B2B tech marketing agency that is results-driven and customer service centered. We focus on X, LinkedIn, SEO, Influencer marketing, and paid acquisition.
Israel
Joined September 2016
- Tweets2.5K
- Following139
- Followers337
- Likes1.8K
Pinned Tweet
Your X Business Page Isn't Converting (And It's Not the Content)
Your company posts on X every day.
Engagement's decent. Pipeline? Untouched.
Why? Because there is a goal confusion problem.
A B2B technology company treats their X profile like a lead-gen form, pushing demos, gated content, "book a call" in every post.
But X was never built for that.
There are only two real goals on X: drive relevant traffic to your website, or earn a follower.
Trying to force a demo booking out of a platform visit is why the numbers never work.
What an optimized X business presence actually looks like in 2026:
1️⃣ Decide your role on the platform first.
Before you touch content strategy, define what you're doing on X and why someone should follow you. Are you the industry voice? The behind-the-scenes builder? The data-driven analyst? Without that clarity, your profile has no reason to be followed.
2️⃣ Let the follow do the work.
The real conversion isn't a click to your site. It's a follow. Once someone follows you, they see your content repeatedly, build trust over time, and eventually go to your website on their own terms. That's a far stronger buyer than someone who clicked once and bounced.
At WadiDigital, we build X and social programs around the follow-first model, the metric that actually compounds pipeline over time instead of tracking one-time clicks.
Followers are the asset. Relevant traffic is just the byproduct.
Not sure if your X strategy is built for followers or just for clicks? Send us a message and let's find out together :)
WadiDigital retweeted
On vacation in Athens, Paul Gladstone of @WadiDigital and Talk with the Scot watched his teenagers pass graffiti attacking their country.
They read it. They understood it. And they kept walking.
Young Israelis learn to be strong in who they are long before the army asks anything of them. That strength stays with them for life.
How do you handle the noise?
Hosted by @YoelTIsrael
Launching into a newly coined category, the way ITDR, DSPM, and CTEM once were?
Don't put the category name in your H1.
Nobody is searching for it yet. We've seen vendors burn 12 months of content investment optimizing for terms with zero demand.
It is better to rank for the symptom your buyer is actually searching ("how to find sensitive data across cloud accounts"), then introduce the category inside the content. Save the category page for when demand catches up.
This is one of several ways cybersecurity SEO breaks from standard B2B playbooks. Read the full blog for more: wadidigital.com/blog/how-to-…
Build something beautiful and people will want to gather around it. True for a sukkah, true for a brand. Chag Sameach from Wadi! 🍋🌿
Welcome to Wadi Shira Pollock!
Shira is joining WadiDigital's GEO & SEO team!
She is originally from Arizona, and made Aliyah alone when she was 18 years old.
Immediately after immigrating to Israel, Shira joined the Israeli Defense Forces as a lone soldier, serving as a sharp shooter in the Combat Search & Rescue Unit.
Shira loves to read and write on her free time, and plays the violin and is a master at baking sour dough bread :)
When she is not working on technical content for our clients, she is hanging out with her husband of two years in Givat Shmuel.
Please give Shira a warm Wadi Welcome as she continues to help Wadi's GEO & SEO B2B tech clients grow!
WadiDigital retweeted
Your X Business Page Isn't Converting (And It's Not the Content)
Your company posts on X every day.
Engagement's decent. Pipeline? Untouched.
Why? Because there is a goal confusion problem.
A B2B technology company treats their X profile like a lead-gen form, pushing demos, gated content, "book a call" in every post.
But X was never built for that.
There are only two real goals on X: drive relevant traffic to your website, or earn a follower.
Trying to force a demo booking out of a platform visit is why the numbers never work.
What an optimized X business presence actually looks like in 2026:
1️⃣ Decide your role on the platform first.
Before you touch content strategy, define what you're doing on X and why someone should follow you. Are you the industry voice? The behind-the-scenes builder? The data-driven analyst? Without that clarity, your profile has no reason to be followed.
2️⃣ Let the follow do the work.
The real conversion isn't a click to your site. It's a follow. Once someone follows you, they see your content repeatedly, build trust over time, and eventually go to your website on their own terms. That's a far stronger buyer than someone who clicked once and bounced.
At WadiDigital, we build X and social programs around the follow-first model, the metric that actually compounds pipeline over time instead of tracking one-time clicks.
Followers are the asset. Relevant traffic is just the byproduct.
Not sure if your X strategy is built for followers or just for clicks? Send us a message and let's find out together :)
WadiDigital retweeted
In an office, problems surface on their own. Remote teams don't have that luxury.
