through a rock...2020-03-0112 min
Marketers In CapesData, Video and the Battle for Attention [Hila Shitrit Nissim @ Promo.com]The internet today is a fierce battleground. As millions of companies fight for attention, just getting the first two or three seconds from a user is getting harder and harder.
In this interview, Hila Shitrit Nissim, the VP Communication at Promo.com and former marketer at Viola, shares how Promo.com turns internal data into media pitches, how finding internal attention grabbers - whether it's data or videos - drives brand recognition, the big picture vision necessary to complement short videos of men in tutus and more.
There's also more on this in the show notes at buchman.co.il/pr...2020-01-2013 min
Marketers In CapesMarketing like a Three Year Old with Ran Avrahamy, CMO at AppsflyerRan Avrahamy has grown AppsFlyer's marketing team from one - himself - to 70 strong, as the company itself grew to over 800 employees around the world. The analytics powerhouse has squarely set its goal on complete brand ubiquity, with a serious focus on offline events, driving a crazy amount of content, and socks. Lots of branded socks.
In this episode, which kicks off Season 2 of Marketers in Capes with G-CMO, we take a look at how they made those brand presence aspirations come to life, how personalized events changed the game, three tips for B2B marketers getting...2019-12-2611 min
Marketers In CapesBuilding a Zesty, Retention-Focused Movement with Yam Regev of ZestIn this epic podcast, Yam Regev, the cofounder of Zest, former CMO at Webydo, and expert Ouzo drinker, shares the specifics on capturing a massive community of over 140,000 diehard marketing evangelists. We discuss the value of a retention-based framework, specific KPIs to chase, when automation doesn’t make sense, and some of processes that work at the best marketing organizations in the world. Also, Shakespeare and job referrals. Seriously.
Marketers In Capes shares practical, no-fluff marketing advice in ten minutes, give or take. Hosted by a human who likes marketing, Eytan Buchman, each episode features real-life marketing heroes talking about prac...2019-12-0312 min
Marketers In CapesPizza, Product Rosetta Stones, and Freemium ConversionsYou know when a podcast host only talks about Gilmore Girls and Pizza, while the guest sneaks in actual marketing tips?
In this episode, Josh Slone, a content marketer-gone-product marketer at Gist, talks about how to bridge product development with what users actually want, user engagement (including how they got their freemium to trial rate up to 67% (yea, crazy), and an onboarding flow built on the one-two combo of segmentation and behavioral emails.
We end with some thoughts on processes. It doesn’t get more exhilarating than that, ammiright?
About Marketers In Capes:
Marketers In Capes shares practical, no-fluff marketing adv...2019-11-1810 min
Marketers In CapesYou’re (Probably) Doing Video Marketing Wrong with Sivan Felder from Two Head ConsultingThis podcast episode started when I couldn’t stop watching a video I saw on Facebook. Because Sivan Felder and her business partner (and brother!), Barak at Two Head Consulting, have gotten social media videos down to a formula.
So very much unlike my 8th grade math class self, I wanted to know the formula was.
In this episode, we dive into why videos created for social media platforms are different, two important ways to start videos social media video needs to start, and how distribution and context impact each other.
Also, Harry Potter.
Listen. Because you can’t watch it.
Ab...2019-10-0708 minMarketers In CapesListen Twice, Market Once - E. 20: Joel Gaudeul, CMO of MentionMarketers are annoying.
Since our job is getting in people’s heads, we start to feel like we know everything.
But unless you’re Dr Doolittle or Mel Gibson in What Woman Want, you don’t. You really, really don’t.
In episode 20 (woot!) of Marketers in Capes, I talk to Joel Gaudeul, the CMO of Mention, a SaaS powerhouse that has helped the better part of a million marketers monitor meticulously.
In this short episode, we talk:
Blended lifestyle social marketing (ie, your users are everywhere, why aren’t you
Wha...2019-09-0908 min
Marketers In CapesHow To Win Email Friends and Influence Inboxes (E19: David Charest @ ConstantContact)Email marketing.
With zero research and likely-misplaced confidence, I’m comfortable calling it one of the oldest but most successful forms of digital marketing.
Like a pterodactyl with lasers, it’s stayed on top by evolving. So in this episode of Marketers in Capes, we speak to David Charest, the Director of Content at ConstantContact, the marketing platform that’s been driving emailing marketing since back whenWindows 95 was the cutting edge. Good times.
