Segment is a platform that allows you to collect, standardize, and activate customer data in the marketing and analytics tools you need to run your business, all with a single API. Segment’s core customer profiles are engineers, product managers, and growth marketers.
Kevin White is Head of Growth Marketing. With 20 years of marketing experience under his belt, Kevin has seen the evolution of B2B marketing. He’s got your data. But he knows, with great data comes great responsibility.
The first time I heard about Mutiny was through a customer story that we put up on the Segment blog. It was from one of our customers, Peerspace. Peerspace was able to use a combination of Segment and Mutiny to personalize pieces of their website and they were able to double their sign ups. So that got me thinking, 'Wow, maybe I should look into this. I haven't seen any personalization stories that are that compelling....'
We have a kind of a blessing and a curse at Segment when it comes to our total addressable market. We have three different core profiles that use Segment. An engineer setting up all the integrations and all that we power, trying to get data from point A to point B. We work with a lot of product managers who just want to understand how users are engaging with their products so they can change user behavior around activation and retention. And then we have a growth marketing profile, like myself, that we sell into, which is like, ‘Okay, how do I understand what users are doing so that I can find more of them? And make my messaging and different experiences more likely to convert. Or to find new customers that fit our ideal customer profile.'
We're using Mutiny for more of an outbound approach, as a touchpoint or a way to actually reach out to someone and say, ‘Hey, we built all this personalized experience for you, go check it out.' It's a way to catalyze a conversation or get a conversation started.
When we were first starting out with Mutiny, we had a very well defined, narrow audience around ecommerce. Some of the different elements of that page that we personalized were speaking to a product manager, and how Segment can help them know what's going on within their product. We also were able to map their tech stack to that landing page so they can say, ‘Hey, Segment helps you get data from your customer touch points to a bunch of different tools. And here are the tools that we integrate with -- that you also happen to be using’ -- which is a really powerful use of personalization. And then the last one is the size of employees that one of these companies had. We were able to do this computation that said, ‘based on your company's size, we imagine this number of people would be using data within your company.'
Once we were able to prove that out, we were able to then go upstream to other channels like LinkedIn and not only surface relevant content and messaging to the people within those industries, but we're able to scale it out to other people with similar roles, and not just in ecommerce but also in B2B and in SaaS. Also going to different company sizes, scaling from small companies to midsize and enterprise companies -- and the flexibility that Mutiny offers there is really powerful because we don't need to go and build all these different new landing pages and experiences.
We can put advertising that speaks to them in front of them so that when they do engage with that digital ad and click through, their experience then is much more relevant and personalized, and actually speaks to, not just their company name, but what their use-case is and the different ways that Segment can help them fix their problems.
From a technology perspective, it's been much easier to work with Mutiny because, not to be so self serving, but it connects directly with Segment. So all of the data that we have flowing through Segment is now inside of the Mutiny platform. We can take anything that we know about our customers and incorporate that into their web experience.
In the past, other companies that are trying to deliver on personalization, maybe take third party data, or don't incorporate all the different pieces of data that you have. So your personalization efforts tend to be something like adding a logo on your website or maybe incorporating some text around the company name, but that really doesn't offer that much value to the visitor. It's like, ‘Okay great, my company name is there, but I'm trying to get this job done. I'm trying to solve a pain point.’ If you can personalize your user experience to speak to what the end user is trying to solve, that's where the higher engagement actually happens.
Because we have all of our data flowing through Segment, it's also going into the Mutiny platform as well. We're able to take this context of -- ‘How has this user engaged with us in the past? What is their role? How do we fit? How do we help with their role? What's their tech stack makeup?’ Combining all of that info with how you would personalize a user experience or a web experience makes a whole lot of difference.
Data can be a really great tool, but it can also be kind of a hairy area to navigate because you don't want to have this weird creepiness factor. We're always trying to strike the right balance and use data in an ethical way, but also, our user expectations are like ‘I've told you about this, you should know that I've done this thing in the past.’ Or, ‘you're targeting me, you should know about my company, what my problems are.'
They want you to know where they're at in the buying lifecycle and bring all that context along with them because they're doing all this research upfront. And they expect you to know that they've done that research.
They want more personalized experiences, and if they're going to be handing over their data to us, even if that data is first party data, they want us to use it in the most effective way possible. And we want to use it in an ethical and personalized way that just makes sense for the user experience, and gets them to what they need to do in a faster or a more efficient way.
Our go-to-market team is really looking for as many different kinds of competitive advantages as possible. They are very receptive and have a big appetite for trying out new things and doing different experiments, especially if those experiments lead to them hitting their targets, or their goals, or having more conversations with potential customers.
It just shows that -- you put in the effort to get someone excited about your product or get them to engage in a dialogue with your salesperson. That's the biggest impact that Mutiny has made, it gives our SDRs and our sales team more reasons to reach out to someone, and those reasons are effective. And they are actually improving conversion in conversations across all of our different ideal customers and people we are prospecting.