Marketing Secrets to Hypergrowth from Building Elastic, Zuora, and Segment's Marketing Leaders
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Katrina Wong / VP Marketing and Demand Generation / Segment Asawari Samant / Head of Marketing / Anyscale Jeffrey Yoshimura / CMO and Customer Experience Officer / Snyk
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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
- 3. Marketing Lessons 2018 IPO $15B mc 2018 IPO $2B mc 2020 M&A $3.2B
- 4. Category creation is HARD It takes lots of persistence and patience
- 5. Pragmatism wins Simple things should be simple
- 6. Numbers don’t lie! Use data to lead the way
- 7. Don’t overthink it Experiment, A/B test first
- 8. f(community) = ax Free and open as a force multiplier
- 9. Agencies (most) SUCK Do the hard work yourself vs pay big $$$s
- 10. As Is / To Be Create a framework to guide customers
- 11. It’s not just about pipe Measurable and attribute everything
- 12. Recipes. YUM. Create digestible, repeatable playbooks
- 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.