Opportunism and the Written Word: Keys to Success in Marketing, PR, and Business Development.



I’m a tech savvy opportunist with experience in real world and Digital Marketing, Writing, Product Evangelism, Business Development and PR. Knowing how to spot opportunities along with writing prowess is at the core of a marketer’s success.

In the context of my philosophy, Google is your best friend. Show me a page of search results, and I’ll figure a way in to the majority of them.

Whether it be:

  • Pitching a conference with an idea to sponsor  their event via a trade or offering to their attendees.
  • Spotting an influencer at the right moment and reaching out to them, offering to write a guest post for their blog or inviting them to write one for yours.
  • Reading an article and pitching the writer with the right story angle and securing a placement.
  • Identifying an analyst on an industry LinkedIn group, reaching out with a 2 line message, and securing a briefing with your CEO.
  • Writing an article or story that touches audiences.
  • Responding to a comment in an industry forum, bringing some insight into the conversation, dropping a link to content that I authored, and driving tens of thousands of unique visitors back to a website and having a portion of them convert.
  • Spotting a quote by a corporate decision maker in an article and reaching out to them with an email or phone call to pitch them your product, a sponsorship idea or an alliance opportunity.

This way of thinking allowed me to break one of my clients into a sales channel dealing with the Canadian government’s cloud initiative.

The sky is the limit. I’ve had some success in all these scenarios and am seeking more of it. I look forward to hearing from someone who can see the value in what I’ve written above.

To start my career, I was a Director of Store System Infrastructure for a MAJOR NYC retailer, so I know technology. I slowly migrated to marketing and sales while dabbling in the live music and event business for 15+ years, working with music moguls and a slew of artists, including Israeli stars . I’ve used opportunism to identify companies to sell technology services. I’ve used my opportunistic mindset to place artists in International festivals and events drawing tens of thousands of people.  I’d like to secure the same type of visibility for Israeli companies. A goal-oriented and strong work ethic coupled with my experience at both Fortune 500 and 100 companies has given me what I need to get things done.

Please feel free to contact me if interested in having a conversation. Thanks for your time.


Alex Gutman


Power of the Written Word and Opportunistic Outreach

Click for Writing Samples and Secured Press

IT Infrastructure, Business Service Management, Crowdsourcing, SaaS/PaaS, Landing Page/Conversion Rate Optimization, Mobile, Ecommerce, Events and Good Ol’ Rock N’ Roll…Click on the outlet logo to get to the article..Click here for some samples in my portfolio


virtualapm digestnyt

sfcron        technorati media 


jpost_logo1Every organization needs a writer. Everyone needs an opportunist, someone who sees through the ever-growing digital forest and can identify outreach opportunities, develop an angle, create a pitch, pitch it and score a placement. These targets run the gamut from analysts and media folks to influencers and CEOs.

It can be a message as subtle as a one liner in a private message on LinkedIn to score a briefing by a top analyst

Dana Gardner, President and Principal Analyst

It can be to pique the interest of a major influencer to author and secure a guest post on their blog.

Brian Massey, The Conversion Scientist

It can be a tailored pitch for a mention in a top marketing trade magazine cover story. 



I want to work for an organization that sees the value in what I just wrote above. I want to make a difference. I will do everything in my power to put you, your product or idea in the Limelight, digitally or in person. I like the mix of cyber and human interaction so positions involving the LIVE element are also welcome. I am an effective live lead generator.

A short time ago a friend of mine launched a highly successful KickStarter campaign for his Dead Sea Salt project, Naked Sea Salt. I was so enthralled with the idea I secured placements in Israel’s big three and more.

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My writing also runs the gamut from Sponsorship and Sales Letters, Pitches, Press Releases, Marketing and Email copy (B2B, B2C), Blogging to ByLine Articles and creative writing. Some of these articles I secured, some I authored, some both. I have access to thousands of press contacts in the technology space and am quite adept at building media lists from scratch.

Here is an old post that tells the story of the difference between PR and Advertising.

