Unifying the MarTech data stack — Kevin Tate // Clearbit
- B2B
- Data & Analytics
- Marketing Analytics, Data Provider
- Big Data, Growth Marketing, Marketing Strategy
- Part 1Marketing data philosophy — Kevin Tate // Clearbit
- Part 2 Unifying the MarTech data stack — Kevin Tate // Clearbit
- Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Show Notes
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02:41Challenges with unifying the MarTech stackData needs to be available to a number of different apps and touchpoints. So, the challenge lies in being able to embrace specialization while also unifying the MarTech stack.
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04:49The three layers of a unified MarTech stackThe bottom layer refines data and is centralized. The middle layer gives the data context, in terms of segmentation. The top layer is where data is personalized according to the channel.
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07:34Indicators of a unified MarTech stackYou understand what's happening across revenue operations. Plus, you can form hypotheses around improvement, obstacle removal, and take action to see what happens.
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09:44Deciding whether a MarTech stack should be unifiedA single system approach may not fit all companies. Instead, the most important things to consider upfront include flexibility, openness, speed, and ease of integration.
Quotes
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"We feel very strongly that the audiences you create in Clearbit should be portable. Whether you want to take them into your CDP or over to your email, we're going to be able to share those across." -Kevin Tate, CRO, Clearbit
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"One silo or a single system is not the approach for all, but the simplest of businesses. Flexibility, openness, speed, and ease of integration, are the things to think about upfront." -Kevin Tate, CRO, Clearbit
- Part 1Marketing data philosophy — Kevin Tate // Clearbit
- Part 2 Unifying the MarTech data stack — Kevin Tate // Clearbit
- Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Up Next:
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Part 1Marketing data philosophy — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. Business success is dependent on data and we’re in an age where it’s not enough to just collect the data. Rather, organizations should be thinking about more effective ways to use that data across multiple channels. Today, Kevin talks about marketing data philosophy.
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Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. Ensuring that your MarTech stack keeps up with all the different channels and apps is definitely a challenge. Which begs the question of whether you should be unifying your MarTech stack or making those touchpoints smarter. Today, Kevin talks about how to unify the MarTech stack.
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Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. As the end draws closer for third-party cookies, the way we gather customer data will inevitably be impacted. This also means companies will need to rely heavily on any data tracking and attribution they conduct in-house. Today, Kevin talks about cookie deprecation’s impact on data strategy.
Play Podcast
