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Marketing Secrets to Hypergrowth from Building Elastic, Zuora, and Segment's Marketing Leaders
1. Asawari Samant
Head of Marketing
Anyscale
Jeff Yoshimura
CMO & Customer
Experience Officer
Snyk
@jeffyoshi
Katrina Wong
VP Segment
Marketing
Twilio
@KatchMeSocial
Marketing Secrets to Hypergrowth from
Building Elastic, Zuora, and Segment
2. Eras of Marketing
Early SaaS
pre-2010
Mainstream SaaS
2010-2020
Data SaaS
2020+
“Traditional”
marketing
Beginnings
of Marketing
Technology
Product-led
growth
Data-driven
marketing
Category
creation
Movement
creation
13. Key Takeaways
DATA
Use it, don’t be
afraid of it
Make it the
foundation for
decisions
But it doesn’t have to be!
MARKETING
IS HARD!
DO
Don’t let others do
your work!
Listen to
customers, users,
employees, etc.
DRIVE
Drive versus be
driven.
Constant feedback,
experimentation,
zero stagnation.
14. Jeff Yoshimura
CMO & Customer
Experience Officer
Snyk
@jeffyoshi
Katrina Wong
VP Segment
Marketing
Twilio
@KatchMeSocial
Questions
Asawari Samant
Head of Marketing
Anyscale
Editor's Notes
Early SaaS -- we really didn’t have much; we knew we needed to be data-driven but the marketing technology was in its infancy
Mainstream SaaS -- we frankly overdid it with category creation; every SaaS company was creating their own category and it really took away from all the movements that were truly happening (e.g., Subscription economy, social revolution at Dreamforce, etc.)
Data SaaS -- we’ve come a long way and we can be data driven, there is more we can do with product-led growth and with CDPs, much easier to be data-driven
I always think about what our customers need and what their experience is and I will say, as of late, our customer relationships can be a lot more authentic -- value exchange vs. hype of new category, etc.