Figma logo

How Figma used their customer data to improve sales productivity

Figma story hero image
Figma is a Product Led SaaS company with millions of users. They decided to build an Enterprise Sales Team to accelerate their revenue growth.
Challenges
  1. Identify and route the freemium users (based on product usage) that fit Figma’s ICPs with high revenue potential.
  2. Build a Unified Account Hierarchy model to give a 360° view of an organization to the Account Exec.
  3. Create a Customer Health Score (based on product data) to identify accounts that have high potential or are at risk.
Results
  1. Exposing all of the product data in SFDC improved the sales team’s productivity.
  2. Uncovered upsell opportunities from existing accounts.

  3. AEs & AMs know how each of their customers are using the product, without leaving Salesforce.
The Tech Stack

Solutions

360° customer view
Product Qualified Lead (PQL)  
Account Health Score Model

Integrations

Redshift to Salesforce
Redshift to Google Sheets

Figma is a SaaS collaborative design tool that enables the entire design team’s process to happen in the cloud.

Figma is built around a freemium model - designers from all over the world get started using Figma for free and bring in coworkers to collaborate on the platform. They start paying as they use more of it.

This Product Led Growth has been at the core of Figma’s success and revenue growth since it launched in 2016. To capitalize on that rapid growth, in 2018 Figma launched their Organizations product and decided to build an Enterprise Sales team to drive its adoption.

That’s when Figma’s Sales Ops team turned to Census for help.

The Challenge making senses of millions of users

The problem the Sales Ops team faced was finding the right sales leads amongst their millions of users, many of whom weren't ready to buy. How could the company turn their rapid product led growth into a sales strategy?

Not knowing which features the customers were using made it complicated for Account Managers to know which accounts to educate and engage in order to prevent churn and/or create opportunities.

With millions of freemium users, it was difficult for Account Executives to know which customers to prioritize.

A lack of consistency in their user, team, and organization models made it impossible for Account Executives to understand which prospects were using Figma inside the organization, and for what purposes.

The Solutions

🎯 Create a unified account hierarchy

Figma set out to organize their users into a hierarchical account structure. Their goal was to group all Figma teams and organizations together into a single account so that it could be worked by an individual rep.

With Census, Figma automatically created child accounts for new teams and organizations, and associated them with a single parent account representing the company. When an individual from a new company signs up for Figma, Census triggers Salesforce automation to create a new parent account to represent the company, and a child account to represent the org or team. Opportunities and contacts are associated with a child account, but a single rep owns the whole hierarchy of accounts, opportunities, and contacts.

Figma hierarchy of accounts illustration

Figma went even further. Even though a rep was actively engaging with a particular account, the customer could choose to pay for the product at any time with their credit card, skipping the rep entirely. Figma used Census to incorporate payment data from Stripe into the account hierarchy, adding automation to create new Opportunities or mark existing ones as Closed Won when a credit card transaction occurs

⚡ Build 360° profiles and identify the most valuable accounts

Paid user illustration
Building a unified list of accounts was the first step, but now the team had to figure out which leads and customers to prioritize. Figma, like most companies, chose to solve this by enriching their leads with third-party data from Clearbit to find users working in the Fortune 500. However, using third-party data isn’t enough to build a great sales operation.

A single user trying out Figma for an hour shouldn’t receive the same attention as a whole team collaborating together daily

With Census, Figma added internal product usage data and created a 360 view of their users directly in Salesforce. The Account Executives and Account Managers could now understand the level of engagement for each account at a glance and identify their ICP by looking for those users with highest levels of engagement.

"Arming a sales person with usage stats and key personas led to 10x better discovery calls.."
Kyle Parrish
Kyle Parrish, Head of Sales

🥇 Scoring Leads and Accounts to focus on high-value conversations

With potential accounts unified and enriched, the final step was to turn the data into action. Figma leveraged their new first & third-party enrichment data to build their own Product Qualified Lead (PQL) scoring model and a Customer Health Score model.

By using Census, Figma could now tweak both scoring models and immediately deploy the new formulas to every account so that reps stay prioritized on the right accounts at the right time, even as strategy shifts.

PQL model illustration

Finally, the Ops team operationalized that data in Salesforce to:

✅ Automate the routing of leads to AEs based on a configurable threshold and rules, all while respecting  existing book-of-business owners.
✅ Generate reports for Account managers to identify healthy and at risk account.
✅ Notify Account Executives and Account Managers when customers achieve key events or milestones.

The Solutions

🕒 Less tools means a simpler and faster sales process

The investment in a data-driven sales process has paid dividends by increasing the productivity of the Sales team. This increase in both efficiency and productivity led Figma to achieve their sales target & raise their series C financing just a year later.

"Our sales people don’t want to look at 10 different tools to understand what our users are doing. The system we’ve built with Census brings the data right to their fingertips so they can focus and spend more time with customers."
Kyle Parrish
Kyle Parrish, Head of Sales

💰 Uncovering New Opportunities

Needs Attention alert illustration
Building a unified list of accounts was the first step, but now the team had to figure out which leads and customers to prioritize. Figma, like most companies, chose to solve this by enriching their leads with third-party data from Clearbit to find users working in the Fortune 500. However, using third-party data isn’t enough to build a great sales operation.

🛠️ ️ Unified Data = Better Ops

Since the initial deployment, Figma has continued to improve their go-to-market machine. First, they leveraged Census to enable real time sales forecasting in Google Sheets instead of daily manual updates. Second, using their now-structured usage data and existing data sync, other teams such as the Marketing Ops were also able to deploy Marketo with a full list of customers and their activities in a matter of a few days instead of weeks.

And the best part, no engineers or custom code needed.

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

Canva logo

How Canva uses reverse ETL to personalize messages to 55M+ users

By using Census to send more data into marketing tools like Braze, Canva has now empowered its data analysts to run segmentation experiments faster, resulting in a more personalized, targeted experience for its 55 million users.

INDUSTRY

Design, SaaS, Product-Led Growth

HEADQUARTERS

Sydney, Australia

use cases

Granular segmentation
Email Personalization 
Ad retargeting

Sources

Snowflake

DESTINATIONS

Braze, Salesforce, Facebook Ads, Google Ads

Results
  1. Sending more data into Braze using Census has improved Canva’s segmentation, resulting in more personalized messaging to its 55M+ users.
  2. Marketing data analysts can put more complex, or ML based segmentation models, in production in a matter of minutes, rather than weeks or months. 
  3. Data engineers spend more time unlocking value, rather than spending weeks building and maintaining integrations.
"A data analyst looks at data, looks at dashboards, finds insights, and is then able to activate it using Census all in one step. It’s really, really powerful and I think we're going to get a lot of use out of it."
Cuong Duong, Data Analyst at Canva
"Census solves two problems for us. It removes the bottleneck to get integrations out of the warehouse. It also centralizes where we look for data going out...so it’s given us a lot more confidence."
Krishna Naidu, Data Engineer at Canva

The company

Canva is a visual communications platform with a mission to empower everyone in the world to design anything and publish anywhere. It has had explosive growth with its freemium design product, boasting over 55 million monthly active users, across 190 countries. With a freemium business model, driving engagement in the product is key to a product-led growth strategy. As a result, Canva has been laser focused on delivering a world class user experience and has invested heavily in developing a data driven culture.

The problem

A growing user base demands more personalization

With a user base of over 55 million, sending targeted and relevant messages is a key priority. Data analyst, Cuong Duong partners closely with growth marketing teams at Canva to understand how different emails are performing for different segments, and uses that data to make recommendations around questions like “What emails do we send to our users? What segments should we send them to? What time do we send them?”

As its user base continued to explode by the millions, a strong need emerged for Canva’s product and growth teams to optimize personalization and segmentation. “We realized we were sending users the same thing, and we really needed to start segmenting more,” says Cuong.

“That user data was only coming in, or it was coming in most easily, into the data warehouse. We just didn't have the link to be able to send that data into Braze.”
Cuong Duong, Data Analyst at Canva
More personalization requires more data in Braze

Canva’s growth marketing teams use Braze (a Census partner) as its messaging platform. To get to the next level with its personalization strategy, the growth teams identified two key needs:

1. They needed to send more data into Braze

Data analysts like Cuong wanted to be able to leverage additional user data to build segments in Braze, but this data wasn’t readily available or easy to get into Braze. “In order to collect this data we’d have to insert Braze tags into different parts of our products that we might not have wanted to,” explains Cuong. That data, however, already lived in the data warehouse. “Some of that user data was only coming in, or it was coming in most easily, into the data warehouse. We just didn't have the link to be able to send that data into Braze.”

2. They needed a way to build more complex segments and push those into Braze

It wasn’t just the availability of data that was hindering Canva’s personalization efforts. Data analysts like Cuong felt restricted by the limitations posed by marketing and CRM tools in terms of building audiences or segments. Although point and click interfaces are great for “creating really simple things quickly,” audiences can quickly become error prone as the segmentation logic grows in complexity. “As you get to the more complicated segments, things that may require a little bit of machine learning, or even decision trees with a few rules, the logic inside Braze becomes really complex,” explains Cuong. Without any reliable way to sync these segments into Braze, the growth teams were forced to abandon their more complex segmentation ideas.

The integration dilemma: to build or to buy

“Not only was it time-consuming for our stakeholders to wait for these integrations to be built in-house, but the maintenance was not the kind of work that data engineers and analytics engineers wanted to do”
Krishna Naidu, Data Engineer at Canva

In order to get more data into Braze, Canva’s data engineering team considered building out integrations to tools like Braze themselves and conducted a thorough build vs buy analysis. “We always try to do it in-house first, because we have the people. But what we found was that not only was it time-consuming for our stakeholders to wait for these integrations to be built in-house, but the maintenance was not the kind of work that data engineers and analytics engineers wanted to do,” explains Data Engineer, Krishna Naidu.

Cuong also recalls one of the data engineers sharing his findings that “it can take a lot of engineering effort and monitoring to maintain even something that appears simple, like sending data into the Braze API.”

“Since Census only syncs what needs to be synced - changes, additions, and deletions - the volume of data sent back to Braze is relatively low”
Cuong Duong, Data Analyst at Canva

Census supported all the destinations that Canva needed from day one. With Canva's large volumes of data, the data team appreciated Census’ incremental syncs since they no longer needed to worry about API rate limits. “Since Census only syncs what needs to be synced - changes, additions, and deletions - the volume of data sent back to Braze is relatively low,” says Cuong. This was also an economic benefit “since there’s often a cost involved with sending data back to the platform.” 

Canva also valued Census’ observability and alerting features. “Being able to see statistics in terms of how many records are being synced and how long it's taking. That kind of stuff is useful for us to know,” says Cuong. Features like that are difficult to maintain in-house and often get dismissed as ‘nice to haves’ with internal integrations.

The solutions

“Census has helped us make the messaging flow a lot nicer and more targeted. We’re now able to create segments, for example is this user a hardcore Presentations user or not, and then send them emails that are part of a specific Presentations campaign.”
Cuong Duong, Data Analyst at Canva
More data = more powerful segmentation = more relevant messages for users

For the initial use case, Cuong tried out Census to send key segments built in SQL inside Snowflake, back into Braze. “Our first task was to figure out whether Census can sync to Braze in a reasonable amount of time for 1% of our users. I was involved in logging into Census and trying to figure out how to connect to Braze. But it was all just extremely straightforward and intuitive. There were really good instructions on the website already.” 

Now data analysts like Cuong work with the growth teams to define segmentation models in SQL, turning the data warehouse into a source of truth for segmentation. Cuong describes this process, “now it’s just a matter of making the right view, going to Census and then clicking sync. Once it appears inside Braze, I then work with the growth marketer to define how we will test the effectiveness of that segmentation with an experiment.”

Cuong points to the benefits of using Census with Braze to optimize Canva’s messaging, “It’s helped us make the messaging flow a lot nicer and more targeted.  We’re now able to create segments, for example is this user a hardcore presentations user or not, and then send them emails that are part of a specific presentations campaign.”

"We actually already had an in-house solution for doing reverse ETL for Facebook and Google Ads. There was a Python script built by an analyst originally. No one was really managing it and no one really wanted to manage it. And so we thought "Oh, this is a prime use case for Census."
Cuong Duong, Data Analyst at Canva
Replacing old Python scripts for sending audiences to advertising platforms

As part of its personalization strategy, Canva is also sending curated audience lists to Facebook Ads and Google Ads for retargeting. After the success of the Braze integration, the data team saw other opportunities for leveraging Census’ automated reverse ETL to improve the processes and efficiency of the team. “We actually already had an in-house solution for doing reverse ETL for Facebook and Google Ads,” explains Cuong. “There was a Python script built by an analyst originally. No one was really managing it and no one really wanted to manage it. And so we thought "Oh, this is a prime use case for Census.”

