#HerImpact: Building the Most Progressive Marketing Tech Community in the World
Endeavor Entrepreneur and Insider Co-founder & CEO Hande Cilingir Shares Her Perspectives on Growing a Business and Empowering the Next Generation of Women in Tech
From Six Desks to 19 Regions
Starting with six desks within a small home office, Turkish Endeavor Entrepreneur Hande Cilingir, co-founder and CEO at Insider, and her five co-founders, wanted to go where others dared not. They wanted to create a strong community made of extraordinary over-achievers, or, as expressed in Sequoia Capital’s ethos: “… the creative spirits. The underdogs. The resolute. The determined. The outsiders. The defiant. The independent thinkers. The fighters and the true believers.”
“Ever since our very beginning, from our six desks within a small home office, we wanted to go where others dared not. That’s how we moved East, where we saw a hungry yet high-potential market. We settled and partnered, giving our full attention to local demands. After developing our muscles in the more mobile oriented markets of the East, we also wanted to develop our muscles in more developed markets like Japan and the UK. Yet we needed to develop new categories that would disrupt the customer experience delivery scene. That was essential to becoming the only tech company out there using these two types of muscles, creating a greater global impact,” said Hande.
Hande met Serhat Soyuerel and Arda Köterin, two of Insider’s co-founders, when they were studying at the London School of Economics. After graduation, Hande wanted to start a global tech company of her own but sought to gain expertise in unfamiliar markets first. Her curiosity led her to China, where she did her master’s degree at Shanghai Normal University, and went on to work for top brands like PepsiCo and Starmall.
One day, the idea of building an international school inspired her to quit her job overnight and start her entrepreneurship journey. She co-founded an English school named English & More International Learning Centre (now IM Academy) and disrupted the industry by establishing a highly-reputable education center, where students received a world-class education. The school was acquired in 2011, ending her first entrepreneurship journey with a lucrative exit, planting the seeds for Insider.
Identifying ‘The Missing’ and Becoming a Category Leader
Insider’s journey started when Hande and the co-founder team found ‘the missing’ in the digital marketing technology space. They wanted to help marketers create more intelligent interactions with their customers through exposing them to the most relevant content on their preferred channels, delivering fuss-free experiences. Together they set out on a mission to simplify the lives of digital marketers while helping them foster more mindful customer experiences for millions.
Last year, Insider launched a new category, the world’s first integrated Growth Management Platform (GMP). Primarily, GMP offers digital marketers a full suite of features across the entire growth funnel, from acquisition to activation, retention and revenue. Powered by deep AI and machine learning capabilities, the Insider platform delivers real-time insights and personalization across web, mobile web, mobile app and ad channels.
Read more on Hande’s latest blog: A year in review & the way we see it in 2019: AI, CDPs, Mobile, Data Privacy & More.
The team’s endless dedication and persistence in creating new technologies to shape customer experiences reaped the rewards. In 2018, they partnered with Sequoia, one of the world’s top venture capital firms.
“We were impressed with Insider’s AI platform, and the profound impact on their customer’s key metrics: lower customer acquisition costs, higher retention, faster growth. These customers quickly started to use more and more products from the Insider platform. That has put Insider on a fast growth trajectory, especially in Asia,” said Pieter Kemps, Principal at Sequoia India (Singapore) Pte Ltd.
Insider’s team is now comprised of more than 350 people around the world, spanning 19 offices in Europe, Nordics and Asia Pacific, including Tokyo, Seoul, Sydney, London, and more. Today, Insider has over 450 clients, including top brands like Samsung, Singapore Airlines, Uniqlo, Virgin, Watsons, Huawei, IKEA, Nissan, LG, Puma, Unilever, McDonald’s, Hyundai, and Estee Lauder.
“None of these would have been possible without the passion, dedication and endless care of our team,” said Hande. “We know that great things never come from comfort zones. It requires blood, sweat, and tears with endless care to create something beyond the expectations. Lasting success can only be achieved if you put in the hard work.”
The Underdogs: Building the Most Progressive Tech Culture
Hande invests a significant amount of her time in building and retaining a strong company culture which has been a core element of Insider’s success around the world.
“We inspire and challenge each other to cultivate a unique culture that drives us to create technologies fostering deeper and more meaningful experiences for millions, every day,” said Hande. “We are a global community, with a wide range of perspectives and backgrounds. However, we manage to stay true to our culture and the core values behind our determination: care. We care about each other as much as we do about the world we live in. That’s what makes us an empowered community.”
Highlighting Women Achievement in Tech
Thriving on change and impact is woven into the DNA of Insider. Through her work, Hande embodies her belief in the importance of enabling, challenging, and fostering people looking to grow and innovate in their careers, especially young women.
“ Six years ago, we started out with the mission of making an impact in the world, in multiple ways. One way we accomplish this is through our 1+1+1 program where we empower primarily female students who don’t have equal access to opportunities. It’s an undeniable fact that young women in developing countries feel the adversities more than anyone else. As Insiders, we wanted to turn this around and offer them equal space in the technology world. We’re working hard each day to support and mentor students in coding, communication and leadership skills,” said Hande.
“I’m surrounded by brilliant women from a diverse range of backgrounds and regions, breaking grounds with new ideas and spearheading new concepts on digital experiences around the world. I’m excited to face everything head on together and accomplish what we set out to do. We disrupt the status quo, step out of comfort zones, and fearlessly pursue initiatives to create impact in every country we are in.” — Nadia Rodiukova, Shareholder & Country Manager, Thailand