YouSaid · the spoken record

Omer Shai

lines on the record: 65
first: 2026-01-31
most recent: 2026-01-31
sittings or episodes: 1
sources: podcast

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“For your kids, when you need to feed them. So part of the agreement that my wife and I had before and she bought our kids to life was that I'm the only one who's going to feed them at night. And it created an amazing bonding between of me of every one of them. Again, it's the gift of Miltitus and I can live happily with not a lot of hour of sleep.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I have a gift. My gift is eventually, I know that the Arston researchers show differently, but I'm a very good multitasker. I think that one of the biggest compliments that my daughter, now she's 18 years old, gave it was how involved I am in her life and her siblings life, even though I'm working as CMO for 18 years. And you know it's like, I said, thank you. It's such an amazing compliment. I'm not good in getting compliment. I'm not good at that. But when she told me that, I got like goosemop. And eventually, you know, if you can be up because of numbers or because you would like to watch sports at 3 a.m., it's easy for you to be up at 3am.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“My job is not hard. I don't think about my job as hard. I love to have the ball in the last seconds when we are minus two. I love pressure.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So it's not a lot because it was part of the partnership that I have with the city. So part of the partnership that you have in city, you can use players as resources and you are doing some activities with them. And there are a lot of amazing things that you can do in With Splayer. Today we are doing with Manchester City. Brilliant things with our customers, with users, combined between the strengths. But we don't put them in front of a computer and telling them to build a website.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So Kunager Uguero was sitting in front of computer and created a website for himself. That was part of the super thing that I did. I think it was 2014 or something like that.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“And it's part and we talked about to be smart in endorsement of celebrities because you will never believe that Ronaldo will build a website for himself. When I start doing sport advertisement I put Cunagero, do you know Cunagero?”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“He's a very famous one, and you can identify him to the spot. It was more like comprehensive thinking. Horrible call. Horrible call.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I did some horrible style project in New York that I took some park and decided that people will look to the sky and will have a star that eventually they will create something like bullshit markets. I had a very good spot that cost me very low to execute with my team in a beautiful way and I hired someone really famous to do voiceover and I paid way too much for this voiceover.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Think about intent and take every ad inventory that I can get back then and to show beautiful commercial to relevant audiences was the best arbitrage that I did back then in 2008, 9 and 10. And again, it's the balance between acquisition and brand. The worst, oh, there are so many and I don't remember. There is like, I don't remember failing. Okay, so I'm failing. I analyze it on the spot. I implement the things that I learn from that. But I don't remember that.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I think there are a lot of changes that are going to be to the work sphere. I do a rid of an increase in the unemployment rate. I think government needs to think how to solve it. But as a person who is part of that, the only thing that I can shout on everyone is stop thinking about your title and start thinking about thinking differently. Okay, because this is how I measure myself and how I believe others should do. And definitely people who are not going to be AI first in term, I can talk just about marketing for now, okay? Again, I'm trying to be humble and not to preach about anything else. People can dock AI with me and take the ideation to execution and A-B test. Those are the big that eventually are going to be my A players.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“AI spot that you wish could be better especially when you implement human inside. But in form five months, in a year, form ideation to execution to APTS to go back to ideation, we are talking almost like days. And this is the reason that the people that I think are going to be major key players, A players, A++ players in my team are going to be AI first people.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“showing my thinking with my team okay I can write something and bring almost like I'm talking about football like almost to the 60 60 yard of ideas that I have I'm okay to be challenged on that okay like that they will bring something but the time frame it became days or they came hours okay okay you don't agree with me on something go you have four hours bring me something better I think that first in the ideation Second in time of the execution the time frame to create something is getting shorter and shorter and shorter without hurting the results so you still see some you know”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Our execution telling stories think about the thinking process and execution process of two or three years ago how tedious it was like to tell something that I would like something