To me, every contact you have (email address, twitter handle, etc….) of someone who is relevant to your product or idea should receive some variation of your message. Every target not contacted is a potentially missed opportunity to spread that message.

Additionally, I believe Google is your best friend when finding targets to disseminate your message. Typing a few keywords into the Google search box and hitting enter will return some highly relevant (and ranked) links to spread the word about your product or idea. Whether it be an article (pitch the writer for coverage), blogger (pitch the blogger to carry your content or for a guest post), consultant (pitch to alliance with you), organization (pitch to offer their members special rates), or Blog (comment on a post) Google, like the world is your marketing oyster.

For example, by utilizing just a social network such as LinkedIn, you can drive lots of traffic to your site. My content marketing plan and strategy on LinkedIn alone led to thousands of unique visitors to visit a client’s page per month (shown below). It is not just about posting to discussions, but getting involved in the conversation by seeing an opening to add some insight and then providing  an accompanying relevant link.


Additional Skills: Social Media/Content Strategy and Marketing, Writing, Full-Scale Event Production, Business Development, Sales, Project Management, Representation, LinkedIn Profile

Thanks for your time and I optimistically look forward to hearing from you.


Alex Gutman

Tel Aviv
NYC → הארץ
Dec. 2009

Marketing CopyWriting and PR


Hi. Thanks for checking out my portfolio. 

Below are some samples of my creative and marketing writings. My LinkedIn Profile. 

My resume in story format is here.

My Philosophy here

I can be contacted at promotionstlv@gmail.com.


The Difference Between PR and Advertising

The Power of the Written Word and Opportunistic Outreach

Why Every Company Needs an Evangelist – Penguin Strategies Blog

Marketing Writing and Blogging

Evolven: Granular Configuration Automation B2B

Appsee blog B2B

Ubertester Blog

Chupamobile Blog

POWER100 – TOP IT MANAGEMENT ANALYSTS Example of the type of content I developed and marketed that played a huge part in driving tens of thousands of hits to Evolven’s Website B2B

Access Layers I wrote the copy for this site. Much of the English I translated from Hebrew B2B

UppSite Mid-August – October 21 are my posts and my topics B2B/C

Pluralis I wrote the Marketing copy for the new Home Page B2B

Pluralis Blog Jan 6-June 5, 2013. I conceived the content ideas, authored all posts and promoted via appropriate channels B2B

QR Zapper eBooks 

Article Talkback Example

Israel Startup Network: Nooly ensures it won’t rain on your parade

AdVision White paper

WIX Knowledge Center – SEO Articles

eToro Writing for Affiliates

SPEEDbit Blog I wrote the posts though I was not responsible for the final edit B2C

Mobile: Going, Going, Gone…Goodbye..

Writing Killer Content – Was originally on WIX’s site in the knowledge center

PR writing and placements run the gamut

ai.type World Cup News Release – June 2014

Get World Cup 2014 Match Times on Your Keyboard

ai.type’s New Keyboard App Enhances Typing Experience for Android Users When They Need it Most

And to all a good night – NY Times

The Sound is Rural, The Setting Urban – NY Times

Small Businesses enlarge Their Game – Direct Marketing News

Putting the Environment on the Table – Jerusalem Post

Marketing Dead Sea salt – in 15 exotic flavors – Ha’Aretz

Salt of the Lowest Place on Earth – Times of Israel

Project Ray Smartphones Made Easy – Cool Blind Tech

Project RAY Smartphones for People with Vision Loss – Engineering,Com

Evolven Press: Authored and Secured

Virtual Strategy Magazine: Interview with Sasha Gilenson: CEO, Evolven

Virtual Strategy Magazine: 2012 Prediction Evolven

APM Digest: Shifting to Analytics Driven Management for IT Operations

Technorati: Why Release Validation is Critical for Effective Deployments and Releases

BSM Review: Interview with Evolven CEO, Sasha Gilenson

Evolven: Technology Evangelist Talkbacks

Guest Posts: I wrote and secured these. Some were ghostwritten.