We talk about how successful email automation works, the role of outstanding content in scaling, and one very big mi...2019-08-1307 min
Marketers In CapesCash-Worthy Content And Five-Word Show Booths (E18: Udi Ledergor @ Gong.io)Between Q2 and Q3 of 2019, Gong.io grew their LinkedIn followers by 70%. And it’s hard to find any conversation across sales or marketing professionals on LinkedIn that doesn’t reference them. Because their content is that good.
It scrolls though like an intense sales crash-course. I’m a marketer that cringes from the idea of getting on a sales call…but their videos still had me (briefly) reevaluate my career.
And the amazing educational material is just one of the ways that Udi Ledergor, the VP of Marketing at Gong.io, has catapulted the company...2019-07-2509 min
Marketers In CapesLessons from the BBC on Tech Storytelling with Erica Marcom from Aleph VC E. 17Show Notes
Intercom, Slack, Hubspot, LinkedIn and other phenomenal B2B companies all have a new role. And it has to do with story-telling.
In this episode, we talk to Aleph VC’s new head of marketing and messaging, Erica Marom, a BBC journalist gone tech storyteller, about how great brands rely on even better storytellers. Check out the six minute episode in its full glory to hear why video are made for storytelling, what journalists tap into to differentiate with storytelling, and why some of the best tech inventors in the world fail to...2019-07-0806 minMarketers In CapesHow To Build A Funny Brand (Hint: Carefully) with Allie and Lyndsay from Obedient [E. 16]You know what's worse than a crappy brand that tries to be funny?
Nothing. Nothing is worse.
Which is why I was intrigued by Obedient, a branding agency specializing in building funny brands.Humor can be one of the best ways to create an emotional connection with a customer (like this awesome Brooklinen ad) or an incredible way to fail. Hard.
So how do you develop a funny brand right? Well, that's what Allie LeFevere and Lyndsay Rush explain., touching on:
The right way to run a branding process, whether it's funny...2019-06-0307 minMarketers In CapesThe Ad Your Ad Could Sound Like with Eric Kallman [E. 15]Hello, Ladies. If you were alive and online in 2010, you know the Old Spice ad. I'm on a horse, right?
I grew up with that ad and it was one of my key inspirations for getting into the marketing space.
Which is why I was so pumped to host Eric Kallman, co-founder of Erich&Kallman and one of the main creative brains behind the entire ad campaign. In this episode, I speak to Eric:
Why grandiose messaging can be trumped by directness
The (very rapid!) creative process behind the Old Spice ad...2019-04-1508 min
Marketers In CapesOne Million Readers. Website Not Required. With Morning Brew’s Austin Ried [E. 14]My guest this week is Austin Ried, the COO and Co-Founder of Morning Brew. Morning Brew is an incredible business email newsletter that packs great information with a very unique brand voice (that’s my favorite part).
In this episode, Austin explains why Morning Brew’s go-to market strategy relied on email, how a friend attending a Facebook F8 conference gave them a huge first-to-market Instagram advantage, their internal guidance for staying on brand, and more.
When you’re done, head over here to sign up for Morning Brew.
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About Market...2019-03-2807 min
Marketers In CapesWhat Wistia’s $111,000 Videos Mean For Marketers.Mo money, more videos?
What if you could drop over $100,000 to test if video production value impacts ROI? And if it's not all about production, what else drives views, reads, and sales?
I got Andrew Capland, Wistia's marketing director, to dive deep on a a hella expensive experiment they ran that did just that, how he optimizes growth funnels, some killer video ad distribution tips, and more.
And it's all crammed into 7:30 minutes of pure insights (and another 10 seconds of me goofing off).
I'm...2019-01-2207 min
Marketers In CapesContent. Not Just A Marketing Thing. Guest: Steli Efti, Close.ioContent is typically the domain of very, very cool marketers (like us, right?).
But Steli Efti, the CEO of Close.io, is building a sales-driven CRM machine by leveraging content across the funnel. This guy gets it; he's written a baker's dozen of sales books and is scaling a Y-Combinator backed powerhouse.
