I have been the founder
on the other side of this.
Twelve years of B2B marketing and sales, most of it spent inside the room rather than presenting to it. I work with tech founders on positioning, go-to-market and the unglamorous execution that comes after.
Where the experience comes from
Founder first
I have been a startup founder myself. That is the main reason I work embedded rather than at arm’s length. I have had to live with the decisions, not just recommend them.
Capital markets and fintech
Category creation at Exberry, in a market with no appetite for new categories, and an ecosystem of six tier-one partners built around it.
B2C to B2B
GivingWay’s pivot out of consumer and into business, and twenty times revenue growth inside twelve months.
Less advice. More execution.
Strategy that arrives as a deck and leaves as a deck has never changed a number. I would rather be accountable for what happens after the decision than for the decision itself.
The work itself: Exberry and GivingWay · how I work with teams.
The companies this tends to fit
B2B tech, post-product
There is something real to sell, and the question is how you reach more of the right buyers and do it again, not whether the product should exist.
Fintech, capital markets, Web3
Markets where trust is slow, buyers are conservative, and the wrong sentence closes the door before a demo happens.
Teams adding sales capacity
You are hiring reps or opening a channel and want them carrying a story that works rather than one they invent.
What people ask
What is BY1?
A B2B go-to-market and positioning consultancy, not an agency. It is one person, working inside the client's team, rather than an account team sending over recommendations.
What companies has Yaniv Barak worked with?
Named client work includes Exberry, where he created the “Exchange in a Box” category narrative and built a partner ecosystem including AWS, Google Cloud, Microsoft Azure, Finastra, Trading Technologies and BMLL; and GivingWay, where he led the pivot from B2C to B2B that produced 20x revenue growth in twelve months.
What does BY1 specialise in?
Go-to-market strategy, brand positioning, B2B messaging, sales and business development, category creation, and marketing for fintech and capital markets. Conservative and regulated markets in particular, where positioning has to carry weight that brand recognition cannot.
How do you work with clients?
Embedded with the team rather than in a monthly advisory slot. Engagements start at three months and some run well past a year, depending on the work. Every engagement starts with positioning.
Where is BY1 based?
Tel Aviv, Israel, working with clients across Israel, Europe and the United States. The site is published in English and Hebrew.
Want to talk it through?
Thirty minutes, no pitch. Tell me where you are and I will tell you what I think matters most right now.
Book a free strategy call