Engage Customers Strategically Using a CDP

Kevin Haberstick:

… But the data privacy aspect, as long as the company you are giving the data to is transparent on how they are using it, you are more willing to give them that access.

I think we have all done some web surfing, gotten to a website, and it is like, “Hey,” right in a big, bold popup, “Accept cookies.” And it is like, “Well, maybe I am going to press the back button because I do not know this website.” And I do not know what you are doing with my cookies. I was just trying to research a topic deeper. And I do not know how you are going to use that data.

Adam Kerpelman:

Hey, everybody. It is the Data-Driven Marketer. I am Adam.

Mark Richardson:

I am Mark.

Chelsea Dishman:

I am Chelsea.

Kevin Haberstick:

And I am Kevin.

Adam Kerpelman:

Welcome back for another hang in the data basement. Thanks for joining us and special. Thanks to our guests this week, Chelsea Dishman and Kevin Haberstick, who are our account and sales reps. So we will throw to you, like we usually do, for a quick intro. If you guys want to tell us where you came from and how we ended up inviting you to come to talk here, I guess?

Chelsea Dishman:

Yeah. I will kick it off. So I am Chelsea. I am an account executive at Segment I also happen to work with Mark, as his account executive for Segment. So I have been here for close to two years. I started right when Segment started to be acquired by Twilio. And I specifically came here because I thought that, as a salesperson, I have seen a lot of different products out there. Some are fun to sell and some are not so fun to sell. And I really like that Segment solves pretty specific marketing problems that most companies out there have. So it is been fun.

            And it is also an easy thing to explain to friends and family that do not work in tech, because it is actually like working with websites and retail and finance and all these type of brands that you can interact with every day. And actually people understand what you do as a job.

            So it is been cool working here. I mentioned the Segment was acquired by Twilio. So I get to work with Kevin, who is your Twilio AE. And I will let him introduce himself.

Kevin Haberstick:

Yeah, Kevin, I joined Twilio about two years ago. I have been in the programmable communication space for about two years, and I had known about Twilio, but it really wasn’t until the onset of COVID, where I was selling hard line fiber communications to businesses, where door knocking, real old-school, where I was like, “I need to get back into the cloud space.” I knew about Twilio, like I said. Lucky enough to get an interview. Landed here two years ago. And then Chelsea actually brought me into meet Mark. And I said, “Hey, sounds like you got a nice kind of audio set up. Do you podcast?” And throughout our conversations and our relationship going forward, we were lucky enough to get the invite here. So excited to talk data, excited to talk customer engagement. And yeah, that is how we got here.

Mark Richardson:

Yeah. Just to pick up on that, these guys are brilliant. I have really enjoyed our relationship over the last few months. And just to bring together some of the things that we are talking about, show over show, which is creative empowerment and ways that we can use technology to grade the marketing efforts, whether that is top of funnel, middle funnel, direct sales enablement, these are all topics that we get into on a high level.

            And I thought that it would be fun to chat with Chelsea and Kevin, because they are really on kind of on the ground level, working with accounts to address specific needs and I think there was a great point I want to come back to, Chelsea, around friends and family understanding what the hell it is you do in tech. That was something… I want to pick up that thread.

            But really, just to kick off, I think a lot of our conversations we talk to a lot of CEOs, CMOs, Ted Talks keynote speakers and authors, and I thought it would be really fun to get the perspective of people who are just in the weeds, in the nuts and bolts, folks like us, who are running campaigns, talking to marketing teams, and just really slogging through the crap of figuring out what is important? What do we want to measure? And then, how do we message to the right people? So for those reasons, they are the ones really solving the hard problems, on a day-to-day basis, and can also speak to some of the things that we have been noticing, going through an acquisition, as NetWise has been integrating into Dunn & Bradstreet. Similarly, Segment being integrated into Twilio.

Adam Kerpelman:

I think the acquisition really is the place I am interested to start, or just the experience if only like selfishly, because I mean, we have talked about it on the podcast. Our company was acquired nine months ago now. And so we are living through a thing that you guys kind of went through it. When? That the acquisition was 2020, you said, right?