The outcomes across the company

“The point and click interface for setting up a sync is a really big productivity boost. I think that really empowers and gives confidence to data analysts to just go in and send data to these platforms to test ideas.”
Cuong Duong, Data Analyst at Canva
Teams have become more self service with data

Since that initial period, usage of Census has really taken off with teams becoming self-service for their use cases. For example when Canva’s enterprise group wanted to send product usage data into Salesforce, they knew where to go. “We just noticed that Census was a very good general solution for these use cases where we needed to send information about customers back to the business platforms. And so we naturally just started to use that,” explains Cuong.

Census’ simple UI has been “a really big productivity boost,” he adds, “I think that really empowers and gives confidence to data analysts to just go in and send data to these platforms to test ideas.”

“Now we can immediately say “why don’t we just use Census to test the effectiveness of this model for targeting those ads?". And so it’s an avenue for us to test the business impacts of our insights more quickly”
Cuong Duong, Data Analyst at Canva
Enabling more growth experimentation

Census has also enabled the data team to run growth experiments, and put their machine learning (ML) models into use much faster. “We recently built a machine learning model to estimate the propensity that a user performs a certain conversion on the site. These models help us better understand and segment our users, but it can take a while before a model gets used inside the Canva product. Now we can immediately say, "We have these propensity scores for each user. And we’re also running Facebook ads at the moment. So why don't we just use Census to test the effectiveness of this model for targeting those ads?" And so it’s an avenue for us to test the business impacts of our insights more quickly,” explains Cuong.

“Census empowers data analysts to put their insights into action, and removes the need for dedicated engineering resources or time spent maintaining custom code.”
Cuong Duong, Data Analyst at Canva
Empowering data analysts to put their insights into action

Overall Census helps Canva’s data team to “activate their customer data more efficiently,“ says Cuong. “As we have matured, we have a lot of data analysts coming in who are strong at analysis and insights, and don't want to deal with all these API issues and custom integration scripts that break. Census empowers data analysts to put their insights into action, and removes the need for dedicated engineering resources or time spent maintaining custom code.”

The outcomes for the Data Engineering team

“The turnaround used to be in the order of weeks to months. Whereas with Census it takes minutes to hook something up.”
Krishna Naidu, Data Engineer at Canva
Less time building integrations = more time unlocking value

Krishna points to the time it saves his data engineering team as one of the main benefits, since “the turnaround used to be in the order of weeks to months. Whereas with Census it takes minutes to hook something up.” Data Engineers like Krisha can now spend more time unlocking value from data. Krishna shares his personal experience, “I used to spend time just working on integrations, not interacting with the business at all. I would get a brief that we need a Facebook connector, spend a few weeks building it, and then it just takes away time from improving the data experience of people within the organization, which is a huge focus now. Things like performance optimization of queries and organizing the data warehouse better.”

Centralized governance for data leaving the warehouse

In addition to enabling data engineers to focus on more value-adding work, Krishna describes the governance benefits to centralizing the integrations for data going out of the warehouse. “Census solves two problems for us. It removes the bottleneck to get integrations out of the warehouse. It also centralizes where we look for data going out. Now we can see all the integrations out of the warehouse, and we’ve put some process around that so that external parties can easily do an audit.  So it’s given us a lot more confidence.”

Enabling a whole new virtuous cycle of data

More importantly, using Census has unlocked a whole new data feedback loop within Canva. “Beforehand it was just getting data out and not getting much feedback. But now we have use cases where we get data out, and sometimes it's a two step process, from our warehouse to Salesforce, and then from Salesforce it goes somewhere else like Pardot. And then we get data back from Pardot and that enriches Salesforce. So the use cases are just getting more complicated, and there's more of a virtuous circle going on that we didn't have before,” says Krishna.

Looking ahead

In addition to continuing to experiment with segmentation, Cuong and other data analysts at Canva are also excited to scale operational analytics to as many areas as possible to further optimize operations, for example prioritizing their help tickets.

Finally the data team would like to explore going one step further and pushing data from the warehouse into their products, to be able to “personalize the product experience for users based on insights from the warehouse.”

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

Clearbit logo

How Clearbit's Data team uses dbt & Census to empower their business teams

Clearbit story hero image
Clearbit is a B2B SaaS company that provides tools to improve sales & marketing efforts by aggregating public data about customers.
Challenges
  1. No single source of truth. Customer & product data were silo’ed in different tools
  2. No unified customer view which leads to duplicate users across their 6+ products
  3. Impossible to see the end to end customer journey and do revenue and leads attribution
  4. Relying on Engineering & IT teams to add data to the business tools via customer integration was too slow and brittle.
  5. Existing integration tools like Tray didn’t work for the modern stack
Results
  1. 360° Customer view in Salesforce to make the Account Executives and Account Managers more productive
  2. Hyper personalized email campaigns base on product usage, acquisition channels, customer journey stage & customer success owner
  3. More teams at Clearbit are using data
  4. Commercial ideas/campaigns are not limited by data anymore
  5. The Data team is a key stakeholder in the company as it is connected to more tools and people.
The Tech Stack

Solutions

360° customer view
Lead Attribution
Personalized Emails
Granular Segmentation

Integrations

Redshift to Salesforce
Redshift to Customer.io

Clearbit is a B2B SaaS company that provides tools to improve sales & marketing efforts by aggregating public data about customers. Clearbit started by offering a lead enrichment API (taking an email address and returning data like location, job title, etc.) and has since added a number of products to its suite like lead prospecting (returning contact information for leads based on a customer's target parameters).

Because of Clearbit’s multiple products, fast growth, and large user base, they needed a way to automate a lot of their own sales & marketing and personalize every customer interaction. Specifically, they needed to have a clear picture of what all their users were doing across their suite of tools and they needed this available in Salesforce and Customer.io.

That’s when the Clearbit Data team turned to Census for help.

The Challenge

Making sense of millions of users

The Clearbit team was generating lots of raw product usage events but they were spread across 9+ products. Each product in the suite has its own unique user identifier, which means that activity wasn’t de-duplicated. In addition, they couldn’t correlate these user activities with the data in their marketing & sales tools so it was impossible to act on the data. Here’s some specific examples of the challenges they faced:

  • Sending personalized marketing email could lead to sending the same email 7 times to the same user or to emails with wrong/missing personalization data
  • The Account Executives and Account Managers had no visibility into which product their leads were using and how they were using it
  • It was impossible to analyze the end to end customer journey to identify where users might churn since a user has multiple internal identifiers
  • Some entries in the CRM weren’t attached to existing product data and would lead to the sales team prospecting an existing customer.

The data team was spending a lot of time cleaning all this data to build accurate reports but none of this work was reflected back in their sales & marketing tools. This was when they turned to Census to share their single source of truth from their data warehouse to all their other tools and give their teams internal customer data they could rely on for their processes, workflows, and automations.

The Solution

Make analytics models available to other tools

The first step for the data team was to build out a sustainable architecture to ingest, store, model, and analyze all their events & data. Before they could set out to unify all their user schemas and data sources, they pulled in raw data using Segment & Stitch Data into their Redshift warehouse. On top of these raw tables, they built custom logic in SQL for de-duplicating users that appear in all their Segment sources & SaaS tools. These models also generate insights & customer attributes that are useful to the business. They leverage DBT to write these models and store them in a version-controlled repository.

With Census, in less than a week, they were able to sync this model to Salesforce & Customer.io without requiring any help from the engineering team.

Now that Census was up and running, every time the data team added new metrics or facets to their customer model, they could make it available to the sales & marketing teams directly using Census' visual mapper.

Finally,  the data team keeps control of the data flow from the ETL all the way to the tools which allow them to ensure data quality and accuracy.

"With Census, our sales & marketing always have current data in their tools and the data team can enable growth experiments."
Julie Beynon
Julie Beynon, Head of Analytics

🔗 Multi-Touch Attribution Model in Salesforce

Clearbit attribution model

By syncing attribution data to a custom object via Census, the data team gave the sales reps the power to see all of the leads' touch points and where in the journey they converted to a MQL or SQL.With this information always up to date in Salesforce, the Ops team could also quickly run reports and see which offers, acquisition channels or campaigns were performing the best by tying it to actual deal closed and revenue.

🔎 Hyper Granular Segmentation and Personalized Email Campaigns

With data aggregated customer data and metrics syncing to Customer.io, the marketing team can leverage that data to build granular segmentation of Clearbit’s large userbase to send personalized email messages such as:

Clearbit segmentation model
  • Automatically educate & nurture self-serve users on features to create upsell opportunities.
  • Send weekly API usage digest with detailed metrics on behalf of their account owner.
  • Trigger email campaigns based on calculated metrics changes such as lead score or activities points.

📇 Unified 360° Customer Profile in all the Tools

Paid user illustration
With Census syncing the unified customer profile that has 100+ fields to both Customer.io and Salesforce, all of the commercial teams at Clearbit spend less time troubleshooting bad data or dealing with duplicate users and more time operationalizing the data.

Finally, Sales Representatives don’t have to keep multiple tabs open such as internal apps, BI tools and payment providers to understand how their accounts are using Clearbit, where they came from and best to grow these accounts.

"Census means access to data is never a blocker for our revenue teams – if they want to run a growth experiment, the data is always available."
Julie Beynon
Julie Beynon, Head of Analytics

The Additional Benefits

Thanks to Census and the work of Clearbit's data team, the sales & marketing teams now have more data at their fingertips in the tools they use every day to understand their customers and create powerful, personalized campaigns.

The greater benefit has been how the culture of the company has changed to be more deeply data-driven and the virtuous loop that has emerged between the data team and the rest of the organization. Now that more teams rely on live data in a way that impacts revenue growth, there’s an implicit Quality Assurance (QA) feedback loop that helps the data team improve quality & accuracy.

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

Loom logo

How Loom delivers a great customer support experience in Zendesk with Census

Loom story hero image
The Tech Stack

Solutions

360° customer view
Ticket Prioritization
Granular Segmentation

Integrations

Snowflake to Zendesk
Snowflake to Intercom

For every data team, having quick and easy access to information is paramount. Yet sometimes, building the infrastructure so that data teams can get a clear look at customer data is easier said than done. That’s where Loom was until earlier this year.

Loom is a video messaging software that allows users a “more effective way of communicating” with co-workers, employees, even students and teachers. Since 2015, they’ve been providing a platform to make simple, clean videos in the hopes of removing long back-and-forths over email, and even in-person meetings.


When Loom’s data engineering manager, Buddy Marshburn signed on, Loom had just begun building out their data infrastructure and were still needing to find a lot of the right tools to help move information out of the data warehouses.

That’s when Buddy found Census, and that’s when everything changed.

A Data Team of One

When Buddy was hired at Loom, he realized pretty quickly that he needed to expand on the functionality they were currently getting from Segment. “I was looking for a tool that allows you to take data captured from our product and send it to third-party sources. With Segment we couldn’t send any information outside of pure event data, which was just limiting,” says Buddy.

“For example, with Intercom, if you wanted to send a custom message based on an aggregated count of a user doing some activity or based on a specific lead score — it can't easily be done, because Segment literally needs it to be a stream of events coming in and a stream of events coming out.”

Buddy knew from experience that managing this type of data flow from the warehouse (Snowflake) to Salesforce, Zendesk, or Intercom, isn’t as simple as it could be. In his experience, it often takes several people to build custom data pipelines, which then need to be maintained and monitored independently. Which as a “‘data team of one”’ neither Buddy nor Loom had the time or capacity to take on.

“Unfortunately, a large part of our process for releasing a new feature  was predicated on the use of Intercom forms,” says Buddy, “and we just weren't able to get the data from Intercom that we needed to greenlight this part of our release.”

That’s when Buddy began searching for a tool that could help him bring transformed data from the warehouse to Intercom.

Finding Census

When Buddy started looking, he had no idea if what he wanted even existed, so he asked around. “I reached out to the dbt community about whether or not someone had looked into solving this exact problem, and I was pointed towards Census which I hadn't heard of prior to that,” Buddy says. “I quickly looked into everything and I was like, “Whoa, this is kind of like Fivetran flipped around to the other side of the data warehouse. It's exactly what I'm looking for!”

