Alon Even

Alon Even | B2B Marketing Advisor & Fractional CMO

I help B2B SaaS startups and scaleups accelerate revenue growth. 

By developing the GTM strategy, building the marketing foundation, capturing existing demand, creating new demand, and winning on brand.

Among the companies I advise are Justt (Series B, $50M in funding), nSure.ai, Data Science Group, ClicData, BioT Medical, and DCOYA.

B2B Marketing Advisor & Fractional CMO

Primary Venture Partners

As an Expert, I provide strategic advice and guidance to founders and operators within the Primary portfolio and broader network. Experts enjoy access to early-stage businesses, emerging trends and technology, and an expanded network of exceptional leaders and resources through a top-tier seed-stage firm.

Primary is New York City’s premier early-stage venture firm working alongside founders to build unicorns like Alloy, Alma, Chief, Dandy Electric, Latch, K Health, Stellar Health, Slice, and many more.

Expert

Sarona Partners

Mentor

Bold Digital Architects

Partner

Driveit

Advisory Board Memeber

Byetax

ByeTax is a fully automated, hassle-free VAT refund solution for international travelers.

Co-Founder & CEO

Browsi

Browsi boosts publisher revenue by automatically creating the premium ad inventory that advertisers seek.

•	Established and led the entire Marketing function at Browsi.
•	ARR grew by 200% in one year despite budget constraints.
•	Positioned Browsi as a category creator ("Revenue OS").

VP of Marketing

enabley (formerly Time To Know)

Time To Know enables to remotely train and align employees, partners and clients with critical business know-how.

•	Led the entire Marketing function at Time To Know (a 140-employee company with over $100M in funding)
•	Generated 10X leads over a one-year period and increased ARR by 150% in a new market.
•	Growing marketing team from 3 to 10.
•	Managed strategic partnerships in APAC and LATAM.
•	Launched a completely new website and refreshed the brand. 
•	Responsible for investor relations and fundraising.
•	Spearheaded product strategy and roadmap, and product-market ﬁt research.

InCyber, Inc. - Predicting Insider Threats

Actionable Augmented Intelligence for true prediction of insider threats that provides risk ranking of every user in the organization.

Advisory Board Member

Appsee (acquired by ServiceNow) 

Appsee's real-time mobile analytics platform provides in-depth analysis of your users' behavior, allowing you to deliver the ultimate app experience.

•	Established and led the entire Marketing & Business Development functions at Appsee.
•	ARR grew by more than 2,000%.
•	Implemented content marketing strategy that resulted in a partnership with Twitter.
•	Oversaw product marketing, including GTM strategy, product launch management, sales enablement, competitive analysis and general sales support.
•	Initiated and developed new partner relationships within the app analytics and development space, providing strategic alliances and business opportunities.
•	My work has been featured on VentureBeat, The Next Web, Smashing Magazine,   SocialTimes, MarketingProfs, Econsultancy, UX Mag and the Appsee blog.

Founding Team, Chief Marketing Officer

B2B Tech Growth Expert & Fractional CMO | Helping startups & scale-ups accelerate revenue growth | 2x Exits | 2x Founder

It’s frustrating. 

You know that efficient growth will make or break your B2B tech company, but you aren’t sure how to strategize, execute, or scale.

And you’re tired of reactive agencies lacking the transparency and personal attention you need to deliver the desired results. 

That’s where I come in.

I’ll help you strategize and execute your go-to-market (GTM) so your ideal customers choose you.

By building the marketing foundation, capturing existing demand, creating new demand, and winning on brand.

The result?

Accelerated revenue growth.

Want to harness your marketing power?

Let's make it happen.

👉 Visit my website to see how we can succeed together:  https://www.aloneven.com/
👉 Ready to talk- Book a 1:1 call with me: https://calendly.com/even-alon/meeting-with-alon-even-linkedin

PS. I work with companies based in the US, Europe, and Israel.

Nurture emails are a waste of time?

It depends, as we like to say. 

If you do it the "old way" (see below), it won't work because:

→ trying to convert out-of-market B2B buyers is pointless 
→ they just want to consume your content, not be bombarded by emails
→ they don't consume content linearly ToFu >> MoFu >> BoFu and then buy from you

Or you can simply do what your buyers want instead of what you want.

You see, the”new way” is actually what it’s all about:

Nurturing a relationship and adding value not just through an email sequence that's relevant to them.

