--- title: Envy Blog | Billy Cina description: I've spent my entire career marketing B2B tech brands. From shiny new startups with a BHAG, to more established tech companies fighting for market dominance, no two marketing challenges are ever the same. I work with companies on articulating and testing company messaging, building their digital marketing strategy and budgets with an emphasis on producing top notch content as the engine for growth. In 2014 I Co-founded Israel's leading tech marketing agency, Marketing Envy. Now lovingly referred to and known as, Envy. --- [Skip to content](https://blog.goenvy.io/author/billy-cina#main-content) [![ENVY Logo black](https://blog.goenvy.io/hubfs/Envy/ENVY-Logo.svg "ENVY Logo black")](https://goenvy.io) - Services Show submenu for Services - [Elizabeth, The Brain Build](https://goenvy.io/services/elizabeth-creative-messaging/) - [Harry, Paid Media Planner](https://goenvy.io/services/harry-william-paid-campaigns-gtm/) - [William, Full GTM Service](https://goenvy.io/services/harry-william-paid-campaigns-gtm/#William) - [Charles, HubSpot IQ](https://goenvy.io/services/charles-hubspot-ai/) - [HubSpot Implementation and Onboarding](https://goenvy.io/services/hubspot-implementation-and-onboarding/) - [HS \<\> LI Warm Outreach Agent](https://goenvy.io/services/warm-outreach-agent/) - [Resources](https://goenvy.io/resources/) Show submenu for Resources - [Banter with Billy](https://goenvy.io/banter-with-billy/) - [All Resources](https://goenvy.io/resources/) - [Pricing](https://goenvy.io/pricing/) - [Blog](https://blog.goenvy.io) - [Contact](https://goenvy.io/?pop=contact-us) - Services Show submenu for Services - [Elizabeth, The Brain Build](https://goenvy.io/services/elizabeth-creative-messaging/) - [Harry, Paid Media Planner](https://goenvy.io/services/harry-william-paid-campaigns-gtm/) - [William, Full GTM Service](https://goenvy.io/services/harry-william-paid-campaigns-gtm/#William) - [Charles, HubSpot IQ](https://goenvy.io/services/charles-hubspot-ai/) - [HubSpot Implementation and Onboarding](https://goenvy.io/services/hubspot-implementation-and-onboarding/) - [HS \<\> LI Warm Outreach Agent](https://goenvy.io/services/warm-outreach-agent/) - [Resources](https://goenvy.io/resources/) Show submenu for Resources - [Banter with Billy](https://goenvy.io/banter-with-billy/) - [All Resources](https://goenvy.io/resources/) - [Pricing](https://goenvy.io/pricing/) - [Blog](https://blog.goenvy.io) - [Contact](https://goenvy.io/?pop=contact-us) ![SolutionPartnerTierBadges\_FINAL\_ELITE\_TEAL-s](https://blog.goenvy.io/hs-fs/hubfs/SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s.png?width=120&height=120&name=SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s.png "SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s") ![HB-Elite-Logo 1](https://blog.goenvy.io/hs-fs/hubfs/HB-Elite-Logo%201.png?width=34&name=HB-Elite-Logo%201.png "HB-Elite-Logo 1") # Tech Marketing & RevOps **Blog** - Type- - [All](https://blog.goenvy.io/) - [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) - [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) - [Inbound Marketing](https://blog.goenvy.io/tag/inbound-marketing) - [RevOps with HubSpot](https://blog.goenvy.io/tag/revops-with-hubspot) - [Cybersecurity Marketing](https://blog.goenvy.io/tag/cybersecurity-marketing) - [Brand & product messaging](https://blog.goenvy.io/tag/brand-product-messaging) - [ABM](https://blog.goenvy.io/tag/abm) - [AI in B2B Marketing](https://blog.goenvy.io/tag/ai-in-b2b-marketing) [![ width=](https://blog.goenvy.io/hs-fs/hubfs/Harry%203%20(1920x1080).png?height=370&name=Harry%203%20(1920x1080).png)](https://blog.goenvy.io/plan-your-multi-channel-paid-campaign-mix) ## [How to Plan Your Multi Channel Paid Campaign Mix](https://blog.goenvy.io/plan-your-multi-channel-paid-campaign-mix) [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) [AI in B2B Marketing](https://blog.goenvy.io/tag/ai-in-b2b-marketing) Most B2B paid channel mixes are a polite guess: last year's split, nudged, with no model underneath and nothing to show finance when they ask. Every budget change means rebuilding the same fragile spreadsheet from zero. The fix is a planning model built on real benchmarks, along with your account history, that projects