How to use data to build a better business faster. Based on the book Lean Analytics, this presentation looks at startup metrics and offers a framework for deliberate growth and iterative improvement of a new business. It also includes examples from larger organizations trying to change from within.
Marketing Data Renovators Guide: 10 Steps to Prime Your B2B Database for Anal...Shelly Lucas
What do a fixer-upper and your marketing database have in common? More than you think. Learn 10 clear steps for making your database analytics-ready in this e-book.
Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)Lean Analytics
Lean Analytics for Intrapreneurs workshop by Alistair Croll, based on Lean Analytics book and research done with dozens of large organizations on how they're using data, analytics and Lean principles to innovate and improve.
The Analytics Stack Guidebook (Holistics)Truong Bomi
Chapter 1: High-level Overview of an Analytics Setup
Chapter 2: Centralizing Data
Chapter 3: Data Modeling for Analytics
Chapter 4: Using Data
+++
Trích lời Huy - tác giả cuốn sách, co-founder & CTO của Holistics
+++
"Làm thế nào để thiết kế hệ thống BI stack phù hợp cho công ty mình?"
Có bao giờ bạn được công ty giao nhiệm vụ set up hệ thống BI/analytics stack cho công ty, rồi đến khi lên mạng google thì tá hoả vì mỗi bài viết, mỗi người bạn khác nhau lại khuyên bạn nên sử dụng một bộ công cụ/công nghệ khác nhau? ETL hay ELT, Hadoop hay BigQuery, Data Warehouse hay Data Lake, ...
Rồi bạn thắc mắc: Thiết kế một hệ thống analytics stack như thế nào là phù hợp với nhu cầu hiện tại của công ty mình? Làm thế nào để bắt đầu nhanh nhưng vẫn có thể scale được (mà không phải đập đi xây lại) khi nhu cầu dữ liệu tăng cao?
Thay vì chín người mười ý, bạn ước giá mà có 1 tấm bản đồ (map) có thể giúp bạn định vị được trong thế giới BI/analytics phức tạp này. Một tấm bản đồ cho bạn thấy các thành phần khác nhau của mỗi hệ thống BI là gì, lắp ráp nó lại như thế nào, và tradeoff giữa các cách tiếp cận khác nhau là sao.
Well, sau 2 tháng trời cực khổ thì team mình đã vẽ ra tấm bản đồ đó trong hình dạng một.. cuốn sách:
"The Analytics Setup Guidebook: How to build scalable analytics & BI stacks in modern cloud era."
Cuốn sách là một crash-course để bạn có thể trở thành một "part-time data architect", giúp bạn hiểu được rõ hơn về landscape analytics phức tạp hiện nay.
Sách giải thích high-level overview của một hệ thống analytics ntn, các thành phần tương tác với nhau ra sao, và đi sâu vào đủ chi tiết của những thành phần cũng như best practices cuả nó.
Cuốn sách được viết dành cho các bạn hơi technical được nhận nhiệm vụ phụ trách hệ thống analytics của công ty mình. Bạn có thể là một data analyst đang làm BI, software engineer được kêu qua hỗ trợ làm data engineering, hoặc đơn giản là 1 Product Manager đang thắc mắc sao quy trình data công ty mình chậm quá...
Cuốn sách cũng có những phần chia sẻ nâng cao như Data Modeling, BI evolution phù hợp với các bạn đã có kinh nghiệm làm BI lâu đời.
How to use data to build a better business faster. Based on the book Lean Analytics, this presentation looks at startup metrics and offers a framework for deliberate growth and iterative improvement of a new business. It also includes examples from larger organizations trying to change from within.
Marketing Data Renovators Guide: 10 Steps to Prime Your B2B Database for Anal...Shelly Lucas
What do a fixer-upper and your marketing database have in common? More than you think. Learn 10 clear steps for making your database analytics-ready in this e-book.
Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)Lean Analytics
Lean Analytics for Intrapreneurs workshop by Alistair Croll, based on Lean Analytics book and research done with dozens of large organizations on how they're using data, analytics and Lean principles to innovate and improve.
