GTM Is a Funnel Problem ft. Dolev Zaiderman
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GTM Is a Funnel Problem ft. Dolev Zaiderman
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In today's episode, I chat with Dolev, GTM engineer at ENGINI (a B2B iPaaS company), about in-house GTM strategy focused on funnel optimization and AI-powered SEO. We explore how he's tackling answer engine optimization (AEO) by scraping Google and competitors to reverse-engineer the EEAT signals (Experience, Expertise, Authoritativeness, Trustworthiness) needed to appear in AI overviews, effectively cutting the buyer's journey from TOFU to BOFU in one search result. Dolev shares his creative in-person outreach campaign that scraped Meetup.com events in NYC, identified organizers and speakers, and enabled their AE to build trust before events even started. He discusses his journey from data analyst to GTM engineer, why data orientation changes how you measure KPIs and implement tracking pixels, and his prediction that the GTM tool stack will consolidate as Clay integrates with ChatGPT. Dolev's advice: understand funnel theory first, think about how buyers buy (not how you sell), and build business fundamentals before layering on technical tools.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:26) What ENGINI Does and GTM Engineering as Strategy
(01:36) In-House vs Agency GTM Engineering
(02:17) Funnel Management: TOFU, MOFU, BOFU Strategy
(03:33) Answer Engine Optimization (AEO) Initiative
(05:32) EEAT Signals: Getting Inside AI Overviews
(07:14) Journey from Data Analyst to GTM Engineer
(08:46) In-Person Outreach: Scraping Meetup.com for Events
(11:52) Why In-Person Events Still Work (Trust Building)
(12:04) Future Predictions: Clay + ChatGPT Integration
(13:38) Advice: Understand How Buyers Buy (Not How to Sell)
(14:45) Closing and Contact Information
🔗 CONNECT WITH DOLEV
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💻 Website
👥 LinkedIn
📧 Email - saurabh@salesrobot.co
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