In this episode of The Inspired Marketer, Daniela Morein Bar speaks with Odeia Hartavi about what happens when B2B marketing rules meet the very different world of defense and homeland security. Odeia shares how a career that began in graphic design led her into marketing, and how that mix of creative and strategic thinking became essential in a sector where trust, precision, and patience matter more than volume.
One of the core themes of the conversation is the shift from classic B2B thinking to a B2G reality. Odeia explains that in defense, the funnel looks different, the personas are different, the sales cycles can last for years, and marketing often supports sales rather than leads them. She also breaks down why traditional performance marketing, lead counting, and aggressive paid media tactics often fail in this environment.
