Kira Tovarovsky

My friend shared this hot take about Israeli startups and I can't stop thinking about it. That first US hire almost never works out. They all blame different things, but ultimately? It's culture. Sure, they come with a very impressive GTM background and you count on them bringing that skill to your team. But there's this whole other job no one talks about in the interviews: Being the bridge. Do they actually get Israeli culture? Can they help Israelis adapt to American business? Can they convince great American talent to work with Israeli founders? It's such a tough balance to strike. My friend's take (which I totally agree with): Stop obsessing over finding the "top marketers" in New York. Look for people who can build bridges. Yeah, maybe their marketing skills aren't quite as polished. But they'll stick around. They'll grow. And most importantly? They'll help you build the right team. Sometimes the perfect resume isn't what you need. You need someone who can speak both languages (and I don't mean Hebrew).

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Marketing SHOULD be fun ✨ Aviv Canaani went from VP of Marketing to CRO at Datarails over four years. During that time, the company grew 10X and flipped from 95% outbound to 95% inbound. All while having fun with their audience So... How do you balance brand vs performance? Aviv's POV for you: Most B2B companies treat brand and performance as competing budget items. Aviv unified them under one revenue leader. When you own both marketing spend and sales outcomes, the incentives align. They saw THIS shift happen after the 2022 market crash. Outbound meetings held steady but close rates dropped. Inbound leads converted at much higher rates because those prospects already knew the brand and came in with intent. Brand building makes performance channels work better. But... Aviv's brand building looks nothing like traditional B2B Datarails runs ads featuring Kim Kardashian memes to sell FP&A software to CFOs. They create content with creators from Fiverr. They post jokes on LinkedIn. The head of growth came from mobile gaming, not enterprise software. The thesis is simple: You're selling to humans, not corporations CFOs scroll IG and watch funny videos just like everyone else. Playing it safe is the biggest risk because safe content gets ignored. The key is balance. Datarails pairs scroll stopping content with deep thought leadership. They run a podcast called FP&A Today with over 500,000 downloads. They share data driven insights and interview finance leaders. They give their audience BOTH entertainment and substance. Just like Tiesto. Aviv's team includes people from B2C backgrounds for that exact reason. They produce high volumes of video content, test what works, and feed the algorithms. His prediction for the next phase is that marketing becomes even more human. He's already seeing more sponsored posts from people rather than company pages. Customers talking about products. CEOs and CMOs building personal brands. AKA... Be more human. Have fun with your audience This is the way ✌️ P.S. Make sure you give Aviv a follow!

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Our posts about ivrit.ai are usually (surprise surprise) written in Hebrew. Today, we're making an exception to accomodate our global viewers as we share our experience with the ElevenLabs' scribe-v1 Speech-to-Text model. As most of you know, we maintain a Hebrew Transcription leaderboard on Huggingface (link in first comment). This was needed as fleurs and common-voice are low-quality datasets with regards to Hebrew. When ElevenLabs launched scribe_v1, we were eager to try it out. The initial results were a mixed bag: some benchmarks where scribe_v1 provides best-in-class results, others where it fumbles significantly. Our analysis mostly hints at issues with long-form transcriptions, where it simply "drops" large parts of the text after 1-2 minutes. We had a quick discussion about this with ElevenLabs support, but the end result is still subpar performance on Hebrew transcription, and we suspect this may be true for other low-resource languages. We think scribe_v1's technology is best-in-class, and are hoping to work together with the ElevenLabs team to fix this. So, if anyone at EL wants to chime in and make this happen (Mati Staniszewski Piotr Dabkowski :)), please reach out to us. We believe this might make scribe_v1 much better at not just Hebrew, so it might be worth your time. Our benchmarks are open, we're a non-profit, and in the last few weeks we open-sourced >5000 hours of speech with high-quality transcriptions. If anyone here has friends at EL and wants to help, please tag them! Kinneret Misgav, PhD Yoad Snapir Yanir Marmor

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