Deep Growth

Director

Research and Growth

The earth is not flat. And neither should your acquisition ads' performance be.

Having worked in-house for years, I take an in-house view to Growth. We audit, sometimes do research and come up with a roadmap to growth for our clients. Whether through acquisition campaigns (usually Google or Meta Ads) or via work on customer journeys. Our audits usually uncover a nugget or two that can unlock growth.

Testimonials at https://startupmarketer.co/about/ otherwise all other info is on https://researchandgrowth.com

Growth Director

Lintbells | Home of YuMOVE

Meta Ads Consultant

The Electric Car Scheme

Paid Search Acquisition

arena.online

Paid Search Consultant

Perceptycs

I'm no jack of all trades, so in some cases I partner with individuals and teams who pack a punch.

Growth Advisor

LIMINAL

Paid Acquisition Consultant (Meta + Google)

Sweaty Betty

Onto

Did you hear that? Neither did I. Electric cars are quiet beasts. 

As Europe's largest electric car subscription services, Onto helped thousands of B2C and B2B customers drive electric cars for the first time. Having raised more than £340 million in funding, my job was to sensibly spend a big portion of that money.

Working with a team of talented individuals we drove digital and offline campaigns (e.g. Linear TV) and as well as improved the customer journey on web and app. As a monthly subscription business, no sentence was complete without a mention of our LTV:CAC ratio.

Head of Growth

Most companies with £1,000+ customer LTVs experience poor performance on paid acquisition because they're using the wrong playbook.

They're using DTC and ecommerce strategies - optimising for quick conversions, pumping out generic creative which lead to high CACs and low quality leads.

Long conversion cycles require a fundamentally different approach.
At Deep Growth, we work with B2B companies and high-LTV B2C businesses to align your acquisition strategy with how your customers actually buy.
Over the past 10 years, I've worked with companies on profitable growth when sales cycles stretch beyond 30 days:

→ Ben (Employee Benefits Platform)
Led a transformation project to move upmarket into enterprise, reworking their Google Ads strategy and prospect experience while optimising HubSpot dashboards for longer, complex sales cycles. This proof of concept changed how they approach enterprise acquisition.

→ The Electric Car Scheme (Electric cars as employee benefits)
Scaled their Paid Search beyond previous limits by building custom offline conversion automations between Pipedrive and ad platforms. Restructured accounts to focus on what actually drives pipeline, not just leads. Result: Record YoY growth.

→ Onto (Car Subscription)
Faced the challenge of introducing an entirely new concept to the UK market. Built a rapid creative iteration machine that produced contextual ads helping drivers understand car subscription without the hard sell. Became Europe's largest car subscription company by seeding the benefits of car subscription  across Meta, Google, and Reddit.

Our Deep Growth methodology is built specifically for long conversion cycles.
We focus on three core pillars:

✓ Platform Architecture - Setting up Google and/or Meta to track what matters: pipeline influence, not just last-click conversions. Attribution that actually reflects your sales cycle.
✓ Journey Optimisation - Mapping the real conversion journey and optimising touchpoint for progression.
✓ Contextual Creative - Developing ads that plant seeds early, nurture consideration, and accelerate decision-making when prospects enter their buying window.

The uncomfortable truth about high-LTV advertising:
The best prospects aren't ready to buy today. They might not even know they have a problem yet. But when they are ready - in 3, 6, or 12 months - you need to be the obvious choice.
This requires patient capital, better tracking, and creative that educates without preaching.
Unlike other agencies we optimise for more than just MQLs.

Ready to fix your paid acquisition?
DM me with your challenges.

Chris Winterhoff

Nick Malekos

B2B Marketing Shots - Newsletter 

B2B Marketing Shots is a bi-weekly newsletter on Substack.

Sharing actionable advice on B2B Marketing, tactics, tips, templates, and more.

Subscribe at: https://b2b.marketingexpertshub.com/

Founder

ScaleX Marketing Services

- Fractional Growth & CMO Services
- Marketing Consulting
- SEO Consulting

Marketing Experts Hub: Specializing in our expertise in marketing, Marketing Experts Hub writes about the less-covered marketing topics and offers a unique insight into them. 
https://marketingexpertshub.com/

B2B Marketing Shots: A bi-weekly newsletter focusing on topics of interest for B2B marketers, SEO, Data, and AI in marketing.

