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Managing Product and Marketing Data

With Jesus Requena, VP of Growth at Algolia and Ben Lewinsky, Director of Sales Operations at Culture Amp

Jesus Requena and Ben Lewinsky, guest speakers "Managing Product and Marketing Data" episode

Overview

Jesus Requena from Algolia (at the time of recording) and Ben Lewinsky from Culture Amp talk about aggregating data, how to manage the aggregation with different teams involved, and what product telemetry means.

Meet Jesus

Jesus Requena is the VP of Growth Marketing at Figma. At the time of recording, he was the VP of Growth at Algolia. Jesus is a creative revenue growth strategist. He has extensive experience in Product-led growth, Revenue Marketing, user and customer growth, and Customer Lifecycle Marketing programs. He designs user's experiences to optimize retention and revenue growth.

Meet Ben

Ben Lewinsky is the Director of Sales Operations at Culture Amp. He has considerable international experience in North America, Scandinavia and Australia. Ben focuses on revenue operations across the funnel at SaaS companies and is data-driven with a commercial mindset.

Top Takeaways

Aggregating Data

How can you best aggregate the sheer volume of product and marketing data?

(Ben) The classic tool stack that SaaS companies use includes a map and marketing automation platform. Salesforce and these other platforms are not built to handle product data. Only in the last two years have we hit this point where there are some interesting new technologies out there to help manage that data.

At the same time there are also the marketing ops professionals and the sales ops professionals who have to catch up with being able to use this sheer amount of data that they're perhaps not used to.  You need to figure out which approach to take. 

It's a spectrum in my mind of how much trust you can place in the marketers to slice and dice and build the audience on their own so that the right people get the right message. Determine the stakes at play.

I recently had a conversation with a company that will remain nameless, but they have millions and millions and millions of users. In that instance, they thought about two paths: putting all of the event data into Intercom or into customer.io and letting the marketers do the communication on their own. Or to do all of that inside the warehouse, build the audiences there, have it be source reviewed in GitHub and have it be in a structured environment like DBT and then actually push over the audiences there.

It'll take two weeks to do it the warehouse way, but you're not going to blast an email out to 2 million people that you shouldn't do

(Jesus) Marketers these days need a data architect, an engineer, in your team or dedicated to you. These days, accessing the data is easier. You can capture customer data, product data, behavioral data from all your systems, but then how do you then combine that data to make an impact? That’s where the data architect comes in.

When I think about impact, I think about three areas: you can use the data to prospect or acquire a new customer, you can use the data to close the deals already in the final stages, and you can use data to expand retention.

Once you’ve determined the data you want to use with the help of the data architect, you need to figure out how to act on it. How can you include the data in the automation tools you already use, like Marketo.

Product Telemetry

What is product telemetry?

(Jesus) Product telemetry is product behavioral data aggregated on a user level, account level, or application level.

We do a lot of data around people who didn’t complete their signups. They start the sign-up process and they didn't complete it or a sign up that completed the sign up, but didn't get into the ‘aha’ moment. We take that data and based on the user we automate through census data, into Marketo, behavioral, to trigger emails to you to follow up with you and learn more about you. Are you learning the page? We want to make it easy for you to dive right in when you come back. We’re personalizing the website based on the state that you are in.