Buddy could feel the impact that Census could offer right away. He says, “My whole career as a data scientist and in data engineering roles has been about setting up foundational architecture components, so I very quickly realized the value prop Census offered. I feel that anyone looking to send data to any of the connectors Census provides will quickly see the value.”

"Whoa, this is kind of like Fivetran flipped around to the other side of the data warehouse. It's exactly what I'm looking for!"
Buddy Marshburn
Buddy Marshburn, Data Engineering Manager

🌊 The Problem - A Sea of Tickets

Initially, Buddy began using Census to help Loom connect data to Zendesk, which ultimately allowed them to prioritize the increased volume of tickets that were coming in. “This was critical for us, especially during COVID,” said Buddy. “At that time, we had started offering the product for free to students and teachers, which was great, but we got a massive growth in users and subsequently tickets.”

Loom wanted to prioritize tickets based on the type of plan each user had, but weren’t able to do so initially because a single user can be on multiple plans. “You can't really use Segment for this,” Buddy says. “Ultimately this requires SQL to create a list that says, ‘you're a member of all these plans.’ Now let's take this list and map it into one single value.”

Instead, Census allowed Buddy to take this transformed data, relevant for ticket prioritization and easily populate the necessary fields in Zendesk. “I think Census basically made something that was impossible before very highly functional,” says Buddy. “Before we were diving through a sea of tens of thousands of tickets and which, without Census, was basically impossible to handle. Census solved some foundational problems that we needed to have fixed.”

💪 The Solution - One tool = More People

For Buddy, one of the biggest selling points of using Census was how it eliminated the need for adding more people onto his data team, without compromising on functionality.

In his experience, Buddy says he’s seen tools like Stitch and Fivetran, that get data into the warehouse, reduce the need for one to two people for most data teams. But Buddy says, “I think that same exact thing is true on the Census side, but maybe even more so.”

For Loom, Buddy found that Census was able to organize all of their data, which saved them time and the need to bring on more people. “Census allowed us to centralize everything in a single place. We already have a transformation layer, DBT, which takes hundreds, if not thousands of tables and maps them into a subset of them,” says Buddy. “Now, with Census, we can leverage that work that already exists as a result of the transformation layer. All I have to do is create a Census specific end-point, like a ‘Census Salesforce table,’ and point Census at that table. I don't need to do any engineering or anything outside of SQL to get all this done. Typically that would require a lot of engineering work and then maintenance and monitoring overhead.”

"With Census, we can reuse all of the transformation work we did in dbt and send it to our CRM to be reused. I don't need to do any engineering or anything outside of SQL to get all this done."
Buddy Marshburn
Buddy Marshburn, Data Engineering Manager

Typically that would require a lot of engineering work and then maintenance and monitoring overhead.”

He also points out that as data teams grow, so does the amount of effort needed to get data out of the warehouse, which also won’t be the case now that they have Census. “That's where Census is the missing puzzle piece,” says Buddy, “because you're easily able to take all the work that a few people have done and just put it in the hands of your stakeholders.”

🔭 Looking forward...

Moving forward, Buddy sees the potential that Census can offer to a wide range of teams at Loom.

“We recently released our Loom for Teams product. So as we grow the team internally, our use of Census will become more and more sophisticated.” Says Buddy, “I'm actually nervous to walk the sales team through how well Census and Salesforce play together, because I know that's going to be like turning on the fire hose. So I’m excited to see us in the next month or two, starting to use the Salesforce integration.”

"I'm actually nervous to walk the sales team through how well Census and Salesforce play together, because I know that's going to be like turning on the fire hose."
Buddy Marshburn
Buddy Marshburn, Data Engineering Manager

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

logDNA logo

How LogDNA unlocked the power of Salesforce with Census

logDNA story hero image
The Tech Stack

Solutions

360° customer view
Lead Scoring

Integrations

Redshift to Salesforce

LogDNA has provided centralized log management solutions for small to enterprise-level clients since 2015, and Jeff has been their sales and marketing operations manager since 2019.

He works alongside several different teams including product managers, revenue operations, sales and marketing teams, and the data analyst team, all to provide sales insights so that they can “know what’s actually happening” in their business.

To do this, they use a range of software to link together everything from their data warehouses to their marketing tools. For LogDNA, their stack includes Redshift, MongoDB, Salesforce, Hubspot and Zendesk.

In order to provide their customers a great experience, LogDNA surfaces all of this information in Salesforce and their other business tools. Unfortunately, this wasn’t always the case.

Before Connecting with Census

When Jeff started at LogDNA, he knew there was a problem getting information appropriately logged into Salesforce. “I was being asked pretty simple questions like, ‘How many customers are paying us?’ or ‘How many people signed up for a trial last week?’ ‘How many of those people converted?’ and we didn’t have a standard way to answer those questions,” says Jeff.

At one point, Jeff’s CMO asked him to begin monitoring the number of trial signups they had, and it was this simple question that started Jeff on his journey toward Census.

The Beginning

Tasked with hunting down trial signups, Jeff began manually checking and pulling information from Hubspot and other marketing automation tools to count the trial signups. About a month later, he started comparing his invoice data in Stripe to the data in Salesforce, which is when he began noticing some discrepancies.

“I remember it was Halloween when I first noticed,” says Jeff “We were using a manual process to correlate information when I realized the trial numbers I saw in one place didn’t match with what I saw in the other. We later found out that half the people who were signing up for our product weren’t getting into our system at all because there was something broken.”

For Jeff and his team, this meant that hundreds of new leads were signing up and immediately falling through the cracks. They knew that if these problems were happening in trial accounts, that these issues would have large trickle-down effects.

The Catalyst

As an interim fix, Jeff set up some pretty extensive band-aids. One engineer would go into MongoDB and export information on a weekly basis, and Jeff would take the export, reformat it manually in a sheet, and re-import it back into Salesforce.

After a few weeks, it became clear how unsustainable this process was going to be. Not only did the process take Jeff and his team a considerable amount of time, but it didn’t actually allow them to reach their new leads in a timely manner. Now potential clients weren’t falling off entirely, which was good, but they were being met with days of radio silence before they were able to be processed and contacted by the marketing team.

That’s when Jeff really began looking for tools to allow them to sync the information from Redshift into Salesforce.

“I was trying everything,” says Jeff. “When we got other tools, they didn’t actually solve the problem. In fact, they were just as inhibited in their analysis as I was because the information wasn’t there. That’s when we discovered Census. The use case of taking information from Redshift and pumping it directly into Salesforce was the perfect solution for what we’re looking for.”

"That’s when we discovered Census. The use case of taking information from Redshift and pumping it directly into Salesforce was the perfect solution for what we’re looking for."
Jeff Ronaldi
Jeff Ronaldi, Sales & Marketing Operations

Syncing data to Salesforce with Census

Jeff reached out to Census about finding a solution to automate his manual work, and get LogDNA to a place where the marketing insights he was looking for could finally become readily available.

Once Jeff and his team began integrating Census into their system, it opened up a whole new world of possibilities. Gone were the days of doing a long, drawn-out process of export, formatting, and reimporting — with Census, they were able to automate the process.

Jeff began using Census’ 1-1 mapping features to connect tables from their database, to the objects in Salesforce, “With Census, as long as it hits one of our three databases, it will connect to everything else, and it is all very simple and intuitive, even for me, and I do not have a technical background, I’m a sales guy,” says Jeff.

Next, together with the sales team, Jeff began leveraging the Salesforce reports to identify which customers were growing, who the heavy users were, and implementing product scoring to help them organize and prioritize which accounts could be high-priority in the long term.

“I was finally able to use all the functionality of Salesforce reporting, so now not only are we able to capture that other 50% of people signing up for our product trial, but we could put them through marketing automations right away,” says Jeff.


That’s When Things Really Took Off

Both the sales and marketing teams leverage these product scores to give them a more thorough understanding of where each customer is at in their customer lifecycle.

“This was only possible by joining the Salesforce table and the application production table in Redshift and using Census to pump it back in,” says Jeff. “Now we get hundreds of trial signups and it’s really helping us to know they’re all really being counted, and also to prioritize which ones we want to go after. This process has changed the way we work, and a lot of the elements we have access to now, I didn’t know were possible before Census.”

"I was finally able to use all the functionality of Salesforce reporting, so now not only are we able to capture that other 50% of people signing up for our product trial, but we could put them through marketing automations right away."
Jeff Ronaldi
Jeff Ronaldi, Sales & Marketing Operations

🚀 The Benefits of Using Census

These days, Jeff says “Census has really been game-changing for us in terms of being able to serve our customers,” and he’s seen that especially when it comes to his sales and marketing teams.

For example, Jeff saw a big change when LogDNA started to implement product scoring. “Right now, my product analyst is using this meta data and we’re pumping that directly back into Salesforce, and that’s mapping back to Hubspot,” says Jeff. “Which means that both the sale and marketing are using these scores, and that was only possible by joining the Salesforce tables and the production tables in Redshift and using Census to pump it back in.”

In the end, what Jeff found with Census was not only an easy solution to solve his exact issues, but a team of people who were eager to help him along the way. In fact, Jeff says that one of the biggest differentiators between Census and other vendors was the level of support that Census has been able to provide.

“The support alone has been absolutely exceptional,” says Jeff. “Having the slack channel, having the whole team be so responsive, it’s fantastic. It’s been a huge differentiator that I can always get feedback right away from the guys at Census.”

🤔 What's Next?

Jeff says his current project is “totally dependent on Census,” and it's been easy to find places throughout the company that can continue to evolve thanks to the functionality Census offers.

Jeff explained a little of what’s coming down the pipe for LogDNA with Census.

“LogDNA, like most apps, doesn't have that clear parent-child account hierarchy that Salesforce expects. Users just sign up for accounts, potentially multiple times and we have to make sense of it. That means calculating usage or doing billing for a single corporate entity is hard.

Census is letting me merge that information together in my warehouse and then push that into Salesforce and programmatically create the hierarchy along the way. I can make sure I'm doing the right thing and Census makes it happen in Salesforce automatically.”

By the time he’s done, Jeff hopes to consolidate all the different accounts, which are spread out throughout their system. “And when that change comes, it’ll be game-changing for us, especially on the revenue side, ” says Jeff. “I’ll be able to simplify our process and provide everyone in sales & marketing with a better view of each customer, and I’ll be using Census to do it.”

"I’ll be able to simplify our process and provide everyone in sales & marketing with a better view of each customer, and I’ll be using Census to do it."
Jeff Ronaldi
Jeff Ronaldi, Sales & Marketing Operations

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

Notion logo

How Notion Uses Census to Do More With Their Data and Punch Above its Weight

Notion story image
The Tech Stack

Solutions

360° customer view
Granular Segmentation
Ad Retargeting

Integrations

Snowflake to Salesforce
Snowflake to Customer.io
Snowflake to Facebook Ads

Anyone who has worked on a small team knows that time is a precious and finite resource. While small teams are renowned for their ingenuity and hustle, with only a few people to wear many hats, most teams have the need for bespoke business logic but don't have the time to build the infrastructure or maintain it themselves

For these teams, finding pre-existing tools to help is a top priority. This was the landscape that Notion, one of the fastest-growing B2B SaaS applications which integrates ‘databases, kanban boards, wikis, calendars and reminders’ together, found itself in earlier this year.

When they realized that they needed a way to sync data from their data warehouse to their go-to-market tools, they began looking for a pre-existing solution, instead of building one themselves.


And that’s how they found Census.

A Bit About Notion & Their Head of Growth, Jamie Quint

Notion is an application that helps small to mid-sized teams do all their work in a shared collaborative space. “It’s kind of like an all in one workspace tool,” says Jamie Quint, Head of growth at Notion. “People use it for so many different things, but I would say the most common use case is to use it as Wiki, to be a document collaboration platform. It’s really flexible that way.”

Jamie was hired in early 2019 and has been the primary person responsible for setting up data, user acquisition, and “among other things I’m the one responsible for performance marketing for the growth product side of things.”

When Jamie started at Notion, there were only 13 other people at the company, “This means, I ended up building out most of the data infrastructure on my own,” says Jamie. “Now we’ve grown a little bit, there's one data scientist in place and I hired a performance marketing lead. But, our current setup is still pretty small.”
Jamie’s small team means that optimizing for time and value for each individual and their tools is always at the forefront of his mind.

