--- title: Envy Blog | Billy Cina (4) 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. (4) --- [Skip to content](https://blog.goenvy.io/author/billy-cina/page/4#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) - [AI in B2B Marketing](https://blog.goenvy.io/tag/ai-in-b2b-marketing) - [ABM](https://blog.goenvy.io/tag/abm) [![ width=](https://blog.goenvy.io/hs-fs/hubfs/Blog%20cover%20-%20cyber%20ppc-1.jpg?height=370&name=Blog%20cover%20-%20cyber%20ppc-1.jpg)](https://blog.goenvy.io/cybersecurity-ppc-b2b-marketing-budget-benchmarks) ## [I need how much?! Calculating your PPC budget for cybersecurity](https://blog.goenvy.io/cybersecurity-ppc-b2b-marketing-budget-benchmarks) [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) [Cybersecurity Marketing](https://blog.goenvy.io/tag/cybersecurity-marketing) Lead generation costs have sky-rocketed ever since we started calculating PPC benchmarks for cybersecurity in 2019. In fact, the costly curve is the reason we started with the benchmarks. They became a sanity to check for ourselves… and our clients. [Read more \>](https://blog.goenvy.io/cybersecurity-ppc-b2b-marketing-budget-benchmarks) [![ width=](https://blog.goenvy.io/hs-fs/hubfs/blog%20cover%20-%20stop%20annoying%20cisos.jpg?height=370&name=blog%20cover%20-%20stop%20annoying%20cisos.jpg)](https://blog.goenvy.io/knowing-your-ciso-buyer-persona) ## [CISO’s your buyer persona? Here’s how to stop annoying them](https://blog.goenvy.io/knowing-your-ciso-buyer-persona) [Cybersecurity Marketing](https://blog.goenvy.io/tag/cybersecurity-marketing) The most common "buyer persona" I have is the CISO. But I don't hang out with CISOs. Most marketers don't. We hang out with other marketers and complain about sales teams. Obviously 😉 [Read more \>](https://blog.goenvy.io/knowing-your-ciso-buyer-persona) ### Want enviable updates? #### [Wanna Grow? Contact us for a FREE strategy consultation](https://goenvy.io/contact) [![](https://blog.goenvy.io/hubfs/ENVY%20blog%20-%20no%20content%20no%20ppc%20cover-1.jpg)](https://blog.goenvy.io/ppc-for-b2b-3-tips-for-a-kickass-inbound-marketing-strategy) ## [No content? No PPC! 3 Tips for Kick-Ass Inbound Strategy](https://blog.goenvy.io/ppc-for-b2b-3-tips-for-a-kickass-inbound-marketing-strategy) [Inbound Marketing](https://blog.goenvy.io/tag/inbound-marketing) [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) Here’s an unpopular opinion you didn’t ask for: content is the lifeblood of any successful B2B PPC campaign. Without quality content, your campaigns fall flat, your audience disengages, and your conversion rates plummet. It’s a grim scenario that no marketer wants to face. And yet so many do… [Read more \>](https://blog.goenvy.io/ppc-for-b2b-3-tips-for-a-kickass-inbound-marketing-strategy) [![](https://blog.goenvy.io/hubfs/Blog%20cover%20-%20cybersec%20abm%20(1).jpg)](https://blog.goenvy.io/top-cybersec-marketers-abm) ## [Why Top Cybersec Marketers Are Turning to ABM](https://blog.goenvy.io/top-cybersec-marketers-abm) [Cybersecurity Marketing](https://blog.goenvy.io/tag/cybersecurity-marketing) [ABM](https://blog.goenvy.io/tag/abm) It’s a huge task to compete against ~ 3,500 other companies on a daily basis–but that’s precisely what’s happening in the cybersec space. It almost doesn’t matter how many grand campaigns you’re planning, the competition for attention is immense and only those vendors who dare to stand out get noticed. This is exactly why your... [Read more \>](https://blog.goenvy.io/top-cybersec-marketers-abm) [![](https://blog.goenvy.io/hubfs/ENVY%20-%20blog%20cover%20-%20ABM%20fails.jpg)](https://blog.goenvy.io/reasons-why-your-abm-campaign-can-fail) ## [5 Reasons Why Your ABM Campaign Can Fail](https://blog.goenvy.io/reasons-why-your-abm-campaign-can-fail) [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b) [ABM](https://blog.goenvy.io/tag/abm) We know Account Based Marketing (ABM) works, and studies back it up–companies are observing 84% pipeline growth and 77% revenue growth. But the harsh truth is, some ABM campaigns still fail and