But also through content distributed consistently in the places your ICP hangs out.

So when they enter the market, you’ll probably be on the vendor shortlist or even their first choice. 

Unless you think that your nurture emails can make them buy your $30K ACV product.

PS. I wrote this post in response to Dave Gerhardt’s post, see the link in the comments.

#b2bmarketing #emailmarketing #saas #gotomarket

So, one of my clients needed a better demo request flow.

And that’s the result.

Here's what you need to keep in mind in this flow:

→ Not all leads are created equal, so they shouldn’t go through the same sales process
→ Leads only need to fill out basic fields, and real-time data enrichment platforms will fill in the rest
→ Leads that fit your ICP & buyer persona should go directly to AEs in order to eliminate unnecessary sales handoffs and increase the win rate, instead of being assigned to your SDRs

Why do you need it?

Because providing the right inbound buying experience will help you generate more website-sourced SQOs and revenue.

You see, if you put effort into getting high-intent buyers to your website, you can't afford not to convert them.

In the end, your website's job is to effectively turn demand into revenue.

-----
👋 Hi, I’m Alon. I build & execute GTM strategies for B2B SaaS marketing teams and CEOs looking to grow fast and efficiently. 

DM me “GTM” to see how I can help you. 

#b2bmarketing #demandgen #buyingexperiece #revenuegrowth

This is what happens when you cut back hard on marketing spend.

GTM Partners's Benchmark Report shows a vendor's traffic on G2 as a proxy for brand awareness.

Clearly when you spend less money to be in market, fewer B2B buyers research your brand on G2.

And vice versa when you increase your spending. 

But it goes beyond that.

It impacts your revenue.

In fact, 57% of companies failed to generate sufficient pipeline in 2023 as they drastically reduced marketing budgets.

So, what’s my take?

I understand that not every company can increase its marketing budget these days.

But it’s about effective spending, not cutting your marketing budget randomly.

Because you don't want buyers to lose sight of your brand, what you do, and how you can help them solve their problems.

And effective spending means that you need to analyze & optimize your GTM strategy.

So you can: 

→ cut those marketing efforts that don’t generate pipeline or generate it at low efficiency
→ double down on what’s working for you

Unless you think the time to reinvest in marketing is when the market picks up.

PS. The link to the GTM Partners' Benchmark Report is in the comments.

-----
👋 Hi, I’m Alon. I build, execute & optimize GTM strategies for B2B SaaS marketing teams and CEOs looking to grow fast and efficiently.

DM me “GTM” to see how I can help you. 

#gtm #gotomarket #b2bmarketing #revenuegrowth #brand

Your CEO, CFO and board don’t care where the revenue comes from.

They don’t care whether it comes from your events, content, LinkedIn ads, webinars, or Google ads. 

They are only interested in revenue growth and how marketing impacts it.

And that’s your role as a marketing leader.

Or put it another way, marketing’s job is to make sales easier. 

First things first.

Now, how you do it is up to you.

And it doesn’t matter what you want to call it.

ABM. Demand creation. Demand capture. Something led growth. Brand building. Thought leadership content….

You name it.

As long as you drive growth, no one will argue about how you did it or what you call it. 

Just remember that basics don’t change:

→ your GTM strategy should be tailored to your buyers’ preferences & behaviors 
→ the most effective marketing happens before B2B buyers start looking for a solution
→ you should strike a balance between short- and long-term strategies based on your stage of growth

Yes, you've got a tough job as a marketing leader with these basics.

But sticking to them can ensure you do a great job. 

#gotomarket #b2bmarketing #marketingleadership #revenuegrowth

So, my client, a deep tech B2B startup (Series A), wanted to sell its **new** product to large enterprises (>10K employees).

I said no.

Here’s why: 

→ Enterprise isn't really a segment

Yes, you should slice your market based on company size.

But it’s not enough.

Because when selling to our top industries - logistics, retail, and finance - we have to address vastly different needs.

→ Long sales cycle

Which means:

- we won't have enough users to help us improve the product 
- revenue will be generated at a slower pace, making it harder to raise the next round

→ Underestimating what large enterprises require

These requirements varies from industry to industry: 
 
- legal
- functionality 
- security level
- customer success
- references/case studies 
- integrations & on-premise installation

→ Large enterprise buyers are extremely risk-averse

So, where do we go from here?

