Need To Know For The CEO

Episode #10

Oren Greenberg
Kurve

Embracing Remote Work

Oren Greenberg, CEO of Kurve, shares his insights on the evolution of his company from an SEO agency to a mobile app marketing agency with a global, distributed team. Oren emphasizes the importance of leveraging global talent and geographical arbitrage, highlighting that remote work is a core philosophy at Kurve.

“I believe in digital nomadism and global talent access. For my business, there's no reason to have people locally.”

The remote model has allowed Kurve to innovate and adapt quickly, demonstrating the advantages of a distributed team in today’s digital landscape.

The Value of LinkedIn

Oren discusses the impact of LinkedIn on his professional journey, noting how the platform has significantly expanded his network and influence. He highlights the importance of authenticity and valuable content in building a following on LinkedIn.

“LinkedIn has changed my life. It's been life-changing to receive messages from people saying they’ve been following me for years.”

This success on LinkedIn underscores the importance of a strong personal brand and the role of social media in professional growth.

Client Focus and Unique Value

Oren explains the dual focus of Kurve: consumer mobile app businesses and B2B SaaS consultancy. He details how Kurve supports clients like Sweatcoin and TreeCard by leveraging micro-influencers and diverse creative strategies.

“When you unlock creative, you unlock the bottleneck, which is your creative team. You can source lots of creative, very diverse, increasing the probability of success.”

In his B2B SaaS consultancy, Oren works closely with CEOs of scale-ups and established businesses, providing strategic and executional support to drive growth.

Mastery Through Experience

Oren and Matt discuss the importance of deep expertise and continuous learning. Oren emphasizes that real expertise comes from years of hands-on experience and a willingness to tackle complex problems.

“It's our execution prowess that comes over time. You need context and experience to navigate the future effectively.”

This approach to mastery highlights the value of long-term commitment to learning and adapting in a rapidly evolving industry.

Trends and Challenges in B2B Marketing

Oren identifies key trends and challenges in B2B marketing, including the decline in effectiveness of cold email outbound strategies and the rise of the creator economy. He also touches on the growing complexity of the marketing tech stack and the impact of AI on the industry.

“The biggest shift is the reduction in effectiveness of cold email outbound by about thirty-two percent since 2019.”

These insights reflect the dynamic nature of B2B marketing and the need for businesses to adapt to new trends and technologies.

Strategies for Success

Oren shares his approach to successful marketing strategies, emphasizing the importance of experimentation, creativity, and understanding the customer journey. He advocates for a balanced approach that includes both brand building and demand generation.

“Be brave and have the capability to experiment. Invest in creativity and brand building alongside demand generation.”

This balanced strategy helps businesses stand out in a crowded market and achieve sustainable growth.

Final Thoughts

Oren and Matt conclude their conversation by discussing the importance of aligning business capabilities with customer needs. Oren highlights that businesses must focus on what they can be the best at to gain a competitive advantage.

“You have to align the capability with what the customer cares about. That's how you gain market share.”

This strategic alignment is crucial for businesses aiming to succeed in a competitive landscape.

Oren Greenberg’s insights provide valuable lessons on remote work, personal branding, client focus, and effective marketing strategies. His approach to continuous learning and adaptability offers a roadmap for businesses striving to excel in the digital age.