We’re excited to announce our funding in Brew.
In constructing this firm, co-founders Maayan Levy, Raviv Ventura and Gabriel Amram set off to do one thing extremely tough from each a technical and product perspective. They’re constructing “true advertising software program.”
How can they declare to be the primary to construct “advertising software program”? How can they declare that their software program is basically that completely different from anything on the market?
Now we have to start out by re-examining what we imply by “advertising”.
A lot of what immediately is labeled “advertising software program” is definitely top-of-the-funnel gross sales software program. Options for electronic mail automation, content material creation, lead lists and the like are sometimes branded as advertising options — and in a way they’re — however, extra basically, they’re instruments for producing MQLs and changing SQLs into closed offers.
An inclusive, holistic view of “advertising” consists of the complicated relationship between an organization’s property/merchandise/positioning/technique and the hard-to-measure, multifaceted actual world. In mild of that — “true advertising software program” ought to repeatedly interpret the aggressive panorama and cultural zeitgeist, to optimize and refine an organization’s operations. It ought to interpret aesthetics, psychology and creativity from the lens of information science.
For example, a “true advertising software program” ought to present you whether or not to put money into podcasts in French or German, throughout what classes and cultural areas, what to speak about (and never discuss), why, and what the anticipated outcomes must be. It ought to let you know whether or not to cease investing in paid acquisition for the sake of investing in broader branding narratives; it ought to conditionally advocate specializing in or avoiding a selected demographic, sub-brand or consumer cohort; and many others.
And, in fact, it ought to provide you with a barely completely different reply each single day, because the world is all the time evolving.
After over a yr of painstaking work, Brew have truly(!) constructed the above product. Their clients find it irresistible, from small corporations to mature operations comparable to Checkout.com and Houlihan Lokey. Although they’ve solely been promoting for a few quarters, the enterprise is exploding, based mostly utterly off of inbound demand.
That is headspinningly tough to do. Not solely do you must construct a large knowledge processing platform for monitoring, normalizing and analyzing all public and accessible knowledge; you must clear up for a product expertise that works equally properly for advertising executives, contributors and the broader group’s wants as properly.
The founding crew at Brew was uncompromising in constructing this complicated and difficult product in probably the most right, first principles-driven means potential. They declined a number of alternatives to start out promoting the answer when it was much less mature, in favor of finessing each the providing, the go-to-market operation right into a well-oiled inbound pushed machine. After an amazing quantity of labor and private challenges, they’ve begun succeeding, and it’s inspiring to look at.
Congratulations Brew, on this thrilling milestone!