Ilan Vagenshtein

Founder & CMO

MARtegic

MARtegic provides positioning, product marketing & GTM consulting services to clients in the B2B tech sector. Specifically, our expertise is with advanced, mission-critical technologies that are sold to IT orgs in mid-size and large enterprises. Such technologies, and vendors we've worked with and have expertise in, include AI, cybersecurity, IT services, ERP-SAP, databases, storage, and more.

Sample customers:

Swirl Corporation, Fractional CMO:  Leading all marketing activities for a new and promising AI startup. Specific emphasis on positioning & messaging.

Recorded Future, Sr. Product Marketing Consultant:  Strategic messaging project for this leading threat intelligence vendor’s entire line of products and solutions.

Aerospike, Sr. Product Marketing Consultant:  Product marketing consulting project a real-time database vendor, focused on content (solution profiles, blogs, explainer videos, presentations, and more). Explaining highly complex technology in a way that economic decision makers can understand.

Trellix, Sr. Product Marketing Consultant, Data Security / DLP:  Product marketing & sales enablement consulting project for a leading cybersecurity vendor, with a focus on messaging, to support their FY2023 Sales Kickoff. Creating & updating core messaging framework & content to serve company's Sales & Marketing efforts.

Cyral, Sr. Product Marketing Consultant, Data Security:  Wrote messaging framework & master thought leadership story, customer case studies, blogs, and more.

Positioning, Product Marketing & GTM Consultant

Aventi Group

Product marketing and sales enablement consultant, providing services in cybersecurity and additional areas.
Aventi Group is a leading on-demand product marketing agency with 25+ years of experience helping B2B tech businesses achieve growth and optimize revenue. Aventi recently made the Inc. 5000 list of America’s Fastest-Growing Private Companies. Aventi offers customized solutions for GTM strategy, product launch, content creation, account-based marketing, sales enablement, and social media services. Aventi Group's team of experts delivers measurable results and works closely with clients to develop solutions tailored to their unique business needs.

Senior Product Marketing Manager / Consultant

Pavilion

Executive Member

Starta VC

Starta is a venture capital ecosystem to find, foster, and fund early stage startups in tech.

Startup Mentor

oXya, A Hitachi Group Company

oXya is a managed cloud services provider serving ~400 global enterprises. It is the fastest growing business within Hitachi’s Information Systems & Telecom division with 800+ employees, >$150M revenues, and consistent double-digit annual growth.
Initially joined in a contract role two months after Hitachi’s acquisition to support oXya’s transition to Hitachi. Accepted CEO offer in early 2016 as Head of Global Marketing to build a global organization from scratch. Managed global marketing budget and was responsible for planning and execution across marketing activities, with sales-facing as main focus, during rapid revenue growth.
 *  Partnered with Sales on activities to build pipeline and support rapid growth, including a North America roadshow, webinars, tradeshows, and online lead generation (via website, LinkedIn, etc.).
 *  Led marketing and messaging strategy to reposition oXya as a leader in public cloud-based services. 
 *  Drove efforts that included content development, social media campaigns, and tradeshows, resulting in oXya being named Google Cloud global “Partner of the Year” for 2020 in the SAP Specialization category.
 *  Spearheaded overhaul of web branding that included seven inherited legacy websites in multiple languages with inconsistent branding and messaging. Developed rebrand strategy, selected vendors, and drove launch of a single modern website with updated content. 
 *  Directing content creation projects that significantly contributed to strategic marketing assets including videos, case studies, blogs, press releases, and more.
 *  Managed event execution teams of 50+ professionals for major industry tradeshows including SAP SAPPHIRE, SAP TechEd, and Google Cloud NEXT.
 *  Built, maintained, and managed a network of vendors (e.g. writers, designers, video editors, events producers, social media specialists) to support ongoing marketing work.
 *  Global revenue growth >2X, from $70M to >$150M; Americas growth >4x, from $12M to >$50M.

Head of Global Marketing (Product Marketing, Field Marketing, Demand Gen)

Martegic

MARtegic provides fractional CMO & product marketing consulting services to clients in the B2B tech sector. Specifically, our expertise is with advanced, mission-critical technologies that are sold to IT orgs in mid-size and large enterprises. Such technologies, and vendors we've worked with and have expertise in, include cybersecurity, IT services, ERP-SAP, databases, storage, and more.

Past and present customers include a prominent VC fund and tech firms in the verticals listed above.

