Avishai Sharon: Revolutionize Your Sales With Customer Mapping

Most founders still think in leads.

Avishai Sharon thinks in accounts and journeys.

As CEO and Co Founder at TrenDemon, Avishai has spent years staring at buyer journeys for B2B companies across the world. What he sees is simple and brutal:

“In B2B you are not selling to a lead, you are selling to an account. The buyer journey is the journey of the account, not just one person.” Avishai Sharon, CEO and Co Founder at TrenDemon

If you keep thinking lead by lead, channel by channel, you will always feel like your go to market is out of sync. This episode is basically a playbook on how to fix that.

Let us break it down.

From maps in the Air Force to mapping buyer journeys

Avishai did not start in marketing.

He started in the Israeli Air Force doing navigation and geographic information systems.

Later, clients pulled him into marketing projects. When marketers explained funnels, touchpoints, and B2B complexity, his brain did not think “campaigns”, it thought “maps”.

That mindset became TrenDemon.

TrenDemon today is a website experience platform for B2B companies. It maps the journeys of accounts across the site, sees which content really moves deals forward, and then uses those insights to improve conversions and personalise journeys.

Under the hood it is still navigation work. Just for accounts instead of aircraft.

Why inbound and outbound alone are both broken

Everyone has strong opinions:

Inbound purists say content will save you.

Outbound purists say content is a nice to have and you just need to hammer the phones and inbox.

Reality is more boring and more powerful.

Different people in the same buying group will engage in different channels at different times. Some will first see your ad. Some will type your brand into Google. Some will only react after you email them. Some will quietly check your site after ignoring your LinkedIn message.

The journey is messy. If you treat inbound and outbound as separate religions instead of one system, you are fighting yourself.

“Inbound and outbound are not rival religions. They are just different touch points around the same account, and they work best when they are coordinated.” Avishai Sharon, CEO and Co Founder at TrenDemon

Outbound without real content and insight feels like spam.

Inbound without targeted outbound leaves too much up to luck.

The win is in the blend.

The big mental shift: from lead based to account based

The first major change Avishai pushes is this:

Stop obsessing over individual contacts. Start tracking accounts.

Traditional funnels obsess over:

• This person downloaded an ebook
• This email address clicked an ad
• This lead opened a sequence

In complex B2B deals, that view is too shallow. A typical opportunity might look like this on the website side:

• 13 people from the same company
• Dozens of sessions
• Dozens of pages read

And that is only the web part of the story. There are also emails, social touches, offline events, calls, and internal discussions you never see.

That is why Avishai says the move from lead based thinking to account based thinking is non negotiable:

“The biggest shift right now is moving from lead based thinking to account based thinking. If you do not make that jump, your go to market will always feel off.” Avishai Sharon, CEO and Co Founder at TrenDemon

When you look at the journey of the account, inbound and outbound suddenly click together.

You see that the webinar attendance came after a cold email.

You see that a demo request came from a different person at the same company you just targeted with ads.

You see that your “dead” outbound account is quietly reading three deep case studies.

Now you are not arguing which channel deserves credit. You are orchestrating the account journey.

How to actually map the buyer journey without going crazy

Theory is nice. What does this look like in practice for a founder or GTM leader

Avishai suggests a few simple steps.

One. Start with your ICP accounts, not “everyone”

Do not try to map the whole world.

Pick the accounts that fit your ICP and care about those journeys first.

Once you have this list, ask:

• Are they even aware we exist?
• Have they ever been to our site or LinkedIn page?
• Are they coming back and reading anything meaningful?

Awareness is a stage in the journey, just like “demo” or “proposal”. If your ICP is not even aware of you, you do not have a conversion problem. You have an awareness problem.

Two. Define the stages like a pipeline

Avishai suggests thinking about the journey like a pipeline on the marketing side, not just on the sales side.

For example:

• Aware
• Engaged with content
• Hand raiser or opportunity
• Customer

Then ask at account level:

Which target accounts are in each bucket

Which content did the engaged ones consume

Which actions preceded opportunities

Now your sales and marketing conversations get a lot more serious than “what should we post this week”.

Content that actually earns attention, not just fills a calendar

Right now anyone can flood the internet with average posts using generative tools.

That means the bar for “good enough” content has moved. People have unlimited options and very limited attention. They are not hunting for more information. They are mostly trying to block noise.

