Lifecycle & Revenue Marketing · Product-led and sales-led B2B SaaS

Pipeline moves at the speed of the signal.

I'm Aviel, Director of Lifecycle Revenue Marketing at HiBob, and before that part of the product-led growth engine at monday.com. I build modern lifecycle machines, powered by AI, for both motions: activation, onboarding and conversion for self-serve users, and qualification, routing and handoff for sales-led buyers. The goal is the same in both. Fewer people lost in the gaps, faster time to value.

Book an advisory conversation See how I build
Where I work in the funnel

Select a stage to see the levers I pull there.

What I believe

Sending an email is easy. Knowing why you're sending it is the job.

Every touchpoint with a customer should have a reason and give them something of value. The page they land on, the email that follows, the nudge inside the product, the first call with a salesperson.

When a message has no reason, it's noise. When it has a reason but no value, it's a reminder. When it has both, it moves the customer forward, and they feel helped rather than chased.

So before I build a journey, I ask the same three questions at every step: what did this person just do, what do they need next, and what would make the next step easy?

Website visit
Reason
They're looking for an answer to a specific problem.
Value
A page that matches the intent they arrived with.
Landing page
Reason
They clicked on a promise.
Value
Keep that promise, then make one next step obvious.
Email
Reason
Something they did, or didn't do yet.
Value
Help with that exact step, not a generic newsletter.
In-product
Reason
They're one action away from value.
Value
Guidance at the moment it's needed.
Sales conversation
Reason
Clear intent, with context passed on.
Value
A rep who already knows their story and continues it.

Product-led growth · monday.com

Built for users who never talk to sales

At monday.com I worked inside one of the best-known product-led growth machines in B2B software. That's where I learned to treat the product as the main channel and every lifecycle message as part of the product experience.

Activation

Defining the moment a new user gets real value, and removing everything that stands between sign-up and that moment.

User onboarding

Onboarding journeys that adapt to who the user is and what they came to do, across email and in-product.

Conversion

Free-to-paid and trial conversion driven by usage signals, with sales stepping in only where it adds value.

Win-back

Re-engaging users who stalled or churned, with a reason to return that fits why they left.

Customer journeys

End-to-end lifecycle journeys from first visit to expansion, owned as one system instead of separate campaigns.

Growth mindset in teams

Helping teams run experiments, read the data and ship small bets fast, so growth becomes a habit rather than a project.

Point of view

From lead volume to buyer momentum

Most B2B funnels are still tuned to count leads. The teams that grow efficiently are tuned to move buyers. These are the shifts I help teams make.

TraditionalModern
MQL volume as the headline numberOpportunities created and time to opportunity
Emails sent because the calendar says soEvery message triggered by a reason and carrying value
Onboarding as a tour of featuresOnboarding to the first moment of value
Time-based nurture cadencesFit + intent signals that trigger the next step
Static point tables that only go upScoring calibrated on closed-won, with decay
"Sales didn't follow up"Tiered SLAs and a structured accept / reject step
Lost deals treated as the endWin-back zones at every funnel drop point
Marketing stops at the signatureLifecycle journeys that drive expansion

How I build

Lifecycle machines, not campaigns

A campaign runs once. A machine keeps learning. I use AI to build lifecycle systems that write, test, route and improve themselves, while the team focuses on strategy and judgement.

AI contentExperimentation

From an 8-email flow to a testing engine with 400+ variants

We started with a classic nurture: eight fixed emails, the same for everyone, tested one subject line at a time. We rebuilt it as an engine. AI generates variants of each message for different audiences and angles, every send is a test, and the winners feed the next round.

  • One static sequence became 400+ live email variants
  • Each message tied to a reason and a value for the reader
  • Continuous A/B testing instead of quarterly rewrites
  • The team moved from writing emails to designing the system
AI qualification

Signal engines that decide the next step

Fit and intent signals replace time-based cadences. The machine decides who gets which message, which experience, and when a person should step in.

Scoring

Scoring that learns from revenue

Models calibrated on what actually converts, with decay and return-visit signals, so a score describes the buyer today rather than their history.

Win-back

Reactivation that runs itself

Automated win-back at every drop point, for stalled users, quiet accounts and lost deals, each with a reason to return that fits why they left.

Handoff

Handoffs that carry the story

When a human takes over, they get the context: what the person did, what they need, and why now. The customer never has to start again.

AI operations

An AI layer for the marketing team

Mapping dozens of team workflows and turning them into reusable AI agents for campaigns, content, QA and funnel analysis.

Team

A team that thinks in experiments

Machines only work when people trust the data. I build the habits around them: hypotheses, test design and fast, honest reviews.

About

I've spent more than a decade in B2B tech marketing, working where data, marketing and product meet: CRM, retention and lifecycle.

My team's north star is funnel velocity: accelerating buyer journeys and improving conversion across every source. I'm most useful when marketing, sales and RevOps need one shared system instead of three opinions.

Featured in the iTechSeries Unplugged interview series. Based in Israel, working with teams in EMEA and the US.

HiBobNowDirector of Lifecycle Revenue Marketing
monday.comPreviouslyProduct-led growth: activation, onboarding, conversion and win-back
Check PointPreviouslyEnterprise B2B marketing

Advisory

Where are your users and buyers getting stuck?

I take on a small number of advisory engagements with B2B SaaS teams, product-led, sales-led or both. If new users sign up and never activate, your funnel is leaking, or marketing and sales disagree about what a good lead is, let's talk it through.

Activation & onboarding

Get new users to their first moment of value, faster and more often.

Conversion & win-back

Free-to-paid, trial and reactivation journeys driven by real usage signals.

Customer journeys

A reason and a value for every touch, from first visit to the sales call.

Scoring & handoff

Fit and intent qualification, routing, SLAs and accept / reject flows.

Funnel diagnosis

Find where buyers and users stall, by stage, source and region.

Growth mindset & AI

Build a team habit of experiments, data and AI that earns its place.

STEP 1

A 30-minute intro call

You walk me through the funnel and where it hurts.

STEP 2

A scoped proposal

A focused engagement shaped to the problem, not a generic package.

STEP 3

Work that ships

Frameworks, rules and playbooks your team can run without me.

aviel.landov@gmail.com
WhatsApp · +972 50-881-3540 Message me on LinkedIn