Siloed tools = Siloed data = Siloed teams. Every email. Every ad. Every website visit. Every brand interaction ever. How do you unify, enrich, segment, and sync all this customer data across your sprawl of sales and marketing tools and databases? And profit? In this session, Ed will show you the best practices (and horror stories) from SaaS scale-ups to orchestrate all your tools, teams, and data, to create 1:1 personalized experiences at scale, and to drive outsized results across your teams.

1. Your hidden growth engine
Customer Data
Operations

2. Previously, at CXL Live...
Ah, the possibilities of personalization! So how do you do this?

3. How to do
hyper
personalization

4. Option 1: CRM = Brain
Intimately know your customers & everything about them.

5. Option 2: Tools & Data
And silos! No single tool knows EVERYTHING about a customer

6. Personalization
is a data problem
Not a marketing problem.

8. Your “fRaNKeNsTaCk” is a drag on everything

9. Personalization
Attribution
Lead qualification
Reporting
Team alignment
You can’t do
any of this!
All of this falls apart when customer data falls apart

10. Manual customer data integration?

11. Automated customer data integration?

12. Engineered customer data integration?

13. In 2018
Customer
data platforms

14. Pick the integration method that works for you
Simpler data Complex data

15. Buying a CDP?
Don’t be fooled.

16. 1. Unified customer profile

17. 2. Transform raw customer
data into new traits

18. 3. Query, build & update
segments of customers

19. 4. Map & sync profile data to
all tools (up to real-time)

20. Your customer data “brain”

21. Use different CDPs for different data models
Enterprise
E-Commerce
Mobile
B2B

22. The power is in how customer data is used
What experiences can you create from your tools, teams & data?

23. 5 steps to freedom!
Best practices from working with marketing teams

24. Warning: Politics

25. Developer
Ads
Analytics
Sales
Support
Email CEO

26. Step 0.
Get in a room together.
No dial-ins. Everyone around a whiteboard. Morning or whole day

27. Define your ideal
customer profile
No wooly “personas”. Clear, common, objective definition.

28. Start with writing a
common definition
on paper.
(Persevere through
the arguments)
Growing startups with many
sales & marketing tools

29. Wooly definition
Growing startups with many
sales & marketing tools
¯_(ツ)_/¯

30. Data definition
Post Series-A (scaling) SaaS
startups more than $5
million in annual revenue
who use Segment,
Salesforce & Redshift
Wooly definition
Growing startups with many
sales & marketing tools

31. Data definition
Post Series-A (scaling) SaaS
startups more than $5
million in annual revenue
who use Segment,
Salesforce & Redshift
Nouns & verbs →
Specific →
Quantifiable →

32. Data definition
Post Series-A (scaling) SaaS
startups more than $5
million in annual revenue
who use Segment,
Salesforce & Redshift
Source data for:
Firmographics →
Technographics →

33. Test it out as a team!
Swipe left & right through leads &
customers as a team. HOT or NOT.

34. Map the entire
customer journey.
Experience end-to-end. Key moments. Variations within that.

35. Which drink
got you drunk?

38. Viewed blog post
Requested demo
Account created
Enterprise plan
purchased

39. Free trial
signup
Viewed
blog post
Subscribed to paid plan
Enterprise plan
purchased

40. Map out every lifecycle stage
& customer journey path
CustomerOpportunityLeadVisitor

41. Name each experience
Lifecycle stage x customer journey path
CustomerOpportunityLeadVisitor
Free Trial
Product demo

42. Fill in every experience
Lifecycle stage x customer journey path
CustomerOpportunityLeadVisitor
Signup flow Free Trial PQL Nurture Paid Account
Demo request Product demo Sales Nurture Paid Account

43. PRODUCT
EMAIL
CHAT
SALES
ADS
PRODUCT
EMAIL
CHAT
Signup flow Free Trial PQL Nurture Paid Account
Assign content & channels
for each experience

44. Hire & fire
tools to do a job

45. Understand how your
customer data flows
(in loops)

46. + Account created
Trigger drip email
Ed Fry
ed@hull.io

47. + Account created
Trigger drip email
+ Email link clicked
Track event
Ed Fry
ed@hull.io

48. Ed Fry
ed@hull.io
CHATEMAIL SALES

49. Profiles
1:1 MESSAGE KEY CHANNELS
Enrichment
IDENTIFY ICPs
Tracking
RECORD ACTIVITY
Lead Sources
IDENTIFY NEW LEADS
Audiences
BROADCAST MESSAGES