then they are going and trying to understand what exactly you wanted and they're coming back three weeks later with 11 different ideas and think about the amount of feedback that they gave to themselves on those three weeks and they're coming to you and you hate all of them you may be so mortunity and one of them and they went again and they came back to you three weeks later or two weeks later with some development of those two project and eventually in six months you will be happy with what you got today for example for me i can be so much clearer in the way that i'm”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So many things that are put in us in a great position for 2026 and above, and when you're talking about us not doing social good enough with more, I one hundred percent agree with you and happy that I agree with you, we know because I see potential. Every time that I see potential, I'm happy.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“No, I think that there is a one spot that I wrote in LinkedIn that someone just mentioned it to me two days ago. I consider myself as an undrafted NFL player. Okay, that I'm waking up in the morning and think about how I should do better in order to join the squad. And I need to work better. I need to look better. I need to do better social. I know all the things that need to be done. But at the same time, you know what we did in the last five months since we bought base 44. I don't think there are a lot of marketing department that achieve something like that. The amount of content, the success that we had, the amount of study and learning that we had, the collections that we got, the ARL that we are building, the maturity of the channels that we are working on.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“You're right. I would like to. And it's going to happen. You're right. There are so many things that I'm doing in a crappy way, but...”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“doing an amazing job he's doing amazing job i would like to do on social as good as they are doing i really cherish the way that they are building their own persona online this is something that i'm crappy on okay i am better in watching numbers i'm better in telling stories in commercials i think that i'm horrible in my personal brand for example not a lot of people had the chance to do podcasts with me i i'm not investing in that”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I really don't care. I care only about one thing. I just would like to do my best job and to see growth. I'm freak about growth. I don't care about any of competitors. It's not that I don't care I respect them. I respect everyone about what they're doing, the messaging, the valuation, I don't really care. I respect what they're doing. They're telling good story to investors. I just would like to build more than one hundred million efficient marketing budget to my companies. I would like to build, to sell in more than two billion dollars at Wix. And eventually people will understand the story. I just care about gross. I'm a gross person.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Website. Harry, I have so many spots and I proud that you call Miss Israeli, but at the same time, if you will ask Americans or British, by the way, where do they think's headquarters are, they will tell you New York or San Francisco. They never think about us as Israelis in the way that we are telling the stories. Never. By the way, Michael Eisenberg that you talk below, he had blog post 2013. It was on February or January, something like that, when he talked about two companies back then, it was conduit and wicks that has problem in the way they are building the brand and telling the story. And part of that that we don't have the talent in Israel. Do you remember the answer that I gave you? What is the Most efficient traffic source that I have to X? The brand. So I think that we did a pretty good job throughout the years.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“The stories was about the war between Apple to Adobe, about the support or not support of Flash and on iPhones and how Steve Jobs blocks macromedia and Adobe from implement and install flash on iPhone devices. But all the things that currently you mention, I have those spots. I'm telling them on a daily basis every day because eventually I'm telling how you are building, for example, I have one of my most successful spots. We are calling it the bakery and there is a one person, a kid actually, who is in his parents' kitchen doing flower full of flowers and eventually I open a restaurant. Okay, and everything happening inside the way.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“This is what I need the people to know. I don't have the money that Apple has. I don't have the media attention. I don't have the user attention. I just need the users that think about us as maybe going to be in loss not relevant because of flash. They need to know that I'm relevant because currently HTML5 and I need to shout it for everyone. So eventually it's been humble in the world and understand that Apple there is only one. Maybe, you know, OpenAI Cloud, there are tens, but all the others need to play different gameball.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“That I had in one second. All of them were manually, by the way, by my team, and I replaced every spot that you had from Creative Free Flash website to HTML5 is now on Wix. And when I showed the spot, back then it wasn't a spot, it was just, you know, static 350 and 728 on something like that, the dimension of the banners. I saw the vision that I had to one of my board member and I saw how upset he was. Then he opened the announcement of Apple on the iPhone and I told him, we are not Apple. Okay. And the project that we are currently giving to the world, it's not iPhone. We just would like them to know that we used to be flash and now we are HTML5. That's all.