Technical Debt Is Hindering Your Marketing Team — Lindsay Rothlisberger // Zapier
Lindsay Rothlisberger
Zapier
- Part 1 Technical Debt Is Hindering Your Marketing Team — Lindsay Rothlisberger // Zapier
- Part 2How automation can help solve technical debt — Lindsay Rothlisberger // Zapier
Show Notes
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02:11Zapier and the democratization of automationIn the past, automation was typically reserved for enterprise level companies with large budgets. Zapier empowers marketers to set up, manage, and maintain their own automations.
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04:07Technical debt and how it hinders marketing teamsTechnical debt refers to cases where actions are taken to expedite the delivery of a project which later needs to be refactored. Technical debt can also occur due to inconsistent processes.
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05:34Migrating data from one platform to another platformWhen moving data across systems, consider how you want the data and systems to talk to each other. New tool onboarding comes down to quick implementation or built out implementation.
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07:33Using automation to remove technical debtZapiers tools allow for migrated data to show up in the new CRM as you intended. Zapier can also be used to set up alerts to keep the data in the new CRM consistent.
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09:22How Zapier uses their own tools internallyZapier is used to standardize many of their marketing processes. It is used in the lead intake process to eliminate human error, and for technical debt management around compliance.
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11:40How to identify technical debtIf your current tech stack is hindering your marketing strategy and tactics. Also, in cases where theres a large downturn in marketing metrics, your data and tech should be checked.
Quotes
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"You're at risk of creating technical debt with fields that aren't standardized and processes that aren't consistent across different business users of your tools." -Lindsay Rothlisberger, Snr Manager, Zapier
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"When you're moving data across systems, it's important to think through what your ultimate vision is for how you want the data and systems to talk to each other." -Lindsay Rothlisberger, Snr Manager, Zapier
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"Zapier has tools that allow you to transfer data from Pipedrive into your new CRM. Processes can be set up so that the data is processed and shows up in the new CRM the way you envision it." -Lindsay Rothlisberger, Snr Manager, Zapier
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"We use Zapier to help us with managing some of the more risky technical debt issues that can pop up around compliance, CAN-SPAM, and GDPR." -Lindsay Rothlisberger, Snr Manager, Zapier
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"If you're starting to see email and ad performance drop, it may be a sign that you need to look into what's going on with your data and your tech." -Lindsay Rothlisberger, Snr Manager, Zapier
- Part 1 Technical Debt Is Hindering Your Marketing Team — Lindsay Rothlisberger // Zapier
- Part 2How automation can help solve technical debt — Lindsay Rothlisberger // Zapier
Up Next:
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Part 1Technical Debt Is Hindering Your Marketing Team — Lindsay Rothlisberger // Zapier
Lindsay Rothlisberger, Sr. Manager of Marketing Operations & Email at Zapier, discusses technical debt and marketing automation. As your marketing tactics and strategies grow and develop, the need will arise to migrate data to a new platform. After migration, you may notice a drop in your marketing metrics which could signal that technical debt has taken place. Today, Lindsay talks about the reasons technical debt is hindering your marketing team.
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Part 2How automation can help solve technical debt — Lindsay Rothlisberger // Zapier
Lindsay Rothlisberger, Sr. Manager of Marketing Operations & Email at Zapier, discusses technical debt and marketing automation. In marketing ops, it can be frustrating to be unable to address all technical debt immediately. However, it's critical that we prioritize business impact over perfection when it comes to marketing automation. Today, Lindsay talks about how automation can help you solve for technical debt.
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