The Analytics Stack Guidebook (Holistics)Truong Bomi
Chapter 1: High-level Overview of an Analytics Setup
Chapter 2: Centralizing Data
Chapter 3: Data Modeling for Analytics
Chapter 4: Using Data
+++
Trích lời Huy - tác giả cuốn sách, co-founder & CTO của Holistics
+++
"Làm thế nào để thiết kế hệ thống BI stack phù hợp cho công ty mình?"
Có bao giờ bạn được công ty giao nhiệm vụ set up hệ thống BI/analytics stack cho công ty, rồi đến khi lên mạng google thì tá hoả vì mỗi bài viết, mỗi người bạn khác nhau lại khuyên bạn nên sử dụng một bộ công cụ/công nghệ khác nhau? ETL hay ELT, Hadoop hay BigQuery, Data Warehouse hay Data Lake, ...
Rồi bạn thắc mắc: Thiết kế một hệ thống analytics stack như thế nào là phù hợp với nhu cầu hiện tại của công ty mình? Làm thế nào để bắt đầu nhanh nhưng vẫn có thể scale được (mà không phải đập đi xây lại) khi nhu cầu dữ liệu tăng cao?
Thay vì chín người mười ý, bạn ước giá mà có 1 tấm bản đồ (map) có thể giúp bạn định vị được trong thế giới BI/analytics phức tạp này. Một tấm bản đồ cho bạn thấy các thành phần khác nhau của mỗi hệ thống BI là gì, lắp ráp nó lại như thế nào, và tradeoff giữa các cách tiếp cận khác nhau là sao.
Well, sau 2 tháng trời cực khổ thì team mình đã vẽ ra tấm bản đồ đó trong hình dạng một.. cuốn sách:
"The Analytics Setup Guidebook: How to build scalable analytics & BI stacks in modern cloud era."
Cuốn sách là một crash-course để bạn có thể trở thành một "part-time data architect", giúp bạn hiểu được rõ hơn về landscape analytics phức tạp hiện nay.
Sách giải thích high-level overview của một hệ thống analytics ntn, các thành phần tương tác với nhau ra sao, và đi sâu vào đủ chi tiết của những thành phần cũng như best practices cuả nó.
Cuốn sách được viết dành cho các bạn hơi technical được nhận nhiệm vụ phụ trách hệ thống analytics của công ty mình. Bạn có thể là một data analyst đang làm BI, software engineer được kêu qua hỗ trợ làm data engineering, hoặc đơn giản là 1 Product Manager đang thắc mắc sao quy trình data công ty mình chậm quá...
Cuốn sách cũng có những phần chia sẻ nâng cao như Data Modeling, BI evolution phù hợp với các bạn đã có kinh nghiệm làm BI lâu đời.
Data, data everywhere, but not a drop to drinkSitecore
There's an execution gap between the experience most marketers want to deliver and what they're able to deliver. This SlideShare discusses 3 reasons the gap exists, how data silos contribute to it, and how context marketing helps marketers cross the gap.
This is not your everyday data talk.
Through working deep inside the fastest growing SaaS startups in our space, we’ve studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data.
(How else would you grow from one marketer through to a $60M+ Series B just 12 months later?)
How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things.
So brace yourselves: we’re going to be navigating through AI, automation, “moving the needle”, and a minefield of other buzzwords to try to make sense of using your data for growth. But you’ll leave this talk with a simple framework and set of questions you can take and use right away.
This is not your everyday data talk.
Through working deep inside the fastest growing SaaS startups in our space, we’ve studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data.
(How else would you grow from one marketer through to a $60M+ Series B just 12 months later?)
How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things.
So brace yourselves: we’re going to be navigating through AI, automation, “moving the needle”, and a minefield of other buzzwords to try to make sense of using your data for growth. But you’ll leave this talk with a simple framework and set of questions you can take and use right away.
An overview of the quantitative and qualitative data provided by live chat, and how to measure the sales, marketing, and customer support ROI of a chat widget.
