On this episode of Oh Frac!, host Adir Ron sits down with demand-gen dynamo Shahar Heiman—splitting his week between fintech Bridgewise and CAD platform Shapr3D—to unpack how to build pipeline without a six-figure martech stack. Shahar shares why “good-enough” tools, crisp ICP/messaging, and human-first content consistently beat AI noise and FOMO. He walks through his hybrid setup (anchoring with a near-full-time role + a fractional engagement), the cross-pollination advantages of working across industries, and a painful half-million-dollar branding swing that didn’t convert—plus the smarter motions he runs now: social-signal capture, enrichment, and thoughtful outbound. If you’re a founder weighing fractional leadership or an operator eyeing the leap, this convo is a practical playbook for moving from activity to revenue.

Key takeaways:

* Founders/CEOs: you don’t need a 6-figure stack—start with a lean core (CRM + automation) and add selectively once the basics work.
* Aspiring fractionals: a hybrid model (anchor role + fractional) can smooth “feast or famine” while keeping your hands in the craft.
* Cross-pollination wins: port successful plays between industries (e.g., social-engager scrapes → enrichment → targeted outbound).
* Tools ≠ strategy: ICP, messaging, and USP come first; tools only amplify what’s already working.
* Proof over polish: authentic, human voice cuts through AI-generated noise.
* PLG → Enterprise: shift from sign-ups to lifecycle nurturing and full-funnel campaigns when going upmarket.
* Budget lesson: mega brand buys without multi-channel follow-through rarely move pipeline—spread bets and orchestrate touches.
* Scrappy stack ideas: HubSpot for core, Microsoft Clarity instead of Hotjar, Dealfront for de-anonymization, Apollo for enrichment.
* Dream client traits: open to testing, collaborative, outcome-focused; nightmare = wants results but blocks experiments.
* Career advice: build your network before you jump—most first-year deals come from first-degree connections.

Chapters:
00:00 Cold open: tools, FOMO, and “good-enough”
03:00 Welcome to Oh Frac! & Shahar’s intro
07:00 Icebreaker: econ/psych → org psych what-if
11:00 How the frac did you get here? TLV → Frankfurt
15:00 Hybrid model: Bridgewise anchor + Shapr3D fractional
19:00 PLG to enterprise: rebuilding the demand motion
23:00 Cross-pollination play: social signals → pipeline
28:00 “Not rocket science”: precision beats spend
33:00 Frac’d-up moment: the $500k brand swing
38:00 Quickfire: martech myths, tools, clients, future

Shahar Heiman’s LinkedIn:
https://www.linkedin.com/in/shahar-heimann/

Adir’s LinkedIn:
https://www.linkedin.com/in/adir-ron/

Keywords
fractional leadership, fractional CMO, demand generation, B2B marketing, PLG to enterprise, Bridgewise, Shapr3D, martech stack, HubSpot, Microsoft Clarity, Dealfront, de-anonymization, LinkedIn strategy, enrichment, outbound, pipeline, SaaS growth, founders, VCs, Tel Aviv, Frankfurt, cross-pollination, feast vs famine, authentic marketing, AI noise, webinars to micro-content