they do so spectacularly. Worry not, as we might know how to avoid it, and set you up for success. [Read more \>](https://blog.goenvy.io/reasons-why-your-abm-campaign-can-fail) [![](https://blog.goenvy.io/hubfs/blog%20cover%20-%20ABM%20on%20HubSpot-1.jpg)](https://blog.goenvy.io/hubspot-for-b2b-abm) ## [Using HubSpot for B2B Account Based Marketing (ABM)](https://blog.goenvy.io/hubspot-for-b2b-abm) [RevOps with HubSpot](https://blog.goenvy.io/tag/revops-with-hubspot) [ABM](https://blog.goenvy.io/tag/abm) If your sales cycle is longer than 6 months with multiple buyer groups involved, or if your ACV is pretty high but there aren't THAT many opportunities on the market, ABM is for you. And what better place to orchestrate your ABM motion than on HubSpot? [Read more \>](https://blog.goenvy.io/hubspot-for-b2b-abm) [![](https://blog.goenvy.io/hubfs/6%20keys%20to%20a%20successful%20Account%20Based%20Marketing%20strategy-1.jpg)](https://blog.goenvy.io/does-your-abm-strategy-follow-these-6-steps) ## [6 steps your ABM strategy should include](https://blog.goenvy.io/does-your-abm-strategy-follow-these-6-steps) [ABM](https://blog.goenvy.io/tag/abm) Gone are the days of spray-and-pray marketing tactics. B2B audiences are now more discerning, more informed, and frankly, less tolerant of the generic wares of yesteryear. Account based marketing strategy is your tailored response—a direct and personalized approach to winning over prospects. What’s more, it's tried and tested... [Read more \>](https://blog.goenvy.io/does-your-abm-strategy-follow-these-6-steps) [![](https://blog.goenvy.io/hubfs/Blogs-Jul-10-2026-08-27-54-8825-AM.png)](https://blog.goenvy.io/creative-messaging-testing) ## [Creative Messaging & Testing](https://blog.goenvy.io/creative-messaging-testing) [Brand & product messaging](https://blog.goenvy.io/tag/brand-product-messaging) If your brand messaging process is taking you ~6 months from ideation to rollout across all your marketing and sales assets, stop right now. Your market will have changed by the time you get out of the door. There’s a much quicker and more effective way to do this. Read on. [Read more \>](https://blog.goenvy.io/creative-messaging-testing) [![Why Your B2B Marketing & RevOps Need an Audit](https://blog.goenvy.io/hubfs/Auditing%20your%20B2B%20Marketing%20%26%20RevOps%20(2).jpg)](https://blog.goenvy.io/why-your-b2b-marketing-revops-need-an-audit) ## [Why your B2B Marketing & RevOps Need an Audit](https://blog.goenvy.io/why-your-b2b-marketing-revops-need-an-audit) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) [RevOps with HubSpot](https://blog.goenvy.io/tag/revops-with-hubspot) [Brand & product messaging](https://blog.goenvy.io/tag/brand-product-messaging) There are typically 2 scenarios that push companies to conduct a marketing and/or RevOps audit: [Read more \>](https://blog.goenvy.io/why-your-b2b-marketing-revops-need-an-audit) [![8 rules to rock your B2B marketing campaigns](https://blog.goenvy.io/hubfs/8-rules-to-rock-your-B2B-marketing-campaigns-in-2024-1-1.png)](https://blog.goenvy.io/8-rules-to-rock-your-b2b-marketing-campaigns) ## [8 rules to rock your B2B marketing campaigns in 2024](https://blog.goenvy.io/8-rules-to-rock-your-b2b-marketing-campaigns) [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy) [Inbound Marketing](https://blog.goenvy.io/tag/inbound-marketing) At the very end of 2023, along with Airfleet we held The Big Marketing Kickoff, an event during which we’ve spoken about the highs and lows of the past year in the B2B marketing world, and shared our plans for growth in 2024 with an audience of no less than 150 brilliant B2B marketers. [Read more \>](https://blog.goenvy.io/8-rules-to-rock-your-b2b-marketing-campaigns) [First](https://blog.goenvy.io/author/billy-cina/page/1) [Prev](https://blog.goenvy.io/author/billy-cina/page/3) [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) [6](https://blog.goenvy.io/author/billy-cina/page/6) [Next](https://blog.goenvy.io/author/billy-cina/page/5) [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