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“How many apples are in the walls? Apple is one as a company, right? And we can talk about, let's say, 10 more, not in the level of Apple that can tell a story like that. And all the other, and eventually I remember a launch of a product that we had, okay? We launch a product, we move from flesh, you know that Wix used to be a flash-based platform from 2008 to 2012. And in 2012, we moved from HTML5 to Flash. And I worked on this launch for months. Eventually, I wanted to say it's very clear. I used the Kism methodology to keep it simple, stupid. HTML5 is now on Wix. And I had a lot of planned and everything like I back then used to have tons of media bind deals and I replaced all the”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“They are afraid to put the product in the center. There are so many emotion of funny and in general it's tricky to tell a story right now in the world and not to hurt someone let's be honest the word is so divided that you're really afraid to tell any story because someone can be offended or to understand it in a wrong way. But in general people will go down on you because you put the product in the center and you didn't say something bigger than that. Why? Eventually people are coming to you to use the product. Use the product that our team created for you to enjoy and eventually to fulfill something that you imagine. So put the product in the central.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“And we talked about the talents that we would like to bring into the department and we would like people who are AI savvies that think about AI. And we said we need to go back to the root of bringing people with zero knowledge about marketing. We need people who have passion to AI. Justin currently students, universities, or just graduate from university because we can teach the marketing. We cannot teach them passion. We cannot teach them to be AI first. It's something that all you have at or you don't. Marketing, I can teach them. I can teach them to be a good listener. I can teach them how to tell a story. Passion about being the best in the world, something that I cannot teach.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“First, I more couldn't care about my users than money. So I don't agree with you. The first things that push me is to listen to our customers and to bring more of the users who are happy and the users that are not happy to help them to be happy in the product and to bring more like them. Every time that we are talking about the marketing department at Wix, I'm saying that we are okay department in a product company. We are not a marketing company. Okay, and it's different approach because it helps us to push the product and to be part of making the product better. So this is first. The second, I don't believe that we are building rocket science. And you just need the people with ton of passion, smart, talented, that maybe no one else is given or given them chance. Today I talk with Shai, okay? Who is running the marketing of base 44?”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I will give it to Leor back because I have all the money that I need to stay in the healthy path of the way that I believe that I need to run the business and the market and of the company that I'm responsible to. I'm investing my money, our money, I'm not spending it.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Today it's much easier to keep cohesive messaging because the AI tools helping us. And I remember the time where I was browsing and was seeing something that it's not our brand and doing like screen service and sending it to some people angry. How can it be that we're doing such a crappy work? So it's a mix. Okay, so for example the team will buy traffic They are buying from one centralized team on all the channels The people who are managing communities, they are doing it maybe to one channel or two channel the people who are doing SEO just doing SEO MLM so it very depends about the skill of the people the channel that we are working and the things that we are doing on these channels”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I think TikTok didn't work for me yet. I think that sports endorsement in some kind of way didn't work for me as I expected it to work. I know today much more things about sport endorsement from a lot of work that I did, but TikTok, man, I don't know, I believe that I need to solve it. I know that I will eventually and I need to crack it down. Also LinkedIn, I think LinkedIn potential is enormous. The arbitrage again is there. The targeting is not perfect another solution yet but I believe that those two having tons of opportunity for us.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Brand, people who are coming two weeks because they know that we have amazing product that are going to help them achieve their goals.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, definitely. Although the percentage is very low, and again, what's happened in the last two, three months that I think that Google changed again the way that we are using AI, using search. And again, in general, when you are looking at most of the traffic, the relevant traffic in the world, it's still on Google, it's still on Google. So yes, the more early adopters already moved from the regular traditional search, tons of users, the regular users are still using it in a regular way, and we need to do both right now. We need to be relevant for the AI search and we need to be relevant for Google search. And not only that, for our users, we need to teach them both. We need to teach them to do SEO and we need to teach them how to be relevant for MLN searches as well.