The Importance of Monitoring the Mobile User Experience

How a Brand Protection Tool Can Protect Your Brand and Customers

Protecting your Brand on the Wild Wild Web

How Should Brands Deal with the New gTLDs

Business Computing World: Testing Your App: The Why and What

MemeBurn: Brand Protection Technology: What is it and how does it work?

Conversion Scientist’s Blog: Who Should Consider Crowdsourced Conversion Rate Optimization

Guest post I wrote on behalf of Ran Rachlin, Founder of Ubertesters: Page 34 Mobile App Testing: To IN Source or OUT Source, that is the question.

Key visual mobile metrics to improve your app’s design success – The Next Web

Top Five Mistakes in Mobile Design

Protecting Your Brand in the Cyber Wild Wild West!

The Top Five Threats to Online Branding

Managing your Online Brand Reputation

Where mobile fits in the marketing funnel sandwich – Mobile Marketer

How to Grow your Mobile App Retention – Apptamin

 Understanding User Behavior via Visual In-App Analytics

Analyzing the Mobile User Experience is Crucial to App Optimization : Marketingprofs

How to Maximize Your Mobile App Marketing with Social Media

Mobile App Optimization: Analyze, Refine, Release and Repeat

Mobile Analytics: The Key to Understanding User Behavior

Branded Mobile App Testing

These 4 Mobile Monetization Tools Show You the Money


The Pain of NO GAIN: When Programmatic Becomes Problematic


It’s Friday afternoon. You’re sitting in your office in Brooklyn, wrapping up your week surfing the web, scanning the national sports news sites. As the Director of Media for a top sporting-focused ad agency, you want to see what ad campaigns your competitors are serving up this weekend. As you’re surfing, you notice as you often do, that while most of the ads are hyper-targeting you, a 35 year old single male, you’re only being served a combination of about 10 interstitials, banners and a few video ads. One of the ads you’re served is a video ad for baby diapers, A FEW TIMES, so you’re being wrongly targeted. What’s worse is that some of these are your agency’s ads!

Your creative team is paid well and usually works overtime, sometimes creating between 10-20 ads (Banner, Native, Interstitial) a week . For the past 2 years you’ve been harnessing the power of programmatic advertising to not only streamline ad buying, but to cut costs. While you’d like to think you have your targeting down, you still only have 13 unique ads being served to the same demographic.

The Power of the Moving Image Gone Wrong

The use of video advertising is a rather new addition to your ad portfolio and you quickly learn, it’s even becoming more costly and is cutting deeply into the bottom line. You advise your ad team to make only five 60 second video ads for that new ad campaign for Gillette, at a huge expense. You choose to buy ad space on 50 of the top sports outlets programmatically, targeting 5 different audiences, numbering in the hundreds of thousands.

Now, remember you only have 5 video ads. Those 5 ads scheduled programmatically are bound to hit the same targets at least 2, 3, or even 4 times during their pre-weekend surfing session. Much of the time they will not even be viewed once. This is a major pain point for you and countless number of agencies. Your head is exploding. You wish there was an easy answer to this dilemma. You want to go beyond spraying your 5 ads and praying for some views, engagement and conversions.


Bridging the Gap

As you well know, one of the top benefits of using programmatic is that agencies can hyper target their audiences and purchase ad space that will reach hundreds of thousands of specific targets. While this all sounds great in theory, agencies usually waste this enormous marketing reach by serving a single video ad. You already know one of the reasons why they only have a single video ad. It’s darn expensive!! But, also serving the same video ad to the same target or even worse to the wrong target to begin with, pretty much ensures that your ad won’t be viewed. Even once. This is bad news for your clients, and you’ll probably be the one taking the blame. Again.

With the exorbitant cost of creating so many video ads so that you have enough in your inventory, so they are not served to the same target, you’ll be bankrupt within a short time. Fuhggedaboutit! You need to..you want to bridge the gap between the benefits of programmatic advertising and creative. How do you do it? Is it all just a pipe dream?

