86% of LinkedIn ads from Israeli tech companies use the word “AI,” and your buyers spend only 7% of their day on the platforms where you’re talking to them. In this session from Creatives and Conversions TLV III, Maor Chen and Noa Benari reveal the “IPO” framework—ICP, Positioning, and Orchestration—to help you break out of the B2B echo chamber, leverage Connected TV, and build campaigns that actually convert.
The B2B “Sea of Sameness”
If you look at the current landscape of B2B tech marketing, almost everything looks identical. We rely on the same static LinkedIn posts, the same conferences, and the same buzzwords. In fact, a recent analysis of 150,000 LinkedIn ads from Israeli global tech companies revealed that a staggering 86% contained the word “AI.”
When every brand claims to be the ultimate AI solution, how do you stand out? According to Maor Chen, CEO of McCANN6, the answer lies in a three-part “Secret Sauce” designed to bring emotion, scale, and measurable results back to B2B: The IPO Framework.
The IPO Framework
1. ICP: Reaching Buyers Beyond the 7%
Your Ideal Customer Profile (ICP)—whether they are a CISO, CFO, or developer—spends only about 7% of their day on professional networks like LinkedIn or at industry events. For the other 93% of the time, they are regular people watching TV, scrolling TikTok, or catching a game.
To reach them where they actually spend their time, Maor advocates for Connected TV (CTV). By leveraging data platforms like Acxiom, B2B marketers can now target specific decision-makers on the big screen.
- The Titan Case Study: By layering behavioral data, company size, seniority, and specific ABM (Account-Based Marketing) lists, Titan reached 725K hyper-targeted ICPs during major broadcasts like the NBA Playoffs and March Madness. The result? Massive lifts in CRM pipeline and prospects who were genuinely excited to see a B2B tool advertised during their favorite sports games.
2. Positioning: Escaping the Buzzword Trap
Finding your audience isn’t enough if your message blends in. Deep brand positioning usually takes months and costs hundreds of thousands of dollars, which terrifies growth marketers focused on immediate ROI.
Maor introduces the Storytelling Sprint—a methodology to move from brief to creative in just two weeks. Instead of leaning on tired features, it’s about finding a sharp narrative. For example, when Sola Security wanted to stand out in an industry where nearly 100% of competitors were shouting about AI, they didn’t just add to the noise; they built a bold, provocative campaign directly challenging industry giants like OpenAI and Anthropic.
3. Orchestration: The Inside Job
A great campaign will fail if the company isn’t aligned behind it. Orchestration is the hardest part of a marketer’s job: selling the vision internally to the CEO, the board, and the sales team.
Noa Benari, VP Marketing at Sygnia, took the stage to share the inside story of their highly successful “We Cyber Harder” campaign. Sygnia needed to convey their relentless, “never-give-up” mindset to CISOs who are kept awake at night by cyber threats. They utilized night animals—the owl, the tiger, the wolf—to represent their elite expertise and round-the-clock dedication.
To make it work, Noa didn’t just launch a campaign; she built a movement:
- She involved the board, management, and sales teams early in the process.
- She welcomed their feedback to ensure everyone felt ownership.
- The campaign transcended traditional ads, becoming an exclusive “club” that clients, partners, and employees proudly wanted to be part of.
🎥 Watch the Full Session
Ready to bring the excitement back to your marketing and learn exactly how to get your C-suite on board with big brand swings?
Watch the full video to see the hilarious “We Cyber Harder” and Sola Security video ads, dive deeper into the CTV data strategy, and learn how to run your own Storytelling Sprint.
This article is based on a session from Creatives and Conversions TLV III, brought to you by the Growth Marketing Pros community. Stay tuned for more cutting-edge strategies from top industry experts.