You can read the short version on LinkedIn:
https://www.linkedin.com/newsletters/6978589795958591488/

And, the extended through Substack, subscribe to the website below:
https://b2b.marketingexpertshub.com/

Fractional Growth Marketer

Marketing Experts Hub

The Leading Destination for Marketers.

Marketing Experts Hub covers topics on marketing, business, and the software & tools you need to succeed as a marketer.

Growth-onomics

Delivering exceptional SEO results to our clients in SaaS, Real Estate, and Fintech.

Creating winning strategies for our clients to rise in organic results, generate more leads, and handle their content strategy. Taking from the experience in working for the Global markets in highly-competitive industries, and bringing it to teams looking to expand and scale their traffic & leads.

Director of SEO & Operations / Partner

Search Engine Optimization Consultant

LearnWorlds

Leading and managing the internal team of SEO specialists and managing external resources including agencies and freelancers.

- Leading the SEO Team of LearnWorlds..
- Planning the SEO Strategy.
- Seting SEO KPIs based on company targets.
- Ensuring the timely delivery of actions/tactics for achieving the SEO Goals.
- Preparing Reports, Analysis, and Communicating SEO Results internally.
- Ensuring the training, mentoring of the SEO team.
- Identifying opportunities for growth through organic search.

Head of SEO

As more team members joined our marketing team, I am focusing more on SEO activities, maintaining and improving our martech stack, and running lead capturing activities.
 Main responsibilities 

- Content Marketing / SEO
- Email marketing (newsletters & campaigns)
- Educational Marketing through Webinars, Workshops, and Course Masters
- Marketing Software management, migration, and maintenance
- KPIs Reporting

Throughout my role I am playing a pivotal cross-functional role to support the activities of the marketing team and help them implement their campaigns through troubleshooting and technical marketing when needed.

Tools I have worked with:

Google Sheets / Docs
Customer.io
Ahrefs
SEMrush
Respona
Mixpanel
Scraping Tools
ChatGPT
Jasper AI
Clearscope
Leadpages
OptinMonster
Zapier
Zoom Webinars
Typeform
Yoast

Search Engine Optimization Manager

The first marketing hire at LearnWorlds working on an omnichannel strategy, and focusing on growth tactics wearing different hats per occassion. 

Taking the company from 100K ARR to 1M ARR in 2 years.

Some of the main activities & channels I was responsible for:
- Content Marketing Strategy
- Organic Search (SEO)
- Email Marketing (Onboarding, nurturing, and newsletters)
- CRM Management & Martech Stack
- Inbound Sales (Sales calls with prospects)
- Partnerships & Collaboration with other SaaS
- Development of Lead Captures & Optimization (CRO)
- Social Media Management

Tools I used

Mailchimp
AgileCRM
Zapier
Google Docs / Sheets
Ahrefs
Hootsuite
Bit.ly

Growth Marketing Manager

Online Performance LTD

Online Performance (OP) delivers a best in class search engine optimization (SEO) service that gets you noticed by those looking for your services online. Our model includes the OP novel search engine optimization technology combined with services provided by our professional team.

Specialties
Search Engine Optimization, Marketing, Advertising, Online Reputation Management

Website:
http://www.operformance.com/

Marketing Manager

Cyprus International Institute of Management (CIIM)

Website & Blog Administration
	Social Media Content
	Lead Generation Campaigns (Facebook, Adwords)
	Event Preparation, Curation and Troubleshooting

*Leads generated were increased by 30% for 2016 compared to 2015 and inquiries for the programmes were also increased significantly

Marketing Officer

IAS Sinopsis Ltd

Website & Content Administration
	Content, Infographic & Client Campaigns
	Social Media Content & Advertising
	Newsletter & eMail Campaigns (through Mailchimp)
*Increased website visits for StudyCyprus.eu by 30% - 200% (comparison with the same month of the previous year) using Social Media and eMail Marketing)


StudyCyprus.eu (01/2015 – 09/2016)
-----------------------
StudyCyprus.eu is the prominent online portal for greek-speaking students that wish to study in Cyprus. Having the most updated guide to Cyprus' Universities and other education institutions as well as providing news on education and education/career consulting articles.

-----------------------
Sell2Cyprus.com (02/2015 – 12/2015)
--------------------
Sell2Cyprus.com is a B2B portal for private business to publish and view tenders, as well as past year analysis of public tender data, giving it's members an advantage in creating an offer and a notify them of opportunities within the network.