Chelsea Dishman:

November 2020, yeah.

Adam Kerpelman:

November.

Mark Richardson:

You were a year ahead of us.

Adam Kerpelman:

How big was the team? How big was Segment’s team, relative to Twilio’s, at that point?

Chelsea Dishman:

Oh, man. I want to say Segment was probably around… I might be wrong here, but I want to say they are around like 750 people, just 1,000. And Twilio’s much… So we had been in this startup world. We have been a company for about ten years, ten plus, but ten when we were acquired.

            So we had grown from a little tiny startup to a more prominent company, but we were still very much acting like a startup and able to do some scrappy things. You could go to who runs a particular product or a team or whatever, and you just go to, and you figure it out. So we had been running like that.

            And then we were acquired. We became part of Twilio. And I do not know, Kevin. How many people are at Twilio? A couple thousand?

Kevin Haberstick:

Yeah. So I would say we are at like 7,800 and growing. We have 23 offices, globally. And we, as a company, I do not think we could not be any more excited to bring in Segment to the fold, because it just allowed… You said, “selfishly.” Me, as a salesperson, just another tool in my toolkit that was solving real-world problems that people needed to address. Like I know one of the topics we wanted to cover today was the cookieless world. So I think having the foresight to say, “Hey, we need to find Segment, a CDP partner to just help our customers out.” We had the channels at the end of the day. How do we bring in someone who is a leader in their space? And it has been great. It might be naive to say it was a smooth transition. We are still going through some road bumps on integrations and things like that. But I think that just comes with the world of acquisitions.

Adam Kerpelman:

Right. It can can only go so quickly. By combining with Segment, Twilio went from being like a transactional supplier of communications, to now having that programmable layer, where it is really, you said, programmable communications. I was like, “Yes, that is exactly what we are talking about here.” I am not even sure I have heard that phrase before, but it is still what I do all day. So I get it.

            And it really does seem like one of those things where once you combine the two, it is sort of like, “Okay. Yeah, that made sense.” Like when the acquisition was announced, I went, “Yeah. Huh.” As a user of both services, at the same time, for an app that I had a startup with, it was like, “Yep. Uh-huh. We’ve already got those linked together. Whatever.” Makes sense.

Kevin Haberstick:

Yeah, it is cheesy, but I think the whole going-to-market strategy was better together. And it is like that. Going to the startup that you were building out, a lot of people come to Twilio and say, “Hey, I know you guys do SMS.” And then, well, it is like, “Yeah, we have SMS, but also email, voice, video,” like what kind of customer experience do you want to have? But maybe it is not the best experience to hit that person on every single channel. So how do we leverage something like Segment? So I know Mark only wants to be contacted via SMS. Chelsea wants to be contacted over WhatsApp. So I think that really creates the logic behind the programmable communications like you said. So it is been an exciting journey.

Mark Richardson:

Mark only checks his Facebook Messenger once a quarter. Do not reach him on Facebook Messenger.

Chelsea Dishman:

But I was going to say, at the same time, we had people building out a strategy on Segment, like you finally make sense of your data. You finally understand what’s happening. And then they would say, “Well, how do I contact these people?” Now I finally know, what I should be doing, who I should be talking to, and what I should be saying, but how do I get in front of them? So we both have been hearing about gaps and bringing them together. It just made sense.

Mark Richardson:

Was there more crossover from accounts that were already owned by Twilio? Were they more… Is it like they were excited to get Segment implemented? Or was it the other way around, whereas you had more Segment accounts moving to the solutions from the Twilio side? Or is that… I guess that is both. There are initiatives for both, right?

Chelsea Dishman:

Yeah. There are some people that have Segment, and they think, I want to be able to talk to these people. I have no idea how to do it. Now life is really easy because I can say, “Go talk to Kevin. Go talk to Twilio. We help you out in one place.” And then it kind of goes backward, too. You’ve got Kevin, who, they have people, like you said, sending out transactional emails or whatever it is, and they want to have more strategy behind that. “Let me introduce you to Chelsea,” right?

