- Lifetime access to course videos
- Access to any course updates
- 10% discount to other courses
- Subtitles in Hebrew and English
Turn your cybersecurity startup into a movement with the power of narrative
For B2B cyber founders, CEOs, and marketing leaders. Taught by Carmel Yoeli, CEO and founder of Atreo.
Join the online course
Carmel Yoeli
- Learn the exact framework Atreo built to write movement narratives for cyber startups.
- See how Palo Alto, Zscaler, Cato, and Snyk shifted entire categories, broken down play by play.
- Stop selling features. Start selling a new paradigm that pulls buyers out of the status quo.
- Name your villain, frame your problem, and give your approach a name that sticks.
10 lessons
bite-sized, about 5 minutes each
For B2B cyber founders, CEOs, and marketers
anyone who owns the company story
49m total
watch in a sitting or over a week
Lifetime access
learn at your own pace
Your instructor: Carmel Yoeli
Carmel Yoeli is CEO and founder of Atreo, the movement design agency for B2B Tech. He started in tech running sales engineering for a corporate in Israel selling cyber intelligence solutions, where he saw firsthand how hard it is to tell a complex story. After a two-year, seven-figure branding process at that company, he concluded that B2B Tech needs something different from branding, which he calls movement design. Atreo has worked with more than 300 brands across the world, with a sweet spot for cyber.
Why a great product is not enough
You are asking buyers to leave the comfort of the status quo, and nobody likes change. The status quo is a safe place, and switching to a new paradigm feels risky to the person whose career is on the line. Your product, with all its features and modules, is not what makes them move. The narrative is. This course teaches you how to build that narrative.
What’s inside
The full narrative framework, lesson by lesson.
Intro
Meet Carmel Yoeli of Atreo and the idea that B2B cyber needs movement design, not branding.
What’s a Movement Design
Why building a movement, not just a product, drives a new tech paradigm at scale.
The Narrative
The macro and micro story, the four why questions, and the shift happens opener.
The Problem and the Villain
Frame the pain the status quo can’t solve, then name and attack a clear villain.
The Purple Ocean
Pick the right villain for blue, purple, or red ocean markets and competitive situations.
Your New Paradigm
Give your approach a name that holds up, and why AI alone is not a paradigm.
Approach vs Category Creation
Aim for a movement, not a category, and run tactical and strategic fronts in parallel.
Your Vision for a New World
Define a concrete, no-fluff North star that buyers, investors, and staff can follow.
Your CEO as a Success Factor
Why the CEO must be both course setter and torch bearer of the movement.
The Narrative Checklist Summary
The five-step checklist that ties shift, champion, villain, paradigm, and vision together.
Start learning today
Join the course
Lifetime access
$79
Included
Boost expertise
- Learn from those who’ve done it, not just taught it
- Access battle-tested marketing playbooks from top CMOs
- Master emerging technologies before they become mainstream
Be part of a community
- Join an exclusive network of future marketing leaders
- Build relationships with decision-makers at top companies
- Access priority recruitment channels for leadership roles
Stay ahead
- Stay ahead of marketing trends with real-time updates
- Transform theoretical knowledge into practical success
- Get the most innovative marketing playbooks of experienced CMOs
What people are saying…
Last week, I officially wrapped up the G-CMO Cyber Pro Marketing Program! 🚀
Cybersecurity isn’t just another industry—it’s a constantly shifting battlefield where marketing needs to be as strategic as the solutions themselves. This program reinforced just how multi-layered this space is and how impactful marketing can be when done right.
With my background in GTM, branding, and strategic marketing, I’ve always believed that the key to great marketing is staying sharp and open to new perspectives. This program was a fantastic opportunity to refine how I approach this ever-evolving space.
A huge thank you to Orit Cohen, Yitzy Tannenbaum, and the incredible experts from Check Point Software, Checkmarx, Pentera, JFrog, Radware, AWS, and more for sharing their insights and expertise.
With amazing people, you get amazing results! 🔥
May, 2025
As part of my onboarding into the role of Head of Marketing at GlobalDots—and my leap into the world of CISOs and CTOs—I took the G-CMO Cyber Pro Marketing course.
Now, let’s be honest: logging in every Sunday at 18:00 and staying until 20-21 is objectively awful. But somehow, this course turned out to be great! World-class content and a group of legends who made it all so worthwhile.
And now… we’ve graduated! 🎓
I couldn’t resist sharing this great photo from such an incredible experience. Here’s to learning, growing, and connecting with amazing people along the way!
January, 2025
Other popular courses
Crafting Compelling Stories & Sales Collateral
- A copyable end-to-end sales pitch structure
- Get every seller telling one consistent story
- Walkthrough of the real Cato Networks pitch
The Real Power of Field Marketing
- Reframe field marketing as regional GTM leadership
- Build strategy, SWOT, and ICP per region
- Master the sales partnership: funnels, KPIs, SLAs
To Cyber ICP (Or Not to Be)
- Define your ICP fast using ChatGPT
- Message CISOs with short, cut-through copy
- See real Pentera campaigns that worked
About the GCMO & Airfleet partnership
G-CMO is a leading Israeli invite-only powerhouse for top global marketing professionals committed to advancing the skills influence and success of senior marketing leaders both in Israel and globally.
Airfleet creates and optimized revenue driven websites for B2B tech. Offering services such as design, development, SEO, conversion optimization, analytics and marketing automation. With more than 400 tech B2B clients, Airfleet understand the nuances of B2B tech websites.
Over
30
+
of in-depth knowledge
$
100.000
learn at your own pace
