How Segment Leverages Customer Data and Advanced Personalization to Close More Deals

Summary: Meet Kevin White who leads the growth marketing team at Segment. Prior to Segment, Kevin has helped a handful of high-growth SaaS companies scale through team building and demand gen efforts. Segment makes analytics and data collection easy. Use Segment instrument event tracking once, integrate with 250+ tools with the flip of a switch, and power those tools with consistent customer data. In this episode, you'll hear about why personas are sometimes incorrect and how to accurately use the JTBD framework to find the right segments. You'll learn how to find audiences that are ready for your product at the exact right moment and really understand levels of awareness and intent and how that translates to perfect leads and sales. And you'll also hear about the hard lessons learned in marketing from the growth team at Segment and the new level of personalization they believe is required to make a big impact on users. It was a great interview, enjoy!