What's a Growth Stack? And why you should build one. HubSpot
It starts with a single problem. It always does. Maybe you need a few more leads to hit your number this month. Maybe you finally outgrew a system of spreadsheets. Maybe your boss challenged you to get more accurate with your reporting. So, you signed up for a piece of software to help you solve the problem and un-officially started building out your tech stack. Without a strategic approach, adding tool after tool can lead you down a dangerous path. Get more strategic about your software and don't just build any old stack, build a Growth Stack.
To effectively leverage the power of rich visualizations in making data-driven decisions, you must significantly reduce front-end data preparation time.
In order to create visualizations that lead to answers quickly, you need to prepare your data in the right way. Together, Alteryx and Tableau can help. This paper will show you how.
Can you afford to let software append and clean the most crucial B2B informat...BizProspex
Data decay is a big challenge affecting millions of B2B businesses, can you afford to let software append and clean the most crucial part of your sales process - data.
How to choose and use a CRM for your insurance businessARCSystems
To say that technology has changed the way we do business would be a drastic understatement. Computers, tablets, and smart phones have radically altered every aspect of our lives, including our businesses. Some of us may recall the days when we kept all of our client’s information in ledgers, notebooks, and folders. In fact, some of us may still be doing it. After all, it’s not always easy to adopt a new system, even when we clearly see that it has advantages for growing our business. While change isn’t, always, easy it can be good for us.
BIG DATA has to be the hottest topic in the boardrooms of blue chip companies - organizations with access to vast amounts of data that promises to have a massive impact on their businesses... But if you're not Amazon, Google, Walmart and Tesco what does it mean to your business? What about MOTOR DEALERS for example?
Machine Learning in Business What It Is and How to Use ItKashish Trivedi
Machine learning revolutionizes business by offering effective suggestions, accurate predictions, and advanced analytics, streamlining operations without extensive human effort. It's a process where AI learns autonomously, akin to human cognition, as demonstrated by DeepMind, learning from images and sounds without explicit labeling. This article delves into the essence of machine learning, showcasing its benefits, diverse business applications, various types, and real-world examples. Understanding these facets is key to harnessing its power in optimizing businesses and enhancing customer experiences.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
More Related Content
Similar to Fear the fRaNkEnSTaCk! How to automate, orchestrate & personalise your entire customer lifecycle
Data, data everywhere, but not a drop to drinkSitecore
There's an execution gap between the experience most marketers want to deliver and what they're able to deliver. This SlideShare discusses 3 reasons the gap exists, how data silos contribute to it, and how context marketing helps marketers cross the gap.
This is not your everyday data talk.
Through working deep inside the fastest growing SaaS startups in our space, we’ve studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data.
(How else would you grow from one marketer through to a $60M+ Series B just 12 months later?)
How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things.
So brace yourselves: we’re going to be navigating through AI, automation, “moving the needle”, and a minefield of other buzzwords to try to make sense of using your data for growth. But you’ll leave this talk with a simple framework and set of questions you can take and use right away.
This is not your everyday data talk.
Through working deep inside the fastest growing SaaS startups in our space, we’ve studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data.
(How else would you grow from one marketer through to a $60M+ Series B just 12 months later?)
How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things.
So brace yourselves: we’re going to be navigating through AI, automation, “moving the needle”, and a minefield of other buzzwords to try to make sense of using your data for growth. But you’ll leave this talk with a simple framework and set of questions you can take and use right away.
An overview of the quantitative and qualitative data provided by live chat, and how to measure the sales, marketing, and customer support ROI of a chat widget.
What's a Growth Stack? And why you should build one. HubSpot
It starts with a single problem. It always does. Maybe you need a few more leads to hit your number this month. Maybe you finally outgrew a system of spreadsheets. Maybe your boss challenged you to get more accurate with your reporting. So, you signed up for a piece of software to help you solve the problem and un-officially started building out your tech stack. Without a strategic approach, adding tool after tool can lead you down a dangerous path. Get more strategic about your software and don't just build any old stack, build a Growth Stack.
