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B2B tech companies don't stall because of bad products. They stall because their…
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Daniela Morein Bar שיתף את זהCopying last year's budget feels safe, and for 2027 it carries more risk than it looks. Every October, marketing managers open last year's spreadsheet, change the year in the title and add 10%. I understand the instinct, because your CFO already approved that number once and nobody wants to fight the same battle twice. Last year's budget still deserves a seat in your 2027 planning. It shows you what worked and where the money brought back very little. But 2027 will ask a lot more of it. Your buyers do a big part of their research inside AI answers before they ever reach your website, and the search traffic you used to count on keeps thinning out. Your finance team also wants a clear line between spend and revenue. A copy of last year's spend can't draw that line for them. So when I sit down with marketing managers and founders to plan, we begin at the revenue target and work backward: - 2027 new revenue target: $2M - An average deal size of $50K means 40 closed deals - A 25% close rate means 160 qualified opportunities If 1 in 5 qualified leads becomes an opportunity, you need 800 of them Those numbers are example assumptions, so swap in your own. Then put last year's budget next to the 800 and be honest about whether it can produce them in a market where buyers are harder to reach than they were twelve months ago. Sometimes it can. Often the money needs to move to different channels, and for some teams the honest answer is a smaller budget. We built a 2027 Budget Builder that runs the math with you, based on what you sell and how you go to market today. The link is in the comments. https://lnkd.in/drJbgRrs
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Daniela Morein Bar שיתף את זהSo proud to be part of this important iniatitive. Go SparkIL-Micro Loans, Macro Impact.Daniela Morein Bar שיתף את זהWhat if corporate responsibility wasn't simply about giving back but also about creating opportunities that would make a ripple effect of growth? Last week, we hosted a meetup for HR, employee experience, CSR, and social impact called Circles of Impact (מעגלי ההשפעה), hosted at monday.com in Tel Aviv. The event focused on what role companies play in turning employee events into opportunities with measurable impact. At SparkIL, we believe the answer starts with connection. Connecting employees to a purpose. Connecting companies to surrounding communities. And, connecting Israeli small business owners to find growth opportunities. Our corporate partnerships program enables companies to do just that. Make social impact part of their culture while, at the same time, empower employees to support local small businesses. Thank you to our speaker Orel Shaked for sharing insights on the future of impact and how to include ESG while planning for 2027. And to Shay Goldenberg from Fiverr and shani naor from Investing.com for an insightful panel on the practical side of corporate social responsibility. To monday.com thank you for hosting us and to all those who joined us. The event was part of our Israel partnerships program, led by Mor Abras. A clear message that emerged from the day is that meaningful impact can only occur when we work together to help people. How is your company translating corporate responsibility into real impact?
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Daniela Morein Bar שיתף את זהLove Holloween and how it spurs the team into hyper creativity.Daniela Morein Bar שיתף את זהOctober is silly season. Clients who’d normally veto a pun in a headline start asking whether we can fit a ghost into the hero image. And because #Halloween is the one time when B2B brands are allowed to dress up, we make sure none of our clients go as a sheet with two holes in it. Here’s what they wear instead 🎃 Hit play for a quick reel of some of our favourite Halloween work from years past.
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Daniela Morein Bar שיתף את זה[NEW PODCAST ALERT] A lot of marketing managers get handed thought leadership as one more task on the list. “Can you write a few LinkedIn posts for the CEO?” I understand why it looks like that from the outside. But for me, it’s one of the most misunderstood things we do. In the new episode of the Inspired Marketer, I sit down with Dylan J., who leads our technical content creation. We talk about what goes into a thought leadership project. The deep discovery, research, being a sounding board, and a whole workflow around commenting. (I think the commenting is even more important than the post itself). My biggest takeaway is that thought leadership isn’t really about producing social posts. It’s about creating trust, a relationship that starts before the meeting ever happens. And of course, it’s a lot of work. Organic doesn’t mean free. But it can be done in a lean way, and Dylan explains how.The link is in the comments. If you know someone who is about to start thought leadership for their company, share it with them
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Daniela Morein Bar שיתף את זהEvery start of Q4, I watch marketing leaders turn into part-time CFOs. Suddenly the question isn’t “what should we try next quarter?” It’s “can you defend this number in front of the exec team?” I think that mental shift is healthy. It forces us to be clearer. More focussed. But it also exposes how much of our planning still runs on habit, last year’s spreadsheet, and a hopeful “we should probably do more of that.” A 2027 plan worth defending starts from somewhere else. It starts with what you actually sell, where revenue sits right now, and what you need the business to look like twelve months from today. Everything else, including the channel mix and the headcount question, flows from there. The team at Inspired put together this month’s Smarter Every Month around exactly that work: defending a social budget, building authority in technical categories, getting executives into thought leadership without eating their calendar, and what the current LinkedIn data is actually telling us. Worth a read if you’re sitting with a blank 2027 tab open right now.Daniela Morein Bar שיתף את זהThis edition of Smarter Every Month is for anyone currently in the middle of turning vague Q4 intentions into an actual 2027 plan. A few things inside... → Building a 2027 social media budget your CFO can't poke holes in → Three years of deep-tech marketing at DustPhotonics, by the numbers → Why the AI slop era has made real expertise easier to spot (new podcast episode) → What LinkedIn data from 2026 says is actually earning attention → Event marketing fundamentals worth revisiting before your 2027 calendar fills up Read the full issue ⬇️
