Inside Cyfluencer: Why Trust, Not Reach, Drives Cybersecurity ft. Yael Moav

About this episode

Yael Moav discusses the importance of trust over reach in B2B influencer marketing within the cybersecurity sector.

What does influencer marketing actually look like in cybersecurity? In this conversation, Yael Moav, Executive Director of Cyfluencer, shares how B2B influencer marketing works when the audience is made up of decision-makers, not consumers. From the early days of building Cyfluencer to working with global cybersecurity companies, Yael explains why trust matters more than reach, how Israeli and American companies approach marketing differently, and what it takes to build influence in a highly technical space. The discussion also covers how influencers shape brand perception, why authenticity still matters, and how this model fits into the broader Israeli tech ecosystem. Hosted by Yoel Israel --- 00:00 Intro and Cyfluencer story 03:00 Israel vs US marketing mindset 06:00 What B2B influencer marketing is 09:00 Sales cycles and brand building 11:00 How trust is actually built 15:00 Where influencer marketing fits 18:00 Why authenticity matters 22:00 Growing an audience from zero 28:00 Creative ways to use influencers 33:00 Why Cyfluencer works --- Thank you to our incredible partners for making this all possible! IsraelTech is proud to partner with Deel, the global all-in-one HR and…

People in this episode

Host: Yoel Israel

Guest: Yael Moav

Topics covered

• influencer marketing
• cybersecurity
• B2B marketing
• trust in marketing
• Israeli tech ecosystem

Keywords

• influencer marketing
• cybersecurity
• trust
• B2B
• Israeli tech

Sponsors

Deel, Wadi Digital

Mentioned in this episode

Organizations: Cyfluencer

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