How customer mapping turns random traffic into revenue

When you hear Avishai Sharon talk about buyer journeys, you realise he is not actually thinking about marketing at all. He is thinking about maps.

His career started in the Israeli Air Force, working on navigation and geographic information systems. His job was to help people move from point A to point B without getting lost. Years later, in the world of B2B marketing, he discovered the exact same problem, just with different terrain.

Buyers were moving through content, landing pages, social posts, sales touches, events, emails. Everyone felt they had a “funnel” but no one could really see how people were travelling through it. The journeys were invisible.

Trendemon was basically his attempt to put a navigation system on top of that chaos.

From maps in the Air Force to maps of your buyers

Before Trendemon, Avishai ran an agency. Classic marketer pain point: clients asking which content and channels actually drive revenue, and him trying to prove impact with half broken analytics.

When marketing leaders explained their funnels and attribution problems, his brain defaulted to navigation. You cannot optimise a journey you cannot see. You cannot guide people if you do not know where they started, where they are stuck, and what “destination” even looks like for them.

That became the core idea behind Trendemon

Map the journey, then optimise it.

What Trendemon actually does

Trendemon today is a website experience optimisation platform for B2B.

Translated to human language

It figures out:

• which accounts are visiting your site
• which content those people are actually consuming
• how that behaviour connects to pipeline and revenue

Then it uses that intelligence to personalise the website journey and push visitors toward the next relevant step, instead of leaving them to wander.

It plugs into your CRM, ABM, marketing automation and gives you something every revenue team secretly wants but rarely admits:

A clear story of what happens between “they saw our ad” and “they signed the contract”.

Japan did not get entered, it entered them

Trendemon did not have some master plan for Japan.

Dentsu found them.

A group from Dentsu came to Israel to meet tech companies, discovered Trendemon, and that was the start. From there, Avishai and his co founder made a simple decision

If you commit to Japan, you commit fully. You build a local team. You show up. You respect the market.

They opened an office, hired local people and treated Japan as its own world rather than “another region” in a spreadsheet. In return, they got what Japan gives serious players over time

Trust, stability and very long horizon relationships.

It is a nice reminder for any startup founder

Sometimes the most interesting markets are the ones that come to you, once your positioning is clear enough that people can actually place you in their mental map.

Why inbound only or outbound only is broken

Everyone loves to pick a camp.

The inbound crowd says

“Just create value and people will come.”

The outbound crowd says

“Just do more touches and people will answer.”

Avishai’s data says something less romantic and more annoying.

In B2B, the average opportunity involves multiple people from the same company. In recent data Trendemon saw roughly:

• around ten people from each account visiting the site
• dozens of sessions
• dozens of pages read

And that attention is shrinking year over year, not growing.

Different people from the same buying group will:

• click different channels
• read different content
• respond to different triggers

If you bet only on inbound, you miss the accounts who never raise their hand. If you bet only on outbound, you are contacting people who already visited your site without using that context.

The only sane strategy is account first.

See the account as the unit of value, then stack inbound plus outbound plus offline around it.

Mapping the journey at account level, not lead level

This is the big mental shift Avishai pushes.

Most companies still think in “leads”

names, emails, form fills, individual people in isolation.

Reality in B2B

Purchases happen at account level and buying group level.

So the journey to map is not “what did John read” but

“What has this company done with us so far?”

For example:

• has this account ever been on our site
• how often are they coming back
• which themes, products or use cases do they keep reading about
• who from that company is engaging on social

Once you see that, outbound stops being a blind volume game. You can:

• prioritise accounts that already show awareness
• approach them with content related to the pages they actually consumed
• time outreach when they are actively doing research

Instead of chasing “more leads”, you are building momentum inside a finite list of companies that really matter.

Personalisation that does not collapse under scale

Everyone says “personalisation” now. Most of it is lipstick.

Avishai’s take is simple

Stop obsessing about one to one gimmicks and start personalising at account and buying group level.

That means:

• group people by role and challenge
• create content that is genuinely useful for that role
• use journey data to see which themes land with which accounts

If a CMO cares about conversion benchmarks, send them that. If a rev ops leader cares about attribution, lead with that. If a security buyer cares about website risk, show them the vulnerability you actually found, not just an ebook about “best practices”.

The outreach that impressed Avishai most was a security vendor that did a small penetration check, sent him a real issue they had discovered and offered to share a full audit.

No manipulation. No “I will only reveal this on a call.”

They gave value first, with no guarantee of anything in return.

That is the level of relevance and courage that will cut through in the next years. Everything else will be background noise generated by language models on autopilot.

Where to start with tech, without drowning

Tech questions always show up fast

What tools do we need

Which platforms

How much will this cost

Avishai pulls it back to something much less sexy:

1 Legit positioning

If people land on your site and cannot explain what you do in one sentence, you have no marketing market fit. Trendemon itself learned this the hard way. They used to call themselves “journey optimisation”. The market placed them in “website experience optimisation”. Once they accepted that label, everything got clearer.

2 Anonymised account data

Before you buy the fancy stuff, get one simple capability in place

See which companies are visiting your site and what they are doing there.

There are multiple ways to access that data. The point is not the vendor. The point is you knowing if your ICP even knows you exist, and how they behave when they do.

With that you can answer three brutal questions:

• are the right accounts aware of us
• is our content interesting enough for them to stay
• where exactly are they dropping off before speaking to sales

Without those answers, your outbound, your ads and your content strategy are basically guesswork with nice branding.

What the data says about B2B buyers in twenty twenty four

Because Trendemon sits on a lot of website and buyer journey data, Avishai sees the mood of the market earlier than most.

A few signals he shared:

• organic traffic to B2B sites in the first half of twenty twenty four is up strongly versus the same period last year
• paid traffic is up even more, meaning marketers are starting to spend again
• conversion from visiting account to pipeline opportunity has improved slightly
• conversion from opportunity to closed revenue is still stuck

Translation

Interest is back. Budgets are opening slowly. Buyers are researching again. But deals are still grinding through committees, and risk tolerance is still low.

Which means this is absolutely the time to:

• fix your positioning
• build real content that acts like a product
• set up journey visibility so you are ready when the river truly opens up

The Beaver years and what to build now

Avishai uses a simple metaphor for the last few years.

Bull years

Everyone was bullish, money was cheap, growth at all costs.

Bear years

Budgets froze, fear took over, buyers stopped moving.

Now he calls it the Beaver years.

The period where serious teams quietly build dams and infrastructure, so that when the water level rises again, they are ready to harvest the flow.

In practice, that means:

• mapping your buyer journeys at account level
• making inbound and outbound work together instead of compete
• using AI compute power not just to write more content, but to analyse journeys and surface real insight
• doubling down on value first outreach and content

Most companies will stay stuck optimising vanity metrics. The ones that win the next cycle will be the ones that treat “website visitors” as actual people inside actual accounts, moving through real journeys that can be seen, understood and guided.

If you can do that, you are no longer guessing.

You are navigating.

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