Census

Apollo, a sales intelligence and engagement platform, was seeking ways to enhance their conversion rates. They identified that incorporating user behavior data into their strategies could significantly improve their results. However, the challenge was to make this data more accessible and usable for their go-to-market and operations teams. The company needed a solution that would allow them to experiment and iterate with different product data, precisely time their outreach based on in-app user behavior, and identify product qualified leads that reflect both Apollo’s business needs and the customer’s segment and funnel stage.

Boll & Branch, a luxury home goods retailer, was seeking to enhance its direct mail campaigns by incorporating the level of customer segmentation typically seen in email marketing. The company, which sells its artisanally crafted bed linens through both ecommerce and retail locations, was looking for a way to get data from its warehouse to PebblePost, a platform that enables the creation of highly targeted direct mail campaigns. The challenge was to find a solution that could streamline this process, enrich user profiles for both direct mail and email marketing, and save time for the data team.

Clockwise, a SaaS productivity tool, was facing a significant challenge in getting product usage and engagement data to its go-to-market teams. The process of setting up data for segmentation growth experiments was time-consuming, often taking weeks to complete. This delay was primarily due to the long data engineering queue. The lack of real-time data syncing was hindering the company's ability to conduct growth experiments promptly and efficiently. Furthermore, the absence of granular user segmentation was limiting the company's capacity to personalize onboarding communications, which is crucial for enhancing user experience and engagement.

Screencastify, a company founded in 2013, is committed to providing the simplest possible user experiences for its primary user base, which includes educators and students. The company helps over 15 million users to record, edit, and share asynchronous video. However, the team at Screencastify was facing a significant challenge. They were spending hours of engineering effort on building and maintaining custom API integrations. This not only consumed valuable time and resources but also delayed the access to critical data necessary for a product-led company. The challenge was to find a solution that could automate this process, save engineering hours, and provide quicker access to the essential data.

Smartify, a consumer app company that connects customers with art through virtual tours, on-demand content, and online booking, was in search of a customer data platform (CDP) to support marketing personalization. The company's primary goal was to enhance its marketing strategies by personalizing product usage emails and other marketing materials. However, they soon realized that the implementation of a CDP would consume a significant amount of development time, potentially wasting up to six months. This posed a significant challenge as it would not only delay their marketing efforts but also increase their operational costs.

Spreedly, a global payments orchestration platform, was facing a challenge in personalizing their customer outreach. The company wanted to base their communication on actual customer actions and needs, rather than relying on default timelines. This approach required a responsive workflow that could drive personalized communication effectively. The challenge was to develop a system that could sync models from Looker to Salesforce, operationalize product usage data to Salesforce, and increase conversion on trial emails using personalized behavioral data synced to Pardot.

Wistia, a video hosting platform that aids businesses in creating, managing, and measuring videos, was facing a significant challenge in transferring data from its main application into Salesforce through a custom integration. This process was proving to be a major drag for the company, causing friction and delaying the delivery of crucial data to the business team. The challenge was not only in the transfer of data but also in the accessibility of product usage information. Salespeople had to navigate through multiple systems and learn SQL, a programming language for managing data, to access this information. This situation was not only time-consuming but also required a certain level of technical expertise.

Zip, a global 'Buy Now, Pay Later' company, was facing challenges in unifying their audience segmentation. They were struggling to deliver consistent customer experiences across all channels, including their app and Braze, a customer engagement platform. The company was also unable to build granular segments and target specific user subsets due to limited access to their Customer 360 data. This was a significant issue as Zip integrates with thousands of merchant partners including Amazon, Best Buy, eBay, and Uber, and serves millions of consumers. The lack of a user-friendly interface for segmentation and syncs was another challenge, which increased manual work for analytics engineers and made it difficult for non-technical users to build and sync trusted customer lists.