Iris Shoor (@IrisShoor) is Founder & CEO at Oribi. She's a marketer turned CEO, and after two successful startups started Oribi (backed by Sequoia & TLV partners) to try and solve the marketing attribution and analytics problem for good.

We talk about her path from marketing leader to CEO, what the CEO wants from marketing, why Oribi doesn't have a blog, why the marketing analyst is one of the most important early hires, how to manage a freemium funnel and an enterprise sales motion, and why their best marketing channels have been Facebook, YouTube, and Instagram and why yes, they do work for B2B.