We’d love to hear your thoughts on how the digital marketing community, collectively can turn this nightmare into a dream. Please feel free to comment below.


360° Plan to Boost your Marketing Engines


A Summary of Experience and Accomplishments

  • Roots in Technology as the Director of Store System Infrastructure for some of NYC’s largest retailers
  • Over 15 years of marketing experience
  • 6 Plus years of consulting Israeli startups in a variety of marketing related areas
  • Producer and Associate Producer of events (Celebratory, Conferences, Concerts, Festivals) for over 15 years ranging in attendance from 100-80,000
  • Chief Editor of Online Communications for Fortune 100 Company
  • Account Manager and Business Developer for Fortune 500 Company
  • Creative and Marketing Writer with over 15 years of experience

Below you will find a variety of my services that we can use to mold a program based on your marketing needs and goals. Thanks for your time. I look forward to hearing from you.


Alex S. Gutman


  • Writing (Content, Guest Posts, Blog Posts, Web Copy, PPC Ads, Press Releases, Brochures)
  • Content Marketing Strategy – I will present you with the type of content to produce as well as where it should be disseminated based on your target audience.
  • Tech PR – I have access to writers, analysts and editors across the globe. Let me help you develop a Press Release tell the world your story.
  • Business Development – Let me help you build a roadmap to success by helping you identify alliance partners, sales channels, sponsorship opportunities and key decision makers.
  • Conference Production and Representation – I have over 15 years of event production experience and am a live lead generator.
  • Manage Budgets and Outsourcing – I can not only help keep your budget in order but I can also manage vendors such as SEO firms and PR firms, ensuring you are realizing ROI.
  • Evangelism – Read this post
  • Social Media Management – LinkedIn, Twitter, Facebook, Pinterest, Instagram

Personal: NYC Native, Fluently Bi-Lingual (English/Hebrew), Well Traveled, Yoga/Cycling Enthusiast

AdVision White Paper

Advision™ White Paper

Executive Summary

The role that Video Advertising plays in the marketing arena is increasingly viewed by experts to be a highly efficient marketing strategy in exposing products to the masses and capturing leads for organizations. Some of the main advantages of this form of marketing are:

  • Securing the Attention of Customers

Because video advertising combines images with voice, the medium is geared to gain attention of customers. Additionally, visitors online don’t have time to go through paragraphs and paragraphs of text, as they may be busy or too lazy to read, they would rather listen and watch something for couple of minutes to get the message they want. Giving a perfect opportunity for business to pitch their services and portray their message in a 60 seconds video.

  • Easier to Watch than Print

Videos are an easier advertising medium to draw customers to your product/message as they can see features and view it in action. It is also easier to watch a video and absorb knowledge than from printed material which is more time-consuming.

  • More Cost and Time Effective

The low cost of uploading a video combined with its ability to reach the world in minutes is something that can not be achieved in the print world.

  • Longer Retention

Customers retain the visuals of video for a longer period of time and can easier identify messages within video. Videos also are better at educating the consumer than print.

This medium has been making waves in the advertising world for quite some time. eMarketer, a top media site that follows the industry, recently released a report that states that Online video has reached a “critical mass” among US internet viewers. eMarketer, in the report predicted that 169 million people or just over 70% of US internet users will be viewing online advertising video each month by the end of 2012.

Such a critical mass of people can’t help but attract the attention of advertisers and eMarketer illustrates that spending on online US Video Advertising will experience a sizable 40% increase over 2011.

As you can see from the chart directly below, Video Advertising is by far holding its own in the online advertising category when compared to other online advertising formats.

Breakdown of the most common formats in the online video advertising arena:

There are a few primary reasons that online Video Advertising is taking off as the medium of choice in the advertising world:

  • Engagement – The intuitiveness of Ad Serving platforms allows Video ads to be served at the time the customer is seeking information.

  • ROI – One of online advertising video’s key aspects is the amazing stats and ROI. Unlike Television where marketers have no idea where you are, online video knows you are likely to be interested because you are engaged at that moment.