To effectively leverage the power of rich visualizations in making data-driven decisions, you must significantly reduce front-end data preparation time.
In order to create visualizations that lead to answers quickly, you need to prepare your data in the right way. Together, Alteryx and Tableau can help. This paper will show you how.
Can you afford to let software append and clean the most crucial B2B informat...BizProspex
Data decay is a big challenge affecting millions of B2B businesses, can you afford to let software append and clean the most crucial part of your sales process - data.
How to choose and use a CRM for your insurance businessARCSystems
To say that technology has changed the way we do business would be a drastic understatement. Computers, tablets, and smart phones have radically altered every aspect of our lives, including our businesses. Some of us may recall the days when we kept all of our client’s information in ledgers, notebooks, and folders. In fact, some of us may still be doing it. After all, it’s not always easy to adopt a new system, even when we clearly see that it has advantages for growing our business. While change isn’t, always, easy it can be good for us.
BIG DATA has to be the hottest topic in the boardrooms of blue chip companies - organizations with access to vast amounts of data that promises to have a massive impact on their businesses... But if you're not Amazon, Google, Walmart and Tesco what does it mean to your business? What about MOTOR DEALERS for example?
Machine Learning in Business What It Is and How to Use ItKashish Trivedi
Machine learning revolutionizes business by offering effective suggestions, accurate predictions, and advanced analytics, streamlining operations without extensive human effort. It's a process where AI learns autonomously, akin to human cognition, as demonstrated by DeepMind, learning from images and sounds without explicit labeling. This article delves into the essence of machine learning, showcasing its benefits, diverse business applications, various types, and real-world examples. Understanding these facets is key to harnessing its power in optimizing businesses and enhancing customer experiences.
Similar to Fear the fRaNkEnSTaCk! How to automate, orchestrate & personalise your entire customer lifecycle (20)
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
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Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
Fear the fRaNkEnSTaCk! How to automate, orchestrate & personalise your entire customer lifecycle
1. Fear the fRaNkenSTaCk
How to Automate, Orchestrate & Personalise
Your Entire Customer Lifecycle
Ed Fry @hull
2. SaaStock attendees have an
average of 12 tools
That’s excluding tools out of the page. Your CRM. Your database. Server side tech.
3. MY GOAL
This will make you think.
Yeah, it’s right after lunch. But I’m intolerant to boring talks too. I work at Hull. We help SaaS startups manage their
customer data chaos. It fascinates me. I have 114 slides, tons to tell, and just twenty minutes. Let’s go!
4. We’ve had customer data for a while. This was the first ever Salesforce website.
5. We’ve had Salesforce since 1999.
We’ve had Salesforce since 1999, Mailchimp since 2001, HubSpot since 2005…
6. What’s new about
customer data?
Why is customer data suddenly a “hot topic” for SaaStock? What’s changing?
7. Three trends b r e a k your data
(because of three little lies.)
There are three trends which are taking your customer data and breaking it apart. And the force behind these
trends are how we are working differently. And how we lie to ourselves. So let’s unpack these three little lies...
8. THE FIRST LIE
“We’re customer centric”
Of course, every founder, investor, and team want to be “customer centric”. However...
9. Who has a view over the
whole customer journey?
Do you know your customers? Everything about them from their first website visit through years of subscription?
10. When your startups was founded, you probably knew every customer - like a small, local cafe or bar. Your CRM
was your brain. But in real life scaling startups, the go-to-market teams aren’t organised this way.
FOUNDERS
SALES + MARKETING
11. MARKETING
SALES
CUSTOMER
SUCCESS
When you hire in a startup, you hire specialists. Marketing. Sales. Customer Success. But each of these see only
part of the entire customer journey. The full story gets scattered across these separate, specialist teams.
12. MARKETING SALES
CUSTOMER
SUCCESS
Each of these teams builds their own support function to scale and optimise their processes. But they build silos.