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Not down actually up because there are so many more things that need to be done today. A lot of the AI appearance currently impact with similar activities of SEO. But you need to be smarter in the way that you are doing it. Again, for companies that the marketing budget is more than 100 million dollars, when you stay in a lot of investment is percentage-wise, it may be not a lot. So it's more about the way that you're thinking, the challenge that you have, and the headcount that you have. So actually today I have to say that I need to invest more on SEO related AI search method. So I need to invest more and not less.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, so for example, I don't see search as impact on brands. So compared to other activities, search is something that I'm measuring specifically by TRI that I'm comfortable in compared to, let's say YouTube or social or LinkedIn or different other social activity that we did. Search is specific and we measure search for a long time in one way and when we did the test i think it was i think it was september 7 and in september 11 i asked for everyone to come to all hands i explain the different way that currently we're start working and we implement it two days after and you don't need to be afraid to preach to something else when the data are showing you something differently or something new that you didn't know before”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“That I preach for nine years and I change the way that we are measuring everything in three days after I saw the authentication.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Confidence experience. I'm very experienced. I think that I am like the most experienced CMO in every public company in our technology sphere. So I saw a lot and I have no problem to fail. I have trust with my partners and I'm sharing a lot, a lot of information with my partners. I'm sharing a lot about the things that we are doing and I'm doing. And eventually if you are doing some things and the numbers are not popping up from the data, you need to ask yourself, do I need to do it or I need to change the way that I'm thinking? So I have to share with you. So there is some philosophies that I preach for for, I don't know, I think eight to nine years. And I did some tests with my team that I saw different indication for”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“It's horrible to work with me, okay? Because a lot of time when we have a success, I saw the success before the team. I know that we are successful here. Okay, let's move on. Okay, let's be more aggressive, for example. And when we don't have a success, I'm asking the team and today the methodologic that the team is asking themselves on a daily basis, are we investing enough or do we need to cut or do we need to invest more? So a lot, a lot of measurement, a lot of data inside that we are using, and a lot of tests. For example, one of our products, we weren't sure that the YouTube activity that we are doing is effective. So we replaced this product commercial with other products commercial to see the impact. And we saw that the incremental impact is very low or doesn't exist. And we modified the amount of budget.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“For example, the percentage of monthly users. For example, the percentage of users who are paying us more. The packages at base are more expensive than the packages than weeks. So TROI calculate everything inside.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So the TRI, it saved me from that. Because in the matrix of TROI, the churn of those users, the users who are moving from one product to another, it's already calculated. Because again, those 50 people that currently are part of the marketing department of BASE except to three, all of them came with me from Wix. So I brought everyone, those 50 people from activity that they did to Wix in Wix to Base and they have all the experience in terms of measurement and we know exactly the right way to measure things. So we are measuring it definitely. But the philosophy is the same.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I care about the TRUI of the company. I optimize the TRY of the company. That means I have a goal of TROI of eight months and my job is to bring as many as much money collection for the company in the TROI that we agreed on. That means that if my brand improved and I have more users who are coming to me that I not need to pay for them, it gives me opportunity that I can decide if I would like to increase the TRI of the user that I'm paying. And I can decide about it with my partners. If it's the right thing to do or it's not a right thing to do.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“It's amazing. Okay, because you didn't pay for them and they didn't cost you nothing and they cost you nothing. So you don't really care about the conversion of those users. You care about the conversion rate on specific users that came yesterday and on those users you would like to improve. I will explain what I'm saying. Okay. Because I'm not sure that I'm clear. Let's say that I'm bringing traffic to Wicks from New York Users who search for website builder of those users I would like those users to convert on a better way on a daily basis. I would like My product, to be better, the messaging to be better, everything to be better in order to increase those user conversion. In general, I don't really care of the overall conversion of the company.