Orit Oz is the Owner and CEO of Oz Global B2B, a full-service, global B2B agency. As a certified Hubspot partner, the company offers comprehensive inbound marketing and automation services. Orit has over 20 years of experience building and leading global companies’ business and marketing strategies. She is also a member of the Board of Directors at E3, a worldwide network of branding companies operating in 28 countries.
Here’s a glimpse of what you’ll learn:
- Orit Oz talks about Oz Global B2B’s specialties
- Evolving marketing efforts for a niche company: a case study
- Key considerations for transitioning to a global marketplace
- How Oz shifted into digital marketing — and how the company leverages webinars to build awareness
- The challenges of managing social media marketing for international businesses
- Orit’s transition from employee to founder
- EO’s impact on Orit’s entrepreneurial journey
- How has the Israel-Hamas war affected Oz Global B2B?
In this episode…
Have you considered diversifying your market share? Expanding into global markets allows you to launch additional products and acquire an extensive client base. How can you gain traction in a broad market?
As an entrepreneur in Israel, internationally acclaimed marketer Orit Oz recognized the limitations of Israel’s small-scale market and the vast potential in global verticals. With a B2B service-based business, Orit can deliver value to international businesses in various niches and industries, amplifying her growth prospects. When scaling your company internationally, you must integrate various cultures with your values to build a reputable brand. By sharing your expertise with diverse professionals and companies, you can generate awareness and opportunities.
In today’s segment of the Rising Entrepreneurs Podcast, Dr. Jeremy Weisz interviews Orit Oz, the Owner and CEO of Oz Global B2B, about building a global agency. Orit explains how she works with niche companies, her transition from employee to entrepreneur, and how she builds awareness in global markets.
Resources mentioned in this episode:
- EO Israel
- EO Accelerator
- Entrepreneurs’ Organization (EO)
- Dr. Jeremy Weisz on LinkedIn
- Inspired Insider Podcast
- Orit Oz on LinkedIn
- Oz Global B2B
- “[Top Israel Leader Series] Engineering the Autonomous Revolution with Rabbi Mois Navon of Mobileye” on the Inspired Insider Podcast
- “[Israel Business Series] Crafting a Great Brand Story: Tips and Tricks With Nir Zavaro” on the Inspired Insider Podcast
- F*ck the Slides: Creating A Winning Pitch Using Storytelling Techniques by Nir Zavaro
- “[EO Israel] Innovative Staffing Software With Amit Oestreicher” on the Rising Entrepreneurs Podcast
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Dr. Jeremy Weisz 0:13
Dr. Jeremy Weisz here, founder of inspiredinsider.com. I talk with inspirational entrepreneurs leaders today is no different. I’ve read the eyes of Ozglobalb2b.com. And Orit before I formally introduce you, I always like to point out other episodes, people should check out other podcasts. This is part of my top agency series, but also my top Israel business leaders series. So there’s a couple of COP agencies have had Kevin Hourigan, started his agency this you’ll relate to this Orit. Back in, I think, 1995. He had an agency, right. And so Orit has been doing this, I’m not going to age you for several decades as well. And he talked about the evolution, the landscape and everything else. So that was an interesting one. With Kevin Hourigan of Spinutech. On the Israel business leader side, I had Mois Navon of Mobileye, and he talked about how Mobileye’s journey of getting acquired to buy Intel for $15.3 billion. But what kind of struck me with that conversation? Orit was that he had to go back to his family at certain points and tell them you know, we can’t eat out anymore. We can’t do the niceties anymore because there’s ups and downs and there’s a lot of sacrifices that need to be made. So that was interesting. Also, you as fellow EO Israel member Nir Zavaro, we talked about his book. Fuck the Slides, I guess I’ll swear on this, because that’s the name of his book. But it’s and we talked about some of those, how he came to create that book, and some of the lessons also your yo Israel member Amit Oestreicher as director of Xtras and G-nie and how he lost all of his customers overnight, not once, but twice. And what he did. So check those out, and many more on inspiredinsider.com. And this episode is brought to you by Rise25 The Rise25 we help businesses give to connect to their dream 100 relationships? And how do we do that we actually help you run your podcast, we’re an easy button for a company to launch and run a podcast and we do the strategy, the accountability in the flow execution, you know really are kind of the magic elves that work in the background and make it look easy for the host in the company. So they can develop great relationships create great content, and we do everything else. You know, for me, I’m always looking at ways to give to my relationships. And over the past decade, I found no better way than to profile the people in companies I most admire and share with the world what they’re working on. So if you’ve thought about podcasting, you should if you have questions, you can go to rise25.com To learn more, and I’m excited to introduce Orit Oz. She is founder of Oz Global B2B. And she established us back in 1996 and transformed the company from a design studio into a leading full service global b2b agency. And you know, I like I was saying before the past few decades, as has been instrumental in promoting Israeli industry in the global marketplace, but they work beyond Israel as well. And they work closely with customers to really create world class brands across multiple sectors. And they cover the entire spectrum of b2b services from strategy to implementation. There even a certified HubSpot partner to the offer a comprehensive inbound marketing and in marketing automation services as well. So Orit, thanks for joining me.