MARKETING OPS SALES OPS SUCCESS OPS
Your teams are siloed.
13. MARKETING SALES
CUSTOMER
SUCCESS
Instead of working together, they lasso together the data and tools they need. There’s no bigger picture. There’s
no strategy. They’re what some teams call “cowboys”. (I realise that’s sexist. Everyone can try and lasso data.)
MARKETING OPS SALES OPS SUCCESS OPS
Each team only looks after their own.
14. “Cowboys in the Wild West!” This is my favourite expression I’ve heard for explaining data governance. You are
not customer centric. Your go-to-market operation is team-centric. How do you re-align siloed, specialist teams?
You are team centric.
(not customer centric)
15. MARKETING SALES
CUSTOMER
SUCCESS
Revenue operations combines sales and marketing operations. It aligns teams for landing new deals and
accounts. But, it still leaves all the rest of the customer journey out of the picture after the first purchase.
REVENUE OPERATIONS SUCCESS OPS
Some teams run revenue operations
16. MARKETING SALES
CUSTOMER
SUCCESS
How do you optimise for the accounts that are easiest to grow, have the lowest churn, and maximise lifetime
value if customer success is out of the picture?
REVENUE OPERATIONS SUCCESS OPS
Some teams run revenue operations
17. MARKETING SALES
CUSTOMER
SUCCESS
Customer operations provides the intelligence across the entire customer lifecycle. It optimises for the best-fit
accounts and lifetime value at every interaction, across every team and tool, over the entire customer journey.
CUSTOMER OPERATIONS
Break every silo with customer operations
18. Customer Ops provides the
software and metrics for the
entirety of the customer journey.
“
Tomasz Tunguz at Redpoint has talked about customer operations before. Instead of individual teams optimising
for individual team metrics, optimising for the whole company’s metrics like customer lifetime value.
19. Customer Ops provides the
software and metrics for the
entirety of the customer journey.
“
This is the important bit - to understand the whole customer journey. It is the job of customer operations to build
that complete picture from all the data for every team and tool. So let’s talk about tools.
20. THE SECOND LIE
“We have a working
marketing stack”
Teams have the feeling that every tool in their arsenal is deliberately chosen, functioning well, and providing value.
21. You have abundant choice.
It’s like a pharmacy. Marketers can choose from a bewildering array different tools to cure all manner of ills.
22. In the past six years, we’ve seen massive growth in the number of these tools - from 150 to over 5000 since 2011.
150 to 5000 tools
in six years
23. We live in the age of the
Martech 5000
This year, Scott Brinker unveiled the Martech 5000 supergraphic. How does this make you feel?
24. It's no wonder "Actionable and Valuable
Data" has become such a high concern
for marketers. How can you know what
to act on when you are drowning in this
mess?
“
I shared the Martech 5000 Supergraphic on LinkedIn. I found others were similarly alarmed...
25. That picture makes my
head hurt.
“
This response was my personal favourite...
26. Marketers hoard tools.
(And they don’t use them together)
Teams can hoard tools faster than ever, without thinking how their system of tools is supposed to work together.
Like overlapping live chat, syncing email unsubscribes across 5 email tools, scattered leads management etc...
27. Data is fuel
Invest more in the engine.
“
Scott Brinker at Chief Martec says it’s like assembling an engine. But who knows how to do that? It reminds me to
the haphazard engines strapped to long-tail boats in Thailand. It “works” but looks like it could break anytime!
28. Duct-tape does NOT save you.
By the time we realise it’s a problem, we’re reaching for duct-tape #cowboys. But, your crazy spreadsheets, hacks,
and scripts to clean and stick data together isn’t 100% reliable. You waste a ton of time wrestling with crap data.
29. Duct-tape not working?
Throw dollars instead.
As you scale, and wasted time starts to cost you, you’ll start throwing real money at it instead. An assortment of
“all-in-one” platforms, real engineering hours on integrations, and a customer data warehouse that’s never in sync.