🛤 Jamie’s Journey to Using Census

Jamie said that his journey to finding Census was a little different. “Funnily enough, when Census’ Founder, Boris, initially pitched me on it I didn't actually need it, I was like, ‘Oh, that sounds interesting. It's not quite the right time.”

At that time, Jamie said he was just starting to build out their data warehouse. Jamie explained that for him, the whole point of having a data warehouse was to centralize his data in one place and answer questions that you couldn't answer when data is divided amongst several sources. “We've put a lot of effort into getting all the data into our data warehouse,” says Jamie. “Because oftentimes that means that it’s the only place that we can answer questions accurately.”

It wasn’t until a few months later when he got to a point where that data was ready to be connected into Salesforce that he started looking for a solution.

“We were setting up Salesforce and Facebook Custom Audiences at the same time,” says Jamie. “And we were needing to sync data into those two different platforms from our data warehouse, because we wanted to export some set of users, like, ‘people who have been active in the last 90 days’ for example.”

But because Jamie’s team is so small, not having to build something custom was also a top priority. So he began trying to solve the issue of utilizing his stored data without using humans to do it. “That’s when I was like ‘Oh, Census could be useful here, let me check it out again.’ And so it was clear how Census was going to be the right fit for us at that time,” says Jamie.

"We were setting up Salesforce and Facebook ads. We were needing to sync data into those two different platforms from our data warehouse, because we wanted to export some set of users, like, ‘people who have been active in the last 90 days’ for example."
Jamie Quint
Jamie Quint, Head of Growth

💡 Why Census Was the Right Solution for Notion

Jamie says that using Census was the natural solution to this problem. “For me, Census was clearly the easiest way to do this. The alternative would be to have to manually do some engineering work and convince someone on that team to build it and maintain it, or to do it myself.”

For a small team like Jamie’s the cost alone of building and maintaining some sort of alternative was “not even comparable,” he says. “Just by the fact we knew Census existed, it was pretty clear to me that that was what we should use for this. It was kind of a no-brainer.”

💪 How Notion Uses Census Today

Today, Notion is able to use Census for a lot of different use cases. “We're currently in the process of getting it integrated into customer.io , so we can build and share user segments across our tools. We have it integrated into our Salesforce workflows, which involves things like lead scoring and understanding product qualified leads.”

But, Jamie went on to explain that using Census to integrate data into their Facebook custom audiences was one of the ways they were able to save a lot of time. “We’re able to use different segments from custom audiences and easily get them into Facebook,” says Jamie. “Now we don’t have to go through a whole time-consuming process of exporting email addresses, and reuploading them on a regular basis in order to update them. That just wouldn’t have been very feasible for us. So having an automated tool to do that was pretty important.”

In the future, Jamie says he’d like to see Notion add even more integrations. “We're already doing that a bit, but going forward, I think there could even be some use cases around exporting data into Google Sheets and using that to build persistently updated growth models, which would be really interesting.”

"We have Census integrated into our Salesforce workflows, which involves things like lead scoring and understanding product qualified leads."
Jamie Quint
Jamie Quint, Head of Growth

🔭 Looking forward...

For Notion and Jamie, Census isn’t just another tool, it allows their team to save time and focus on optimizing results. “For me, if someone was unsure about using Census, I would wonder what they would be on the fence about,” says Jamie. “It's like, do you have the problem of getting data and other tools? If so, you should definitely use it. It’s great.”

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

AtriumHQ logo

How Atrium Increased their Customer Success Team's Productivity with Census

AtriumHQ story hero image
The Tech Stack

Solutions

360° customer view
Account Health Scoring

Integrations

Redshift to Salesforce

Using the right tools can be ‘make it or break it’ for your customer success teams. High-quality software or services can provide detailed user insights to measure how likely a potential customer is to sign on, how happy they are while using your product, and can even help them solve problems before they arise.

For Atrium’s Pete Kazanjy, he had been looking for just the right customer success tool to help gauge customer satisfaction. What he wanted was something that was quick to integrate and simple to use, with lots of functionality.

What he found was Census, which was everything Pete was looking for with the added benefit of allowing him to improve both his customer success and sales teams, at the same time.

Here’s Pete’s journey using Census:

About Pete and Atrium

Pete co-founded Atrium in 2016, and currently leads their customer success and sales teams. “I hate the title CRO, but that’s essentially what it is that I do, so I’m responsible for marketing, I’m responsible for sales, I’m also responsible for customer success,” says Pete.

As a product, Atrium makes sales and performance software that continuously monitors KPI’s for sales teams, “It’s like an army of sales operations analysts in a box,” says Pete. “And it makes sales managers and sales operations people look amazing at what they do.”

Pete says Atrium is different because it allows users to automate and process their data in a streamlined way.

“Typically with analytics you need to prepare the data, know what questions you want to answer, get the data in a proper place, and then build a bunch of reporting. Then you have to come back and look at it,” Pete says. “Atrium automates all of that. So it's very, very easy. ”

Pete Before Census

Before Pete found Census, he explained that he had two main pain points.

First, he wanted a clearer understanding of user data at Atrium. In the past, Pete had used a custom-build tool at his last company, called ‘Batman.’ Pete likens Batman to a very, very basic Gainsight, a user monitoring tool that could help them begin to know what was going on from a customer success standpoint at Atrium.

“It was so clunky and limited, the Customer Success people hated it,” says Pete, “but it was better than not knowing what was going on from a success standpoint for our users.”

Pete’s team at Atrium had user data from Segment going into Redshift, and they were using Tableau on top of that, which gave them at least some understanding of what their users were doing, “but it was a very, very rudimentary understanding,” says Pete.

Pete’s second pain point was a little bit more elusive. Because of Atrium’s ease of use and simplicity, customers could often miss how effective it was for them.

“Most BI or analytics softwares are sold as a big initiative, but in our case, we can just slip in very easily,” says Pete. “Now the downside of that is that we want to prove that people are getting utility. We've also always wanted to have an easy way for sales to see which people are using Atrium successfully, for example, who is trending in the right direction, and who’s turning in the wrong direction.”


Pete Meet Boris

That’s where Atrium was at when Pete ran into Boris Jabes, Census’ CEO, at a conference in Silicon Valley.

When they started talking about Census, Pete said that he could immediately see the appeal for his customer success teams. “Since so many people at Atrium know how to do Salesforce reporting, I knew you could do all sorts of fun stuff with Census,” Pete says. “People could literally start building castles in the sky. And that's what we did.”

Right off the bat, Pete saw that one major advantage to working with Census was how easy it was going to be to start using it and integrating it into their current system.

“It's actually a pretty similar narrative to Atrium,” says Pete.

“The way that most organizations solve this problem is to do a huge implementation process. Census didn’t need all that.”

Other tools that Pete had worked with in the past that offered similar functionality, were extremely heavy to set up. While, “the other post-Segment, post-mParticle, post-Redshift class of CS tools are simpler than Gainsight, they’re still not super easy. And then they're all very feature limited,” says Pete.

"Since so many people at Atrium know how to do Salesforce reporting, I knew you could do all sorts of fun stuff with Census. People could literally start building castles in the sky. And that's what we did."
Peter Kazanjy
Peter Kazanjy, Co-founder & CRO

Census With Atrium’s Sales Team

After Pete saw the ease with which Census allowed Atrium to uplevel their Customer Success teams, he began looking for ways to apply it to other teams as well.

“Then we began using Census within our sales team as well, and for us, there have been several different use cases there.” For example, Pete says that they can use the information Census sends to Salesforce to help inform on whether or not new users are taking advantage of all of their features, or even sending alerts out if pilot users are disengaged.

This has helped their sales team stay on top of how each new user is experiencing and interacting with Atrium. It’s also given Atrium a big advantage, Pete says. “From a business impact standpoint, one thing that's extraordinarily important for our sales motion is that we can sell on prospect data and that’s a huge competitive differentiator.”

Today, Atrium has continued to integrate and iterate with Census, opening whole new avenues for them. “At this point, we're doing some super sophisticated stuff,” says Pete. “Data just flows from Census into our Salesforce, and it gets used all throughout, both our sales motion and then also our success motion as well, and then all throughout the organization.”

"From a business impact standpoint, one thing that's extraordinarily important for our sales motion is that we can sell on prospect data and that’s a huge competitive differentiator."
Peter Kazanjy
Pete Kazanjy, Co-Founder & CRO

What Makes Census Different?

For Pete, many of the advantages he’s seen from using Census have come down to how easy it is to use, and how much it has allowed Atrium to do.

But he says, “The reason I am in so deep with Census right now is not because I did some big specifications beforehand. It’s because they make things very simple for people to prototype and to express their creativity, which incentives them to keep using and keep iterating with the product.”

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

Fivetran logo

How Fivetran Enables its Sales Ops & Data Teams with Census

Fivetran story hero image
The Tech Stack

Solutions

360° customer view
Account Health Scoring

Integrations

Snowflake to Salesforce
Snowflake to Marketo

Correctly utilizing and managing customer data is an important part of managing customer relationships for any business.

And for a company like Fivetran, that responsibility is shared across many different people, teams, and tools, all working together to make sure that those customer relationships are fostered as best as possible.

From the get-go, Fivetran has sought data management tools to get the right information in the right places, with minimal hassle. As a data management tool themselves, you could even argue that it’s part of their DNA. That’s why when it came time to begin moving data from the warehouse to Salesforce they began using Census.

Here’s the story of how.

About Fivetran & Their Team

Fivetran is a fully managed and automated data integration provider. “We move data from any of your applications or databases, into a data warehouse where you can perform analytics,” says Garegin Ordyan, Head of Analytics at Fivetran.

“Fivetran is fully managed where we can handle all of the schema changes, any updates, basically everything under the hood, and you just get to have your data delivered to your warehouse without worrying about your pipeline breaking due to changes in the source.”

Garegin has been at Fivetran for the last three years, and has been using Census for almost all of that time, but he isn’t the only one.

Garegin’s fellow Fivetran team member, Saurabh Kapadia, Lead Salesforce Architect, also has seen Census open up a lot of doors for how Fivetran is able to use customer data to better serve their interests. Together, they represent the different ends of the spectrum for how Fivetran uses Census.

And, together, they have seen countless ways Census has brought more visibility and ease to data management at Fivetran. “Before, it was like we had a bicycle and then we got upgraded to a rocket ship with Census” says Garegin.

"Before, it was like we had a bicycle and then we got upgraded to a rocket ship with Census."
Garegin Ordyan
Garegin Ordyan, Director of Analytics

Before Fivetran and Census

Fivetran prides itself in being one of Census' first customers. But before they found Census, they were using an in-house solution to move their data. “It was extremely minimal,” Garegin says. “Back in the day we used a tool that literally did one job — load the account ID, and then everything was triggered based on that. But because of that, everything happened in a very suboptimal way.”

Garegin says that while they were “able” to load whatever records they could get, it ultimately came at a cost, “We would have to cannibalize the engineering team to write some job that was just super limited. There were a lot of simple inserts, and updates were not processed properly causing duplicates. It was a broken system.”

Taylor Brown, co-founder and COO at Fivetran, brought Census to them to help get the data into Salesforce and their other applications more easily.  “Taylor knew the founders of Census. He just came in one day and said, ‘Hey, we need this data in Salesforce and here's a tool that does it.’ That's how we discovered Census,” recalls Garegin. “So we started writing queries and loading a lot of data into Salesforce. And that’s when things shifted. Suddenly, we could have someone who wasn’t an engineer set up a job any way they want.”

Saurabh chimes in, “From my perspective, even though I didn’t see how the process used to work, I know that I have a lot more visibility as we are receiving data in Salesforce. Before, how the data that was flowing to Salesforce couldn’t have been very transparent. And now Census gives me a good dashboard that the same job is working and shows all the records it's bringing in.”

More Visibility with Census

In fact, the increased visibility with Census is a huge benefit for Saurabh, which he touts as one of his favorite things about using the tool. “Census can tell me exactly what might be wrong,” says Saurabh. “It could be a Salesforce trigger or not having permission to a certain field. With all that information and all those records, specific details are captured in Census, which means it's easier to go and troubleshoot that data. Even people who are not as close to the data can still go in and look at what might be wrong, because Census provides a good layer of transparency into how the data pipeline is feeding the data.”

