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

Deel is a hiring and payroll platform built for remote teams. Founded in 2019, they quickly raised $156 million in Series C funding and reached a $1.25 billion valuation in under two years.

In June 2020, Deel started working with Amplemarket to grow their customer base and scale their sales team. Since then, Deel has grown revenue by 20x in just 12 months.

We spoke with Benjamin Guigui, one of Deel’s earliest sales team members and a power user of Amplemarket, to learn how they made it happen.

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

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This case study dives into how Deel uses Amplemarket and the small wins fueling their growth.

What are the primary challenges in scaling B2B sales?

Deel’s sales team faced 3 major challenges common to scaling revenue teams:

1. Fragmented tech stack‍

Lead generation, outbound tools, and CRM platforms were not connected, creating data silos.

2. Data hygiene

The lack of integration resulted in inaccurate B2B contact data and low productivity.

3. Deliverability issues

Managing multiple tools negatively impacted email deliverability and open rates, making it difficult to maintain consistent prospecting sales momentum.

How does sales intelligence solve data fragmentation?

Since June 2020, Deel has rolled out Amplemarket across all SDR and AE teams in North America, EMEA, and APAC. Their strategy focuses on Account-Based Sales (ABS) rather than mass emailing, utilizing the best prospecting tools to target effectively.

Benjamin explains:

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

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Outbound is complex. Ben says it’s a full-time job just to navigate it well. “If your emails don’t get opened, you’re not having conversations or booking demos.”

Deel avoids mass emailing and focuses on an Account-Based approach. They’ve tested extensively to find what works.

The key?

• Consolidation: Amplemarket replaced disparate enablement tools for lead generation, targeting, and engagement, while alancing automation with customization. Offering the “perfect in-between,” letting Deel personalize messaging at scale.‍
• Workflow Automation: The team automated routine tasks to function as an AI sales assistant. For example, Out of Office replies containing new contact information automatically trigger new outreach sequences.

What key metrics improve with AI for sales prospecting?

Deel has seen significant success over the past year, and Ben credits Amplemarket as a key part of that. The team closely tracks core metrics like open rates, reply rates, and meetings booked.

With their previous tool, Deel’s open rate was around 35%. Since switching to Amplemarket and using features like the Email Deliverability Booster and Domain Health Center, that number has climbed to about 62%.

They’re now seeing an average reply rate of 17.8% and are booking 20+ meetings per SDR each month.

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Ben also points to the team’s favorite Amplemarket feature: Social prospecting automation. They customize their outreach at scale, including personalizing connection messages to larger lead lists.

Ben highlighted:

Workload reduction: this feature automates approximately 75% of the social selling workload that was previously manual.

Functionality: SDRs send tailored connection messages and follow-ups in batches with a single click, proving effective for AI tech sales workflows.

In fact, while we were talking, Ben mentioned he had just booked a demo from an initial social connection message earlier that hour.

How does automated prospecting impact enterprise sales strategy?

Deel’s revenue grew 20x in one year. About 30% of their sales come from outbound, and half of their largest clients came 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.”