How Segment Leverages Customer Data and Advanced Personalization to Close More Deals

SaaS Breakthrough

English - March 06, 2019 15:30 - 41 minutes - 38 MB - ★★★★★ - 46 ratings
Business Technology saas start up marketing growth hacking saas marketing content marketing viral marketing software software marketing advertising Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: How Looker Gained Early Traction With a Test Driven Mindset, Budget Optimization and Data Driven Marketing

Next Episode: How ShipBob is Dominating ECommerce by Focusing on Partnerships and Event Marketing

Meet Kevin White who leads the growth marketing team at Segment. Prior to Segment, Kevin has helped a handful of high-growth SaaS companies scale through team building and demand gen efforts. Segment makes analytics and data collection easy. Use Segment instrument event tracking once, integrate with 250+ tools with the flip of a switch, and power those tools with consistent customer data.

In this episode, you'll hear about why personas are sometimes incorrect and how to accurately use the JTBD framework to find the right segments. You'll learn how to find audiences that are ready for your product at the exact right moment and really understand levels of awareness and intent and how that translates to perfect leads and sales. And you'll also hear about the hard lessons learned in marketing from the growth team at Segment and the new level of personalization they believe is required to make a big impact on users. It was a great interview, enjoy!

Show Notes

02:20 Making Analytics And Customer Data Collection Super Easy
05:20 Joining and Doubling the Team Size
06:20 The Origin Story of Product Market Fit
08:20 Running Jobs To Be Done Framework With "personas"
10:40 A Documenting Process Based On a Culture of Empathy Towards

Customers
12:45 Identifying Compelling Events That Show The Right Time To

Connect With Audiences
13:55 Creating Audiences Based On User Events And Traits Collected
15:20 Finding Audience and Offer Match
17:00 What A Winning Campaign Look Like
19:45 The Sweet Spot For Content Marketing
22:15 Experiments By The Numbers
24:05 Content For The Job To Be Done
26:50 Handling Different Types of Inbound Leads
29:30 In 2019: The Level of Personalization That Creates Big Impact
32:30 Intent And Milestones
35:48 Lightning Questions