Right now, Saurabh is using Census to send data from the warehouse into Salesforce. “We use it for lead creation. For us, we need to gather and enrich the lead a little more before we can insert it into Salesforce. So, in our process, the user signs up and we refine that data before we use Census to load that lead in.”

"We use it for lead creation. For us, we need to gather and enrich the lead a little more before we can insert it into Salesforce. So, in our process, the user signs up and we refine that data before we use Census to load that lead in."
Garegin Ordyan
Garegin Ordyan, Director of Analytics

What Makes Census Different

For Garegin and Saurabh, using Census allowed them to add new functionality to Salesforce. Garegin explains that while nothing was impossible before, “It's just so much better now. The analogy that I like to use is let's say there's a store, and it’s five miles away. Before, we were walking to get to the store. It was possible, but it was a really long walk, and it was really painful. Now, with Census, we have a car. Now we can just drop by the store, even two or three times a day — it just doesn't matter. With Census we can load the whole trunk with everything we want.”

And this difference he says comes down to a similarity that Fivetran and Census share. As Garegin explains, in many ways, Census is similar to Fivetran but with the opposite functionality. Where Fivetran moves data from applications to the warehouse — Census moves from the warehouse to the applications.

“It's the same thing just in the opposite direction,” says Garegin. “But in addition, our philosophies are very similar as well. We both take something that is very complicated to do and make it extremely easy. You just set up the job and click ‘schedule,’ and then it knows what to do. It knows the difference between an update and an insert. All of the details are extremely well thought through where the user doesn't need to worry about it. I just have to click the button and I can trust that Census is going to do the right thing, even if I don't explicitly know what the configuration is off the top of my head.”

Evolving with Census & Their Team

Since Fivetran has been with Census since the beginning, they’ve seen the transformation of the product throughout the years. Garegin says, “We've definitely seen a lot of progress from when we started using Census to now. They hear their customer and really think from a customer's point of view, and develop a product in a very thoughtful way.”

Garegin and Saurabh both feel that this relationship with the Census team is what really took their experience to the next level. “I've just noticed how the team at Census has been super eager to help and is always available to answer questions,” says Garegin. “If we ever don't understand something, or something needs to be changed, Census will help us resolve the issue.”

“Absolutely,” says Saurabh, “and in cases where we have identified a feature that wasn’t already there, or if we needed help in any way, Census was ready to jump in and was able to deliver that support in a very timely way. So that really helped us not only to rely on the software, but also the team.”


And that support from Census continues to help the team at Fivetran open doors to greater innovation and opportunities.

From your data warehouse to your favorite apps. Without code or engineers.

Start using Census today by booking a demo with one of our experts.

How Bold Penguin reduced support response times from 24 hours to 30 minutes with operational Slack alerts

With Eric Bloedorn, Director of Product Management at Bold Penguin

With easier access to customer and product data, Bold Penguin created automatic alerts that enabled its Customer Success team to act quickly on common issues, reducing response times from 24 hours to 30 minutes.

INDUSTRY

Insurance

HEADQUARTERS

Columbus, Ohio

use cases

Granular segmentation
Email personalization
Operational Slack alerts

Sources

Amazon Redshift

DESTINATIONS

Salesforce, Intercom, Slack, Mixpanel

Results
  1. Reduced support response time for partner issues from days to minutes
  2. Allowed business analysts outside the BI team to set up their own data connections
  3. Automated marketing segmentation to enable targeted campaigns
"We've been able to train folks who traditionally would write out a request form, send it to the BI team, and wait a few days to get their data. Now we've got analysts outside of the BI team, folks who aren't comfortable writing code or merging changes into our BI repo, that can set up their own connections to feed their operations tools out of our warehouse."
Eric Bloedorn, Director of Product Management

The company

Bold Penguin is an insurtech company supporting commercial insurance carriers and agents. They offer a quoting platform paired with a commercial insurance exchange that helps agents match businesses with “the right quote in record time.”

At Bold Penguin, the Business Intelligence (BI) unit supports teams like Marketing and Customer Success by getting them the data they need to operate effectively. As their company grew, they needed efficient ways to move and manipulate data. The company, which aims to reduce friction in procuring commercial insurance, was experiencing significant friction with making their data accessible to the teams who needed it.

The problem: building a resilient data pipeline

"We were just spending too much time maintaining custom code to move data out of the warehouse and into our tools, eating up valuable BI time. Then we found Census."
Eric Bloedorn, Director of Product Management

The BI team at Bold Penguin was spending too much time maintaining tooling to move data out of their warehouse. Changes happened frequently on both their warehouse and operational tools, so they frequently needed to update configuration on both sides of the flow.

This left the Bold Penguin team with some challenges:

  • Maintaining custom scripts was cumbersome, and diverting precious BI resources from other projects.
  • Business users frequently had to request updates to get the latest metrics in their tool of choice.
  • Teams were slowed down by processing their data manually – such as manually tagging customer segments in Intercom.

The decision criteria: why did Bold Penguin choose Census?

Easy implementation

Bold Penguin’s BI team needed to get rolling without a big implementation project. They found that Census was easy enough to set up that they could do it themselves, quickly.

"If you are comfortable writing SQL, you’re up and running the same day."
Eric Bloedorn, Director of Product Management

Accessible for teams outside of BI

It was important to the BI team that other groups be able to access data and set up new connections themselves. They’d seen requests to their team become a bottleneck and wanted data access to be as self-serve as possible.

JustWorks™

Bold Penguin values that Census “just works” for them, especially since they are trusting Census to sync business critical data to teams who depend on it. “We've asked for a couple of feature enhancements here and there, but it just works with almost no support,” says Eric.

"We rely on Fivetran to get our data into the warehouse. Census fits like a glove on the other end of the flow."
Eric Bloedorn, Director of Product Management

Fair pricing for mid-sized companies

The pricing for other tools didn’t work for a mid-sized company like Bold Penguin. They weren’t quite big enough for enterprise pricing to make sense, but needed more seats and connectors than were available with non-enterprise plans.
Census’ pricing was “very fair” and enabled Bold Penguin to get started and grow without getting a giant bill at some arbitrary breakpoint.

The solutions

Creating timely alerts for Sales and Success

When a client doesn’t get a perfect outcome on the Bold Penguin platform, the Customer Success & Sales teams needs to act quickly.

Before using Census, the Sales team relied on a weekly report from Stripe to find out about a subscription renewal issue or incomplete invoice. Bold Penguin’s Product team has been able to set up live operational alerts in Slack based on logs in the data warehouse. Now, when a payment fails, account managers automatically receive a Slack notification so they can follow up and resolve the issue.

It wasn’t just the Sales team that benefited. Customer Success also gets an alert for Agent Terminal errors. By finding and resolving issues in near real time, Bold Penguin is able to ensure top notch customer satisfaction.

Targeted marketing campaigns for different verticals

"With Census, we can now do very targeted content towards just the slice of the world that you care about, and it feels a lot more personal."
Eric Bloedorn, Director of Product Management

Bold Penguin serves clients across many different verticals – the audience for Cyber insurance  isn’t the same as Commercial Auto. By syncing product usage and partner data to enrich user profiles, they can create targeted marketing campaigns that resonate with specific types of clients.

Segment users based on product usage

Pulling together product usage data from both their insurance quoting platform and their insurance Exchange, Bold Penguin is able to segment users based on their level of activity and the type of business they’re doing. Feeding those insights to Intercom allows them to send more relevant content and messaging to users. Eric explains, "You can go into our Intercom instance and say ‘for people with this level of activity, let's send this content. And people below that threshold are going to get different content. Census enables us to easily vary content across a variety of factors.”

The outcomes

Cut support times from 24 hours to 30 minutes

As Bold Penguin scaled its Agent Terminal platform, getting accurate data to Customer Success quickly became critical.  Some issues could take up to 24 hours to resolve, and much of that time was not having the right data, in the right hands, at the right time. With operational Slack alerts to team members, Bold Penguin has cut that response time to just 30 minutes.

"We've seen our ratio of support cases to customer drop, and our average response time drop pretty substantially."
Eric Bloedorn, Director of Product Management

Reduced ‘time to insight’ and made data more accessible

Business users can now set up their own data connections, feeding data from the warehouse into their tools. With self-serve data, they no longer need to wait for someone to build them a connection, reducing the time before they can take action on that data. And with Census, business users can adapt their processes to new datasets on the fly.

Fully automated user segmentation for Marketing

"People were manually marking hundreds of customers as Group A, Group B, etc. Those customers are now tagged as their behavior changes and automatically segmented. No one has to touch anything. That's been a huge time saver for us."
Eric Bloedorn, Director of Product Management

With user segmentation done automatically using SQL, there’s no more tedious manual data entry or cleanup. The Marketing team is freed up to focus on campaigns, not tagging customer records in a CRM.

How HOVER uses Census with Braze to drive proactive customer engagement

With Max Caldwell, Senior Growth Lead and Frances Fang, Senior Data Engineer

With Census and Braze, HOVER improves customer engagement through targeted messaging, finds new sales opportunities, and lives up to their values of honest and transparent communication.

INDUSTRY

SaaS, Home Improvement, Property Insurance

HEADQUARTERS

San Francisco, CA

use cases

Personalized messaging
Product Qualified Leads
Personalized support outreach

Sources

Snowflake

DESTINATIONS

Braze, Mixpanel, Salesforce, Intercom

Results
  1. When Hurricane Ida hit the East Coast, Census allowed HOVER to pull new data attributes into Braze to support targeted alerts for affected homeowners with less than a day of turnaround time.
  2. By combining sales and user data and running experiments in Braze, HOVER nearly doubled its number of monthly sales meetings.
  3. Census allowed HOVER to retire its cumbersome custom integration code, freeing up the Marketing and Data teams to focus on strategic priorities instead of troubleshooting data issues.
"As Marketing is coming up with campaigns and ideating on them, we don't have to deal with complex code, and we'll have more real-time insights into exactly when the data is syncing."
Max Caldwell, Senior Growth Lead
"I can spend more time optimizing the system itself, instead of writing queries, troubleshooting code, and communicating between different teams."
Frances Fang, Senior Data Engineer

The company

HOVER is a leading property data platform that supports homeowners, property insurance carriers, and contractors alike. With HOVER’s key product – a mobile app – homeowners can build a fully interactive 3D model of their home exterior with just a few photos taken on a smartphone.

HOVER values engaging its customers through honest and transparent communications, and wants to partner with their business customers to help them deliver the same. One focus for that has been driving homeowner engagement for their insurance customers by helping homeowners visualize projects and understand damage claims.

"We think of it as helping our customers bring to their customers the same values that we’re trying to bring to them – transparency and honesty, while helping people complete work on their homes."
Max Caldwell, Senior Growth Lead

Running this level of customer communication requires the right messaging tools. That’s why HOVER’s Senior Growth Lead, Max Caldwell, chose Braze as their centralized messaging platform:

“It’s great to have a centralized place to send push notifications, to do in-app messaging, to send emails, but also, we’ve made really extensive use of custom HTML in-app messages and webhooks so we can go out and create customer experiences in ways that you might not normally expect.”

The problem

Improving customer engagement requires data. Senior Data Engineer Frances Fang and Senior Growth Lead Max Caldwell had partnered on this for many years. Although HOVER had a culture that encouraged data access for business teams, their data stack just wasn’t scaling to meet their needs.

Broken custom data pipelines

Without a tool like Census to help, data engineers were relying on custom code and Airflow pipelines to get data into key tools like Braze. Not only did it take weeks to build a new integration, the team was saddled with the work of maintaining those integrations. Their Airflow integration had become difficult to manage.  At one point, they completely turned it off and Max resorted to manual CSV uploads into Braze.

"I spent a lot  of time on Airflow DAGs and Python scripts. Every destination has different requests of data – data types, data formats, and usage on the API. This required me to read through documentation for each one."
Frances Fang, Senior Data Engineer

Lack of self-serve access for business teams

Although HOVER’s business teams relied on data, they couldn’t get access to new attributes on their own. Instead, they had to depend on data engineers to write new custom code. And once the custom code was in place, business teams couldn’t monitor the sync status or know if the system was working, so they needed to rely on the data team for that as well.

The solutions

Building a self-serve data platform on the modern data stack

The data team turned their focus to building a self-serve data platform on the modern data stack using dbt, Snowflake, and Census. With a new data platform, they also invested in training, teaching business teams to add new customer attributes in tools like Braze. Unlike the custom data pipelines they were using before, the new platform is easy for everyone to understand and use. Nobody needs to write Python code in order to access data.