Plus, how often do you hear a sales guy say things like this:
I'd rather have like an ideal customer share a blog post that we have with 30 other ideal customers that's much more valuable to me than getting...2019-01-0905 min
Marketers In CapesNewsjacking: How Soybeans Make HeadlinesIn just five minutes...you'll dive deep into how a combination of data, storytelling, and emotions can take even the most boring story - trade tariffs - and secure press mentions across Quartz, Reuters, and others, all based on real-world experience from the folks at MarineTraffic.2018-12-1705 min
Marketers In CapesTypeform's 240 Second Journey to Google’s Page 1In episode 10 of Two Minute Marketing (which is actually almost ten minutes long), we dive into customer acquisition with the head of Typeform's acquisition team, Jake Stainer. We hit three-letter acronyms hard, discussing SEO strategies (quick summaries at the top FTW), CRO (qualitative, not just quantitative), and PPC (just listen, okay?).
This is the real deal, folks. Enjoy.2018-12-0409 min
Marketers In CapesHow The Kings of SEO Do Content with Tim from Ahrefs (TMM E09)Like Luke and Darth, blue dress or gold dress, SEO vs content is a debate that tends to polarize. But in this interview with Tim Soulo, the head of marketing at ahrefs.com, it turns out that it might not be so complicated. Tim shares the content strategy that ahrefs uses to drive decision making, why SEO is really the most customer-friendly acquisition channel, and I summarize four core tips for YouTube content success.2018-11-2005 minMarketers In CapesThe Process That Makes CRO Actually WorkAny monkey can change button colors.
But for CRO (conversion rate optimization) to work, it needs a rigorous process. You know who has one? Talia Wolf, the founder of GetUplift.
Tune in to learn why you shouldn't listen to your grandfather, what CRO best practices aren't...and how low I'm willing to go for a good(ish) pun.2018-08-0206 min
Marketers In CapesToilets, Toothpaste, and Don't Open This Email: Matthew Smith, Founder of Really Good EmailsOver 280 billion emails are thought to be sent every single day.
Which makes it hard to get yours opened when you need it to be opened.
So I went to the person who clearly knows that makes an email good, Matthew Smith, a design and customer experience wiz show came up with Really Good Emails (RGE), possibly the best email resource in the world. And I trust him, because I open their emails every. Single Time.
Give it a listen to hear where emails are going in the future, how they nail their brand voice, and the internal process for cre...2018-07-0206 min
Marketers In CapesHow Data Guided Mixpanel To Perfect Homepage Copy (Ep. 06)This episode happened because Mixpanel's website messaging moved me on a whole other level (the subject line in my email to them was "Your website is poetry.") So I got them on TMM to figure out how they actually did it.
Amelia Salyers, who runs corporate marketing at Mixpanel, walks us through the process of merging data and some old-fashioned research to come up with the perfect mix.2018-06-0406 min
Marketers In CapesNailing the Niche with Todoist’s Brenna Loury (E05)In this episode, we talk to Brenna Loury about how Toidoist became such a runaway success in the incredibly crowded productivity space. We also talk about real practical manifestations of positioning and early-stage growth, all on a budget.2018-05-2305 min
Marketers In CapesDonuts and Practically Free Super Bowl Ads (Ep. 04)This episode explores the concept of triggers, internal or external drivers that make us tick. Kicking off with some deliciously smelling donuts, we talk to the former head of Volvo North America and learn how the best car Super Bowl advertisement ever went down...without paying for a Super Bowl ad.2018-04-0204 min
Marketers In CapesTouch Up Paint & Growth Hacks (Or Not) With Rand Fishkin (Ep. 03)This episode, featuring Rand Fishkin (aka the godfather of SEO), drills down on growth hacks and their role as part of a comprehensive marketing strategy. Rand also shares the core channels that Moz leveraged to scale. And boy, did those do the trick.2018-03-1604 min
Marketers In CapesCarpenters, Chatbots, and Selling the Result (Ep. 02)David Cancel, the CEO of Drift, shares how differentiating from thousands of competitors isn't just about your product....and what it is that customers actually want.2018-03-0503 min
Marketers In CapesTwo Minute Marketing: License PlatesTwo minutes (or so) of marketing insights, inspired by the real world.
This first episode focuses on two important marketing concepts to pick up from license plates. Check out buchman.co.il for more marketing thoughts2018-02-2602 min