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Presented by:
Today’s Speakers
Guillaume CabaneVP Growth@ Segment
Matt SornsonHead of Growth
@ Clearbit
Janet ChoiSr. Mgr. Product Marketing
@ Customer.io
Introduction
What is Data Enrichment?
Without Enrichment…
With Enrichment…
Enriched data helps you makesmarter decisions
Smarter lead scoring
Visited pricing page (+ 2)Attended webinar (+5)Opened welcome email (+1)
Lead Score
Role = marketing (+ 5)Seniority = executive (+5)Company employees = 100+ (+10)Location = US (+2)
Smarter marketing segmentation
Role & Seniority Company Attributes
Smarter sales reps
SegmentData Enrichment 101
Customers expect personalized journeys
Is automated marketing the future of marketing?
Channel-Agnostic Data Collection
First-Party Data: owned properties
• Ecommerce• Customer support• CRM• Analytics• Business
Intelligence• Data Warehousing• Mobile Advertising• Display Advertising• Email Marketing• Live Chat• …and more
Add Second-Party Sources: Cloud Apps
• Ecommerce• Customer support• CRM• Analytics• Business
Intelligence• Data Warehousing• Mobile Advertising• Display Advertising• Email Marketing• Live Chat• …and more
Add Third-Party Sources: Enrichment
• Ecommerce• Customer support• CRM• Analytics• Business
Intelligence• Data Warehousing• Mobile Advertising• Display Advertising• Email Marketing• Live Chat• …and more
Why is tailored better than generic?
Optimizing for averages is failing to understand the variations in your audience…
And it leads to a bad user experience!
Hello,
We’ve learned that you work for Hubspot Company in the Real Estate industry.
Hubspot Company is not a Fortune 1000 company and is located in Jericho, NY.
How do we know this?
Not.. quite Sad little lowercase s
Wait… did you just insult me?
Oh man, then what am I doing in Cambridge, MA?
But getting more data often looks like this…
Turning on Clearbit Enrichment with Segment
Scoring your users
Scoring model performance:Predicts 60% of Segment’s revenue within
10% signups
High-scoring usersPiecing it all together
High-scoring usersPiecing it all together
Customer.ioPersonalization:Then + now
Email personalization today
Hello |*FNAME*|!
Email personalization today
Email personalization today
Email personalization today
Email personalization today
personalization
relevance
Using enriched data to personalize emails
Specify your recipients with more precision
Role specific messaging
Advanced personalization techniques
What is Customer.io?
Trigger highly targeted, personalized messages, at scale, by harnessing your mobile and web app user data.
What kind of data can you use?
Simply segment recipients by role
Or get more specific
Clearbit’s role-based onboarding emails
I’m a marketer!
Clearbit’s role-based onboarding emails
I’m a developer!
A note on data quality
90% match rate
All of these use cases are only possible if the data is accurate, fresh, and you can find data on a large percentage of your
users.
56% match rate
ClearbitAdvanced use cases
Better emails. In-app personalization.
Lead scoring. Happy sales team.
All of the above.
Q&A is next.
Thank you for attending!
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