The Changemakers Growing a scale-up brand through iteration and experimentation: Aviv Canaani, Datarails
We’re back! After a little hiatus between new guest episodes, we return in style as Dave sits down with Aviv Canaani, Chief Revenue Officer at Datarails, to discuss his firm belief that there is no real way to grow a B2B company without building a brand - especially not today.
Aviv shares his unique journey from marketing leader to Chief Revenue Officer, and how he transformed a traditional outbound sales machine into a high-growth inbound powerhouse through a constant process of experimentation, risk-taking, learning and iterating. Along the way, he and Dave dismantle the myth (prevalent amongst many scaleup marketers) that brand is just "fluffy" creative work.
We also dive into:
- The CRO’s case for brand: Why revenue leaders should obsess over brand as the ultimate "revenue tomorrow" engine.
- The outbound/inbound shift: How Datarails moved from 90% outbound to 90% inbound through intentional brand-building and community.
- Balancing short-term & long-term: Managing separate growth and brand teams to hit this quarter’s targets while fueling future demand.
- B2B doesn't mean boring: How memes, a niche podcast, and sponsoring the Microsoft Excel World Cup drove massive engagement in the typically corporate finance space.
If you’re a marketing leader looking to learn more about brand-building’s impact on revenue growth, or moving beyond over-reliance on short-term outbound activity, this masterclass in modern B2B growth is for you.
🎧 Listen now
Timestamps :
- 01:57 - The DataRails story: Flipping the script from outbound to inbound.
- 03:41 - Removing friction: How brand makes the sales call easier.
- 06:21 - The inflection point: Why DataRails triggered a rebrand early.
- 07:45 - Memes & CFOs: Proving that "boring" industries can be fun.
- 10:26 - The 1% Rule: Breaking through the 99% of B2B noise.
- 11:50 - Revenue today vs. revenue tomorrow: The CRO’s perspective on brand.
- 13:28 - Structuring for success: separating growth and brand teams.
- 15:30 - Measuring soft metrics: Why engagement matters more than vanity views.
- 20:53 - The CEO relationship: Speaking the language of the C-Suite.
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