Lyndon Wong

Looking for an environment to help with exploring behavioral data, and creating dashboards for an account-based marketing approach. As we dug into options, I learned of Looker Actions, which enabled us to send the results of queries to the Segment Track and Identify api's. This enabled me to easily send CRM data to marketing tools integrated via the Segment CDP. At the time, no other BI environment provided a similar capability to automatically activate data, rather than just visualize it.

At the time (2018), was looking for a message automation tool that worked well with app usage signals, and offered good usability. Customerio offered both, and on top of that was easy to activate via the Segment CDP, and had significantly lower pricing.

Wanted something easier than coding web forms by hand, and with good AB testing capabilities. Our team found the Instapage UX to be more intuitive than Unbounce, and I agreed with that assessment.

Opted to build a marketing stack using best of breed point solutions rather than an integrated suite like Marketo or Hubspot. For landing pages, Instapage has a great GUI page builder interface.

Preferred a messaging automation system that integrated well with the Segment CDP. Customerio is one of the most popular email automation tools in the Segment ecosystem, and when compared with Hubspot and Marketo, seems to be better suited to nurture users of cloud-based services (aka SaaS apps).

My marketing stack is integrated via the Segment CDP, so I prefer email and messaging automation tools that work well with it. Customer.io integrates very well as a Segment.com Destination and Source.

BI front-end to a Google BigQuery warehouse. Data exploration, dashboards, audience segmentation, workflow integrations. Can define audiences and take action via Webhook and Segment API integrations. Looker

Aggregation of user events and traits across a marketing website, SaaS web application, user account provisioning backend and Salesforce CRM. Enables full-funnel analysis of campaign ROI, customer acquisition, engagement and retention at both the user and target account level. Google BigQuery

Sales CRM to track activity with leads, contacts, opportunities and accounts. Marketing systems automatically sync with SFDC using a combination of Zapier and Segment. Salesforce Sales Cloud

Top-of-funnel email campaigns. Email communication with people who exist outside of our core automated systems (aka outside of our digital journey). MailChimp