the return per channel, per... [Read more \>](https://blog.goenvy.io/plan-your-multi-channel-paid-campaign-mix) [![ width=](https://blog.goenvy.io/hs-fs/hubfs/ENVY%20Blog%20Elizabeth%202%20(1920x1080).png?height=370&name=ENVY%20Blog%20Elizabeth%202%20(1920x1080).png)](https://blog.goenvy.io/how-to-make-your-ai-understand-your-messaging) ## [How to Make Your AI Understand Your Messaging](https://blog.goenvy.io/how-to-make-your-ai-understand-your-messaging) [AI in B2B Marketing](https://blog.goenvy.io/tag/ai-in-b2b-marketing) [Brand & product messaging](https://blog.goenvy.io/tag/brand-product-messaging) Finally your whole marketing team is using AI? Congrats! How is it going? Oh, not so well? Now Content marketing's on ChatGPT, Growth is on Claude, and Social Media is on Gemini... And they describe the product like they work at different companies? And so you've started rewriting the messaging? [Read more \>](https://blog.goenvy.io/how-to-make-your-ai-understand-your-messaging) ### Want enviable updates? #### [Wanna Grow? Contact us for a FREE strategy consultation](https://goenvy.io/contact) [![](https://blog.goenvy.io/hubfs/Blogs%20(1)-2.png)](https://blog.goenvy.io/b2b-marketers-turn-reddit-into-pipeline) ## [How Smart B2B Marketers Turn Reddit Into Pipeline](https://blog.goenvy.io/b2b-marketers-turn-reddit-into-pipeline) [Inbound Marketing](https://blog.goenvy.io/tag/inbound-marketing) Say leadership just told you to increase LinkedIn spend by 40 percent. Unlikely, but yoohoo anyway. CPL looks reasonable. If you’re lucky, even MQL volume will be steady. But SQL conversion… flops. You’ve reviewed the ads, the landing pages, the audience, the messaging, and so you go ahead and google your core use case, so... [Read more \>](https://blog.goenvy.io/b2b-marketers-turn-reddit-into-pipeline) [![](https://blog.goenvy.io/hubfs/Blogs%20(1)-1.png)](https://blog.goenvy.io/4-gtm-building-blocks) ## [4 GTM Building Blocks That Actually Work](https://blog.goenvy.io/4-gtm-building-blocks) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) Did you know that 82% of product GTMs fail to hit their goals? That’s how Oryan Aviner, Product Marketing Team Lead at AppsFlyer, started her talk at one of Envy’s recent events, before immediately admitting she made the number up. [Read more \>](https://blog.goenvy.io/4-gtm-building-blocks) [![](https://blog.goenvy.io/hubfs/Blogs-May-25-2026-10-07-22-2947-AM.png)](https://blog.goenvy.io/event-playbook-is-old-and-boring) ## [Your event playbook is old and boring. Here’s how to make marketing events actually worth the time](https://blog.goenvy.io/event-playbook-is-old-and-boring) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) [Inbound Marketing](https://blog.goenvy.io/tag/inbound-marketing) [Cybersecurity Marketing](https://blog.goenvy.io/tag/cybersecurity-marketing) After three decades in tech and a decade of running Envy’s own events, I’ve lost patience for panels where everyone agrees, breakfasts that could’ve been a newsletter, and keynote slots dedicated to yet another breathless meditation on artificial intelligence. [Read more \>](https://blog.goenvy.io/event-playbook-is-old-and-boring) [![](https://blog.goenvy.io/hubfs/Blogs-Mar-12-2026-01-42-12-6314-PM.png)](https://blog.goenvy.io/welcome-to-buyer-led-gtm) ## [The Playbook is Dead, Welcome to Buyer-Led GTM](https://blog.goenvy.io/welcome-to-buyer-led-gtm) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) [AI in B2B Marketing](https://blog.goenvy.io/tag/ai-in-b2b-marketing) Sam's organization spends $60K on an analyst subscription. Three weeks to schedule a briefing, two more to receive the report. By the time it arrives, Sam has already shortlisted vendors, asked their network for feedback in Slack groups, and even booked a pilot. The Magic Quadrant, he never even got to open. [Read more \>](https://blog.goenvy.io/welcome-to-buyer-led-gtm) [![Cybersecurity events in 2026](https://blog.goenvy.io/hubfs/Blogs-1.png)](https://blog.goenvy.io/2026-cybersecurity-events) ## [2026 Cybersecurity Events Worth Your Marketing Budget](https://blog.goenvy.io/2026-cybersecurity-events) [Cybersecurity Marketing](https://blog.goenvy.io/tag/cybersecurity-marketing) No one’s attending cybersecurity events to “stay on top of trends.” You’re all there to