Mark Richardson:

Yeah. And a lot of our audience is agency-based. How much of your work in-house teams versus an agency?

Chelsea Dishman:

I do not have a percentage, but I definitely work with both.

Mark Richardson:

You work with both?

Chelsea Dishman:

Yeah, either way.

Adam Kerpelman:

So I want to back up a second, and then I think this will lead us into the cookieless bit. We didn’t say what Segment is, for anyone who does not know. It is an API that helps you send texts to people, emails to people, or all these other things. Segment is this other thing that we are in the world of also selling and trying to figure out as digital marketing grows. What is a CDP? Probably the place to start, right?

Chelsea Dishman:

CDP is an acronym for customer data platform. So you have all these different ways a customer could interact with you. And typically, those are siloed. So you are collecting data from your website, and mobile. You are collecting data from emails. You are collecting data from… Some physical stores have POS systems that they are collecting data. So any possible place an event could be generated, that would give you insight to a customer or pull that all together.

            And we are making it,so it is not one-off integrations. So routing through the same place, you make sure it is clean data in, and then all that data can be routed to your downstream system. So marketing, analytics, data warehouse tools, like all these different places that would benefit from maybe a piece of that data, you can just set it all up. It all flows through. You have a complete picture. A 360-degree view of what your customer is doing. And then you can do some cool things with that. So you can, especially, personalize the customer experience, really granular. I mean, I think NetWise data is using it. Mark, maybe you could talk about this. You guys are using it to figure out all these audiences, all these different types of people, and what they might want to hear from you.

Mark Richardson:

Right.

Chelsea Dishman:

And augmenting all of that.

Mark Richardson:

Right. The exercise we are working on is clustering around… And I will say this is, this was hamstrung a little bit by a change in strategy midway through the year. But when we were solely focused on platform growth… I should speak about this on our cohort project. NetWise, we have identified agencies who are big user of our data. Enterprise brands license our data and our identity graph.

            So the current challenge is figuring out who did the message with what solution, and then obviously, at the right time, that is the key. Meeting them at the right channel at the right time.

            And that is really where we are using, leveraging Segment, to understand, okay, is this someone like a junior specialist on an agency team, and they may have to go through four other people to get this licensing deal done? Or are we talking to the CFO? Are we talking to the CMO? And is the messaging dialed in for that recipient?

            So that is really where we are driving, where we are getting insights and driving some success on the NetWise side.

            Interestingly, we are in a bit of a pivot, strategically, where, because of the integration we referred to, we are now pulling some marketing collateral towards the more sales enablement side. But what is nice about Segment is that we are able to identify the opportunities that are more primed for a traditional SaaS communication, as opposed to something more high-level.

Adam Kerpelman:

Where Mark was going on with that is, when we initially started talking to Segment, and then ultimately to Chelsea and Kevin, about the project at hand, at least my team’s main goal was to get people signed up for a freemium product.

            And so it was a lot of like, okay, high traffic at the top of funnel, but we want to be able to segment the audience that is coming in that way. And then orchestrate behavior based on that segmentation. It is even more critical at scale and for that sort of like, let’s get a lot of traffic in here to see if we get the signups.

            We have moved to a lot more of a traditional enterprise sales situation after the acquisition, where we are focusing on existing customers and things like that. So it is less about the scale now, but it has not made it any less of a relevant tool in terms of understanding tests in the market. It goes more to what we talk about on the podcast, on the data-driven side, which is the idea of testing. So a lot of it is not necessarily even about that end of the journey. They are on a landing page. The landing page is customized. Here is all this sort of everything. Mark, you were just talking about. At the same time, it is beneficial when we run flights of different creative copy in different combinations of ways to say different things. And then those are ways of saying, “Oh. Well, people clicked on this one. So this message resonates.” And I did not have to have as much of the conversation where we just try to guess what resonates in the marketing department.

