In the fast-paced world of tech companies, scaling a B2B marketing function from zero to impactful can seem like an impossible challenge. Yuval Ramson, Head of Global B2B Marketing at Wolt, shares an insider’s perspective on building a marketing team that drives real business results with Kfir and Or on our “ABX & Cocktails” podcast.

The Challenge: Creating B2B Marketing from Scratch

When Yuval joined Wolt, a global delivery and commerce platform, the B2B marketing function didn’t exist. Most teams viewed marketing through a consumer lens – thinking primarily of ads and basic campaigns. His mission? Create a strategic marketing approach that would support Wolt’s ambitious growth across 27 countries.

A Lean, Strategic Approach to Team Building

Instead of requesting a massive budget and team upfront, Yuval took a smarter route:

  • Start small and prove value quickly
  • Leverage existing company strengths
  • Focus on initiatives with immediate impact
  • Gradually build consensus and understanding

Key Strategies for Marketing Transformation

1. Strategic “Nagging” and Education

Yuval didn’t wait for annual budget discussions. He consistently:

  • Connected potential investments to strategic company goals
  • Educated stakeholders about B2B marketing’s potential
  • Built cross-functional support by understanding each department’s motivations

2. Opportunistic Team Building

Rather than following a rigid hiring plan, Yuval built his team strategically:

  • First hire: A campaign manager to demonstrate immediate marketing value
  • Focused on functions that could quickly show results
  • Borrowed talent from consumer marketing teams
  • Gradually expanded capabilities in performance marketing, marketing automation, and content creation

3. Quick Wins and Proof of Concept

The team’s breakthrough came with a merchant acquisition campaign. Within two weeks, they:

  • Launched marketing efforts in five countries
  • Developed a significant percentage of the company’s merchant pipeline
  • Proved marketing’s ability to drive tangible business results

Lessons for B2B Marketing Leaders

  1. Be Adaptable: Every company has a unique DNA. What worked elsewhere might not work here.
  2. Stay Curious: Always be willing to learn and listen.
  3. Know Your Product: Deep product and industry knowledge is crucial for effective marketing.
  4. Start Small, Think Big: Demonstrate value through strategic, focused initiatives.

The Results

Today, Wolt’s B2B marketing team has:

  • Expanded to multiple countries
  • Launched a global newsletter
  • Redesigned the company website
  • Created a robust marketing function that contributes significantly to business growth

Ready to Learn More?

Want to hear the full story of Wolt’s marketing transformation? Tune in to the podcast episode for deeper insights and Yuval’s personal journey.