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B2B Marketing - the Irrational Approach, by Yonatan Kagansky

B2B marketing is a misleading term, it implies interaction between entities, not humans, and suggests very rational decision making. This is far from being true. Our potential clients or business partners are people with complex personalities, motivations and predispositions, all of which should be studied and addressed prior to first interaction.

Yonatan will try to show how entrepreneurs can use this lack of rationality to reach their targets, providing useful examples and tips.


The talk is relevant to startups of all stages, and it will be given in Hebrew.

About the Speaker:

After 7 years in strategy departments of the leading Israeli advertising agencies, after leading branding, creative and marketing strategy for dozens of the biggest brands in the country, Yonatan left advertising in favor of the startup industry. The decision to start a new career path came after he recognized the crucial role persuasion and branding in startup’s success, and saw the lack of suited set of solutions.  

After spending a year working with startups and learning their unique needs, Yonatan joined forces with two branding veterans - Amir Wagner and Isik Sonenshtain, and opened Spark - the first strategic branding and persuasion agency in Israel dedicated solely to startups.

Spark is all about the special something that you can recognize in people, companies and ideas, something that excites you, inspires your imagination and engages you.

יום שני[masked] : התכנסות ב- 19:00; שיחה: 19:30-21:00
21:00 בירה, כיבוד ובריזה על המרפסת.
מחיר כניסה 30 ש"ח. חינם לחברי ההאב

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  • Mor G.

    Pity I missed it.

    September 23, 2013

  • A former member
    A former member

    Could the meetup be in English?.

    1 · September 15, 2013

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