Israeli Tech Leaders Discuss Building Lasting Legacy Amid Rapid Innovation
At the MAD conference hosted by Globes, a panel moderated by Sophie Melnik-Amitai, Co-Founder of the G-CMO Forum, explored whether a lasting legacy can be created in Israeli high-tech. The G-CMO Forum is a community for global marketing executives in tech companies and is part of the CMO organization.
Mati Yahav, CMO of Fiverr, emphasized two core elements of legacy: identifying relevant talent and matching it with data to meet evolving needs. Fiverr initially differentiated itself by offering many services for five dollars, but now focuses on showcasing cutting-edge talent, such as through a recent high-profile Hollywood sign campaign highlighting their AI video category.
Noa Zamora, CMO at Kaltura, shared her perspective from publishing and journalism backgrounds, stressing that legacy is not about preserving the past but continuously creating anew. Kaltura’s competitive edge comes from numerous acquisitions and a forward-looking strategy, while acknowledging the rapid pace of change in tech.
Liran Lieberman, CEO of Humanz, highlighted the shrinking lifespan of companies in the S&P 500 due to technological disruption. He praised Israeli tech pioneers who resisted relocating abroad and stressed the importance of brands maintaining obsessive audience connection and delivering tailored, sophisticated messaging rather than generic advertising.
The panel agreed that branding remains crucial despite widespread access to AI tools for marketing. Yahav noted the ongoing importance of creative content and insight, while Zamora observed the relentless pace of leading tech clients and the value of accumulated knowledge integrated into real workflows. Lieberman called for rebuilding Israel’s brand by engaging directly with users.
Zamora concluded with a call for more sustainable years ahead, acknowledging the rapid acceleration driven by artificial intelligence. The event was sponsored by major Israeli companies including Bank Hapoalim, El Al, Nespresso, Bezeq, Tnuva, Mifal HaPais, Wolt, Macallan, and Nour.
