Rob Hazan

Wednesday musings on a recent session between Segment VP of Product & UX Robin Grochol and David Raab, Founder and CEO of the CDP Institute. What’s really clear to me: CDPs are increasingly becoming enterprise-wide tools managed by IT and data teams rather than just marketing. Why? Because great companies put their customers at the center of their decisions.. and customer data is essential to nearly every team. IMHO customer data is the great unifier of company silos and CDPs can be used to unify disjointed tech stacks. Removing barriers between teams has never been more important to meet and exceed customer expectations and track the ROI of your efforts.

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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💡💡💡Once again, Dan Morgese and the Gong Labs team share powerful insights about the state of revenue over the past year...and the key trends that will define success in 2025. 💡💡💡

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Big News 🎉 @Gong just dropped some MAJOR AI capabilities that deliver new levels of automation, deep customer insights, and standardized knowledge sharing across the entire revenue org. With Gong’s new capabilities, you can: ✨Create smoother collaboration workflows across teams ✨Make coaching more efficient and consistent  ✨Deploy ready-to-use Smart Trackers ✨Centralize process, systems, and data ✨Bring AI-powered context to your sellers   Game. Changer. Learn more about these exciting new capabilities here: https://lnkd.in/gE9Hu8N3

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So many great insights from David Raab's CDP Institute 2024 member survey. One of the sections I found most interesting was analysis of "who was responsible" for martech — individual teams, a centralized martech/marketing ops group, or IT. Increasingly, IT is — although mostly if you ask IT who is in charge. 😀 The martech/marketing ops team thinks they are. Marketing generally thinks martech/marketing ops is too. But most interesting (excerpt below): ALL departments have highest satisfaction when martech/marketing ops has lead responsibility. Full report here: https://lnkd.in/eHUYw6Vm #martech

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Overheard gripe about about intent tools: they’re a black box ⬛ Sure, one could argue that they help with account prioritization because some unknown person from said account consumed some loosely related content. But that’s hardly actionable. What’s better? Actionable account-level signals like: - Target account has more than 20 engineering roles open - 7 economic buyers from an account visited our site in the last 30 days - There are more than 10 ideal prospects at target account ☝️These signals not only help with prioritization but they help with action–i.e., they provide context for how to get into the target account. And that’s exactly what we’ve unlocked with a new Common Room feature: calculated fields 🎉 Now you can: ✨ Auto-aggregate key buying signals and fit criteria across any account. ✨ Create a prioritized view of accounts and power account scoring based on the signals that matter most and how much signal each org generates. ✨ See the people, postings, and news items behind the signals with a single click and take action without switching screens. We view this as a new flavor or account-level intent. The difference is it’s totally transparent, super specific, and highly actionable. Think of it as more signal for your signals—an automated way to quickly reveal the needles in your haystack and take action on them just as fast. And this is just the start! More signal aggregation options are on the way. See our blog announcement for more info: https://lnkd.in/eXPrxhfv

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This is certainly a change in direction from Google. A lot of time and energy was spent in the marketing and MarTech space planning for this change for it to seemingly be all for naught. However, the conversation it drove around first-party data was an important one, and one that I think ultimately benefits marketers and customers in the long run. #customerexperience #firstpartydata #marketing #martech

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The new data layer in martech has taken hold as the foundation upon which marketing AI will be built. 71% of savvy martech and marketing ops pros in our State of Martech 2024 report say they have already integrated a data warehouse/data lake with their martech stack. 61% of them have more than half of their martech apps integrated with it. This architecture breaks us out of the hell of a hundred siloed app databases that has been the greatest pain point of heterogeneous tech stacks for the past decade. All of the data across marketing — and other relevant departments, such as product, sales, and customer service — is aggregated into the warehouse/lakehouse, where it becomes accessible to any app within your stack. The apps that are going to have the most fun with this? The new generation of AI co-pilots and agents that are swiftly emerging. Full article: https://lnkd.in/e6Fnx5Vu #martech

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Cohere's Embed 3 is now multimodal, which means search systems just got the ability to see. It’s our best embeddings model yet - encoders share a unified latent space, making it easier to work with both data sources simultaneously. It comes with SOTA performance at mixed text+image search and keeps leading at multilingual and key retrieval tasks. It's perfect for enterprise use cases where employees need to find information within massive libraries of data. Excited to see what you can build!

