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3%
increase in conversions
20%
increase in customer lifetime value
150%
increase in revenue
50%
increase in website traffic
$100K
annual savings in acquisition costs
20%
increase in time spent on the site
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5 Months
reduction in product launch timelines
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Streamlined hiring process
improved Product-Market Fit
*Please note that due to a non-disclosure agreement and based on our partner's request, we cannot share any sensitive data of this case study.
Needs
They needed a proven team with an entrepreneurial mindset that could do the following:
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Build product requirements documents (PRD), product/data tracking sheets
Create tickets to ensure efforts are completed on schedule, peer reviewed, and tested by QA and the internal engineering team
Define a list of tracking events to be implemented on Segment
Build an analytics dashboard with a list of defined custom events
Provide advice throughout the engagement and share best practices
Build product dashboard in Mixpanel
Partner
A B2B organization providing a data management platform for SMBs in the creative space.
Objectives
Our partner needed an experienced team who specializes in Marketing Operations (MarOps) and Marketing Technology(MarTech) to help implement and integrate a data engineering stack that includes: Segment, HubSpot, Mixpanel, Google Analytics, Hotjar, and Intercom.
They were looking for a full-stack engineering team with proven experience integrating marketing technology stacks for similar organizations that could power product-led growth (PLG) via product, marketing, data, and analytics.
Challenges
These are the primary challenges we encountered:
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Their Marketing Operations Stack was siloed from other departments
They had no Marketing Tech Stack, which significantly limited Growth and Product teams to implement a Product-Led Growth strategy.
The Growth and Product Teams were overly reliant on engineering, which is an expensive and scarce resource.
They needed engineering resources for product development
They lacked a unified data-driven platform that will enabled them to kick off scientific, data-driven growth experiments.
Business Goals
These were the goals we set out to help our partner achieve:
Find product market fit with the new products launches through rapid experimentation
Improve registration rate
Lower acquisition costs
Improve conversion rate
Speed up the product development cycle
Reduce the number of unnecessary hires
Approach
Our recommended approach was to identify the necessary tools required for Growth, Marketing, and Product to execute a PLG strategy.
This approach would begin with an MVP stack to be iterated on as the organization scales and grows.
At a minimum, the tools identified for MVP must allow stakeholders to analyze both user and product data:
Product Analytics
Website Analytics
Communication (journey campaign)
Experimentation (split testing, session recordings, etc.)
Our strategy and implementation were broken down into the following steps:
360 Audit
Define MarTech and MarOps Stack, Data Sources, and Destinations
Build Implementation Architecture Map
Propose MVP Marketing Technology Stack
Establish Timelines
Multiphase Rollout
Phase 1: Develop a user tracking plan
Phase 2: Tool implementation details
Phase 3: Set execution cadence
Phase 4: Build reporting assets
Phase 5: End-to-End Quality Engineering
Deployment
360 Audit
We conducted a 360 audit of our partner’s current entire stack. It involved a comprehensive assessment of the partner's current marketing operations and technology stack. The objective was to gain a clear understanding of their existing processes, systems, and data sources, as well as to identify any inefficiencies, pain points, and gaps that need to be addressed.
We identified gaps in siloed infrastructure and missing technologies, as well as opportunities for improvements to ensure accurate tracking and measurement. We recommended MarOps and MarTech tools based on findings from the audit and provided a comprehensive analysis report outlining our findings and recommendations.
Defining MarTech and MarOps Stack, Data Sources and Destinations:
In this step, our team worked with the partner to define their ideal marketing operations and technology stack, including data sources and destinations, while keeping their budget in mind. This phase involved creating a comprehensive list of tools, systems, and processes needed to support the partner's product-led growth strategy.
Build Implementation Architecture Map
Our team worked with the partner to create a high-level architecture map that outlines the various tools, systems, and integrations required to support the MVP marketing technology stack. This involved developing a clear understanding of how each tool, platform, and system would integrate with one another, along with our partner's existing data sources and systems.
Propose MVP Marketing Technology Stack
Based on the findings from the previous steps, our team proposed a minimum viable product (MVP) marketing technology stack that would allow our partner to begin analyzing both user and product data. This phase involved identifying the essential tools, systems, and processes needed to support their growth, marketing, and product teams in executing their PLG strategy while keeping in mind business needs, costs, priorities, and efforts involved.
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Data Engineering Stack we used
CRM/Communication: Hubspot
Performance Analytics and Attribution: Google Analytics, Hotjar, Optimizely, and Google Tag Manager
Product Onboarding and Tracking: Intercom
Payments: Stripe
Product Analytics and Business Intelligence: Mixpanel
Issue Tracking, Project Tracking, and QA: Jira
Establish Timelines
We worked with our partner to establish clear project timelines for the implementation of the MVP marketing technology stack. This phase involved developing a detailed project plan that outlines each phase of the implementation, as well as milestones and deadlines for each phase.
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Rollout
This step involved the rollout of the MVP marketing technology stack. It was broken down into five sub-phases:
Develop a user tracking plan
In collaboration with the partner we defined a comprehensive user tracking plan that outlined the various user actions and events to be tracked throughout the customer journey.
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Tool Implementation details
This phase involved the actual implementation of the tools, systems, and processes defined in the MVP marketing technology stack.
Set execution cadence
Our team worked with the partner to establish an execution cadence for the marketing operations and technology stack. This involved defining a clear process for how data will be collected, processed, and analyzed.
Build Reporting Assets
Upon completing the execution, we worked with the partner to build the necessary reporting assets needed to monitor the performance of the marketing operations and technology stack.
End-to-End Quality Engineering
In collaboration with the partner we defined a comprehensive user tracking plan that outlined the various user actions and events to be tracked throughout the customer journey.
Deployment
We deployed the MVP marketing technology stack to the production environment. The team worked with the partner to ensure a smooth deployment process, while providing ongoing support and maintenance for the marketing operations and technology stack.
Solution provided
Here’s what the founder had to say
We had a very positive experience with the Delverise team, They are very professional and easy to communicate with. The team is very knowledgeable about data engineering and we felt confident that the advice offered was well researched and thought through. They implemented a data infrastructure that streamlined our data capture process and helped us understand our users better, drive conversions, and increase engagement, growth and revenue, catalyzing our PLG strategy as we scale. We appreciated their openness to split the research and implementation of the project so they didn't commit to something they couldn't deliver and were very impressed with the final results. Would definitely recommend working with them!
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