Lenny's Podcast: Product | Growth | Career

An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth)

Aug 27, 2023

Meltem Kuran Berkowitz, Head of Growth at Deel, has played a pivotal role in scaling the company from $0 to $300M in just three years. In this engaging discussion, she reveals how they leveraged low-cost growth channels and why early awareness campaigns in B2B marketing can be counterproductive. Meltem emphasizes the importance of effective SEO strategies and shares her unique 'traffic light' framework. Additionally, she discusses structuring growth teams and building a solid startup culture to support rapid expansion.

01:11:51

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Meltem Kuran Berkowitz

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Quick takeaways

Prioritize website performance and content creation before investing in paid ads.

Utilize a data-driven approach with SEO to attract organic traffic and sustainable growth.

Strategic partnerships help tap into new customer segments and expand reach.

Deep dives

Prioritizing the Basics

In the early stages of growth, it is crucial to focus on the basics. This means building a solid website, ensuring it performs well and is discoverable by search engines. Content creation becomes vital to attracting and engaging potential customers. Only after these foundational elements are in place should you consider investing in paid ads. It's important to prioritize a good user experience and website performance before launching a successful paid advertising campaign.

Diversifying Lead Flow for Better Results

00:34

How to Measure Your Life by Clay Christiansen

01:28

Constant Urgency and Problem-Solving in the Workplace

00:31

Commitment to Revenue Goals

00:40

Intro

4min

Navigating Growth Through Community Engagement

12min

Mastering SEO for Business Growth

14min

Prioritizing Conversion Over Awareness in B2B Marketing

3min

Marketing Success and Legal Awareness

4min

Navigating Payroll Solutions and Surprising Achievements in Crisis

2min

Driving Paid Growth: Strategies for Success

4min

Navigating Growth Amidst Chaos

23min

Self-Awareness and Sincerity in Interviews

4min

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Meltem Kuran Berkowitz is Head of Growth at Deel, which went from $0 to $300m in ARR in 3 years (fastest company in history to do so). Meltem joined Deel early to lead growth, and currently leads all of the growth and marketing teams including paid ads, content, product marketing, community, brand, and more. In this episode, we discuss:• How Deel found success leveraging low-cost growth channels• Why early awareness campaigns are a waste of time in B2B• How to create effective SEO content• Deel’s “traffic light” framework• When it makes sense to invest in paid ads• The art of structuring growth teams• Building a startup culture

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Find the full transcript at: https://www.lennysnewsletter.com/p/an-inside-look-at-deels-unprecedented

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Where to find Meltem Kuran Berkowitz:

• Twitter/X: https://twitter.com/meltemkuran

• LinkedIn: https://www.linkedin.com/in/meltem-kuran-berkowitz-4721114b

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter/X: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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