Meet Rachel Doades

I help Israeli B2B tech companies build marketing that works.

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My story
I've spent 20 years building marketing for B2B tech companies. Branding. Content. Demand generation. Product marketing. Creative strategy. From lean startups to established enterprises, I've done it all.

In 2023, I started Alister to bring that experience to Israeli tech companies. I worked with incredible clients like Cyabra, Pecan, Lightico, and AlgoSec on GTM strategy, creative direction, and marketing execution.

But I kept seeing the same pattern.

Israeli B2B companies with brilliant technology, strong teams, and real traction...but they struggle with marketing. Not because they lacked talent. Not because they didn't understand their product. Because their positioning didn't resonate with the buyers they were trying to reach.

The CEO was trying to do marketing between product meetings, investor calls, and board presentations. They needed strategic marketing leadership, but they didn't have the budget for a full-time marketing leader.

That's why I shifted to fractional VP of Marketing work.

Now I embed with Israeli B2B companies as their marketing partner. Not a consultant who writes a deck and disappears. Not an agency that just executes orders. A dedicated VP marketing. I fix the positioning. I build the strategy. I oversee execution. I report to the board. And I do it for a fraction of the cost of a full-time hire.
"The best B2B marketing doesn't explain your product. It makes your buyer feel understood. That's the gap I close."
What makes me different

20 Years of B2B Tech Marketing

I've built marketing strategies for companies at every stage, from seed-stage startups to publicly traded enterprises. I know what moves enterprise buyers and what doesn't. I've seen the patterns that lead to success and the mistakes that waste budget.

Creative + Strategic Thinking

Most fractional VPs come from demand generation or product marketing. I come from brand and creative strategy. I don't just optimize your funnel, I fix your positioning first. If prospects don't understand your value proposition in 5 seconds, no amount of campaigns will save you.

Fluent in Enterprise Buyer Psychology

I've spent years studying what actually moves US and EMEA enterprise buyers; what they read, how they evaluate vendors, what builds credibility with them, and what makes them disengage. That fluency is rare. And it's exactly what Israeli companies need when they're serious about selling to those markets.

Hands-On Execution, Not Just Strategy

I don't just write strategy decks. I hire freelancers, manage vendors, create content, launch campaigns, and get things done. You get VP-level strategic thinking plus the oversight that supercharges your sales team.

My approach
Successful GTM strategy and exeuction starts with positioning.

‍If your positioning is wrong, no amount of tactics will save you. Not ads. Not content. Not campaigns. That's why I start with the fundamentals:
  • Who are you actually selling to?
  • What problem do you actually solve for them?
  • Why should they care about you specifically?
Most Israeli tech companies answer these questions in terms of technology and features. American enterprise buyers care about business outcomes, risk mitigation, and whether you understand their world.

The gap between those two perspectives is where deals get lost. I bridge that gap, then we build the execution engine to bring that positioning to life.

What drives my work

Strategic marketing for Israeli tech

Built to resonate with US and EMEA buyers.

Explore the Method
Outcomes Over Activity

I don't measure success by how many social posts we published. I measure it by closed/wons, board satisfaction, and readiness for the next stage of growth.

Clarity For Immediate Value Recognition

Enterprise buyers don't hav time decode clever marketing messages. They need to understand what you do, why it matters, and why you're the right choice. I optimize for clarity, not cleaverness awards.

Israeli Culture + Global Execution

What sells in Tel Aviv doesn't land with New York or London enterprise buyers. I help you define and maintain your company's values while building connections with your US and EMEA prospects.

Ready to work together?

Let's see if we're the right fit.

30 minutes. No pitch, no pressure. We'll talk through your marketing situation and see if there's a fit. If there isn't, I'll tell you honestly, and point you in the right direction.

Schedule a discovery call