Deeto, a fast-growing B2B startup founded by Eran Baron, has successfully raised $12.5 million in a Series A round to advance its mission of transforming how companies build trust with buyers through authentic, peer-driven interactions. The funding round was led by Jump Capital, with participation from UpWest, Tal Ventures, Mertor, and TAU Ventures - a strong validation of Deeto’s disruptive approach in the customer marketing space. 

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Why This Market Is Heating Up

According to a 2024 Gartner study, 77% of B2B buyers now say their most trusted source of information during a purchase decision is a peer conversation - not a sales rep. In fact, 70% of enterprise software purchases involve some form of advocate consultation, either via communities, reference calls, or LinkedIn intros. As the average sales cycle in B2B SaaS stretches to over 120 days and multiple stakeholders get involved, warm intros and authentic advocacy are no longer "nice-to-haves" - they're strategic necessities.

The customer advocacy space is projected to grow significantly, with the global B2B customer engagement software market expected to reach $32.5 billion by 2030, growing at a CAGR of 10.2% (Allied Market Research, 2023). Deeto sits at the intersection of trust-tech, marketplace infrastructure, and the evolving buyer journey - making it uniquely positioned to capture this growing demand.

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Reinventing the Customer Voice for B2B

At its core, Deeto offers a platform that enables companies to easily and organically connect prospective buyers with existing customers - driving engagement, trust, and conversion in the decision-making process. Rather than relying solely on traditional case studies or static testimonials, Deeto empowers organizations to activate their existing customer base as dynamic advocates through scalable, real-time interactions.

This model aligns perfectly with the rise of customer-led growth (CLG) - a strategy where satisfied customers become an extension of the sales team. As B2B buyers increasingly seek authenticity over polished pitches, Deeto's approach provides a solution that is both human and scalable.

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The Team and Vision

Deeto was founded by Eran Baron, an entrepreneur with a deep understanding of go-to-market dynamics in the B2B tech world. His vision stems from the belief that the strongest sales tool isn’t the sales rep - it’s a happy customer. The platform makes it seamless to introduce prospects to current users, facilitating unfiltered, high-trust conversations that help accelerate deals.

Under Baron’s leadership, Deeto is gaining rapid traction among mid-market and enterprise companies looking to stand out in a crowded marketplace. With this new funding, the company aims to expand its product offerings, grow its team, and scale internationally.

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Here’s where many founders miscalculate the real opportunity in customer advocacy: 

They see advocacy as a marketing checkbox - something you do after the sale to polish brand perception. But the true leverage is upstream: activating advocacy as part of the deal flow. Deeto isn’t just post-sale marketing tech; it’s a pipeline accelerator. By creating structured, trackable pathways between leads and customers, Deeto shortens sales cycles and deepens buyer confidence - all without heavy sales pressure. For founders, this model offers something rare: a scalable trust engine that actually compounds with every new customer.

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The Rising Demand for Customer Advocacy Tech

Deeto is entering the market at a pivotal time. In an era where only 3% of B2B buyers trust traditional sales, authentic peer references have become essential. A report by Gartner noted that 77% of B2B buyers now consider peer reviews and customer references more influential than vendor-provided content.

Meanwhile, the customer advocacy software market is on track to reach $1.2 billion by 2027, driven by the growing demand for platforms that can manage and scale reference programs, user communities, and testimonial workflows.

In this context, Deeto’s frictionless model - where buyers can instantly schedule calls or engage with happy customers - addresses an urgent pain point for sales and marketing leaders: how to build trust at scale.

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What’s Next for Deeto?

With its Series A raise complete, Deeto plans to:

• Double its product and engineering teams to introduce more AI-driven matchmaking and analytics.
  
• Expand GTM partnerships and integrations with CRMs and ABM platforms.
  
• Open offices in North America and Europe to support a growing global client base.
  

In a world where B2B buyers are overwhelmed with content but starved for connection, Deeto is proving that real people - talking to other real people - can still be the most powerful sales tactic.