HockeyStack

Head of Growth

Growth Advisor

Cognism

• Series C, and Series D.
• Managed three brands: Cognism, Kaspr, Mailtastic; and a seven-digit monthly marketing budget.
• Scaled the budget by 2.5x in 18 months while keeping the ROI the same.

Group Global Head of Paid Media

• Built a team of seven people
• 31% improved in the pipeline efficiency within the first three months

Global Head of Paid Media

Deepcrawl 

• Series B, and Series C
• Built the growth function in the company. 
• Managed the marketing, sales, and revenue operations; demand generation, ABM, data science, and growth.

• MVP of 2021
• Built & maintained a demand generation machine. 
• Managed growth, demandgen, and marketing ops.

Demand Generation Manager

Mowico

• Seed, Series A, Exit
• Employee number one & cashed out after its acquisition by Tmob (February 2021)
• Managed the product, business ops, and marketing teams. 
• Created a PLG model by relying on the product itself as the primary driver of customer acquisition, conversion, and expansion which resulted in 50% MoM growth.
• Defined market strategies, product roadmaps, interdependencies, and key metrics.

Growth Manager

Product Growth (Co-Founder)

Workindo

Product Manager

Cleanzy

• Seed, and Series A
• Built the GTM strategies for Italy, Spain, and the UK markets.
• Managed/assisted in various zero-to-one growth projects for user and supplier sides.
• Developed integrated marketing campaigns with comprehensive digital, offline advertising, and experiential activations.

Growth Hacker

Dentons

Junior Corporate Associate

Trainee

Summer Associate

Global Head of Paid Acquisition at Cognism

Reformed corporate lawyer; born-again startup person. I like building game-changing stuff and disrupting traditional growth strategies.

I'd never thought I'd say this but it seems like this Linkedin Connectedtv is actually working...

We started this experiment a while ago, around mid-February. In fact, it was my third experiment here, with the internal name of HEX03-B.

HEX: HockeyStack-Experiments
00: Experiment number
A-B-C: The level of commitment; A, not that much — C, all in.

As the name suggests, I was willing to test this for a moderate amount of time — roughly 30-60 days.

Targeting included companies showing intent signals and those that fall under the ICP account list, blended with native job title filters (at HockeyStack, job titles work far better than job functions; that's a topic for another post).

We used two videos, The Stalking and Reverse Funnels (I'll drop the links in the comments); both were remade for TVs in 4K 🤡🤡

The experiment started with three core pieces:

-Why: Content distribution channels need to be expanded.

-Objective: Increase brand awareness by improving content distribution.

-Hypothesis: Can we reach our ICP through TV? If so, will the penetration be higher and the costs lower since the competition is less?

Tbh the reach wasn't that much cheaper, only about 15% on average.Regarding view metrics, I don't think we should be comparing them because the connectedTV ads are non-skippable, so unless someone turns off the TV, they end up watching them. If someone is curious about the average completion rate, it is 98.5%.

For the first 45 days, we didn't see anything interesting. Like, we weren't burning money since the costs were still cheaper, but we weren't seeing anything promising either - until the beginning of April.

When analyzing the Linkedin campaign performance at the contact-sales submission level, I use two lift reports. One shows the campaign performance including impressions, and the other shows it excluding impressions. The latter shows me what I would normally see if I didn't have impression-level targeting.

According to the second report, my retargeting campaign to people who've visited the live demo but haven't converted has the best influence on form submissions - not surprising. 

But when I look at the impression-level data, what I see is that actually this connectedtv test campaign has the biggest impact on my contact sales form submissions this month — although there have been literally zero clicks.

So yes, it took a bit time to take off but now we're actually seeing that connectedtv ads have the biggest influence on form submissions this month. 
I'll share the impact on pipeline in the next few weeks. 

Canberk Beker

I'm very bullish on reverse funnels because I truly believe they're going to change how companies view their revenue journey.

Imagine, you want to understand which activities are influencing your enterprise deals to what extent; or you want to identify which activities are causing lower ACV deals or closed lost.

Is it cold calls from a specific SDR? Sales collateral about your competitors? A Linkedin ConnectedTV campaign? Could some sales or marketing signals be negatively impacting your revenue?

Traditional attribution was all about who gets the credit, it was all about sugarcoating the marketing activities. That's why I'm very bullish on reverse funnels; they not only show you what activities work and to what extent, but they also show you what activities negatively impact your growth.


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Canberk Beker's Linkedin Analytics

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