"It’s certainly going to make it easier to add attributes and respond to marketing requests in a timely manner. “As Marketing is coming up with campaigns and ideating on them, we don't have to deal with complex code,  and we'll have more real-time insights into exactly when the data is syncing."
Max Caldwell, Senior Growth Lead

Integrating Braze and Census

Even integrating Braze with Census was simple enough that it didn’t require the Data Engineering team to be involved. Max was able to connect Braze to Census himself in less than a day without writing any Python code.

"It was really just a matter of getting an API key for Braze, plugging it into Census, writing a little bit of SQL, adding it to the dbt YAML file, and setting that up as a dbt model."
Max Caldwell, Senior Growth Lead

The outcomes

Enabling marketing campaign agility

Great marketing responds to customer needs. As Hurricane Ida hit the East Coast of the US, team members at HOVER noticed an uptick in people requesting 3D model measurements, a first step toward repairing storm damage.

The Marketing team wanted to reach out to customers in affected areas and let them know how HOVER could help. At that point, though, some of the data attributes they needed weren’t available. Using Census, Max and Frances had that data synced to Braze by the end of the day, enabling Marketing to launch their campaign quickly.

Driving sales meetings based on product usage

A major KPI for HOVER’s growth team is sales meetings. Braze was already allowing HOVER to send communications to users based on product usage milestones, but the Sales team didn’t always have the full picture because sales information didn’t flow through automatically. They were stuck manually uploading data to see which users were already assigned to a salesperson and if there were any interactions with a specific user.

With Census handling that data sync, the Sales team has the information they need at their fingertips. What’s more, they’re able to try new ideas and iterate more quickly on these communications.

That effort is paying off: HOVER has almost doubled the number of sales meetings happening on a monthly basis.

Identifying upsell opportunities with product qualified leads

Instead of bombarding everyone with upsell messaging, HOVER targets the users most likely to upgrade. Before using Census, accessing product usage data to identify those users was a challenge. Now, they’re able to quickly and accurately identify users with a certain number of product transactions. They can then use Braze to send a targeted message highlighting a relevant upgrade feature.

"In order to offer our customers more value, we will leverage Census to send a message to active users inviting them to use a feature that will better enable their business. With Census, we are able to engage customers who are likely to purchase another HOVER tool."
Max Caldwell, Senior Growth Lead

Spending less time on data integration and more on strategic work

"Census allows me to spend less time managing data, and more time focusing on making sure that the Growth Marketing team feels enabled to drive value to the work stream they’re running, and helping them identify more strategic ways to interact with our customers."
Max Caldwell, Senior Growth Lead

Replacing all of the custom code and Airflow DAGs with Census has allowed everyone to focus on strategic work that drives their business forward. The Data Engineering team used to spend a lot of time fixing broken integration code and responding to requests for new data attributes. Now, they’re free to focus on optimization that supports the business as it grows.

"I can spend more time optimizing the system itself instead of writing queries, troubleshooting code, and communicating between different teams."
Frances Fang, Senior Data Engineer

There’s also more bandwidth for strategic work in marketing now that data is easily accessible and less effort is going into troubleshooting.

Looking ahead

Improving personalized support outreach

HOVER is already loving the way Braze lets them proactively reach out to customers based on product usage behavior. Enriching their data set in Braze using Census could lead to even more personalized outreach and drive additional growth metrics.

Persona-based targeting feedback loop

Right now, when new users sign up, HOVER doesn’t collect data to identify their professional role, even though that data would be a valuable way to target messages. Implementing a change to the signup process is a major endeavor, but some of that data exists elsewhere in HOVER’s data set. HOVER’s growth team is exploring ways to both get that data into Braze using Census, and also to collect that data through in-app messaging using Braze.

"Something we’ve already been running is surfacing in-app messages asking people what their role is in a bit more detail, and helping to qualify them further for either sales follow-up or support follow-up. We can then put that data into Snowflake, transform it, and put it back into Braze using Census to do further targeting."
Max Caldwell, Senior Growth Lead

How Bleach London reduced Cost Per Action by 20% by improving Facebook Ads targeting using Census

With Michael Lorenzos (Substack), Head of Ecommerce Growth at Bleach London

With Census sending up-to-date data to their marketing tools, Bleach London can run cross-platform promotions that target exactly the right audience segments, reducing cost per acquisition (CPA) by 20% for their prospecting campaigns.

INDUSTRY

Ecommerce

HEADQUARTERS

London, UK

Company size

~50 employees

use cases

Granular segmentation
Audience sync across platforms
Win-back campaigns

Sources

Google BigQuery

DESTINATIONS

Klaviyo, Facebook Ads

Results
  1. Improved email open rates and conversion with more targeted product recommendations based on purchase history
  2. Saved a full workday per month by managing audiences in a single place, on top of the warehouse, and syncing them to both Facebook Ads and Klaviyo
  3. Self-serve data access allows teams to create segments quickly and test performance across different campaigns
"From the first demo, I was hooked. Especially the fact that it would plug in directly to our database, which is our source of truth, so I didn't have to go through Shopify anymore."
Michael Lorenzos, Head of Ecommerce Growth

The company

Bleach London began as the world’s first color-focused salon, based in London. By the start of 2020, it had expanded to several locations and a wholesale business. As in-person businesses slowed down with the start of COVID-19 lockdowns, they expanded again with direct-to-consumer hair color kits.  With that shift came the need for a data stack to support the growing DTC business.

The problem

"We had sophisticated segmentation in our BigQuery database and new customers getting added every day, but needed that data to sync instantly to Facebook Ads. I wanted the seed audience to be replenished and not rely on a static upload that I had to do time and time again."
Michael Lorenzos, Head of Ecommerce Growth

Although Bleach London was creating segments, their CRM tool couldn’t integrate with Facebook directly. That meant those audience segments weren’t available to their primary promotional channel, Facebook Ads. Instead, their Head of Ecommerce Growth was stuck uploading data manually to Facebook.

Since they weren’t ready to change CRM providers, what they needed was a way of automatically keeping segments in sync between their segmentation tool and Facebook Ads. And with Census syncing directly from the database, they can get sophisticated with the lists they send to Facebook Ads.

The solutions

Sync audience and segmentation data automatically to Facebook

With manual uploads happening every two weeks, the audience and segmentation data in Facebook Ads wasn’t as up-to-date as it could be. This left the Growth team without the data they needed to run their campaigns. All their user data, however, was already in BigQuery for analytics in Looker.

When Bleach London started using Census, they set audience and segmentation data to sync automatically from BigQuery to Facebook. Now, instead of waiting up to two weeks for new data, Facebook receives the data every 15 minutes – and more frequently when there’s a change.

"For example, if I want us to send an email campaign to people that bought six months ago to do a win-back campaign, we can send the same audience to our email tool. We can create that segment in Looker, based on our source of truth data, and then we can send it directly to all performance channels and all email."
Michael Lorenzos, Head of Ecommerce Growth

Move segmentation to a single source of truth

Bleach London saw some problems with relying on their email provider to create segments: the segmentation was based on only data from the email system, not the robust, cross-channel data that lived in their data warehouse. With Census keeping data synced across applications, they established their data warehouse as the single source of truth. When it comes to segmentation, they can now trust that segments are built using all the relevant data.

Migrate to a new email provider

Although Census worked just fine with Bleach London’s existing email provider, they were ready to move to a different email marketing tool. The fact that Census already supported Klaviyo as a destination gave the team peace of mind. Since they’d already established the data warehouse as their single source of truth for segmentation, migration was straightforward. When it came time to migrate, Census integrated seamlessly.

The outcomes

More relevant product recommendations

By looking at customer purchase data and segmenting their audience, Bleach London is able to provide product recommendations and promotions that are more relevant. One way that their Growth team does that is by targeting campaigns based on the type of hair color a customer has purchased in the past, for example, by not sending promotions for vibrant pink hair colors to blond-only purchasers.

"We knew that by sending to this segment in particular, we are increasing our open rates. We're increasing our conversion rates. It's because the segmentation happens on something that feels super intuitive, like if we're sending an email campaign about pink, it's not going to go to blond-only customers, for example."
Michael Lorenzos, Head of Ecommerce Growth

Running win-back campaigns across Facebook and email

When Bleach London runs a win-back campaign, they want their message to reach its audience everywhere. They do this by aligning audience segments across channels – using the same audience data in email marketing as they use for Facebook Ads. That’s easier for them to do now that segment and audience data lives in a single place (their data warehouse) and syncs automatically to marketing tools.

"That’s what I like about Census, it’s not that I have to do X for Facebook and Y on email. With one-click and sharing that audience with all the platforms, we can create the activation for all our different use-cases."
Michael Lorenzos, Head of Ecommerce Growth

Identifying more seed audiences for lookalike audience testing

"We have two Shopify instances – a US and a UK store. We can play around with lookalikes in the US vs. lookalikes in the UK. We can observe different segment behavior between the two and adjust accordingly."
Michael Lorenzos, Head of Ecommerce Growth

Identifying an audience of “lookalikes” (LAL) lets Bleach London market to new customers who resemble their existing audience, expanding their reach. With better data collected from more sources, and synced to their other marketing tools, it’s easier than ever. They’re using that data with Facebook’s campaign budget optimization to scale audience testing, slicing up the customer list in new ways to create and test LALs from customer seed audiences.

Focusing on campaign content, not data requests

With access to self-serve data, marketers can spend their time coming up with novel ways to reach their audience and creating campaigns. With Census, data is more accessible to their team than before – meaning they can self-serve rather than coordinating with a data engineer to get the data they need. Anyone with basic SQL knowledge can create a new model in Census, so there’s no lag time when the Growth team wants to look at new data or try a new segmentation idea.

Looking ahead

With better data access and quick data syncing, Bleach London is looking ahead to even more possibilities. Their Head of Growth, Michael Lorenzos, plans to run new, creative segmentation experiments. As he says, “The possibilities for segment creation are endless.”

Learn more about Michael Lorenzos by following his substack on marketing.

How Coalition use reverse ETL to provide secure, clean access to data

With Ethan Rader, Senior Product Manager at Coalition

For Coalition, everything is about balance. Teams need access to customer data without risking data security. They need the flexibility to try out new tools and systems without costly custom integration work. Census helps them achieve that balance.

INDUSTRY

Cybersecurity, Insurance

HEADQUARTERS

San Francisco, CA

Company size

~400 employees

use cases

Sync product usage data to Salesforce
Clean and deduplicate data from a variety of sources
Support new tools and systems

Sources

Snowflake

DESTINATIONS

Salesforce, Intercom

Results
  1. Providing relevant and timely data to the Sales team
  2. Deploying new tools quickly
  3. Managing their data pipeline without additional headcount
"I wish I had Census five years ago."
Ethan Rader, Senior Product Manager

The company

Coalition helps businesses address digital risk. In addition to insurance coverage, Coalition offers active monitoring and alerting to help businesses stay ahead of digital risks including ongoing scanning for vulnerabilities, personalized alerts, and 24/7 access to security experts.

That full policyholder platform generates plenty of customer usage data. The goal of their Business Systems team is to help teams access and make sense of that data in order to build excellent customer experiences.

The problem

"It’s not as simple as syncing one database. There are different use cases and relationships between them. We were trying to sync everything directly and it got really complex and nasty, really fast."
Ethan Rader, Senior Product Manager

With data coming in from a variety of sources, Coalition needed a way to clean and deduplicate data, as well as a way to sync data to the tools that each team used. This concern wasn’t only about the quality of data. Coalition also wanted to control costs associated with data integrations and avoid unnecessary API calls.

Security is another concern for Coalition: internal users need access to customer data in order to react to customer needs, but incorrect access to data poses a security risk. Simply opening up access to all customer data through their platform wasn’t an option – the relevant data, and only that data, needed to flow into other systems in order to provide appropriate access control.

The solutions

Create a clean data layer

"There's a lot of data deduplication we have to do. Using Census, we’re able to take all of our production data, put it into one place, and know that it’s clean. Then, we can add on a bunch of statistics and values that we know are useful downstream."
Ethan Rader, Senior Product Manager

Customer data is messy. For Coalition, this data comes in from a variety of sources and formats, resulting in duplicate records. Rather than syncing raw, unusable data, Census allows the team at Coalition to clean up their data and sync only what’s valuable.