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Daniela Morein Bar שיתף את זהEvery campaign has one audience who decides whether it works, and in my family he's 14 and hungry. My 9-year-old mostly wants to be wherever his big brother is. So when I planned our day in Tel Aviv, I mapped out what each of my kids cared about, starting with the one who could tip the whole day. A quick disclaimer before I go on: I have no formal training in raising children, so please use any of my advice at your own risk. I had three ICPs for the day. The 9-year-old gets bored fast, but he'll follow his older brother anywhere. The 14-year-old is mostly hungry, and he wants to be the one who decides what we do next. And my 17-year-old daughter wanted to spend the day in vintage stores, which her brothers would happily avoid forever. My KPI was to keep the arguments to a minimum. So I built the plan around the weakest link. When my 14-year-old is hungry, or when someone else makes the call, he can nag for hours, and his little brother follows his lead. Well, we fed the boys every 60 minutes and let the 14-year-old choose our next stop. And we split up so my daughter could shop on her own terms, without two brothers sighing outside every fitting room. Before lunch, my 14-year-old picked up a free bag of Dr. Potato with a coupon he'd won on a youtuber channel. He handed it to his younger brother so proudly that you'd think he had fried the potatoes himself. Lunch was a planned move too. We sat down at Port Said, which gave the two older kids a chef's lunch worth posting on Instagram and bragging rights for the rest of the week. The day was a success, and it looked a lot like my work. Every buying committee has people with different interests: some want to look good in front of their boss, others want to show how innovative they are, and some love being the first to try something new. When we identify each of those interests and build messaging that answers it, the lead moves forward, even when the people around the table want opposite things. And sometimes the interest is being the one who picks the next stop.
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Daniela Morein Bar שיתף את זהI’ve seen a lot of LinkedIn advice change over the years. Some of it is useful. Some of it is highly dependent on timing, audience and account type. And I think that’s where things get interesting, because the 2026 data is much more nuanced than a single rule can capture. Some studies show native documents performing extremely well. Others show multi-image posts doing better in specific contexts. Personal profiles tend to outperform company pages, but even there, the size of the difference depends on the dataset. Links are another good example. Their impact appears to change depending on whether you’re posting from a person or a company page. For me, this is actually reassuring. Marketing has always worked this way. You start with the evidence, understand the audience, test the format and learn from what happens. The platform changes, but that part doesn’t. We went through the latest LinkedIn research for our new article because I wanted us to be careful about the difference between something marketers repeat and something the data actually supports. There are useful patterns in the data. There just aren’t as many universal rules as LinkedIn advice sometimes makes it sound.Daniela Morein Bar שיתף את זהB2B LinkedIn marketing has its own folklore. 🟢 Post three to five times a week. 🟢 Never put links in the post. 🟢 The first 90 minutes decide everything. 🟢 Carousels always win. All of these contain more than a grain of truth. But the 2026 data is much messier than a rule-bound framework can capture. Personal profiles tend to outperform company pages, but the size of the gap varies. Native documents perform strongly, but they are not the universal winner in every dataset. External links may hurt in one context and help in another. Our latest article looks at what the current data supports, to find out which LinkedIn habits deserve to stay.
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Daniela Morein Bar שיתף את זהWe built a sukkah in our garden this year, and it ended up holding much more than a table and a few chairs. Sitting under a roof of branches with my family, I kept thinking about how little a person actually needs. For me, the moment carried extra weight because it was a first. My parents were raised in the diaspora, and they never saw Sukkot as an important holiday. So growing up, the holiday passed me by without my noticing. And this year, as an adult, I finally spent the eve of Sukkot sitting in a sukkah of our own. The sukkah itself is simple: a few walls, a roof you can see the sky through, and a space built to last only a week. Yet sitting in it made me notice how many luxuries I've gotten used to and stopped seeing as luxuries at all. Most of my year goes into building things for clients, for my team at Inspired Marketing, and for the business. Spending one evening inside something so small and so temporary reminded me what actually holds all of it up. Chag sameach to everyone celebrating, and to anyone who, like me, is discovering a tradition a little later in life.
