Bert Winterfeld runs performance marketing at HERO Software (B2B SaaS, Series B, >$50M funding) with 6-figure monthly budgets. One of the key insights he shared in our Masters of Search interview was: Paid search in B2B always hits a ceiling, and only branding breaks through it.
If you’re running performance marketing at a startup with serious search budgets, this episode is packed with insights you won’t find in any LinkedIn carousel.
Most performance marketers face the same pattern:
- Non-brand campaigns get really expensive (€10+ per click)
- Keyword volume caps out in niche B2B markets
- Pressure builds from C-level to “just scale it”
- But the math stops working
Bert has been in online marketing since 2010 and manages a small but highly specialized team at one of Germany’s fastest-growing B2B SaaS companies.
Here’s an excerpt of what we covered:
On tracking & efficiency:
- How dynamic conversion values cut costs by double digits
- Why they map industry + company size to MRR predictions
- The tracking setup that changed everything in his first year
On scaling realities:
- Why paid search in B2B hits a hard ceiling
- Why branding is key to break through that ceiling
- How paid search and paid social work together
On staying close to customers:
- Join 4 sales demos per month or lose touch with your ICP
- Why AI audience research makes you lazy
- How to use LLMs without giving away control
Bert’s philosophy: “There are no masters of search – only craftsmen who show up daily.” I loved that quote!
Full interview with Bert Winterfeld, Head of Performance Marketing @ HERO Software
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