In addition to cleaning up raw data, Coalition also used Census to calculate new metrics. This gives their downstream teams insights that they can act on quickly.

Limit direct access to platform data

"We don't allow everyone access to all parts of our systems internally. Our sales team might not have the context of conversations being had by other teams."
Ethan Rader, Senior Product Manager

In any security-conscious company, deciding who gets access to systems is a big deal. Although Coalition has a robust internal platform for customer support, that platform grants more access than a salesperson needs. At the same time, salespeople need context for their interactions with customers – context that they didn’t have outside that internal platform.

Coalition solved this challenge using Census. Now, they pull out the customer information that Sales needs and sync it to Salesforce. They can continue to limit access to sensitive systems, but still get data to the team members who need it, balancing security and data access.

Deploy smart integrations that make use of bulk API calls

"One of the problems we were running into was actually our API usage. We were just absolutely blowing through our call limit with Salesforce. Syncing one sales opportunity could easily have used 10 API calls."
Ethan Rader, Senior Product Manager

Every API works differently. At a company like Coalition, there aren’t dedicated administrators for each of their tools. Investing a lot of time in learning the most efficient way to build a Salesforce integration simply didn’t make sense. Census, on the other hand, is all about data integrations. Coalition could trust that a Census connector for Salesforce or any of their other destinations would be efficient and well-designed. Even apart from their team’s time investment, Coalition saved money by not making extra API calls to Salesforce.

The outcomes

Valuable context for Sales calls, right in Salesforce

"If an insurance broker on our platform binds a quote, our platform can very quickly know how many they bound in the last week.  In our data layer, we can have all the stats readily available and send that data up to Salesforce. That's really useful for our Sales team."
Ethan Rader, Senior Product Manager

Coalition has eliminated the need for salespeople to go back-and forth with Customer Support to get critical information. The Sales team at Coalition now has important customer data that it needs in the tool they use every day. With this data available, they’re able to talk directly to their customers’ and prospects’ needs, resulting in more effective sales calls.

No additional headcount to manage the data pipeline

Census has helped Coalition keep its Business Systems team lean and efficient. Instead of needing an entire team to build and maintain the data pipeline, Ethan Rader, Senior Product Manager at Coalition relies on Census to help him manage it himself. He receives regular, automatic updates from Census, helping him support many different use cases without constantly playing catch-up.

"I'm really happy with the feature that notifies me of all the sync statuses on a weekly basis – the round up. That type of high-level data allows me to keep an eye on things as an administrator. I don't need to hire more people just to manage the data pipeline. I'm able to keep it in my purview."
Ethan Rader, Senior Product Manager

Flexibility to support data integration with new tools

"We're trying to balance between allowing our teams to scale and using the tools that they want to use, but being realistic about whether we have the expertise to do this ourselves."
Ethan Rader, Senior Product Manager

In a fast-growing business like Coalition, teams need the ability to choose and implement tools quickly. Whether they’re just testing out some new software  or migrating to a new system, agility matters. Without Census, the Business Systems team at Coalition would need to constantly confront the challenge of how they could build integrations with each new tool. With Census, that challenge is off their shoulders.

Recently, Coalition has been evaluating whether to continue with Intercom or move over to Zendesk. Knowing that Census could support data sync for both meant that they could instead focus on other factors for the decision.

Looking ahead

As Coalition grows, certain infrastructure will need improvements. One of those pieces is the search in their internal application. Today, Customer Support team members can’t always find the records they need because of limitations with search. Ethan Rader, Senior Product Manager at Coalition is considering how Census could be part of their updated search solution. Using Census to push new data into their search index could minimize downtime and keep the search service performant, without expending engineering resources to build that sync from scratch.

"Census makes sure that that full reindexing workflow continues running. That would be a heavy lift for our Engineering team to pull off in the amount of time that we are rebuilding our entire search service."
Ethan Rader, Senior Product Manager

How Docker use Census to drive product-led growth for over 10M users

With Matt Carter, VP Marketing at Docker

As Docker pivoted its business, Census helped the team revamp its data stack to support its new direction. With a 360-degree view of their users, they’re uncovering opportunities to drive growth and customer success.

INDUSTRY

Developer SaaS

HEADQUARTERS

Palo Alto, CA

use cases

Granular segmentation
Support product-led growth with usage data
Identify upsell opportunities

Sources

Snowflake

DESTINATIONS

Marketo, Salesforce

Results
  1. 360° view of customer activity
  2. Self-serve data access for the Marketing team
  3. Getting a better return on Developer Relations investments
"Rapid iteration is hard to do when you don’t have data. You don’t have the ability to try different things. You run the same playbook, not optimizing, not growing. With access to this data, my team can turn their ideas into action faster than ever."
Matt Carter profile image
Matt Carter, VP Marketing

The company

Docker provides a platform that allows developers to collaborate without the need to build identical development environments on each machine. With their freemium model, developers can upgrade to support larger-scale applications and access advanced features like parallel builds and granular access control.

In late 2019, Docker sold the enterprise portion of its business and pivoted to a focus on the application developer audience. That pivot included a shift to product-led growth that required robust systems to process the massive quantities of data and help them learn from their customers.

The problem

"A lot of the old integrations were super brittle and hand-coded. We just didn't have the resources to get those built again. And the old ones were designed for a company that didn't exist anymore."
Matt Carter profile image
Matt Carter, VP Marketing

With millions of active users every month, lack of data was never a problem for Docker. However, after selling the enterprise portion of their business and pivoting to product-led growth to developers, they were left with a data set that didn’t reflect their current customer base. What’s more, their custom-coded data integrations weren’t flexible enough to support new use cases.

The team at Docker knew that a solid data pipeline would be critical for their future success as a product-led growth organization. They needed to create new data integrations but didn’t want to divert engineering resources from Docker’s main mission: building software and services that help developers do their jobs well.

The solutions

Integrate diverse data sets into a single source of truth

Teams at Docker deal with a lot of data. Not only does Docker have well over 10 million users in its product, but there’s also a wealth of marketing and developer relations activity generating engagement data across a variety of channels.

To make the most of all that data, Docker pulls it into Snowflake, their data warehouse. Once all data flows into Snowflake, their teams can count on having a single source of truth from which to pull reliable customer data.

"We have an incredibly rich dataset that lives in a number of different systems, just because of complexities on the product side. We need to maintain a single source of truth on the product side, then consume that data downstream. We’re looking at a 360-degree view of our customers, including product behavior, marketing behavior, and event attendance."
Matt Carter profile image
Matt Carter, VP Marketing

Give internal teams better data access without relying on development resources to build integrations

"It was so frustrating knowing the data was there and you couldn’t get at it. My team’s day-to-day has changed. Now, they can turn their ideas into action faster than ever."
Matt Carter profile image
Matt Carter, VP Marketing

Docker has an outsized impact on its industry. Despite its reach, it is still a small, fast-growing startup.  Development teams are laser-focused on serving users and resources are limited. Lack of data access limited those teams’ ability to act on new ideas, review, and iterate.

To ensure that teams like Marketing and Developer Relations have data when and where they need it, Docker chose Census. They used to wait weeks or even months for engineering capacity to pull requests or create a new integration. With Census, a new data connection is just a few clicks away, and nobody needs to write custom code. Docker’s VP of Marketing is looking forward to creating a culture of experimentation where his team can “get good at failing smart.”

The outcomes

Personalized paths for users based on their interests

"We can’t treat our Docker user base as a monolith. Among 10 million developers, there are thousands and thousands of use cases. It’s important for us to understand the segments and subsets and deliver the experience that’s going to help them get their jobs done better."
Matt Carter profile image
Matt Carter, VP Marketing

With such a large and diverse user base, there’s no single right message or piece of content for all users. The Marketing team focuses on building a path for each user that reflects the logical next step in their journey. A user who has indicated an interest in JavaScript by attending an event might see a tutorial on building secure JavaScript apps using Docker, and then a hands-on demo environment where they can test it out.

At the core of Docker’s mission is the desire to make users successful. Carter points out, “We’re not trying to sell them something that they don’t need. We’re trying to help grow their capabilities in a way that’s valuable and relevant.”

Knowing the users well enough to provide relevant recommendations depends on having a 360-degree view of each user. And each time users have another opportunity to engage, whether it’s at a conference or on their laptop, more behavioral indicators flow back into their data warehouse, further enriching the dataset.

Uncovering sales opportunities that are beneficial to users

Beyond helping the Marketing team, improved access to data also helps the Sales team. A complete view of product usage gives Sales the ability to identify upsell opportunities that are beneficial to users and have more authentic conversations.

Instead of trying to sell every user a solution that doesn’t make sense for their use case, Sales can be smart about approaching the right customers. If, for example, they identify that a certain team is frequently hitting its maximum number of concurrent builds, the Sales conversation can revolve around the customer’s real, demonstrated needs.

"If you have those data points, your conversation becomes that much more authentic. You’re not forcing people, you just know them better."
Matt Carter profile image
Matt Carter, VP Marketing

Getting a better return on Developer Relations investments

"So much of Developer Relations has been this perishable investment. This is actually a sustaining investment in growing the size of our database and learning about people."
Matt Carter profile image
Matt Carter, VP Marketing

Without data, it’s impossible to know what works and what doesn’t. One place that Docker wanted better reporting? It’s Developer Relations efforts. Docker’s single biggest Developer Relations project in a given year is DockerCon, it’s annual conference. In 2020 and 2021, the conference had over 80,000 registrations. Instead of letting conference information live in its own system, Docker built their conference systems to tie data directly into Marketo. With this integration, they have a much richer view of both users and prospective users.

Adding conference information to customer data profiles helps Docker see how their investment in Developer Relations affects product usage, subscriptions, and other customer behavior. They can then use this data to make smart decisions about where they invest to ensure their Developer Relations projects are driving growth.

Looking ahead

Today, customer insights flow into Marketo and Salesforce, helping the Marketing and Sales teams experiment and make smart decisions. With the updated data stack providing a rich view of their customers, Docker is hoping to use data to drive decisions about the product itself. Using data to know their customers better will help them invest in the features that will mean the most to users.

How Crossbeam upgraded from a fragile Zapier hack to a product that does it all

With Matt Nicosia, Director of Growth at Crossbeam

Before finding Census, Crossbeam relied on a hacked-together reverse-ETL solution that needed many hours of maintenance per month. With the switch to Census, they’re not just saving time and thousands of dollars per year in Zapier usage fees. They’re also pushing out personalized messaging to users and helping their Sales team approach the most exciting prospects with better offers.

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INDUSTRY

SaaS

use cases

Product-led growth
Personalized automated messaging
Identifying upsell opportunities

Sources

Snowflake, Amazon Redshift, Google Sheets

DESTINATIONS

Google Sheets, Intercom, Salesforce, Hubspot

Crossbeam helps companies make the most of their partnerships. With Crossbeam’s account mapping capabilities, its client companies gain better access to partner data. Leveraging that data can drive effective co-marketing campaigns, prioritize product roadmaps, and identify sales leads.

Results
  1. Developed automated user messaging that suggests specific integrations based on usage data
  2. Personalized Sales outreach by helping the team compare a prospect’s partner list to the list of current Crossbeam clients
  3. Saved hours per week in time spent maintaining and updating data syncs
"We had hand built this system using Zapier, but it was time-intensive and expensive. From the minute that we started talking to Census, I realized it was exactly what we needed. With Census, I could stop doing all this extra legwork and just get the results that I wanted."
Matt Nicosia, Director of Growth

How Matt puts data into action

An example of how Crossbeam uses operational analytics to help their sales team have more personalized conversations.

How Culture Amp helps their sales teams move faster with Census

With Benjamin Lewinsky, Director of Sales Operations

Before discovering Census, Culture Amp struggled for years with an in-house reverse ETL solution. To move at the speed they wanted, they needed a new way of syncing data — one that made it easy for teams to access the insights that would grow their business.

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INDUSTRY

SaaS, HR

use cases

Featured Integrations

Salesforce

sources

Google Sheets, Amazon Redshift

Destinations

Google Ads, Salesforce, Intercom, Google Sheets, Front

Culture Amp provides an employee experience platform that aims to create healthier, happier, and more productive workplaces. At Culture Amp, data is critical. With it, they provide insights to help their customers gauge employee performance, predict turnover, and understand how to build an inspiring company culture.