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Daniela Morein Bar שיתף את זהI’ve seen companies reach the point where everyone agrees marketing needs leadership, but nobody agrees on what that leadership should look like. One person says demand generation. Another says product marketing. Someone else says it’s time for a CMO. And so the company starts writing a job description before it has really defined the job. For me, this is where a fractional CMO can be useful. Somebody senior needs to look at the business, understand where the real gap is, and decide what kind of marketing function should be built. At Inspired Marketing, we start by drilling down into what is already happening. Which customers are converting. Which channels are working. Where the team is stuck. Which decisions keep coming back to the founder. Slowly, the shape of the role becomes clearer. I think hiring often feels like the first decision that needs to be made. But in many cases, it should be the result of several better decisions made first.
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Daniela Morein Bar אהבתי את זהDaniela Morein Bar אהבתי את זהIf you knock on a chip team’s door this Halloween, they probably won’t have candy for you. Instead, you’ll get a polite note saying the simulation is still running, so please come back in three weeks. Which monster or bug is living in your flow rent-free? Drop its name in the comments 👻 Happy Halloween from the Hiveware team, proudly on the monster-hunting side.
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Daniela Morein Bar אהבתי את זהDaniela Morein Bar אהבתי את זהBulking and foaming are two warning signs that an activated sludge system may be struggling. But what is actually causing the problem? - Bulking occurs when sludge doesn't settle and compact properly in the secondary clarifier. -Foaming shows up as persistent foam or scum on the aeration tank surface. Both can affect treatment performance, but the visible symptoms don't always tell the full story. The key is to understand the underlying conditions rather than rely on short-term fixes. In our latest article, we look at the common causes of activated sludge bulking and foaming, the warning signs operators should watch for, and practical approaches to addressing them. https://lnkd.in/dDZcF5vd
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Daniela Morein Bar אהבתי את זהDaniela Morein Bar אהבתי את זה𝗜𝘀𝗿𝗮𝗲𝗹 𝘁𝗼 𝗦𝘂𝗽𝗽𝗹𝘆 𝗖𝘆𝗽𝗿𝘂𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗢𝗳𝗳𝘀𝗵𝗼𝗿𝗲 𝗣𝗮𝘁𝗿𝗼𝗹 𝗩𝗲𝘀𝘀𝗲𝗹 𝗘𝗾𝘂𝗶𝗽𝗽𝗲𝗱 𝘄𝗶𝘁𝗵 𝗔𝗱𝘃𝗮𝗻𝗰𝗲𝗱 𝗡𝗮𝘃𝗮𝗹 𝗦𝘆𝘀𝘁𝗲𝗺𝘀 The Israeli Ministry of Defense (IMOD) and the Ministry of Defence of the Republic of Cyprus today (Monday) signed an agreement for the acquisition of a new Offshore Patrol Vessel (OPV). The ceremony was held in Cyprus. The deal was led by the 𝗜𝗠𝗢𝗗'𝘀 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗗𝗲𝗳𝗲𝗻𝘀𝗲 𝗖𝗼𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿𝗮𝘁𝗲 (𝗦𝗜𝗕𝗔𝗧) and the CyMOD’s Armaments & Defence Capabilities Development Directorate. Under the agreement, signed by IMOD Director General Maj. Gen. (Res.) Amir Baram, and his Cypriot counterpart, Mr. Stelios Kountouris, Acting Permanent Secretary of the Cyprus Ministry of Defence, Israel will supply Cyprus with a new patrol vessel built by Israel Shipyards and fitted with a range of Rafael naval systems. In parallel, the systems aboard Cyprus's existing Israel Shipyards-built patrol vessel will be upgraded. The agreement was signed in the presence of Head of SIBAT Brig. Gen. (Res.) Yair Kulas. Also attending the ceremony were Israel's Ambassador to Cyprus, Shuli Davidovich; Israel Shipyards CEO, Eitan Zucker; Head of Rafael's Naval Warfare Systems Directorate, Ran Tavor; and other senior officials. This agreement marks another important step in strengthening the operational capabilities of the Cyprus Naval Command and enhancing its capacity to respond to maritime security challenges. The new OPV, alongside the upgraded OPV IOANNIDES, will support expanded patrol, surveillance, and search-and-rescue missions. By strengthening their capabilities and deepening their partnership, the two countries reaffirm their commitment to regional stability.
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𝐌𝐚𝐫𝐓𝐞𝐜𝐡𝟑𝟔𝟎 𝐈𝐧𝐭𝐞𝐫𝐯𝐢𝐞𝐰 𝐰𝐢𝐭𝐡 Anna Miller, 𝐇𝐞𝐚𝐝 𝐨𝐟 𝐀𝐝 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭, Roku “For marketers, the lesson is that creative effectiveness isn’t just about what you’re showing people. It’s also about where and how they’re experiencing it.” 𝐑𝐞𝐚𝐝 𝐂𝐨𝐦𝐩𝐥𝐞𝐭𝐞 𝐈𝐧𝐭𝐞𝐫𝐯𝐢𝐞𝐰: https://lnkd.in/dpGFvZjQ #MarTech360 #AnnaMiller #Roku #HeadofAdMeasurement #ConnectedTV #Roku #PublicisMedia #socialenvironment #streamingplatforms #socialfeeds