CRMC executive interview series continues from CRMC 2025

This is a live interview with Pini Yakuel, Founder and CEO of Optimove, hosted by Wise Marketer Managing Editor Bill Hanifin. The pair sat down during the most recent CRMC 2025 conference event, held in Chicago in June 2025.

Optimove frames its technology offering as “positionless marketing,” and that is where the conversation starts. Inspired by the successful offensive schemes employed in professional basketball, positionless marketing took shape as the expression of how Optimove goes to market to help its clients.

In the interview, you’ll hear the origin story of Positionless Marketing as well as get to know Optimove as an organization.

Enjoy this conversation with Pini Yakuel, an inspired business person who has created an enormous success in Optimove.

Editor’s Note:

Next year’s CRMC event, sporting the theme New Horizons, will be held June 1-3, 2026, in Frisco, Texas. You can learn more about CRMC here.

Time Stamps for the Time Starved:

1:00 – The origin story of Positionless Marketing

2:30 – Defining Positionless Marketing

3:43 – A Quick History of Optimove

4:50 – A North American Debut

6:23 – Why CRMC?

7:14 – 2025 Conference Insights

8:01 – CRMC in 10 words or less

8:52 – Pini’s Favorite Non-Fiction Book