In this episode of the SaaS Revolution Show our host Alex Theuma is joined by Aviv Canaani, CRO at Datarails, who shares how he helped move the company from 90% outbound to 90% inbound.

“One of our best performing ads is something actually I saw, usually it comes from the team, but I saw this TikTok ad for I think it was a B2C company. Something like, someone asked a lady a question and whatever they ask she says ‘yup’. ‘Oh, does it do this?’ ‘Yup’. ‘Does it do this?’ ‘Yup’. So I sent it to the team. I’m like, let’s try to do something like that for Datarails. It’s been our one of our best performing ads on TikTok. So I think it’s really understanding, you know, the channel you’re focused on and you have to create the fun, engaging videos that align with what works in the channel, but with our own spin of marketing, our own software.”

Aviv shares:

  • Diversification and reducing dependency on any single ad channel
  • TikTok success in B2B; from user-generated content to understanding the algorithm
  • Reducing attribution confusion: the simple switch the DataRails team made to categorise and analyse data
  • How they’ve scaled their marketing budget in direct proportion to AE hiring: their data-driven system that predicts meeting generation based on marketing spend
  • His transition from VP Marketing to CRO and his biggest learning managing sales teams
  • Combat rising ad costs: why creating platform-specific content rather than using a one-size-fits-all strategy is key

and more!

Watch or listen to the full episode below.

 

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