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Leaving aside the icky-ness of several hundred talented, hardworking people finding out they no longer have a job via a sentence in an earnings call, Oracle's quiet announcement that they are shutting down their ads business leaves a substantial hole in the market for users of their audience solutions- which are being used on actively running campaigns- with very little practical guidance being provided. If you find yourself in this situation, you should know that in addition to being a branded solution in Oracle, Proximic by Comscore's data powered much of Oracle's white labeled audience solutions, and that data is broadly available across all programmatic environments. Furthermore, our contextual solutions can help Grapeshot users seamlessly transition away from those solutions to our ID-less contextual audience solution, IAB category targeting, brand suitability etc. Please reach out if you need help or have been using Comscore data in Oracle and are not sure where to go from here. Lastly ( and most importantly) - If you worked at Oracle ads and are now job hunting, Proximic by Comscore is #hiring for a few different roles and we'd love to hear from you 💕

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Hi, #martech friends. Doing a quick "State of the Stack" survey here at the end of 2024 with the good folks at MarTech. Looking for a quick break? Take a couple of minutes to answer a few questions about your stack: https://lnkd.in/dJAMXWvi

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Big news for Cordial! We've been named a Strong Performer in the Forrester Wave™: EMSP. Our AI capabilities "outshine other vendors" by focusing on productivity and email value. Curious about how we're revolutionizing customer engagement? Here’s form-free access to the full report:

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#cookies are going away for privacy. lol just kidding, now we’ll just collect your email and phone number and any other identifiers server side so you have no way to restrict it. but don’t worry, we’re going to make a beaurocratic process for your information to be deleted (after it’s been used) if you’re willing to jump through hoops there’s something more afoot than #google, a company larger than whole governments, causally backtracking. #googleads

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Everyone wants their ads to perform, whether it's brand metrics or lower funnel sale/conversion metrics. The new trend of AI created and optimized campaigns makes achieving campaign goals more effective and measurable than ever but the difference between an "easy button" that hides the details and using AI to do actual marketing and learn more about what works is the differentiator that we are proud to share with Performance+ campaigns. Check out my article in Adexchanger where I talk about how we are only getting started with using the 'magic' of AI to help marketers drive and understand performance in their campaigns. https://lnkd.in/eRNgBtxs

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Aside from the value and impact ZoomInfo Copilot ✨ is having with customers, the thing that is really standing out to me here is how these sellers and companies are constantly innovating in their GTM to improve customer experience and relationship building. Using AI as a tool to improve human connections, genius! If you haven't seen it, it's worth a demo: https://lnkd.in/eHGHW5vc

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New ebook just dropped The Marketing Ops Guide to Product-Led Growth Everything from product data, to data warehouses, to dealing with data team objections, this guide is geared for MOPs pros at PLG companies as a guidebook for navigate the differences from a sales-led org. https://lnkd.in/eXsXnemn

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We made SERPrecon purposely so that it's probably not useful for bad SEOs. If you just want to follow checklists this isn't the tool for you. If you want to understand why/how something ranks and how to beat it - and uncover new topics rather than advice like "you have 2 h2 tags. your competitor has 3" - this is the tool for you. Check out the 5 min video below on what it can do.

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No matter where the MarTech team or the MOps team sits within an org chart, the teams need to consider themselves strategic partners to product marketers, marketing strategy teams, sales ops, and the sales team. We may not realize it, but our language and actions guide how people view Ops in the org. You will likely lose your audience if brought into strategic conversations and you pull up complex operational diagrams. If you aren't conveying that you are thinking about the bigger picture of a GTM because you are focusing on just getting the data loaded and the campaigns launched, you will always be viewed as just the doers. 🔥 Hot take 🔥 Companies can always find more doers. However, the most valuable thing, and what will likely give you more satisfaction in your role, is if you can provide insights and direction that contribute to the success of your partners within the org.

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