Berkowitz: B2B startups should exhaust bottom-of-funnel demand before awareness ads
Meltem Kuran Berkowitz · An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth) · Aug 27, 2023 · at 33:08
Meltem Kuran Berkowitz (Head of Growth at Deel) explains why early-stage B2B companies should focus on immediate conversion demand rather than top-of-funnel brand campaigns.
0:00 / 0:23exact quote · 23.9s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Because B to B businesses uniquely are started because there's a very real need and there's a lot of people that are ready to convert, like first tap into the bottom of the funnel and then go out and start speaking to the masses. But I promise you, it'll probably take you six to eight months minimum to tap into that bottom of the funnel of people that are ready to convert today. Before you have to start doing awareness ads out there.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Meltem Kuran Berkowitz
Berkowitz: Deel overtook Ramp as fastest-growing SaaS company in history
“So Ramp was the first one to be crowned the fastest growing, and then we kind of took that crown from them. So I think we're both right. In that at a certain point in time, we've been the fastest growing”
Berkowitz: Startups with more salespeople than engineers cannot maintain product quality
“If you're talking to an early stage company that's a big product and they have six salespeople and two engineers, their product probably isn't going to be great for that much longer.”
Berkowitz: Decentralizing growth specialists across regions slows skill development
“If you take a paid ads person and if you have a team of paid ads people and you separate those five people and give them to different regions, instead of letting them sit together and be a tight team, the best practices learning and the skill, like the levelin…”
Berkowitz: The world is run by insecure overachievers with something to prove
“The world is run by insecure overachievers. I used to think my insecurity was a downfall and I would just kind of hide it and try to pretend it's not there. And then someone that I really look up to told that to me, I'm like, okay, so I'm not the only one. And…”
Berkowitz: Asking what siblings think reveals insincerity if answers are polished.
“Like if someone was like, my siblings will say I'm very organized and that I'm the one that brings our family together. Like that's probably a bullshit answer. But if they're like, oh yeah, like they'll say these weird things about me that shows a little bit o…”
Berkowitz: Deel grew ARR from <$1M in 2020 to $295M in 2023
“And when I joined the deal, actually that was around July, 2020, we were less than a million dollars in ARR. And then over time, it grew within the first year on January, 20, 21, we were at four million dollars ARR. We finished 20, 21 with fifty seven million.…”