Lenny's Podcast: Product | Growth | Career

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

Aug 27, 2023

01:11:51

Snipd AI

Meltem Kuran Berkowitz, Head of Growth at Deel, shares insights on leveraging low-cost growth channels, creating effective SEO content, and structuring growth teams. They discuss the importance of finding cheaper B2B growth channels, optimizing content for search engines, and targeting niche websites and podcast ads. They also emphasize the significance of a solid product foundation, hiring for commitment and bottom line care, delivering quick solutions, and embracing vulnerability.

AI Summary

Highlights

AI Chapters

Episode notes

Podcast summary created with Snipd AI

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.

How to Assess a Candidate's Willingness to Commit to Revenue Goals

01:39

The Importance of SEO for Direct-to-Consumer Companies

01:19

What is eor

00:34

Cheap channels

00:31

Introduction

4min

Overview of Deel's Growth and Services

2min

Finding Cheaper Growth Channels in B2B

10min

Optimizing Content for Search Engines

14min

Focusing on Niche Websites, Overlooked Platforms, and Podcast Ads

2min

Building a Solid Product Foundation for B2B Growth

15min

Hiring for Commitment and Bottom Line Care

8min

Delivering Quick Solutions and Caring for Customers

14min

Embracing Vulnerability and Canadian Food

2min

Brought to you by Miro—A collaborative visual platform where your best work comes to life | LMNT—Zero-sugar hydration | AssemblyAI—Production-ready AI models to transcribe and understand speech

—

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

—

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

—

Where to find Meltem Kuran Berkowitz:

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

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

—

Where to find Lenny:

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

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

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

—