Orit Oz 3:32
Thanks for having been here. Start
Dr. Jeremy Weisz 3:35
off and just tell people a little bit about Oz Global B2B and what you do.
Orit Oz 3:40
So I actually your introduction was really good. And we as you said, we are a company that operates with companies that have a technological product and sell it in the world. We work with a wide range of companies and we help them from the brand strategy through creating the identity, the visual identity, creating all marketing materials they will need in order to sell around the world and helping them also with the digital marketing. So this is what’s happening today. We didn’t start from there. We started from actually creating marketing materials marketing, communication, and really helping Israeli companies sell their product in the world.
Dr. Jeremy Weisz 4:25
Yeah, for some examples and how that works, because I think it’s instructive of any company going global like you you’re forced, obviously when you live in a small country to go global because there’s the market. You can’t just serve only the market in Israel if you want to get bigger and bigger and bigger so you help some of these companies they keep could be anywhere but starting in Israel and go global. Let’s what’s the best example to start with of going from Israel and going global.
Orit Oz 4:58
So first of all, you You, as you said that Israel is a very, very small company country. So I think in general, we have a global mindset, because the Israeli market is too small for these products, any startup, any company that starts in Israel always understands that their potential will be in the global market. And that’s, that’s, I think, one thing. The second thing is because we, I expertise is business to business. That means that really the products that we that we help companies sell, or they are usually in verticals that are that Israel is very good. And we have a lot of companies from water technologies, to alteration companies, companies that do, you know, smart irrigation, or the agri tech companies like that. So, in general, we look at these Rayleigh markets as as like the better site, but really, from day one, when since from the day that the product is ready, we will be looking at the global market. And I think that’s one of the one of the things that I’ve seen over the years, as you’re speaking to agencies in Germany, or in the US, they’re very, they really know their market. But then, but we from the minute we started, you know, our understanding is the global mindset, I think that that is something that’s interesting. We have quite a few companies that have medical device, which is also filled, that Israel is very strong in all different kinds of monitors, and very, very technological products that will you know, like a motion controller that will sit inside the one of HPs printers or things like that. So very technological products. It’s a specific way of marketing, you know, you the people that you walk it to are professional people. So that’s that’s sort of what we do for our day to day. Yeah.
Dr. Jeremy Weisz 6:55
I mean, we’ll talk about I know that your company has gone through different evolutions throughout its lifetime. But I you know, you mentioned the water filtration, and water technology. One of those is, I think it’s Medtronic.