30. You have a fRaNkenSTaCk
The result is a frankenstein-style abomination. A haphazard combination of tools, siloed data, and frustrated
teams. Teams who don’t have the data they need in the tools they use. Teams can’t do their jobs effectively.
31. Just imagine if your finance
team acted like this!
It would be unthinkable to have your payroll broken, your investment be the wrong number or your billing system to
duplicate and fail. If finance aren’t allowed to get away with this, then why should you?
32. You need something to organise your tools
Instead of a complete mess of “everyone and everything trying to control everyone and everything else” you need
a way to organise your tools and data flows. There’s something missing in the middle.
Something missing here?
33. Think of a “hub-and-spoke” integration network
Instead of building integrations between everything (n permutations), build one set of integrations between a
central hub for customer data. Your CRM, a customer data warehouse, or a real-time customer data platform.
34. There is no “single” source of truth.
There should be no “single” source of truth. Every tool & team should get the “truth”, the whole truth & nothing but
the truth, fed from a central hub with data they can trust. You get the truth. You get the truth. You all get the truth!
35. What makes a system of
intelligence valuable is that it
typically crosses multiple data
sets, multiple systems of record.
“
This takes thinking about a system, not just many individual tools.
Jerry Chen at Greylock has talked about “systems of intelligence” before.
36. What makes a system of
intelligence valuable is that it
typically crosses multiple data
sets, multiple systems of record.
“
And this is the key point. That a system of intelligence can cross multiple sets of your customer data.
37. THE THIRD LIE
“Our data is usable”
We’ve discussed the cross-functional “customer operations” team to break siloes & draw alignment, & centralised
“system of intelligence” to sync tools together. But what about the data itself? Your data is ready to use, right?
38. Your data is messy.
You’ve duplicate contacts. Form submissions are incomplete. Your analytics tracking is broken. Someone keeps
“dumping” data in your CRM. Someone else set everything up perfectly, then left. Your data is FUBAR.
39. No one tool can digest all your data.
Even if all your data was perfectly clean, it wouldn’t fit in every tool. Analytics. CRMs. Databases. Email tools. Ad
networks. All have different ways of storing and using data. You have to compensate for each tools inadequacies.
40. Personalisation is a data problem.
(Not a marketing problem)
But we have to digest more data than ever. Personalisation is how you cut through noise.
But you need to have data on each person and account to be personal. I’ve a 30 minute deck you can view here.
41. Data keeps pilingup!
You can’t just “sort it later” because data keeps piling up. More tools. More accounts. More complexity. More
duct-tape. The mess is getting more unusable.
42. How is your “engine” doing?
Back to Scott Brinker’s analogy earlier, what happens when you feed this mess into your engine?
43. You have data puke.
You don’t have “fuel”. You have data puke. Your system of tools cannot digest all this messy data. And without
immediately useful data, none of your tools or teams can piece together the full picture of every customer.
44. From a customized
data puke to getting
insights that drive
action which will have
a business impact.
“
I’m not the first to talk about “data puke” at all. Avinash Kaushik notably talks about data puke vs. insights in
comparing web reporting vs web analysis. One is a chart (sometimes a pretty chart). The other is useful insight.
45. From a customized
data puke to getting
insights that drive
action which will have
a business impact.
“
He looks at it from an analytics perspective. How can we find “insights”. But to scale, automate, and personalise,
we need to create rules, processes, and actions with data - we want to make our data actionable. How?
46. First, combine your customer data in one place.
Combine your data into one place. Like with integrations, most SaaS companies we’ve talked to choose to
combine their data into one of three places - a CRM, a data warehouse, or a customer data platform.
47. Next, connect data about each person
Once you have all your data in one place, you need to match up the different bits of the customer journey from
each tool using email addresses and IDs. You want the “full story” for each person and account - a master profile.
48. Raw data is not immediately useful
But your data isn’t always ready-to-use in all of your tools. It needs processing. Turning into something else first...
49. Compute new data before syncing.
Data cleansing. Data enrichment. Segmentation. Scoring. Transformation. Qualifying. All computations and
actions that need to happen before data is useful in all your end tools.