  • Higher Click Rate – Viewers of online advertising video are more likely to click on videos than other forms of advertising, greatly increasing chances of your message being absorbed.

  • User Experience – Advertising via online videos greatly enhances your ability to interact with the viewer. It also encourages your visitors to stay engaged on your website longer and drive more sales.

  • Brand Awareness – Marketers can create a more integrated messaging experience for prospects by placing display ads with a specific call-to-action alongside video ads that include brand messaging. This technique is highly effective in increasing direct response to video campaigns, and building brand awareness.

Artimedia’s advanced advertising technology is based on long-lasting video content analysis (VCA) technology and expertise which includes a broad range of object and behavior tracking, as well as face detection and recognition. Artivision’s core proprietary video content analysis technology has been in use in security installations since 2004, and is powering intelligent sensors and proactive video system in governments, transportation and commercial installations throughout the world.

Based on this core video analysis technology together with the ability to detect change between images, still image segmentation and moving object segmentation, Artimedia has developed Advision, a set of innovative advertising formats which adds value to the Internet Video advertising arena with its machine vision technology and its seamless ability to adapt to the most popular video formats:

  • CelebrityRoll™ Synchronizes ads when a celebrity’s face appears in the video


 Re-enforce brands with a famous celebrity

Premium targeting

Zero content breaks


Zero content breaks

Zero obstruction of meaningful content

Enhanced engagement

  • SceneRoll™ Minimally disruptive mid-rolls placed between automatically identified scene changes


Optimally timed ad opportunities

More ad slots increase exposure and earnings

Enhanced engagement

  • LogoRoll™ Synchronizes ads when a brand logo appears on the screen

Benefits: Re-enforce brands by associating with other powerful brands

Premium targeting

Zero content breaks

The Advision™ Advanced Video Platform is a perfect fit for:


  • Ad Placement

Advision™ offers a full suite of ad formats to choose from. Decide which placements to turn on, how many advertisements to show and how often.

  • Content
    Classify which content is inappropriate for your website audience, and Advision™ will deliver only the advertising campaigns that meet your criteria.

  • Pricing
    Set price minimums per placement type for all your traffic, and/or for traffic originating from a specific country.

Advertisers enjoy a winning combination of high-performance innovative ads, access to a massive inventory from a set of premium publishers, and automated campaign optimization that ensures the best performance and exposure for your product, brand or initiative. As an advertiser you get:

  • Easy to use campaign management

An end-to-end platform that automatically optimizes your campaigns for performance and exposure.

  • Access to a massive media inventory

Advision™ connects you with inventory from multiple quality publishers with millions of monthly views.

  • Innovative ad formats that get your brand noticed

Distinguish yourself with contextual, memorable, eye-grabbing ad formats that engage viewers and drive performance.

  • Maximum ad exposure

Leverage video inventory to maximize your exposure using innovative and unique technology.

  • Classic ad formats

Enjoy the market standard using Pre-roll, Mid-Roll, Overlay and Post-roll formats.

  • A positive viewing experience associated with your brand

Get your brand noticed for the right reasons while delivering a pleasant viewing experience to your audience.

Ad Networks

Hit the ground running with access to endless media inventory and easy launch and management of hundreds of campaigns on behalf of your clients. With Advision™, campaigns are automatically optimized for maximum exposure and profits.

  • Easy to use campaign management

An end-to-end platform that automatically optimizes your campaigns for performance and exposure.

  • Access to a massive media inventory with huge reach

Advision™ connects you with inventory from multiple quality publishers with 100,000,000s of monthly views.

  • Maximum visibility

Advision™’s contextual and eye grabbing ad technology gets your campaigns noticed.

  • Simple pricing model

Easy flat-rate serving fee per CPM, completely independent of campaign budget.

  • Classic ad formats

Enjoy the market standard using Pre-roll, Mid-Roll, Overlay and Post-roll formats.

  • Fresh and Innovative ad formats

Distinguish your customers with powerful and memorable ad formats that engage viewers and drive performance.