My recommendation was to consider the fastest route to get users and revenue.

And it’s not by going up market, but by:

1- targeting enterprises with 1-5K employees that are easier to sell to
2- bringing in design partners for continuous product optimization 
3- focusing on one industry

----
👋 Hi, I’m Alon. I build, execute & optimize GTM strategies for B2B SaaS marketing teams and CEOs looking to grow fast & efficiently.

DM me “GTM” to see how I can help you. . 

#gotomarket #b2bmarketing #revenuegrowth #saas

“Free” can be your ticket to growth.

Let me explain.

Freemium, free trial, and reverse trial aren't widely used by B2B SaaS companies.

But these PLG tactics can actually be effective.

For many reasons:

Lower entry barriers, directly engage users, improved conversions (see below) and feedback, and increased brand awareness, to name a few. 

And here’s the thing: 

They are not limited only to those companies with a pure PLG focus.

They can also complement different GTM strategies.

Now, how should you choose?

You can see the table below.

But if you ask me, reverse trials should take the lead.

Because with a reverse trial, you get the best of both worlds: free and trial. 

Unless your product has high costs for trial or is not frequently used, and then it’s not a good fit. 

In the end, no matter what "free" you choose, it could be the next step in your growth.
 
-----
p.s. Stats are from Aakash Gupta & Kyle Poyar's article on "Product Growth." See link in the comments.

p.p.s Found a typo in the image ("Riverse"), but I can't replace it now, so I'm sure you'll forgive me 🙂 

#plg #gotomarket #growthstrategy #saas #b2bmarketing

“We saw what our competitors are doing and…”

You know where this is going.

Yes, they want to copy their marketing.

If I had a penny for every time I heard that… but I don't...

Think about it for a moment. 

When you copy your competitors' marketing, you don't know if it's actually working for them. 

And even if it's working for them, you'll be a few steps behind and probably have to compete for what's left.

Not to mention that you can't compete with market leaders because you don't have their marketing budget, established brand, and resources.

Instead, do this:

→ build your GTM strategy based on how buyers buy, not what competitors do
→ find your sweet spot because you can’t be everything to everyone 
→ adapt your marketing strategy to your stage of growth 
→ make sure you’re truly differentiated 
→ gain ongoing customer insights
→ zig when others zag

Remember, different is better than better. 

Unless you want to be in a position where others lead the way.

#gotomarket #competiton #b2bmarketing

Are you a CEO or a marketer in a company raising its next round?

Great news!

But we all know that it can be challenging these days. 

That's why I suggest you do what I do with my clients: 

Get in front of specific VCs/potential investors on LinkedIn by promoting in-feed content.

Similar to demand gen, just to make your company more attractive to investors.

How?

Here are some types of content you can promote on LinkedIn:

→ showcasing customers success stories/case studies/testimonials 
→ welcoming a new board member with a strong reputation
→ announcing big customers/meaningful partnerships
→ telling the founder’s story behind the company 
→ sharing thought leadership
→ and more…

This helps you build trust, demonstrate expertise, and stay top-of-mind, making your outreach to VCs/potential investors more effective.

Even better, if you do it right, they may come inbound to you looking for investment opportunities.

PS. In case you were wondering, I’ve done this for a few B2B SaaS startups/scale-ups and it’s working.

#b2bmarketing #linkedinads #fundraising #demandgen

Here’s the real deal about organic LinkedIn content.

Everyone tells you to post on LinkedIn if your ICP hangs out there.

No one will argue about it.

But the recent algorithm changes have impacted post reach and engagement.

In fact, the reach decreased by 66% on average.

And the average engagement per post by 16%.

[see the link to the stats in the comments]

So, what’s my point?

Your goal is not just to create content, but to make sure you distribute it effectively.

So your ICP consumes it in their feed. 

But with all these algorithm changes, for many B2B companies, organic content will take longer to make an impact.

No matter how good your content is or how consistent you are.

And don't forget that the competition is fiercer now that more brands and their employees are posting.

The result?

You’ll need to amplify your reach and engagement with your ICP through paid campaigns.

Especially if you're in the early stages. 

And of course, that’s what LinkedIn wants you to do.

But think about the alternative.

Posting content that is not being consumed.  

And don't get me wrong...

It doesn't mean organic content won't work in the long run.

We just need to give it a little push.

#linkedin #contentmarketing #b2bmarketing #saas #paidsocial

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