50. Now sync ready-to-use data to your tools
Now you can feed the beast. Immediately useful, actionable, clean, digestible data to all your tools.
51. How do you use this together?
With “customer operations” you have aligned teams. With a “system of intelligence” you have a network of tools.
With clean, centralised, ready-to-use customer data… what can we do with it?
52. Don’t use this as a
mental model.
The problem with customer data is there’s a lot of moving parts. It’s not just about aligning sales and marketing.
It’s not just about integrating Intercom and Salesforce. It’s about the whole system of tools, teams, and data.
53. Welcome
to my brain.
How do you make your tools, teams and data work all together? Some call it orchestration. I want to share a
simple model for thinking about customer data orchestration that you can take away and use
60. This forms the a
closed loop.
It is actionable!
And we can react!
Action
Messaging
Tracking
Profile
61. Not all data is
ready-to-use.
Messaging
TrackingAction
Profile➔ Gasp! “Data puke”
➔ Can’t sync data as is
➔ Wrong format
➔ Missing data
➔ Needs processing
63. Sync it back
to the profile.
Action
Profile
Compute
➔ Cleansed
➔ Enriched
➔ Segmented
➔ Scored
➔ Transformed
➔ Qualified
Tracking
Messaging
64. Use clean data
everywhere.
Profile➔ Messaging, email, live chat
➔ CRM
➔ Ads
➔ Website
➔ In-product
➔ Analytics & intelligence
Action
Messaging
Tracking
Compute
65. Use the
customer stack
to explain
orchestration as
closed loops.
Profile
Compute
Tracking
Messaging
Action
66. Let’s look at three orchestrations...
I want to walk you through three examples of orchestrations with the closed loop.
67. RECIPE #1
Personalised onboarding
This is familiar to most of you. Onboarding is key to activation, and personalisation helps us deliver the most
relevant message.
74. React to user
actions and
update our
personalised
campaigns.
Profile
Action Tracking
Compute
Messaging
75. RECIPE #2
Product qualified leads
Many startups, including many at SaaStock, have a free trial based sales model. Whilst this is great for getting
signups, it’s hard for sales to turn a firehose of (often junk) leads into actionable sales leads. Enter PQLs...
76. PQL outreach grew
account value by 30%
Using product usage data to direct sales to the right accounts and cue them with what to say, DigitalOcean this
drove an average 30% increase in account value across a cohort of their 500,000 customer accounts
77. Product qualified leads eliminated 30%
of leads from Appcues’ sales funnel
You don’t need to be DigitalOcean’s size and scale. Working with Appcues, we cut 30% of their trial leads from
sales funnel, whilst also giving sales the insights and reasoning how the account was getting value for outreach.
79. Use product usage
data to inform sales
who is getting value.
Compute
Profile
Action
Messaging
Tracking
➔ Analytics tools
➔ Product database
80. But “streams” of
product usage
data are not easy
to sync straight to
CRMs. Compute
Profile
Action
Messaging
Tracking
81. ➔ Every action
➔ For every person
➔ In every account Compute
Profile
Action
And it’s
overwhelming
to sales reps.
Messaging
Tracking
82. Transform “streams”
of user actions into a
CRM-friendly,
rep-friendly insights.
Action
➔ projects_created = 24
➔ last_active = 2 days ago
➔ trial_limits_modal_viewed = TRUE
Profile
Tracking
Messaging
Compute
83. Enrich profiles with
company data too.
Messaging
Action
Compute
➔ employee_count = 500
➔ industry = software
Profile
Tracking
84. Create a real-time
segment of product
qualified leads
Messaging
Action
Compute
Profile➔ Latest actions
➔ Updated segments
Tracking
85. Sync product
qualified leads to
your sales CRM.
Action
Profile
Tracking
Compute
Messaging
➔ New PQLs added
➔ Fading PQLs removed
86. Have reps engage
each user based
on the actions
they’ve just taken
Action
Profile
Tracking
Compute
Messaging
88. RECIPE #3
The Reveal Loop
The Reveal Loop is a powerful automation for building sales pipeline in B2B.