50. Profiles
1:1 MESSAGE KEY CHANNELS
Enrichment
IDENTIFY ICPs
Tracking
RECORD ACTIVITY
Lead Sources
IDENTIFY NEW LEADS
Audiences
BROADCAST MESSAGES

51. Profiles
1:1 MESSAGE KEY CHANNELS
Enrichment
IDENTIFY ICPs
Tracking
RECORD ACTIVITY
Lead Sources
IDENTIFY NEW LEADS
Audiences
BROADCAST MESSAGES

52. Email Chat
First, identify your channels
From your customer journey mapping earlier
Sales Product

53. Identify tools to own profiles in channels
Which tools have customer profiles?
Email Chat Sales Product

54. Profiles
1:1 MESSAGE KEY CHANNELS
Enrichment
IDENTIFY ICPs
Tracking
RECORD ACTIVITY
Lead Sources
IDENTIFY NEW LEADS
Audiences
BROADCAST MESSAGES

55. Profiles
1:1 MESSAGE KEY CHANNELS
Enrichment
IDENTIFY ICPs
Tracking
RECORD ACTIVITY
Lead Sources
IDENTIFY NEW LEADS
Audiences
BROADCAST MESSAGES

56. Profiles
1:1 MESSAGE KEY CHANNELS
Enrichment
IDENTIFY ICPs
Tracking
RECORD ACTIVITY
Lead Sources
IDENTIFY NEW LEADS
Audiences
BROADCAST MESSAGES

57. Voila!
Here’s your
martech
stack to
hire

58. Fire the rest.
Save time, effort & money. Agree whilst everyone’s together.

59. Unify, enrich & sync
customer data

60. Start by unifying
all profiles
Subscribed to newsletter
+ Chat conversation
“Can I see a demo?”

61. Think beyond “integrating tools”

62. Integrate profiles between tools
HubSpot Contact
HubSpot Company
Intercom User
Intercom Company

63. Integrate profile data between tools
HubSpot Contact
Ed Fry
ed@hull.io
Subscribed
Head of Growth
London, UK
Intercom User
Ed Fry
ed@hull.io

64. Map all key profiles & profile data
Contact
Name
Email
Lead status
Job title
Location
...

65. Enrich profiles
to identify ICPs
+ Job title
+ Location
+ 85 data points

66. “Qualified lead”
Job role = “Marketing”
Employees > 30
Segment
profiles

67. 1
Sync across
your tools

68. Recap story so far…
1. Define your ideal customer profile
2. Map the entire customer journey
3. Hire & fire tools to do a job
4. Unify, enrich & sync customer data

69. Orchestrate
1:1 personalization
The possibilities come from your data and how you use it.

70. Hi Ed,
I noticed you hadn’t got your ticket
for CXL Live yet. Are you thinking of
coming?
We’ve a focus this year on in-house
speakers, particularly from SaaS. Have
you met Hana Abaza from Shopify?
You know the deal. 3-days. Resort.
Justin’s karaoke. And the weather in
London’s really not great in March,
so..
Let me know!
Peep
How could
I send an
email like
this from
Intercom?

71. Payments
Industry
Location
Hi Ed,
I noticed you hadn’t got your ticket
for CXL Live for this year. Are you
thinking of coming?
We’ve a focus this year on in-house
speakers, particularly from SaaS. Have
you met Hana Abaza from Shopify?
You know the deal. 3-days. Resort.
Justin’s karaoke. And the weather in
London’s really not great in March,
so..
Let me know!
PeepFriends

72. #demo_requests
Hana Abaza
Head of Marketing
Toronto
Fit: Very Good
Signals: Data Warehouse, Salesforce, $SHOP
Matching tech: 8
Blog Reader for 2 months
Interested in data warehousing
Viewed pricing 3 times this week
1
How could
I send a
notification
like this
from Slack?

73. #demo_requests
Hana Abaza
Head of Marketing
Toronto
Fit: Very Good
Signals: Data Warehouse, Salesforce, $SHOP
Matching tech: 8
Blog Reader for 2 months
Interested in data warehousing
Viewed pricing 3 times this week
1
Tech stack
Website
Scoring

74. Explore orchestration
together as a team
Best teams discuss data openly

75. Explore orchestration by
lifecycle stage & experience
OPPORTUNITY
LEAD
CUSTOMER

77. Learn more
www.hull.io/get/cxl
← Slides
← Summary to do list
← Orchestrations
← Chat on Intercom

78. Questions whilst
we’re at CXL Live?
➔ Tweet @edfryed
➔ Email ed@hull.io
➔ hull.io/get/cxl
➔ Chat here