EMC | Hopkinton, MA

Several product marketing roles of increasing responsibility, the last one of which was leading EMC's global product marketing & marketing alliance with SAP, a major partner. Prior to that product marketing on Intel-related products, and before that product marketing supporting EMC's Microsoft & SAP practices.
 *  Designed and led launches, including messaging, positioning, collateral and more, while coordinating launches with technical team, sales, and additional marketing functions.
 *  Developed and executed campaigns, training, social media, press and analyst activities, and field / customer-facing events.
 *  Planned and executed a global roadshow that generated ~$100M sales pipeline, exceeding goals by >40%. 
 *  Led cross-functional teams at SAP TechEd, SAP SAPPHIRE, and Intel Developer Forum tradeshows, consistently exceeded lead generation goals by >30%.
 *  Managed and maximized EMC’s marketing co-op fund from Intel (IIP, MDF) valued at >$3M.

Sr. Product Marketing Manager (Global SAP Marketing Lead)

Fractional CMO & Product Marketing Consultant Leveraging AI to Help Grow B2B Tech Companies

Prospects should pay attention to what you offer. Below are some of my customer's challenges, and what I helped them achieve. 

What can I do for YOU and your business?

Select achievements:
*  Growth: As head of marketing, global revenue growth of >2X, from $70M to > $150M, and Americas revenues growth of >4x, from $12M to >$50M.
 *  Demand Generation: Planning & executing a global roadshow that generated a sales pipeline of ~$100M.
 *  Partnerships: Winning Google Cloud’s Global “Partner of the Year” award for 2020.
 *  Brand: Rebranding of company from old/legacy to a leader in public-cloud-based services, leading to above (Google Cloud award).
 *  Content Strategy & Execution: Building strategy & creating content that significantly contributed to marketing & sales campaigns, including videos, case studies, blogs, press releases, and more.

Specialties: Product & Solution Marketing, Sales Enablement, Thought Leadership, Field Marketing, Go-to-Market Strategy, Demand Generation, Pipeline Building, Channel Partnerships & Alliances, Content Development, Public Relations & Analyst Relations, Social Media, Digital Marketing, Events & Tradeshows,  Branding & Messaging, Relationship Management

You can contact me at:
ilanvag <at> gmail.com
617-895-6215
www.linkedin.com/in/ilanvag/

Organizations have huge amounts of data, scattered among a large number or data repositories. These include databases, cloud services, and enterprise applications. Swirl securely integrates these various data sources and provides AI-driven insights, enabling employees to answer business-critical questions within seconds, instead of it taking hours or days.

How long is your website's homepage?

Most MSP websites suffer from a disease I call “More’ism.”

You know what I mean.

You don’t know what will grab your visitor’s attention…

So you 𝘢𝘥𝘥 𝘮𝘰𝘳𝘦.

❌ More services.
❌ More industries.
❌ More tools.
❌ More certifications.
❌ More logos.
❌ More webinars.
❌ More videos.
❌ More testimonials.
❌ 𝗠𝗼𝗿𝗲 𝘄𝗼𝗿𝗱𝘀.

Because “something” might stick, right?

If we put "more", then every visitor/prospect will find something relevant for them, right? 

But here’s the problem.

When you try to say everything, you end up saying nothing.

Your homepage becomes a digital buffet of confusion.

No one knows who you help, what problem you solve, or why you’re different.

The truth?

Your visitor gives you maybe 10-20 seconds to figure out if your site is for them.

If they can’t figure it out, they leave.

So stop stuffing your homepage like a Thanksgiving plate.

Make it clear, focused, and simple.

✔️ Who do you help?
✔️ What problem do you solve?
✔️ Why you?

That’s it.

Clarity converts. Confusion kills.

Good rules of thumb:

1️⃣ Most critical thing(s) should be "above the fold", i.e. visible when entering the homepage, before any scroll down.

2️⃣ Entire home page should have no more than 2-3 scroll downs, below the fold.

You have a longer homepage? Your website suffers from "More'ism".

I'm a marketing leader, helping high-growth B2B tech companies scale by building marketing programs that rapidly generate pipeline, increase revenue, and dramatically elevate brands. Over 20 years of experience and deep expertise in building and scaling successful marketing programs for B2B tech companies. Proven ability to build demand-gen programs, develop engaging content, and drive field marketing programs that rapidly generate pipeline, dramatically elevate brands, and grow revenue. Passionate about people, technology, and storytelling to promote innovative solutions that make a positive impact on users.