Chelsea Dishman:

Yeah. It is all about what positive business outcomes you are trying to drive. And then working backward from there. How do I get there? And what works for my company and my current strategy? Even if it shifts in the middle of the year, and I need to think [inaudible 00:15:20].

Adam Kerpelman:

Right.

Kevin Haberstick:

It is funny, from a Twilio lens, what we have been seeing is that everyone has been coming to use SMS as a channel. And then now, it is not, “Let’s use more of SMS.” It is, “Let’s use more effective SMS.” So we are not just going to send a coupon over SMS every day until you buy it. But maybe once I put it in my cart and then I abandon the cart, that is the ideal time to use some Segment logic to send it then.

            So it has gone from a less is more standpoint, which that is the experience that you want to have with these brands. You want to be able to trust the data that you are giving them and that you are receiving something back.

            So that has been interesting to watch because everyone is coming, and “Hey, we want more channels, more channels,” but no, let’s just make them more effective, where it is turning into fewer channels.

Mark Richardson:

Yeah. I think it is like do less good is kind of my mantra when it comes to testing stuff. It is like, okay, if you can really establish one solid channel that you can test on, then it is like, all right, what are my core audiences?

Kevin Haberstick:

Yeah, right. Work smarter, not harder kind of deal.

Mark Richardson:

Right. Exactly. Which is easier said than done.

Chelsea Dishman:

Everybody is talking about this economic downturn and how you need to be able to do more with less, work smarter, not harder. It lets you do that. Exactly.

Mark Richardson:

I mean, that was the whole thing about the pandemic, too. Everybody felt like, “I am in quarantine. I have all this time. I should be more productive.”

            And so we started enforcing this false sense of peer pressure, like we were our own peers, pressuring ourselves to be more productive, just because, “Well, I am at home now.” Like we keep enforcing existential reasons to work harder and be more stressed.

Adam Kerpelman:

The reality, though, I mean, the social aspects of that aside, and what it says about maybe corporate culture in America, or even just personal, like the idea of… You have to have a growth mentality, or like whatever. Hustle porn. People saying, “Just grind harder.

 That is the answer.” Like also, if it is in a pandemic, maybe “grind harder” is not the mentally healthy answer to your problem.

Kevin Haberstick:

Maybe I do not need to make my bed this morning and read 10 books before my cup of coffee.

Mark Richardson:

Right.

Adam Kerpelman:

But also, on the marketing side, and this is where we come to the cookieless and the digital marketing. And if you are working on the kind of project, where CDP would benefit you, just the volume of traffic, the volume of data, whatever you can do with it, you are probably right at the edge of what we would call like “native digital advertising,” which means you are constantly aware of, and working with, new channels. And then those channels hit saturation. And then you have to adjust how you are doing that stuff.

            The initial strategy was we are going to text you every day until you engage. That works, until there are too many people texting everyone, every day. And then Apple rolls out a thing to shut it down, so those texts do not even come through. And it is like this give-and-take, that always swings one way or the other. It is like saturate a channel, optimize a channel. Saturate a channel, optimize a channel.

            And so it means you need to have tools for both, but you are always going to hit a wave of like, okay, we can make this outreach more targeted for better timed, or whatever. And then not get across that line, where your potential customers are irritated because you talk to them too much, which is just a real thing in the modern world of digital attention.

Mark Richardson:

Totally.

Adam Kerpelman:

Right?

Kevin Haberstick:

Yeah, especially from a data standpoint. I buy something and then I still get advertisements for what I have already bought. It is like, “Okay. Hey. Well, let’s, let’s do something here.”

Mark Richardson:

Yeah. But then there is also the thing that-

Adam Kerpelman:

That is a really good example of a thing that I just always have had. Even without my understanding of software, you talk to family members and they have an innate feeling that that should not happen. Like never mind understanding the guts, the way that we do, but it triggers a different thing once that happens.

