Marketing technology is crucial in driving revenue and creating personalized customer experiences. Companies constantly seek ways to optimize their tech stacks and leverage data to gain a competitive edge.
In this episode, Jared Gardner, VP of Demand at Sprinklr, shares his insights and challenges of growing Sprinklr, a unified customer experience management platform. With revenues of over $400 million and growth rates ranging from 10 to 30 percent in recent years, Sprinklr is at the forefront of the martech industry.
He emphasizes the importance of unifying data and technology to create a seamless customer experience. Jared discusses the challenges of scaling demand generation in a high-growth company and the increasing cost of advertising. He also highlights the value of first-party data in the face of the death of third-party cookies.
Main Takeaways:
- The importance of unification in delivering personalized content to customers
- How to avoid silos and messy CRMs in your tech stack
- Why the “death of the cookie” may not be as impactful as initially thought
Contents
Sprinklr’s Stack and Tools:
Unifying Data for a Seamless Customer Journey
One of the critical goals for marketers is to have a unified view of the customer journey, from the initial touchpoint to conversion and beyond. Jared Gardner emphasizes the importance of unifying data and technology to achieve this goal:
Being able to scale the demand generation to keep up with the company growth… and getting our marketing and customer experience really unified. That revolves around using unified data and the tech stack, ensuring that product, marketing, and sales all use the same data and language.
To achieve this, Sprinklr leverages tools like Segment, a customer data platform (CDP), for event collection and taxonomy. Collecting behavioral events and user traits across various channels can stitch together a comprehensive view of the customer journey. This unified data allows them to personalize content and deliver targeted ads to customers.
The Challenges of Advertising in a Changing Landscape
The advertising landscape has undergone significant changes in recent years, with rising costs and the death of third-party cookies. Jared Gardner highlights the challenges faced by marketers in this evolving environment:
One of the biggest challenges is the cost of advertising… Having the channels with the appropriate level of sophistication and reach together is tough for enterprise. That’s what keeps me up at night, trying to figure out how to get scale on channels where we can still be targeted.
As platforms like Facebook and Google face increasing privacy regulations and limitations on tracking, marketers need to find new ways to reach their target audience effectively. The reliance on first-party data becomes crucial in this scenario as third-party data and audience targeting become less effective.
Leveraging Personalization for Enhanced Customer Experiences
Personalization is a crucial aspect of modern marketing, and Jared Gardner discusses the tools and strategies Sprinklr uses to deliver personalized experiences:
We use Mutiny, a B2B specialized personalization tool… They can pull data from Salesforce and Segment, allowing us to personalize the user experience based on industry or other variables.
By leveraging tools like Mutiny, Sprinklr can dynamically change website content and pop-ups or redirect users based on their industry or other relevant variables. This level of personalization enhances the customer experience and increases the likelihood of conversion.
The Future of Marketing Technology
Looking ahead, Jared Gardner predicts that first-party data will become even more critical in the marketing landscape:
“First-party data will be key… As third-party data becomes less effective due to the death of cookies and blocking of trackers, having first-party data that you’ve collected through quizzes, surveys, and tools on your site becomes more important.”
With the phasing out of third-party cookies and increasing privacy regulations, marketers need to focus on collecting and leveraging their first-party data. This data can be obtained through interactive website tools, allowing companies to gain valuable insights into customer preferences and interests.
Embracing Unification and Personalization
The future of marketing technology lies in unifying data and leveraging personalization to create seamless customer experiences. Companies like Sprinklr are at the forefront of this movement, using tools like Segment and Mutiny to collect and analyze data, deliver targeted ads, and personalize website experiences.
As the advertising landscape evolves, marketers must adapt to the changing environment. Embracing first-party data and finding innovative ways to engage customers will be crucial for success. By unifying their tech stacks and leveraging the power of personalization, companies can stay ahead of the curve and create meaningful connections with their customers.
The future of marketing technology is bright, and those who embrace unification and personalization will be well-positioned to drive revenue and deliver exceptional customer experiences.
Join us every week as we explore the latest trends and insights at the forefront of modern tech stacks and learn from real experts how to optimize your strategy, build a revenue machine, and take your sales to the next level.
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