Paul Gladstone of @WadiDigital and Talk with the Scot starts every day with a quick team meeting to find out who needs help. Some days it's two minutes, some days it's an hour, and it gives people a place to share the wins, the failures, and everything in between.
How do you close the distance in remote work?
Hosted by @YoelTIsrael
WadiDigital retweeted
1. Define the expertise
2. Build the reason why people should follow you (content)
3. Build relevance for you digital assets (website, app)
Smart guide 👇
Your X Business Page Isn't Converting (And It's Not the Content)
Your company posts on X every day.
Engagement's decent. Pipeline? Untouched.
Why? Because there is a goal confusion problem.
A B2B technology company treats their X profile like a lead-gen form, pushing demos, gated content, "book a call" in every post.
But X was never built for that.
There are only two real goals on X: drive relevant traffic to your website, or earn a follower.
Trying to force a demo booking out of a platform visit is why the numbers never work.
What an optimized X business presence actually looks like in 2026:
1️⃣ Decide your role on the platform first.
Before you touch content strategy, define what you're doing on X and why someone should follow you. Are you the industry voice? The behind-the-scenes builder? The data-driven analyst? Without that clarity, your profile has no reason to be followed.
2️⃣ Let the follow do the work.
The real conversion isn't a click to your site. It's a follow. Once someone follows you, they see your content repeatedly, build trust over time, and eventually go to your website on their own terms. That's a far stronger buyer than someone who clicked once and bounced.
At WadiDigital, we build X and social programs around the follow-first model, the metric that actually compounds pipeline over time instead of tracking one-time clicks.
Followers are the asset. Relevant traffic is just the byproduct.
Not sure if your X strategy is built for followers or just for clicks? Send us a message and let's find out together :)
WadiDigital retweeted
“Wadi has been serving Friendly Tech’s digital marketing needs for over a decade now.
They are a trusted extension of our team, consistently driving high-quality leads.
Wadi leads with transparency, proactive communication and reporting. Wadi's team is proactive and strategic; they test new campaigns and ideas, which helps us meet our KPIs.
They are great partners in B2B marketing - always professional and friendly.”
~ Ilan Migdal,
CEO, Friendly Technologies
At Wadi, we spend our days thinking about words. What to say, how to say it, and whether it will connect.
Yom Kippur reminds us to think about words more personally. The ones that helped, the ones that hurt, and the ones we still need to say.
Gmar Chatima Tova from the Wadi Digital team. Wishing everyone a year of stronger connections.
WadiDigital retweeted
Love it or hate it, Reddit is full of unfiltered feedback 🤭
Reddit tells the truth. When people want honest opinions about a product, company, or topic, they often turn to Reddit.
The anonymity allows people to speak freely, share real experiences, and say what they actually think. That makes Reddit an important place for B2B marketers to understand how their audience talks, researches, and makes decisions.
@rachelmgarf, Wadi’s socials queen, explains why Reddit belongs in the marketing conversation.
WadiDigital retweeted
Want to test your management? Go away.
Paul Gladstone took a week off, told his team not to contact him, and returned to find everything running as it should.
That did not make his role unnecessary. Instead it proved that the team had clear systems, trusted one another, and knew how to make decisions without waiting for permission.
Paul joins Yoel to discuss remote management, workplace culture, managing up, Israeli directness, and why the best managers do not make themselves the center of every process.
Watch the full interview with Paul Gladstone, founder of Talk With The Scot and Head of SEO & GEO at @WadiDigital
Hosted by @YoelTIsrael
WadiDigital retweeted
Why Most Cybersecurity Marketing Sounds Like It's Written By Marketers?
Your CISO prospect reads your ad copy for four seconds.
Then they close the tab or scroll past the ad.
That isn't a targeting problem. It's an attention and language problem.
I’ve seen this play out hundreds of times:
A cyber company hires a growth marketer. They launch polished creative and hit strong CTRs on paper.
The pipeline? Full of people who will never buy.
Generic marketing language is an immediate red flag to a technical buyer.
When your copy sounds like it came from a marketing textbook instead of a Security Operations Center, your ICP notices. They don't see a peer—they see a pitch.
Here is what actually works in cyber marketing:
1. Speak their language, not your brand's Stop writing to be understood by everyone. Your buyer wants detailed, jargon-accurate content that proves you understand their stack, threat model, and specific pain points.
2. Sit on their side of the table Stop trying to convince them you have a great product. Focus on sounding like you already live in their world. Trust builds when your content reads like it was written by someone who has suffered their exact problems.
The fundamental shift comes down to one question:
Stop asking: "How do we make this easy to understand?" Start asking: "How do we sound like we belong in the room with their security team?"