Orit Oz 7:14
Right? So yes, maytronics is, it’s actually a really, really great company. They are the company that invented the robots that clean the swimming pools. So it’s not they’re not from the agriculture side there, but they are from cleaning water. And they focused on the day they started on cleaning swimming pools, they are today, they are over 50% of the market, the world market, which in general is something that always I always feel so unbelievable, we have so many companies that are in their niche in their place, they are really market leaders, they can be number two, number three in the world. But I think that’s something that happens a lot in Israel, that you come out with very, very good product many years ago, a lot of the companies we work with, been around for many years, maytronics I think just had 14 years, 40 year anniversary, to maytronics day, it’s a great example, they produce robots that clean swimming pools, but as they sell in the world, they sell through partners. So if you think about we started working with them about 15 years ago, that all their marketing was through the partners through distributors, it’s something that happens a lot. Okay, got my
Dr. Jeremy Weisz 8:34
way I’m looking. If you’re watching, if you’re listening, there is a video here and we’re at ozglobalb2b.com, right here, but you could see here is what we’re talking about. This is the right one. Yeah, yeah.
Orit Oz 8:49
And you can see the case study in our in our website. So I think what I really like about the Medtronic story is we started working with maytronics after they acquired the company in France, the project was actually branding the acquisition of two companies and they expanded the proposition and it was the first time anything for the company, technical company like them really understood the power of the brand as being something that can can connect employees and connect employees from all around the world also become a very, very strong brand outside so we work a lot when if we talk about what we do, when we build the brand strategy, the brand promise is actually the tool that will connect all the employees you know to why we why we get up in the morning what we want to do in maytronics it was two simple words exceptional experience. And I think those two words are exceptional. Spence has been since really something that that with the values of the company and with the promise in some that really drove the company forward, the company has grown is now in the Tel Aviv exchanger Stock Exchange and one of the 15 biggest companies in Israel, they grew very much. And we over the years, we created all their, all their marketing materials. And now as they grown, they brought in, they brought in services in house because they’re already very, very big. And we just helped them with things that they need. But we were really the ones that create with them the brand and you know, something that
Dr. Jeremy Weisz 10:35
talk about some of those things read that you did do with with them. You know, the evolution of okay started with like you said the brand, but what are some? What are some other things you had to do? Because I think it’d be instructive for anyone, okay, here’s what they did. And there may be other companies that want to go more global, even if they’re in the US, and they want to go outside the US, right? Obviously, there’s a big market in the US, some people aren’t even thinking about going global. But there’s obviously that expands the market there. So what are some things you did? What did they want initially, when, when they first came to you?
Orit Oz 11:09
So so the I think the big question was, how a company that started in Israel in a kibbutz and is growing, and is becoming global? How do we keep the spirit? And what made the success when we become global, we become big, because in the end you it’s okay. When you have, you know, all Israelis, they all get it, they understand the culture. Now you have employees in France, and you have employees in Germany, and you have employees in the US, and how do you connect them all together to one brand. So that was I think that that was the point where they, they understood that we need to have something that will connect everyone, the project we did was a global project, we did it with the global management. And actually, after we after creating the brand promise, and after creating the values, there was like a roadshow going from country to country, that we gave them the tools and the management went from country to country and did workshops, and that we help them with it. And actually, you know, bring so that everyone, if you’re an employee maytronics You all have the same language. And think if you have, I think one of the things, one of the points where we knew we succeeded was when from Australia, though, Manager of maytronics, Australia, phoned up the manager in Israel, and I said, Listen, my one of my employees came to me and said, Listen, we have to change something we’re doing. It’s what we’re doing here isn’t an exception experiments, it’s really bad, we have to change it. And we said, Okay, we that’s what we wanted, we wanted that, you know, the everywhere where you are in the world, you understand that? If you’re a maytronics worker, and if you producing maytronics, probably products, it will be an exception experience. Now, what you’re showing here is what I’ve been talking quite a lot about the internal, but at the same time, we have, we have the brand we have, we want all the marketing materials all around the world to look the same. Later on. When we talk about digital marketing, we can talk about the challenge of building a global brand, when you know, in social media, each country is very, very different. And that’s that’s something that we’ll talk about later. Because it really connects us to the to how the marketing is evolving. And the challenges it brings that when we did make tronics you know, there were trade shows, There were shops, where there were the use, you saw the things and you saw the things and everything was the same look the same. We used to create the materials and distribute them all around the world and building really a strong, strong brand. So you can see and the website[Continue to Page 2]