Uploaded February 2025 | Updated September 2026, 2 weeks ago
In this episode of Funnel Vision, Tal Kapulnik, Head of Marketing at Eon,
discusses her career transition from B2C to B2B marketing, and the often overlooked piece that ties them together: people.
Tal shares her journey from agency life, to Youtube, then Lemonade, and now heading the marketing team at Eon, a cloud back up startup determined not to look like a regular cloud back up startup. Tal shares how she uses data to relentlessly measure, how she builds content teams and what she looks for when hiring, and how she is connecting with customers to bring a refreshing and personal approach to her work at Eon.
Underscoring all this is Tal’s unique perspective on what B2B marketing can learn from B2C. Tal rightly calls it “H2H marketing,” or human-to-human, and it will change how you market any product to any audience. There's just one rule: no boring content.
—
Timestamps:
02:08: Introducing Tal Kapulnik and her career journey
07:00: Why differentiating B2B and B2C isn’t helpful
11:19: On being patient and the constant push to not be boring
13:32: How you know your content is working
16:14: The secret to an effective email subject line
17:43: On marketing, sales, and achieving brand magic across teams
22:50: The #1 question to ask in interviews
25:44: How to make the most out of events
27:17: The pros and cons of using an agency (+ tips)
32:01: The anatomy of a great marketing team
33:55: On specialists vs. generalists
38:19: Personal inspirations and recommendations
About Funnel Vision
Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.
Resources
Explore marketing resources from Wix Studio:
wix.com/studio/marketing/resources
Learn more about Funnel Vision:
wix.com/studio/marketing/funnel-vision-podcast
Check out some of the content mentioned in the show:
Eon’s website —
eon.io
The Prof G Pod with Scott Galloway —
podcasts.voxmedia.com/show/the-prof-g-pod-with-scott-galloway
Tech Crunch —
techcrunch.com
—
Learn more about Wix Studio:
wix.com/studio
Get started with our Essentials course:
wix.to/gT8VY7c
Join the Wix Studio Community:
forum.wixstudio.com
Follow us on social media:
➔ Instagram: instagram.com/wixstudio
➔ X: twitter.com/wixstudio
➔ TikTok: tiktok.com/@wixstudio
➔ Facebook: facebook.com/WixStudio
➔ Discord: discord.com/invite/wixstudio
About Wix Studio:
Wix Studio is the website building platform for professional designers, developers, and marketers. With high-end design capabilities, streamlined workflows and robust business tools, it empowers freelancers and agencies to build, manage and scale exceptional websites with maximum efficiency.
Subscribe to our channel:
➔ youtube.com/@WixStudio?sub_confirmation=1
In this episode of Funnel Vision, Tal Kapulnik, Head of Marketing at Eon,
discusses her career transition from B2C to B2B marketing, and the often overlooked piece that ties them together: people.
Tal shares her journey from agency life, to Youtube, then Lemonade, and now heading the marketing team at Eon, a cloud back up startup determined not to look like a regular cloud back up startup. Tal shares how she uses data to relentlessly measure, how she builds content teams and what she looks for when hiring, and how she is connecting with customers to bring a refreshing and personal approach to her work at Eon.
Underscoring all this is Tal’s unique perspective on what B2B marketing can learn from B2C. Tal rightly calls it “H2H marketing,” or human-to-human, and it will change how you market any product to any audience. There's just one rule: no boring content.
—
Timestamps:
02:08: Introducing Tal Kapulnik and her career journey
07:00: Why differentiating B2B and B2C isn’t helpful
11:19: On being patient and the constant push to not be boring
13:32: How you know your content is working
16:14: The secret to an effective email subject line
17:43: On marketing, sales, and achieving brand magic across teams
22:50: The #1 question to ask in interviews
25:44: How to make the most out of events
27:17: The pros and cons of using an agency (+ tips)
32:01: The anatomy of a great marketing team
33:55: On specialists vs. generalists
38:19: Personal inspirations and recommendations
About Funnel Vision
Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.
Resources
Explore marketing resources from Wix Studio:
wix.com/studio/marketing/resources
Learn more about Funnel Vision:
wix.com/studio/marketing/funnel-vision-podcast
Check out some of the content mentioned in the show:
Eon’s website —
eon.io
The Prof G Pod with Scott Galloway —
podcasts.voxmedia.com/show/the-prof-g-pod-with-scott-galloway
Tech Crunch —
techcrunch.com
—
Learn more about Wix Studio:
wix.com/studio
Get started with our Essentials course:
wix.to/gT8VY7c
Join the Wix Studio Community:
forum.wixstudio.com
Follow us on social media:
➔ Instagram: instagram.com/wixstudio
➔ X: twitter.com/wixstudio
➔ TikTok: tiktok.com/@wixstudio
➔ Facebook: facebook.com/WixStudio
➔ Discord: discord.com/invite/wixstudio
About Wix Studio:
Wix Studio is the website building platform for professional designers, developers, and marketers. With high-end design capabilities, streamlined workflows and robust business tools, it empowers freelancers and agencies to build, manage and scale exceptional websites with maximum efficiency.
Subscribe to our channel:
➔ youtube.com/@WixStudio?sub_confirmation=1