“In B2B buyers are not hunting for more information, they are defending themselves from it. Your job is to break through that shield with real value.” Avishai Sharon, CEO and Co Founder at TrenDemon

So what counts as value in this environment

Avishai gives a simple definition:

“Value means I give you something today that helps you succeed in your job, even if you never buy from me.” Avishai Sharon, CEO and Co Founder at TrenDemon

That can be:

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Benchmarks that help a CMO fight for budget

• A real conversion analysis of their site
• An insight about a security vulnerability, like in the penetration test example he shared

Udi Ledergor from Gong has a line Avishai likes a lot: your content should be good enough that someone would pay for it.

“Think of your content as a product. Is it so useful that someone would actually pay for it If not, it is probably just noise. Avishai Sharon, CEO and Co Founder at TrenDemon

If you apply that lens, most company content dies instantly. Which is exactly the point.

Personalisation that scales without becoming cringe

Every sales leader wants personalisation at scale.

Most attempts either do nothing, or are actively harmful.

Scraping a LinkedIn profile and dropping a random personalised sentence that adds no value is not personalisation. It is a gimmick.

Avishai sees personalisation on three levels.

One. Account level

Are we tailoring messaging and content to the specific company context Use cases, industry, maturity, region.

Two. Buying group level

Are we tailoring to roles inside that account The CMO cares about different outcomes and proof than the head of demand gen or the RevOps lead.

Three. Insight level

Are we actually reacting to the signals they send us Which pages they read, topics they come back to, events they attend.

You cannot do this for ten thousand accounts. You pick a focused set of ICP accounts, then earn the right to go deep.

“You can not be deeply personal to ten thousand companies. You need clear ICPs, a tight account list, and then you earn the right to personalize.” Avishai Sharon, CEO and Co Founder at TrenDemon

Do not try to solve scale before you solve effectiveness. First prove you can meaningfully move ten right accounts, then think about one hundred or one thousand.

Where to start with technology, without burning all your budget

A lot of founders hear “account based”, “journeys”, “data”, and immediately think “expensive stack”.

Avishai is pretty direct on this.

First, no tool will save you if your basics are broken. You need:

• Clear positioning that the market actually understands
• A real ICP
• Content that delivers genuine value to that ICP

“Before you scale outbound or inbound, ask a brutal question: do we really have marketing market fit, or are we just pushing a story nobody understands.”

Avishai Sharon, CEO and Co Founder at TrenDemon

If you do not have that, do not scale. You will just burn money louder.

Once the foundation is there, he suggests a very simple first tech step:

Use an account identification tool to see which companies are visiting your site, and what they are doing there.

You can do this through platforms like HubSpot with a data partner, through TrenDemon, or through similar tools. The key is not the brand logo. The key is the question this data helps answer:

Are the right accounts aware of us and engaging with us at all

If the answer is “no”, the priority is brand and awareness.

If the answer is “yes, but they do not convert”, the priority is content and journey optimisation.

Now you know where to focus your next dollar.

“Do not start by asking which tools you should buy. Start by asking who you are selling to and where you sit in your go to market maturity.”

Avishai Sharon, CEO and Co Founder at TrenDemon

A real world example: global and local pulling in the same direction

One thing that stood out is how Avishai sees account journeys across teams, not only across channels.

He shared an example of Check Point, a large cyber security company.

They had:

• A global marketing team running brand, ABM and web
• Local field teams running events and direct account work

Classic silo situation.

Once they started sharing account level insights from the global side with the local teams, things changed. Local teams could see which of their target accounts were active on the site, which topics they read, which campaigns they touched.

That made collaboration real. They co created target account lists, coordinated touches, and blended:

• Global digital and content

• Local events and field work

• Outbound plays informed by actual inbound behaviour

The result was higher meeting rates and better win rates on the same accounts. Not because they invented a new channel. Because they finally mapped the account journey together.

The market mood and why now is “Beaver time”

Avishai has a cute mental model for the last few years.

• Years of the bull   money everywhere, growth at all costs
• Years of the bear   panic, freezes, fear
• Now   years of the Beaver

This season is about quietly building dams and infrastructure so that when the river opens again, you are ready.

“Now is the time to quietly build the infrastructure so you are ready when the river opens again.” Avishai Sharon, CEO and Co Founder at TrenDemon

In go to market terms, that means:

• Fixing positioning and ICP
• Building content that is genuinely valuable
• Implementing basic account visibility
• Getting sales and marketing aligned on the same target accounts
• Blending inbound and outbound into one account first motion

If you survive this period and build well, you will be in a very strong place when budgets loosen up again.

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