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!