How Deel SDRs booked 20+ meetings monthly to drive 20x revenue growth

Deel, a hiring and payroll platform built to empower remote teams, was founded in 2019. Since then, they’ve skyrocketed to success. Just under 24 months from conception, they’ve landed a Series C of $156 million and reached a valuation of $1.25 billion. A true unicorn!

In June 2020, Deel joined the Amplemarket family to not only grow their customer base but also scale their sales team. Since then, Deel has experienced about 20x revenue growth in 12 months.

We sat down with Benjamin Guigui, one of the first members of their Sales team and an Amplemarket super-user, to learn how they’ve achieved such rapid success. Here’s what he had to say:

“Deel is growing thanks to Amplemarket, I’m convinced by it.”

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In this case study, we’ll dive into their specific use case and the small wins behind their expanding business.

The biggest challenge for Ben and the Deel team was managing their tech stack. Their platforms for lead generation, outbound, and CRM had very little integration, making it difficult to get accurate data from their lead generation tools.

While juggling all these tools, they still had to hit their quotas. Amplemarket enables revenue, but to get to revenue, you need leads and good deliverability to start conversations. Overall, managing all these moving parts created a significant productivity challenge.

Since Deel started using Amplemarket in June 2020, they’ve expanded the tool’s usage across multiple teams. Currently, all their SDR and AE teams in North America, EMEA, and APAC use Amplemarket, with 90% of the usage coming from SDRs.

As Ben puts it:

“The start of every single outbound sales process begins with Amplemarket.”

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Ben recognizes both the importance and challenges of outbound. “It’s a full-time job to make sure that you can navigate an outbound environment. There are lots of factors to take into consideration,” he says. “If your emails are not opened, you’re not having conversations, and therefore not booking demos.”

Deel doesn’t rely on mass emailing. Instead, they focus on an Account-Based approach. Ben and his team have done extensive testing to find what really works in outbound.

What they discovered is that the perfect balance between automation and customization is ideal. Ben calls Amplemarket the solution, the “perfect in-between” where they can truly personalize messaging at scale.

Finally, their use of Automated Sales Workflows has saved them time by reducing routine housekeeping tasks. For example, any Out of Office reply containing a new contact in the email body can automatically trigger a new sequence to that lead. Amplemarket ensures every piece of information from email replies is managed and streamlined appropriately.

Deel has seen a lot of success over the last year, and Ben credits Amplemarket as a huge part of that.

The team regularly tracks several key success metrics, including open rates, reply rates, and meetings booked.

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With their previous tool, Deel had an open rate of about 35%. Since switching to Amplemarket and using features like the Email Deliverability Booster and Domain Health Center, their open rate has grown to around 62%. They’re seeing a consistent reply rate of about 14% and are booking 20+ meetings per month per SDR.

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Ben also highlights the team’s favorite Amplemarket feature: LinkedIn automation. The team loves customizing how they reach out to leads, including personalizing connection messages to larger lead lists.

Amplemarket’s LinkedIn automation lets them send highly personalized messages in batches with just a click. Ben mentioned this functionality handles about 75% of the LinkedIn workload they were previously doing manually.

While we were talking, Ben even shared that just an hour earlier, he booked a demo through an initial LinkedIn connection message.

Overall, Deel has seen about a 20x increase in revenue over the last 12 months. Thirty percent of their sales efforts come from outbound, and to date, 50% of their largest clients originated through Amplemarket.

“As of today, every single SDR within Deel is using Amplemarket to start their sales processes.”

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“From lead generation to targeting a prospect to engaging in a tailored way, all of that is automated and interconnected in our toolbox. What sets Amplemarket apart is the support and relationship we’ve built over the last year, making sure everyone is onboarded and trained properly to use the tool to its fullest.”