Efrat Bar-Sella

Mastering B2B Tech Marketing means selling the 'day after' experience. Learn why clients choose peace of mind over technical specifications.

What’s the Bottom Line? Why Technology Companies Struggle to Message Value We all have a tendency to avoid difficulty. Our brains are hardwired to save energy and avoid threats, often leading us straight back to our comfort zone. But what happens when this avoidance hits your business goals? My father always asks me: "What’s the bottom line?" He pushes aside the explanations, the excuses, and the twists. It’s grounding, even if it’s uncomfortable. This is exactly the question

Listen, I Need to be the Person who Understands Everything Not because I’m a genius - but because it’s my job: to ask questions, simplify, and explain. In high-stakes industries, if your audience doesn't understand your value proposition quickly, they won't stick around for the technical details. The Complexity Gap in Deep Tech Marketing Every day, I analyze complex systems, from counter-drone technology  and AI factory implementations  to biotechnology  and civil engineering

Discover 3 strategies for building digital authority in 2026 and shifting from SEO to GEO so AI engines recommend you.

One of the questions I hear most often from B2B companies - especially those that are already performing well, with steady sales and a full pipeline - is:“If we already have customers and revenue, why do we need to keep marketing?” This article addresses how a consistent B2B marketing strategy supports growth even when sales are coming in and day-to-day activity is strong. These are the questions that came up again and again in 2025 - along with the answers that help cut thro

Many B2B companies reach a stage where everything seems to be working: sales are coming in, clients are engaged, and schedules are full.Then the natural question arises: "If everything is working, why continue investing in marketing and content?" The answer is visible in the actions of the world’s leading companies. Coca‑Cola spends over $4 billion per year  on advertising. Nike invested nearly $4.3 billion in 2023  in demand creation. Not because people need to know them.But

Have you seen the gorilla? 🦍😮 In 1999, Daniel Simons and Christopher Chabris conducted the famous Invisible Gorilla experiment. Participants were asked to count passes in a short basketball video. In the middle of the clip, a person in a gorilla suit walked across the frame, beat their chest, and left. The surprising result? About 50% of viewers didn’t notice it at all! 😮 Why does this happen? Because when our attention locks onto one thing, everything else disappears from

As a marketing content creator for a wide range of companies in high-tech, cyber, industry, logistics, defense, med-tech, construction, and more, I use AI tools quite a lot. We quickly moved from “five tools you must know” to ten, to sixty, to a hundred. Today it’s hard to keep track. Believe it or not, I test a new tool almost every single day.So here’s the list of AI tools that accompanied me the most this year, helped me stay organized, gave me inspiration, and made my li

Did you get a negative answer from the chat and give up on the idea? Wait a second. You asked an AI system a fundamental question, got a clear-cut negative answer, and assumed the story was over?

Another meeting… and another thought…Well 💬 how would you define yourself in one sentence?✦ Could you explain to a 6-year-old, in a single sentence, what you do?Okay, not 6 - let’s say 10… This is a question I always ask when I meet with clients, because it goes to the heart of the matter - your value proposition. ⚡ Relevant for everyone, especially for those who need to convey a sharp and clear message to succeed. Why does every company need a clear value proposition? 1️⃣ A

Saturday morning. They promised a break from the heatwave. In reality, I’m just moving from one AC to another – but my brain is on GO GO GO… So, a post about charging forward. The managers I loved working with most were the ones who wanted things here and now. I’m the same way – always have been. It’s probably part of living with ADHD: my brain runs on an endless flow of excitement and enthusiasm. If there’s an idea in the air, I have zero patience to wait – I need to make i

We all know that feeling. The stomach drop and the inner voice saying: "Maybe it's me, maybe I'm not good enough?" But the truth is, rejection is much more than an emotional response. 🧠 Studies show that our brain reacts to rejection just like it reacts to physical pain, only this time, it happens inside, where no one can see. 😣 Rejection is an inseparable part of life - especially in the business and marketing world. Anyone involved in creation, initiative, or sales knows

🎤 Stop being so modest! How many times have clients told me: “But it’s obvious to everyone!”  when I asked why they don’t share their successes? Too many. 💡 Friends, it’s not  obvious to everyone. And if you don’t tell your story – no one will know. Here’s why you should (and must!) share your achievements on LinkedIn and in your marketing – and how to do it without sounding arrogant: 🔥 Why it matters: 🔹 Clients want to see success – 👀 they’re looking for proof that you

For decades, I’ve been creating and designing business presentations – and even in the age of AI, I still see the same mistakes repeated over and over. The good news? They’re actually very easy to fix. Whether you’re presenting to clients, investors, managers, or colleagues… here are 5 common mistakes that weaken your presentation’s impact and results – and simple ways to avoid them: ❌ Not addressing your audience’s pain pointEven the most professional presentation won’t work

25 years of working with high-tech, software, and electronics companies have taught me that customer testimonials are one of the most powerful marketing tools. After writing, editing, filming, and publishing dozens of testimonials, I want to share a concise guide to creating winning testimonials. Why are testimonials so important? They’re the first thing potential customers look for. They build credibility and reduce doubts. They provide social proof that drives results. When

Hungry? 🍽️ Well, food isn’t the topic of this post, but spicing up your posts certainly is. One of the most common questions I get from clients is: how can we add a bit of interest and spice to primarily technical topics, and tell the same story again and again in a compelling way from a different angle? This is especially challenging in the global B2B world where the focus is often on technical products, machines, tools, or services, which might seem less thrilling.   So, w

🎭 66% of employees and managers in the workplace experience imposter syndrome, a psychological pattern characterized by self-doubt and fear of being exposed as a fraud, despite evidence of competence.   Imposter syndrome can significantly affect marketing messages, leading to hesitant and inconsistent communication, undervaluing of product benefits, and instilling doubt in customers. To address this challenge:   1.        Recognize Your Brand Strengths: Highlight the company

Albert Einstein’s famous quote says, "Insanity is doing the same thing over and over again and expecting different results." 🤪   In the context of marketing efforts, if you find yourself stuck in a loop of repetitive marketing with the same content on LinkedIn or any platform, without seeing the desired outcomes, it might be time for a strategic shift. ↪️   The essence of Einstein's insight lies in the necessity of adaptability and innovation in marketing strategies. Put sim

Passover is the holiday of freedom 🦋, and it's a great opportunity to examine what we can liberate ourselves from. Which cords 🔗 is it time to disconnect, and who can do the work for us to free us for the truly important things in life... 😜 According to predictions 🔮, by 2030, artificial intelligence could replace 800 million jobs worldwide and about 45% of all tasks we do today, becoming automatic. These predictions align with those of Professor Yuval Noah Harari, who of

Presentation Skills - I wanted to share with you a few golden rules.