Key accomplishments & work:
 *  oXya: Supporting global revenue growth of >2X, from $70M to > $150M, and Americas revenues growth of >4x, from $12M to >$50M.
 *  EMC: Planning & executing a global roadshow that generated a sales pipeline of ~$100M.
 *  Leading field marketing activities for many years (tradeshows, in-person and online events, more), while leading teams of 50+ people in some cases.
 *  Creating various types of demand-gen programs (in-person, tradeshows, digital). 
 *  Winning Google Cloud’s Global “Partner of the Year” award for 2020.
 *  Rebranding of company (oXya) from on-prem/private cloud provider, to a leader in public-cloud-based services, leading to above (Google Cloud award).
 *  Leading marketing partnerships & alliances, including with major industry leaders: Google Cloud, SAP, Intel, Hitachi.
 *  Spearheading cross-functional teams of >50 to various field marketing programs (Americas & EMEA), including tradeshows, roadshows, joint partner events, and more; consistently exceeding business' expectations.
 *  Directing content creation projects that significantly contributed to strategic marketing assets including videos, case studies, blogs, press releases, and more.
 *  Building my own successful business, a marketing consultancy, and leading it for 10 years (1997-2007).

Specialties: Product & Solution Marketing, Sales Enablement, Thought Leadership, Field Marketing, Go-to-Market Strategy, Demand Generation, Pipeline Building, Channel Partnerships & Alliances, Content Development, Public Relations & Analyst Relations, Social Media, Digital Marketing, Events & Tradeshows,  Branding & Messaging, Relationship Management

You can contact me at:
ilanvag <at> gmail.com
617-895-6215
www.linkedin.com/in/ilanvag/

Marketing expert growing MSPs, MSSPs, and other IT Services | Focus on what matters for growth & eliminate wasteful spend | Product Marketing

MSP owner / leader -- you need clients.

Clients buy what they UNDERSTAND and TRUST.

When looking at most MSP/MSSP/IT Services websites and marketing materials:
→ You're saying what everyone else says
→ You talk about your solutions, not (or barely) about their problems
→ You're not sharing client success stories
→ You're website is long, tedious, boring

And more.

Then, you're surprised that you don't grow.

Customers choose the business they understand, recognise, and trust.

If you don't show the problem you solve and the results you create, you lose the sale.

This isn’t about how good you and your team are. It's about clarity for your prospects.

Say and show what you do.

Repeat.

Get them to know and trust you.

No one buys from a business they don't know.

Want to learn more?  Join my webinar next Thursday, November 20.

https://lnkd.in/efenH5tB

𝗜𝗳 𝘆𝗼𝘂𝗿 𝗠𝗦𝗣 𝗶𝘀𝗻’𝘁 𝗴𝗿𝗼𝘄𝗶𝗻𝗴, 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀 𝗮𝗹𝗺𝗼𝘀𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗿𝗲𝗲 𝘁𝗵𝗶𝗻𝗴𝘀.

Over the years, I’ve spoken with and competed against many MSPs.

Different sizes. Different markets. Different tools.

I also led marketing for one MSP, for 7 years. Helped grow it to over $150M.

All MSPs which struggled -- their struggles always come down to the same 3 high-level challenges.

1️⃣ 𝗬𝗼𝘂 𝗵𝗮𝘃𝗲𝗻’𝘁 𝗱𝗲𝗳𝗶𝗻𝗲𝗱 𝘆𝗼𝘂𝗿 𝗶𝗱𝗲𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗰𝗹𝗲𝗮𝗿𝗹𝘆 𝗲𝗻𝗼𝘂𝗴𝗵.
“We can help anyone” means you sound like everyone.
When your audience is everyone, your message connects with no one.

2️⃣ 𝗬𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝘀.
Even if you know who your ideal customer is, your pipeline is full of random inquiries.
Referrals that don’t fit. Tire-kickers. Price-shoppers.

3️⃣ 𝗬𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝗵𝗮𝘃𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘀𝗮𝗹𝗲𝘀 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀.
You get a lead, but can’t close it.
Or you talk about (your) tech instead of (customer) challenges and pain.

👉 Marketing owns #1 and #2.
👉 Sales (or the owner, in smaller MSPs) owns #3.

To grow, you need all three working together.
If even one breaks, growth stalls.

Most stagnant MSPs have at least one broken. Typially more.
They just don’t know which one(s).

Start by finding where your growth engine is leaking.

Then 𝘧𝘪𝘹 𝘵𝘩𝘢𝘵 before spending another dollar on ads, events, or “lead gen magic.”

Because until you fix the right thing, nothing else matters.

taplio

Ilan Vagenshtein's Linkedin Analytics