            And then you feel weird about that brand, in a different way, that we can avoid, programmatically. Then you think of it as an engineer and go, “Yeah, if you link this to this, that is fixed and should happen in real time.” Why is it not happening? So then I have an extra layer now, where when a brand is still pinging me with ads after the fact, I go, “Tsk.” Shake my head.

Kevin Haberstick:

Chelsea sees that [inaudible 00:19:58].

Mark Richardson:

Chelsea has something to say on this.

Chelsea Dishman:

Yeah. Well, like back to what I said at the beginning, I can actually explain to people what I do. And especially the older generation that is not as tech-savvy. My favorite thing to do is tell them that I am selling a customer data platform and it is helping; for example, Nike wants to sell you more apparel. You go to their site. They understand that you are at shoes for shoes, for your kids, and whatever things might be in your shopping cart, things might not be. But you looked at things. And eventually, they are going to help you buy more later.

            And then the general reaction I get is, “Oh, God. I hate that.” Then I say, “When you think about it, how you should be interacting with your brands that you care about, that you know you want to buy something at, go there. Give them your email address. And in the next day or two, you will get a coupon.” Like you kind of have to alter how you are doing it, but you could save money here.

Mark Richardson:

Yeah, it it is almost like the coupon clippers. The boomers understand scissors and newspaper.

Chelsea Dishman:

Yeah. We are not clipping JCPenney coupons in the mail anymore. We are like, “Leave your email address at this time.”

Mark Richardson:

Right. Interestingly, it is part of your… It is not medical history. I always debate how to think about your data, your first-party data, as like… We have almost assigned… I think I did this exercise of assigning low-level, basic identifying information. Name, personal email, the stuff that we give away very freely. Phone number. We used to be super highly protective of a phone number. Now everybody gives your phone number, but things like Social Security number, birth mother’s maiden name. That is like the gold standard, high on the mountaintop data.

            So at some point, I wonder what percentage of the population actually thinks about how they volunteer that data? I guarantee you; it is probably a percentage of a percentage that is thinking about how reasonable they are with their data. But then there are also those people that, like you were saying, friends and family that react and go, “Oh, you are part of Big Brother, following me around the Internet. Oh, you are scary.” Maybe there are more privacy fiends out there than I imagine.

Adam Kerpelman:

Well, we will get to the privacy fiends in a second, because that is the bridge to the cookieless conversation.

            My favorite story, that I use in this context, is I say, you know how you see those ads, where after you’ve bought it and you are still seeing them, and you are going, “Why am I still seeing this?” It is because they are trying to do a certain behavior, that we can actually make work now. And so what my product does is help with that situation. So that does not happen anymore.

            And then I ended up telling one of my favorite stories, which is living through the early era of Facebook advertising. And I was living in Hollywood at the time, right next to a couple of prominent theaters. And so every once in a while, I would get tagged with a thing that was like, “There are still Springsteen tickets available tonight.”

            And because Facebook knew data about me, that I had given them freely, my interests and stuff like that, I was like, “Absolutely. I could walk there. There are tickets available. Who cares if they are crappy seats?” That was the first time it solidified for me, like how close we might be to an actual marketing utopian situation, which is you only see the stuff that is relevant to you, at the time when it is relevant. So it is not out of sync with when you actually need the stuff. And it is not pharmaceutical ads for things I do not need yet, running on a random cable channel during “Star Trek: The Next Generation,” because they are making assumptions about me based on the time of day that I am watching a cable channel, and the fare that I am enjoying, but that also that totally breaks in a remote context, because this is a real situation that happens to me, on a regular basis, because I work from home and I can watch “The Next Generation” at three in the afternoons.

Mark Richardson:

I think there is something programmatic about there is something for brands, in terms of your particular data model, or your behavioral model, as a, let’s say, as an event-goer, or as a concert-goer, you are probably in a cohort that has been sold to say, “Hey, if you message this person with a deal, the day of a show, and he is within walking distance or a mile of these people, of this venue,” like your conversion rate is going to be 15% against this audience. Do you know what I mean? I am the type of guy who waits until the day of, or the day before, to buy baseball tickets, or concert tickets, just to see if the retail sites have dropped their prices.