Results
  1. Operational data flows seamlessly into downstream tools that teams use daily.
  2. Teams can move more quickly because they aren’t waiting on data.
  3. Notifications allow teams to fix syncing issues quickly when there’s a problem.
"I’ve failed as a Revenue Ops leader if I’ve sent users into a BI tool to retrieve information. I want to make sure the data shows up where they’re working — it’s at their fingertips whenever they need it."
Benjamin Lewinskey, Director of Sales Operations

How Ben puts data into action

Ben shares that he's excited to create more advanced scoring “mini products” in addition to Culture Amp’s existing lead scoring – like churn prediction and account scoring.

How UpKeep reduced customer churn with reverse ETL

With Ryan Chan, CEO

Adding reverse ETL to their data stack was a game changer for Upkeep. Better data insights drove improvements across teams, but the biggest impact was to Customer Success. Access to real-time customer usage data empowered the team to have proactive conversations with customers, increasing subscriptions and reducing customer churn.

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INDUSTRY

Asset Operations Management, SaaS

Team

Customer Success

use cases

Featured Integration

Salesforce

Sources

Google BigQuery, Google Sheets, Postgres

DESTINATIONS

Salesforce, Intercom

Upkeep offers an asset management system for maintenance and operations teams. They offer mobile and desktop applications for logging equipment issues, tracking preventative maintenance tasks, and issuing work tickets, helping customers reduce downtime and improve facility conditions.

Results
  1. Near real-time product usage data is driving better customer interactions
  2. Less customer churn and expanded subscriptions
  3. Dependable flow of data with less downtime and less maintenance
"One of our biggest concerns when finding a reverse ETL tool was ease-of-use. Census has been extremely easy to use and easy to implement."
Ryan Chan, CEO

How Ryan puts data into action

Ryan Chan, CEO at UpKeep, shares how his customer success team is able to prioritize conversations by leveraging a customer health score.

How Mixpanel uses reverse ETL for Product-led Growth

With Adam Kinney, VP of Analytics

When Mixpanel started using Census, data from different parts of the company was stuck in silos. Mixpanel is a leader in product analytics, but their own product usage data wasn't getting to the commercial teams that needed it. Reverse ETL helped them break down the silos.
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Mixpanel customer story video thumbnail
"It’s transforming the way that we operate."
Adam Kinney, VP of Analytics

Company Industry

SaaS, Product Analytics

Use Cases

  • Sync product usage to customer 360
  • Product-led growth
  • Lead routing

Featured integration(s)

Mixpanel, Salesforce

OA STACK

  • Sources: Google BigQuery, Google Sheets, Postgres, Amazon Redshift
  • Destinations: Mixpanel, Salesforce, Zendesk, Custom API, Google Sheets, Vitally
Mixpanel is a software company that’s passionate about data-driven decisions — for themselves and their customers. Their product analytics platform enables companies to engage and retain users by understanding the users’ product patterns and behaviors.

Results

  1. Allowed the Sales team to flag ideal customers from sign-ups and establish relationships early
  2. Uncovered the value of their user sign-up flow
  3. Identified new use cases for the data they’re already collecting

How Mixpanel puts data into action

An example of how Mixpanel uses operational analytics for product-led growth.

How Prolific supercharged its new Sales team with data in Hubspot

With Jim Lumsden, Data Team Lead

Prolific’s newly-minted Sales team was eager for data on their customers and prospects, so they turned to Census. After a simple implementation, their salespeople now have important context for every sales interaction — without ever leaving Hubspot.
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Our Head of Sales said, “If we don’t have this data, we’re not going to have a Sales team.”
Jim Lumsden, Data Team Lead

Company Industry

Research

Use Cases

  • Sync product usage to tool for customer 360
  • Automate Sales workflows based on product usage and segmentation data
  • Identify purchase intent
  • Marketing personalization

Featured integration(s)

Hubspot

OA STACK

  • Sources: Amazon Redshift
  • Destinations: Hubspot, Pendo
  • Models: dbt
Prolific simplifies online data collection by connecting researchers with the study participants they need, quickly. Prolific customers don’t worry about vetting participants, paying out rewards, or recruiting a representative population sample. Prolific’s platform handles all of that and integrates with a variety of online survey services.

Results

  1. New salespeople can see a customer’s history, so they can approach them the right way
  2. Massive time savings over building and maintaining their own reverse ETL automation
  3. Closed ten milestone deals in just six weeks of adding this data to Hubspot

Jim's advice to other small data teams

How Weights & Biases enriched user and team product analytics in Mixpanel

With Bryan Bischof, Head of Data Science
David La Chasse, Lead Data Engineer
Noah Bruegmann, Data Consultant (Data CRT)

Weights & Biases were already leveraging Mixpanel for product analytics, but with Census they’ve been able to enrich and map the relationships between users, teams and organizations using existing data models – all without waiting on software engineering.
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Instead of having to ask for a new BI report, which requires development, somebody in Product can just go into Mixpanel and get that information directly now that it’s being synced over with Census.
Noah Bruegmann profile image
Noah Bruegmann, Data Consultant

Company Industry

SaaS, ML Ops

Team

Data

Use Cases

  • Enrich user, team, and organization profiles in Mixpanel to have a better understanding of product usage by team
  • Sync “synthetic” or custom user events into Mixpanel that are not collected in Segment so Product team has a richer understanding of usage
  • Align data across teams and tools

Featured integration(s)

Mixpanel

Connectors

  • Sources: Google BigQuery
  • Destinations: Mixpanel, Salesforce
  • Models: dbt
Weights & Biases provides an innovative machine learning platform to help developers visualize, collaborate, and iterate when building models. Their platform supports over 200,000 users who are advancing machine learning projects at startups, large enterprises, and research universities.

Results

  1. The data aligns with the product’s concepts of user, team, and organization.
  2. All data stays in sync with the warehouse and the most current dbt logic.
  3. Go To Market, Growth, and Product teams access meaningful data from the tools they use daily, rather than relying on separate reports.

How Weights & Biases enriched users, teams and orgs in Mixpanel without more engineering

How Leaflink updated data at scale in Salesforce

With James McArthur, Director, Revenue Planning & Operations

Before finding Census, Leaflink’s data was stuck in their warehouse and BI tool. Just getting basic data into Salesforce required them to manually upload reports. Adding Census to the data stack was a “force multiplier.” Now, their salespeople have access to data like customer lifecycle metrics right in their tool of choice — Salesforce.
"With Census, we were at scale and fully operationalized by the time our trial was finished."
James McArthur, Director, Revenue Planning & Operations

Company Industry

Marketplace

Use Cases

  • Salesforce migration
  • Prototyping data
  • Product Metrics in CRM

Featured integration(s)

Salesforce

OA STACK

  • Sources: Amazon Redshift
  • Destinations: Google Sheets, Salesforce
Leaflink is a B2B platform and wholesale marketplace where cannabis wholesalers, distributors, and retailers can connect. With Leaflink, cannabis retailers can access a large network of licensed wholesalers, use straightforward online ordering, track order statuses, and communicate with their suppliers.

Results

  1. Managed an entire Salesforce data migration with a single team member
  2. Data requests are resolved in a matter of minutes or hours, not weeks
  3. Improved collaboration between the go-to-market team and the data team

How Leaflink puts data into action

An example of how Leaflink uses operational analytics to <use case>.

How Screencastify automated upsell opportunities whilst saving hours of engineering effort

With Zach Blois, VP of Strategy & Operations

Adopting Census has saved the team at Screencastify hours of engineering effort previously spent building and maintaining custom API integrations, while giving their whole company better, quicker access to the data that’s critical for a product-led company.
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"Census allowed us to do things that, at other companies, had taken months to build with a data team."
Zach Blois, VP of Strategy & Operations

Company Industry

SaaS, Video

Use Cases

  • Marketing personalization
  • Upsell opportunities
  • Product-led growth

Featured integration(s)

ActiveCampaign

STACK

  • Sources: Google BigQuery
  • Destinations: Salesforce, ActiveCampaign, Zendesk, Pendo
Founded in 2013, Screencastify now helps over 15 million users to record, edit, and share asynchronous video. As a company, they’re committed to providing the simplest possible user experiences that serve their primary user base: educators and students.

Results

  1. Saved up to 10 hours of engineering work per new integration pipeline
  2. Enabled highly personalized user communications for product-led growth to drive better onboarding and upsell opportunities

How Screencastify puts data into action

An example of how Screencastify uses operational analytics for <use case>.

How Guru saved its team 8 hours per week with Census

With Jamey Harman, Senior Analyst, Business Operations & Analytics

Before Census, Guru Technologies was limited by the size of their Business Operations & Analytics team. Every team wanted to make smart, data-driven decisions, but analysts could only generate so many custom reports in a week. Census helped that small team accomplish more — putting actionable data directly in front of reps, and streamlining their day-to-day operations.
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"Census makes data a lot more accessible. Reps want to have the data they need immediately to be able to act on it. Now they can actually do that."
Jamey Harman, Senior Analyst, Business Operations & Analytics

Company Industry

SaaS, Productivity tools

Use Cases

  • Account health score
  • Product Metrics in CRM
  • Automate financial reporting

Featured integration(s)

Salesforce

OA STACK

  • Sources: Amazon Redshift
  • Destinations: Google Ads, Salesforce Sandbox, Hubspot, Intercom, Salesforce, Iterable, Google Sheets, Custom API
Guru Technologies helps companies organize and streamline information. Today’s workplaces have a wealth of different knowledge-sharing platforms: email, Slack, intranet sites, Google Drive. Guru brings information from all of those platforms together so that employees can find it right away.

Results

  1. Customer Success Managers have immediate access to the data and metrics they need without leaving Salesforce.
  2. Automated syncs to Google Sheets save the Business Operations & Analytics team 8 hours per week on routine data tasks.
  3. Fewer data requests are sent to Data Engineers because the Business Operations & Analytics team can self-serve with Census.

How Guru puts data into action

An example of how Guru uses operational analytics for <use case>.

How Hugo got 3x higher conversion rates with more personalized email campaigns

With Darren Chait, Co-Founder & COO

Hugo wanted to harness the power of data to improve users’ experiences, but it was challenging. Now, with Census pushing data to Customer.io and other tools, Hugo provides personalization for each user, a change that’s boosted conversion rates by 300-400%.
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"We've always had analytics data coming through to Customer.io through Segment, but there was previously no ability to transform that data. There was a clear gap for us around the way we handled ETL and our ETL layer."
Darren Chait, Co-Founder & COO

Company Industry

SaaS, Productivity

Use Cases

  • Product-led growth
  • Early engagement score
  • Marketing personalization
  • Personalized referral emails

Featured integration(s)

Customer.io

OA STACK

  • Sources: Amazon Redshift
  • Destinations: Front, Hubspot, Customer.io, Segment, Vitally, Mixpanel
Hugo provides a bevy of features to make meetings more productive and less disorganized. Hugo customers can prepare agendas, share notes, track follow-up actions, and integrate meeting materials with the rest of their productivity tools.

Results

  1. 3-4x better conversion rates with highly personalized emails
  2. Saved hundreds of thousands of dollars on data engineering salaries
  3. Democratized data access for the whole team

How Hugo puts data into action

An example of how Hugo uses operational analytics for <use case>.

How Clockwise sets up data for growth experiments in hours, not weeks

With Michael Tappel, Business Operations Manager

Clockwise needed a better way to get product usage and engagement data in front of its go-to-market teams. Census allowed them to set up real-time data syncing in just a few hours and skip the weeks-long data engineering queue.
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"With Census, we reduced a weeks-long process down to just a couple of hours."
Michael Tappel, Business Operations Manager

Company Industry

SaaS, Productivity tools

Use Cases

  • Personalized onboarding emails
  • Product-led growth
  • Product Metrics in CRM
  • Granular Segmentation

Featured integration(s)

Hubspot

OA STACK

  • Sources: Snowflake
  • Destinations: Vitally, Hubspot, Zendesk, Salesforce
  • Transformation: dbt
  • BI: Metabase
Clockwise is a SaaS productivity tool that helps busy professionals manage their meeting scheduling and find more time for uninterrupted flow. Since 2016, Clockwise has helped its users free up over 2 million hours of focus time.

Results

  1. Time to set up data for segmentation growth experiments dropped from weeks to hours
  2. Enable more personalized onboarding communications with granular user segmentation
  3. Go-to-market teams access real time product engagement data from their own CRM tools

How Clockwise puts data into action

An example of how Clockwise uses operational analytics for <use case>.

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