At @WadiDigital, we build cybersecurity marketing programs around how technical buyers actually evaluate vendors: with precision, credibility, and language that earns a seat at the table.
If your marketing doesn't sound like it was written by someone who understands the threat landscape, it’s costing you deals you won't even see in your analytics.
This past year brought exciting campaigns, fresh ideas, new partnerships, and continued growth alongside both our longtime and newest clients. As marketing continued to evolve, AI search, changing platforms, and new audience behaviors reshaped how B2B tech companies get discovered and grow, giving us even more opportunities to adapt, create, and deliver work that makes a measurable difference.
As we enter the new year, we look forward to building stronger partnerships, taking on bigger opportunities, and continuing to grow together.
Shana Tova from the Wadi Digital team. Here’s to a sweet and successful year ahead.
Reddit tells the truth. When people want honest opinions about a product, company, or topic, they often turn to Reddit.
The anonymity allows people to speak freely, share real experiences, and say what they actually think. That makes Reddit an important place for B2B marketers to understand how their audience talks, researches, and makes decisions.
@rachelmgarf, Wadi’s socials queen, explains why Reddit belongs in the marketing conversation.
You may be wondering… who’s that standing beside Paul in his six-year Wadiversary post?
Well, when you work at Wadi for a few years and then move back to Scotland for a while, naturally, we create a life-size cardboard cutout of you so you never have to miss another event or meeting.
And when you return to Israel, of course you have to take a photo with your cardboard counterpart.
We don’t make life-size cutouts for just anyone. In fact, Paul is the only person who has one. That should tell you just how big a part of Wadi he is.
Today marks Paul’s sixth Wadiversary. Congratulations, Paul! We’re so lucky to have you as such an important part of the Wadi team, both in person and in cardboard form.
WadiDigital retweeted
Wonder who wrote the first check for @cursor_ai that got acquired by SpaceX for $60 BILLION?
I had the privelege of interviewing @michaelfertik for my @IsraelTech podcast.
He was in Israel on a very short trip, and we set up to film in his hotel room in Tel Aviv.
He was a guest on my old podcast (Israel Unfiltered), and I have been impressed with how down to earth and approachable he is.
We talk about tech, woke culture, the youth, Israeli culture vs American culture, investing, and his new startup and much more.
Most investors want proof. @michaelfertik wants to be there before the proof exists.
As Managing Director and Founder of @VerdictCap, Michael defines first-check investing in three ways: the first money into the company, invested independently, and placed before the category has a settled name.
In this conversation with @YoelTIsrael, he explains how he evaluates founders before incorporation, a product, or traction. He also shares the story of his early investment in Anysphere, which later merged with Cursor, and why he believes much of a category’s value is captured before thousands of investors know what to call it.
Michael also speaks directly to Israeli founders about pilot customers, building for the US market, company structure, and the costly advice that can slow a startup down. The conversation moves through Model Code AI, legacy technical debt, AI’s effect on work, and the resilience he sees across Israel’s tech ecosystem.
Watch the full conversation with Michael Fertik of Verdict Capital, hosted by Yoel Israel, now on IsraelTech.
WadiDigital retweeted
Most investors want proof. @michaelfertik wants to be there before the proof exists.
As Managing Director and Founder of @VerdictCap, Michael defines first-check investing in three ways: the first money into the company, invested independently, and placed before the category has a settled name.
In this conversation with @YoelTIsrael, he explains how he evaluates founders before incorporation, a product, or traction. He also shares the story of his early investment in Anysphere, which later merged with Cursor, and why he believes much of a category’s value is captured before thousands of investors know what to call it.
Michael also speaks directly to Israeli founders about pilot customers, building for the US market, company structure, and the costly advice that can slow a startup down. The conversation moves through Model Code AI, legacy technical debt, AI’s effect on work, and the resilience he sees across Israel’s tech ecosystem.
Watch the full conversation with Michael Fertik of Verdict Capital, hosted by Yoel Israel, now on IsraelTech.
WadiDigital retweeted
If your content buries the point, AI moves on.
AI search tools prioritize pages that answer questions directly and unambiguously. If someone has to read through three paragraphs of an intro just to find the key takeaway, AI will skip your page and cite a source that gets straight to the point.
Instead, structure your content by putting direct answers in your first sentence, and adding supporting context, nuances, and details after.
Great marketers understand how attention works.
They’re curious about what they consume, what catches their eye, and why certain content or ads reach them. By recognizing how they’re marketed to, they can learn how to capture attention for their own company.
@YoelTIsrael shares what separates good marketers from great ones.
What do you think makes a great marketer?