Adam Kerpelman:

And you are okay with people knowing that, right?

Mark Richardson:

Yeah, exactly. I volunteer that. That is part of my… I am okay with that being part of my public data set, or my data profile, if you will. Whatever you want to call this.

Kevin Haberstick:

I think that is great because, for the data privacy aspect, as long as the company you are giving the data to is transparent on how they use it, you are more willing to give them that access. I think we have all done some web surfing, gotten to a website and it is like, “Hey,” right in a big, bold popup, “Accept cookies.” And it is like, “Well, maybe I am going to press the back button because I do not know this website, and I do not know what you are doing with my cookies.” I was just trying to research a topic deeper. And I do not know how you are going to use that data.

            But, going back to Chelsea’s point, I am a huge sneakerhead, Nike fan. I will tell you my shoe size, what colors I want, what shoes I already have, kind of like help me, help you, kind of deal.

Mark Richardson:

Yeah.

Adam Kerpelman:

I mean, this is why loyalty programs, sign up for the discount at Foot Locker, talking about the same stuff like this, not necessarily reinventing a lot of these things, partially we are just able to use them more effectively because we are not bothering people via email that we know are not going to engage via email.

            But Mark, you mentioned the idea of a person’s public data profile?

Mark Richardson:

Yeah.

Adam Kerpelman:

We specifically are in B2B. So we deal with many, “Hey, you want the world to know what your business does.” So you freely hand over a lot of stuff and you are happy to hear the incoming signal on how you can be better at business and make more money. So people are more comfortable with the idea of a public profile as it relates to work, it feels like.

Mark Richardson:

Also, especially in marketing, too, because a lot of it is R & D. We volunteer our business information as R & D. I will go out and I will give out my office line and my D & B email to sign up for a newsletter, just to see how they are doing their marketing newsletter. It is like I am only interested in maybe one article that was published on Social Media Examiner. Still, I am way more interested in seeing how you reengage me, and how you are positioning your content, as I am thinking of it like a sleuth.

            And then you go, okay, well, if there are tens of thousands, hundreds of thousands of marketers out there, doing the same thing, how much of this marketing data is everybody spying on each other?

Adam Kerpelman:

And so that gets us to the cookieless stuff because reactions are happening. You have GDPR. You have a governmental reaction to this kind of stuff. You have a software reaction. Apple introducing ATT. Like stuff is happening that is causing us, like the four people in this room, to sit around and say, “Okay, what does this look like in a couple of years?” Because tech will find a way around it, so we can still have the experience that I think we are talking about here. It is just not going to be on the back of technology that we have been used to for a long time.

Chelsea Dishman:

Yeah. It is a sweet spot for Segment, specifically, because I got some stats for you.

            So today, 81% of companies rely on third-party data. 85% of consumers want brands to use first-party data for personalized experiences. So you have companies using third parties. You have consumers who want that personalized, first-party experience.

            Segment captures first-party data and helps you figure out what to do with that. So as we are going through all these privacy changes, which, as a consumer, I also like. I like that the brands I want to engage with, I can engage with, it is not these random ones that are all over my Instagram right now, but we are helping companies drive towards how do I make sense of this first-party data. Because there’s going to be a time very shortly where I have to.

Mark Richardson:

Exactly. I think that is a great segue to where we are getting at with this cookieless. We are always talking about how advertisers and data practitioners can position themselves.

Kevin Haberstick:

And hopefully, you are making an effort to make this change before you are playing catch up. Kind of like how the onset of COVID, everyone was scrambling to create a digital engagement strategy.

            We know that there is going to be a cookieless future. So I think the companies and brands that invest the time to make sure they are prepared for when this happens will just outperform the ones who are playing catch up and trying to make sense of it.

Mark Richardson:

You said that was, what? 85%?

Chelsea Dishman:

85% of consumers want that first-party experience. And 81% of companies rely on third-party data.