Media Officer

V+O Communication Cyprus

Publicity Reports (Clients and Competition)
Press Release Drafts

Public Relations Trainee

GnosySoft Ltd

Social Media Content  - Creating the Facebook content (written posts and research relevant links) for clients
Ad Content - Creative copy for digital advertisements

Social Media/Copywriter (Intern)

Senior Marketer at LearnWorlds

I live, breath, and write about marketing for B2B SaaS and SEO.

After 7 years in the uber-competitive edtech market, I helped LearnWorlds grow 🚀 from 5.000 organic sessions to 1.000.000, and grew from 6 to 8 figures in ARR $$$.

Leading many projects around:

> Martech implementation
> Running the newsletter & paid ads
> And, the Just Launch It challenge that transformed into a 30.000 mini-site over 2 years.
> Finally, taking full ownership of the SEO of one of the top mid-market LMS.

My personal projects include:

➡️ The www.MarketingExpertsHub.com growing the website from 0 to be the leading destination of marketers.

📧 B2B Marketing Shots Newsletter, writing on topics for B2B marketers: https://b2b.marketingexpertshub.com/

📧 SEO Marketing Shots newsletter here on LinkedIn: https://www.linkedin.com/newsletters/6978589795958591488/

🔔 Subscribe to both newsletters to keep in touch, and get biweekly news, ideas, and templates around B2B marketing, SEO, and Growth!

When marketing to Enterprise, there are NO Growth Channels.

It's all about relationship building...
It's all about politics...
It's all about multi-touch points...

Yesterday, I was in a conversation with demand leaders across the EU.
Everyone in B2B or Enterprise.

The problems were the same.
The best solutions?
More or less the same! (varied a bit by industry)

🥇 Top channel for everyone:

- Events!!
>> Self hosted events
>> Small, niche, targeted (e.g. dinners, VIP, industry-specific)
>> Experiental

🥈 Second best channel:

- ABM!
>> Intent-signal outreach (in-market audience)
>> Account lists & buying committees
>> Multiple-campaigns

🥉 Strong working channels:

- Email
- Partnerships
- Industry Experts*

*I would add personal brands here of industry experts.

❌ Common challenge?

👉 Marketing & sales alignment
👉 LinkedIn Ads are expensive
👉 Attribution (ads don't work)

✔️ Common themes that solve problems?

- Sales enablement
- Common KPIs
- Leadership direction (strong, clear leadership)
- Nurturing leads

Little to no mentions of AI in the chat, I am pretty sure everyone uses it in various part, but it's not a main driver, even though there is some investment to show up in AIOs and LLMs.

----------

What are your biggest challenges today?
What are your "secret to success" strategies?

Would love to hear in the comments!

Head of Growth | SaaS | B2B | SEO 🦸‍♂️ | Cybersecurity Marketing

Cold outreach is pretty awesome...

...but, do you handle follow-ups?

I keep getting many cold outreach messages on LinkedIn, and I try to respond to all (at least all good ones):

> Quick - I am not interested (don't want to waste both our time)
> Clear interested

In many cases, there is NEVER a follow up.

And, often the grey ✔️

Many AEs never even see responses on LinkedIn.

Hey, I get it! 🤔

> You probably check your ABM/Outbound software.
> Or, your SDR checks and grades messages.

🥺 But, do you realize the harm on the brand?

Not responding to both negative & positive answers harms your company.

The response on the screenshot is a positive one.
I haven't had an answer in >24 hours.

⏳ Timely responses matter

Your prospect might not be available 3-5 days later.
Send a calendar.
Check your messages.

----

This goes double for senior executives who are too busy to answer.

For one B2B SaaS we had this issue last year, the AE took over the CEOs profile in outreach to quickly respond.

For another, the CEO was a bit slow but was responding in 24 hours + pings from me when he didn't.

For another company, the messages were going directly to slack for every single response, to increase speed-to-answer.

----

When you are selling to a cold audience (and a warm one)...
...speed matters. ⚡️
...first impressions matter. ❣️

Don't let it fall under the radar!

"Niche Famous", or in other words "positioning".

Is how you can appeal and win a niche ICP through hyper-targeted positioning.

The "Niche Famous Framework" (guest post) by Alexis Grantis explains how not to chase a million vanity impressions, but focus on your true audience to truly bring results.

One hyper-targeted ICP knowing your services...
...is better than a million non-ICP people.

Be famous.
Be top-of-mind.
To the people that matter.