get leads. Book meetings. Build pipeline. But you can’t attend all the events there are, even if your marketing team is 100+ people (oh, we wish). So here’s our top picks list of the ones we really think you’ll benefit from in the US and... [Read more \>](https://blog.goenvy.io/2026-cybersecurity-events) [![](https://blog.goenvy.io/hubfs/Blogs.png)](https://blog.goenvy.io/gtm-simplified) ## [Why 2026 GTM Success Demands Simplicity](https://blog.goenvy.io/gtm-simplified) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) Marketing is full of activity. Pipeline is not. [Read more \>](https://blog.goenvy.io/gtm-simplified) [![](https://blog.goenvy.io/hubfs/Nuvei%20blog%20cover-2.png)](https://blog.goenvy.io/b2b-marketing-attribution-is-a-scam) ## [The Futility of B2B Marketing Attribution](https://blog.goenvy.io/b2b-marketing-attribution-is-a-scam) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) There is a quiet absurdity that underpins modern B2B marketing, and it’s the expectation that every dollar spent should return with a neatly labeled receipt. In boardrooms and dashboards alike, marketing leaders are asked to trace the path from campaign to contract with forensic clarity, as though complex buying journeys could... [Read more \>](https://blog.goenvy.io/b2b-marketing-attribution-is-a-scam) [![](https://blog.goenvy.io/hubfs/Nuvei%20blog%20cover%20(1).png)](https://blog.goenvy.io/b2b-ads-not-converting) ## [Why Your B2B Ads Aren’t Converting (And What to Do About It)](https://blog.goenvy.io/b2b-ads-not-converting) [Inbound Marketing](https://blog.goenvy.io/tag/inbound-marketing) [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) A new client comes through the door, yay! It’s usually a fast-moving B2B tech company, say cybersecurity or fintech. After some polite intros, they hit us with the usual: “Our ads aren’t converting, our campaigns aren’t performing.” That’s the most common complaint we hear. And we can say with complete honesty, it’s rarely just... [Read more \>](https://blog.goenvy.io/b2b-ads-not-converting) [1](https://blog.goenvy.io) [2](https://blog.goenvy.io/author/billy-cina/page/2) [3](https://blog.goenvy.io/author/billy-cina/page/3) [4](https://blog.goenvy.io/author/billy-cina/page/4) [5](https://blog.goenvy.io/author/billy-cina/page/5) [Next](https://blog.goenvy.io/author/billy-cina/page/2) [Last](https://blog.goenvy.io/author/billy-cina/page/10) [![ENVY Logo mwhite](https://blog.goenvy.io/hubfs/Envy/ENVY-Logo-white.svg "ENVY Logo mwhite")](https://goenvy.io) ![SolutionPartnerTierBadges\_FINAL\_ELITE\_TEAL-s](https://blog.goenvy.io/hs-fs/hubfs/SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s.png?width=140&height=140&name=SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s.png "SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s") Resources - [Banter with Billy](https://goenvy.io/banter-with-billy/) - [Case Studies](https://goenvy.io/resource_type/case-studies/) - [Videos](https://goenvy.io/resource_type/videos/) Services - [Elizabeth, The Brain Build](https://goenvy.io/services/hubspot-implementation-and-onboarding/) - [Hary, Paid Campaign Planner](https://goenvy.io/services/harry-william-paid-campaigns-gtm/) - [William, Full GTM Service](https://goenvy.io/services/harry-william-paid-campaigns-gtm/#William) - [Charles, HubSpot IQ](https://goenvy.io/services/charles-hubspot-ai/) - [HubSpot Implementation & Onboarding](https://goenvy.io/services/hubspot-implementation-and-onboarding/) - [HS \<\> LI Warm Outreach Agent](https://goenvy.io/services/warm-outreach-agent/) Company - [Pricing](https://goenvy.io/pricing/) - [Privacy Policy](https://goenvy.io/privacy-policy/) We like to share thoughts [Follow us on Facebook](https://www.facebook.com/GoEnvy) [Follow us on LinkedIn](https://www.linkedin.com/company/goenvy/) [Follow us on Twitter](https://twitter.com/mktgenvy) [Follow us on Instagram](https://www.instagram.com/billy.cina) [Follow us on Instagram](https://www.youtube.com/@Get_Envy) ![goolge-partner](https://blog.goenvy.io/hubfs/Envy/goolge-partner.svg "goolge-partner") ![google-developers-experts-logo](https://blog.goenvy.io/hubfs/Envy/google-developers-experts-logo.svg "google-developers-experts-logo") © Powered by the tears of ambitious and envious CXOs © Copyright 2026 Envy