Mark Richardson:

So that is a huge opportunity. You know what I mean? For companies like Segment, like NetWise, to evangelize the importance of really, if it is not bespoke or what we call “dynamic audience-based experiences,” at least just being more thoughtful about the information that you are providing and the ways that you are going about building trust, building trust with your users and collecting that data. So it is not just about, “Hey, fill out this form.” I is like, “Let’s develop a relationship. Let me educate you. Let me entertain you with this content and earn your trust and earn your data.”

Adam Kerpelman:

I think, on some level, it is also… I mean, I guess you said it, that it is a future-proofing situation. And it is a paradigm shift for how to think about how you handle data, to be prepared for not having the third party piece of it, that we may be used to.

            And so it really is about this first party. It came in. Here is how we handle it now. Optimization needs to happen more because it will not be the same open floodgates of the cookie madness that the 50, 60 trackers on a website. That is the thing that the consumer wants to see go away. And they will win, in the end, because the customer is always right.

            But yeah, we have done a bunch of these cookieless episodes, and they all end in the same place, which it serves us, we are a data company, it serves Segment. You are a CDP. But like also, yeah, these are the tools. These are the modern tools of digital marketing. And then, in essence, data-driven marketing, anyway. So starting to think this way, even if you are not at that point of like, “Hey, I can afford Segment.”

Mark Richardson:

It is like knowing where innovation lies and being able to leverage it. It is like knowing that Segment is on the cutting edge, pulling together customer data to form this customer 360. The biggest buzzword in marketing and sales enablement is understanding who you are getting and where they are consuming content so that we can reach them at the right time.

Chelsea Dishman:

And it is not that hard to do, Mark. You have done it at multiple companies, too. You implement Segment.

Mark Richardson:

Yeah. It is not super hard. I mean, it requires buy-in. I think that is something that may be interesting to segue into, is just how many teams it touches, you know what I mean? It touches a lot of departments.

Adam Kerpelman:

Unfortunately, we are out of time. And that is a whole separate topic, which I know, because we did a whole episode on the organizational side of rolling out tools like this, with Cory Munchbach from BlueConic. It was a good conversation. You should check that one out.

            Yeah, otherwise let’s land this plane. Thanks for joining us, Chelsea and Kevin. If people want to look you up, where can they find you on the interwebs?

Chelsea Dishman:

LinkedIn.

Adam Kerpelman:

Perfect.

Kevin Haberstick:

I will say LinkedIn as well. It is probably the easiest.

Adam Kerpelman:

Yeah. We will have links in the description. So if people want to continue the conversation, or check out the product, those links will be there.

            And yeah, thanks for joining us. We have, I mean, like the best of these episodes, I got a bunch of Post-Its left that, topics we didn’t even hit. So maybe we will have to have you back.

            Chelsea, I wanted to talk about like Red Bull and brand ambassadors. We have another episode we did, that was completely about like street teams and the relevance of digital, even in those places you do not think of as digital.

Chelsea Dishman:

Yeah. It is funny, I was thinking about that, when you were talking about Bruce Springsteen, because I started working there based on a Facebook ad in like 2010. So it is all very full circle.

Adam Kerpelman:

Funny.

Chelsea Dishman:

Yeah.

Adam Kerpelman:

Right.

Mark Richardson:

That is hilarious.

Adam Kerpelman:

Awesome. Well, thanks, everybody. And thanks for listening. This has been another Data-Driven Marketer. I am Adam.

Mark Richardson:

I am Mark.

Chelsea Dishman:

I am Chelsea.

Adam Kerpelman:

And I am Kevin.

Chelsea Dishman:

Thanks for having us.

Adam Kerpelman:

Take it easy, everybody.

Announcer:

Thanks for listening to the Data-Driven Marketer. Our show is produced by Jessica Jacobson and Dan Salcius. This episode was edited by Steve Koch. The Data-Driven Marketer is sponsored by NetWise, a Dun & Bradstreet company. Any views or opinions expressed in this episode do not represent the views or opinions of NetWise or Dun & Bradstreet.