Shay Assor

Connect

shay@lead-fox.com

LinkedIn profile coming soon. For now, drop me a line — I respond within 24 hours.

What I do

I lead LeadFox engagements end-to-end. On most projects that means I'm in your Marketo or HubSpot instance personally — not handing off to a junior team. For multi-platform projects, I bring in our senior team (Tal, Roy, Nimfa) and stay involved as the architect and accountable lead.

Background

I came up the practitioner path, not the consulting path. The first decade of my career was spent inside marketing teams at:

• Wix — early B2B marketing operations build-out as the company scaled internationally
• Check Point Software — enterprise B2B cybersecurity, complex Marketo + Salesforce architecture
• AppsFlyer — B2B SaaS hypergrowth, Marketo at scale
• Payoneer — B2B fintech, multi-region marketing operations

Founded LeadFox in 2011 to apply that practitioner perspective to other B2B teams who were stuck. The agency stayed deliberately small — 6 senior people, no junior associates, no offshoring — because that's the only way to keep the work quality where it needs to be.

What I believe about marketing operations

1. Most MOPs problems are data problems. They look like sophisticated marketing problems. They're usually data problems. Fix the data first.
2. Lead scoring should be calibrated, not invented. Every scoring model I've seen built from scratch is wrong. The right scoring model is calibrated against the company's actual historical SQL conversion data.
3. Marketing's contribution happens in the handoff to Sales. Not in Marketo, not in the campaign — in the moment a lead crosses the line. Optimize for that handoff and most other metrics improve as a side effect.
4. The platform almost never matters as much as the architecture. Marketo, HubSpot, and Pardot can all do 90% of what a B2B team needs. The other 10% — and the difference between a working setup and a Frankenstein — is architecture.
5. Boutique > enterprise consulting partner for most mid-market B2B. The big consulting firms staff junior associates onto your account; the cost of their senior partner is baked into the rate but you don't see them. Boutique fixes that.

How I work

• Direct involvement — I'm in your instance, not managing other people who are
• Honest scope — if a project is going over budget or off-track, you hear about it within the week
• Vendor neutrality — I run Marketo, HubSpot, Pardot, and Eloqua. If your platform isn't the right fit, I'll tell you
• Knowledge transfer — every engagement ends with your team better equipped, not more dependent on the agency
• Reasonable hours — I'm based in Israel and work across time zones, but I don't pretend to be on Slack at 3am

What I'm not

I think it's useful to say what I'm not, too:

• Not a generalist marketing consultant — I do MOPs, RevOps, and marketing automation. I don't do brand, paid media, content, or creative.
• Not a B2C person — every framework, scoring model, and lifecycle template I use is built for B2B funnels.
• Not someone who scales a project by adding bodies — if a project requires more than 2-3 people on the LeadFox side, I refer it out or partner with a complementary firm.
• Not the cheapest option — and I tell people on scoping calls if I think they'd be better served by a freelancer or by HubSpot direct.

What clients say

Testimonials populating soon. For named-client references under MNDA, ask on the scoping call.

See LeadFox's services, case studies, and pricing.