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Exactly. So if you're not paying for the next 1 million users and they cost you, let's say, nothing, and the conversion rate is just 1% compared to the 10% that you had before. Is it good or bad?”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So three is bigger than one. Again, when you're going all in on only one theme, a lot of times you are playing, you are talking with the same audiences. Let's say you are very good at X. Okay, I'm doing an amazing job at X, but the audiences and acts eventually on Twitter, there are only specific users with specific intent, specific behavior. And what about the other users in the world? You don't want to talk with them. They're different, but they're very good at. It's like going after conversion light as a matrix. To go after conversion rate. Because 10% conversion rate is it good or bad?”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“And it's like project, okay? Let's think about project. And again, this is something that is part of the way that the methodology of the way that I'm thinking and working in the last 18 years. When you are doing one thing and you are doing it tremendously well, there is only one thing that you can be successful in. When you're doing 10 things, you can be amazingly well in three things. Let's say another three are going to be okay. And in four, you're going to fail. In the math that I know three is bigger than one.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“I think that you should do both. I think that you need to do 10x of the things that are working for you. But all the time to open in your areas because you don't know what's going to be tomorrow. That means that I talk with someone and I shared with them that we are doing Super Bowl spot for bass. And he told me or that we increased the budget in aggressive way and the first thing that he thought that he told me he said Why are you doing it? Are you afraid of? And I looked at him. Man, I'm not afraid of anything. Okay. I have opportunity and I'm trying to optimize any opportunities that I have in order to build sustainable business.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“It's all the time. It's a tricky one because I saw some, let's say about Maor, okay, that when we bought him, almost all of his traffic came from social. Everything. Okay, it was linking posts. It was, let's say, some posts and some community efforts. What we are doing, we are bringing the multiples. Okay, this is the reason that I need a lot of people in my department to do a lot of things. So I'm doing social and I'm doing education and I'm doing YouTube and I'm doing Facebook ads and I'm doing TikTok and I'm doing Twitter and I'm doing search and I'm doing SEO activities. I'm doing a lot, a lot, a lot of things eventually because this is how I believe that you need to build a business in a mature way to reduce the risk and to find arbitrage all the time. I would like to find the arbitrage of tomorrow.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So the way I'm thinking about it all the time that I would like to have as many traffic sources that I can have in order to build a business for the long term.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Depends how comfortable are you in the product? It depends what are the traffic sources and what is the risk and the way that you're managing your risk, right? Let's say if I have very balanced traffic sources of 10 traffic sources, let's say, and every one of them bring a 10% of the collection or the RR of the company, it will take me some time to be on a risk when a new company jumping in and offering a product while when I have just the one traffic sources, let's say LinkedIn, post by CEOs or something like that, that you can be more like a trendy product and then the risk of a new company, of a new product that coming to the same audiences with the same techniques, put you on a risk.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“Because it's something that you're comfortable with as a company because you take into consideration retention of the users and users who are doing upgrades and users that moving to more expensive packages and churn inside.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“But the way that you're comfortable with, so for example, we as a company that now I'm talking about base, okay? So we as the Wix corporation are comfortable, for example, in TROI of 11 months, 12 months or something like that. And the beauty about TROI that is measured every traffic source and the blended traffic as one. So I know every source, the TRI that I have and I have TRI of everything as a mix. And we are saying, okay, we are comfortable and TRI off, let's say, 11 months or 12 months, something like that. And if I'm keeping the TRI on 11 months, I have unlimited budgets.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source
“So to go back, so we did 5x, and Avisha told me, even though you are getting the money like we close after four months, I don't have enough money to invest in those four months. So you need to slow a bit down. What he did after that, he went and purchased Facebook stocks, but he didn't tell me and he didn't buy me some. He's not a friend. Avishan is not a friend.”
2026-01-31 · The Twenty Minute VC · 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix · IDENTIFIED FROM THE TRANSCRIPT · source