89. RECIPE #3
aka. “10x account-based marketing”
It works by identifying and engaging best-fit accounts at scale. Some called it “10X account-based marketing”
90. Add $10,000 per day net new revenue
We’ve worked with a number of customers implementing this. One of our best results was with our partner
Segment who made this their third highest source of sales opportunities within three weeks with just one channel.
91. Most people (95%?)
never give their email
address after visiting
your website.
Tracking
Compute
Profile
Action
Messaging
92. So how can we
re-engage them? Tracking
Compute
Profile
Action
Messaging
96. Use Reverse IP lookup
to identify anonymous
website traffic.
Action
Profile
Compute
Tracking
Messaging
➔ Send IP address
➔ Return company domain
name
98. First, match against
your CRM records
or user database.
Profile
Messaging
Tracking
Compute
➔ Customers
➔ Existing sales opportunities
➔ Partners
➔ Competitors
Action
100. Then, prospect for
contacts amongst
qualified accounts
Action
Profile➔ Job role
➔ Seniority
➔ Contact details available
Messaging
Compute
Tracking
101. Create a real-time
segment of “revealed
prospects”
Action
Profile
Messaging
Compute
Tracking
➔ Every stakeholder associated
with each “revealed” account
➔ Account are eligible for outreach
➔ Account is qualified
➔ Target job role to talk to
102. Sync the real-time
segment of “revealed
prospects” to all
your tools
Messaging
Profile
Action Tracking
Compute
➔ Sales CRM
➔ Sales email cadences
➔ Website audiences
➔ Ad audiences
➔ Live chat
103. Now you can
re-engage best fit
accounts across
multiple channels
Messaging
Profile
Action Tracking
Compute
➔ Retargeting ads
= 1 person x 1 channel
➔ Reveal Loop
= many people x many channels
104. And you can react to
the entire account’s
engagement.
Profile
Action Tracking
Compute
➔ Ads clicked
➔ Website visits
➔ Email opens and clicks
➔ Live chat conversations
➔ Meetings booked and held
Messaging
106. Orchestration is like using lego blocks.
Think how different pieces can plug together.
107. Think how you can (re)use all of these pieces
➔ Reverse IP lookup
➔ Live chat
➔ Data enrichment
➔ Sales CRM
➔ Product qualified leads
➔ Sales engagement notifications
➔ Prospecting for related contacts
➔ Automated drip emails
➔ Ad audiences
➔ Transform events streams into properties
➔ 10X retargeting
➔ The Customer Stack
➔ Analytics tools
➔ Backend database
➔ Marketing automation
➔ De-duplicate accounts
➔ Ad platforms
➔ Calendar views
➔ Meetings held
➔ 10X account-based marketing
108. You can do this!
(You just need to be a bit creative)
It takes a mindset to make it work, and to solve for your tools, teams, and data - not just individual challenges.
109. What works for startups like
yours? Let’s meet 1:1 at SaaStock!
hull.io/get/saastock
Whilst I’m here in Dublin, I’d love to help you guys work through different orchestrations that might work for your
startup. I’ve a Calendly link above to book a time. But in case we don’t get time, here’s the high level principles...
110. Where is your data?
CRMs. Backend databases. Analytics tools. Marketing automation. Data enrichment. Ad audiences...
111. How do you need to transform your data?
Cleansing. Enriching. Segment. Scoring. Transforming. Qualify. Make data useful for your end tools
112. Where can you engage
leads and customers?
Email. Ads. Live chat. Sales meetings. Website. Snail mail...
113. Get the slides,
Our customer data academy,
(and book a meeting here at SaaStock)
hull.io/get/saastock
You can get the slides, our customer data academy, and grab a slot to talk about your three orchestrations
through the link above - hull.io/get/saastock.
114. Get the slides,
Our customer data
academy, and three
orchestrations
hull.io/get/saastock
Questions?
I’m @edfryed
ed@hull.io