This is the core of the Niche Famous Framework. When you stop trying to be everything to everyone, you become the go-to person/company for people that matter.

The framework:

1. Become an Expert

Pick a corner of your industry that you have an expertise in and own it.

2. Show Intelligence Without the Ego

Speak like a real human, not like a white paper. Educate and entertain, your ideas should land with clarity.

3. Use Humor and Personality as a Competitive Edge

B2B SaaS is dry by default, this is your advantage. Opinions signal confidence. Humor signals humanity.

4. Consistency Builds Trust: Play the Long Game

Most of your audience isn’t ready to buy today. The 97% are learning, evaluating, and building trust over time.

5. Amplify What Works

Don’t waste budget guessing. Take proven content and make sure the right people see it.

-----

👇 I’ll drop the link to the full article in the first comment.

Want to write for Marketing Experts Hub?
I am looking for more marketers to offer insights, if you want to offer a guest post, feel free to PM me!

Past two weeks feel like...

...we need to invent a new word to cover this.

With Cloudflare throwing the whole internet in dissarray a couple of times over the past few days, it's becoming a meme 🤣

P.S.: Stolen from a random fb group, not sure who is the original creator!

Imagine being able to track #ROI for #ABM...

...and chat about the data with an AI-analyst.

That's what Michal Jackowski built inside ZenABM with Zena.

And, it's live on Product Hunt today!

Vote for it here:
https://lnkd.in/dK73WYCS

ZenABM is a great tool to add to your ABM tech stack to track results on a company data without compromising privacy and in a better interface than LinkedIn!

Emilia Korczynska I am pretty sure you had a lot to do with it.

Image stolen from Kas Szatylowicz ☀️ because I am lazy!

Marketing <> Sales alignment is a myth* 🔥

Here are my best tips on moving towards alignment 👇

+ Strong leadership with common direction
+ Common leadership (that's a trend I see)
+ The right people (bad fits should go, fast)
+ Good communication (not just meetings)
+ Incentives alignment
+ Support each other
+ Coordinated KPIs
+ Trust

Bonus: No side should see the other as delivery, support roles, or a pain.

*It's a myth in most cases. Requires strong coordinated leadership and incentives to achieve, and can only be strived to get better one step at a time.

**Let's get a bit deeper into some:

💪 Strong Leadership + Common Leadership

Often, incentives are misaligned, and that's a leadership problem. The CEO and other executive leaders have to show the direction FIRST.

Without a clear direction e.g.
"We chase XYZ ICP, and that's our main goal"

Each team will go their own way, where they will prove better results for themselves.

Trend:
I see more teams going for a common Marketing + Sales leadership, those roles are often called:

- CRO or VP RevOps
- VP/Director of Growth
- Commercial e.g. CCO for multi-brand companies

🔗 Communication & Coordination for Trust

Meetings create more work rather than solve issues. You want ways for people to connect, not add work on their schedules.

Building trust means:

- Supporting each other
- Meeting in person (if possible)
- Working together for common goals

Bonus: Meetings should ALWAYS have agendas. Having a call twice a month with all AEs (which I do), does not work without a clear agenda. Knowing when a call is successful and clear expectations help, else it's just a waste of time.

👎 What does not work

Mindset plays a big role.

Often, leadership hires top sales who essentially bring their "own clients" from years in the industry.

Those can be make it or break it, and if those sales only work their own leads are a bad fit. If they bring strong sales, leave them be ... but if they do not deliver and do not work, let them go (that's for CEOs).

On the other hand, marketers are just bitter, annoyed on sales not handling leads correctly.

There, we (marketers) forget to ask "why".

Sales won't always tell you: 
> It's a bad lead, and I don't want to touch it.
> I'm too busy right now, too full.

That's what we did with Antonis Askianakis for years!

They will not talk on the good times, but they will complain at the bad ones (leads are low).

It's marketing's job to ask for feedback, at ALL times.

🚀 BONUS for MARKETERS:

Sales people want to close that sale, not have a call with them.
You have to prove that meetings with your are valuable, and not a secondary item.

How to do that?

> Help them close leads.
> Improve lead quality.
> Really listen & deliver.
> Clean up the leads (don't send bad ones).

😈 Be a bit bad, hold some budget... you are not there to give favours, you are there to solidify your role as an equal not sales support.

taplio

The Battle

Chris Winterhoff

Nick Malekos

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