One major shift in data-driven marketing campaigns in five years
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
2 speakers
6 chapters
transcribed 1 month ago
Transcript
jump: chapters · speakers · find in transcriptTranscript
Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
What major shift does Eddie Patzsch predict for data‑driven marketing in the next five years?
All right, on to our next uh lightning round question, crystal ball. Predict one major data driven marketing shift that will happen in the next five years.
Ooh, okay.
How will product teams begin to own performance marketing and tie it directly to product outcomes?
Five years. So I would say um The way that things are going, it seems like the product team And product teams are gonna start owning increasingly owning more of the performance marketing, like directly tied to the the to the product team. Uh on the B to B side, P L G, like that that's that's that example. how you're funneling people in, how you're cre what uh experience you're building for them. It's a direct tie into the product team. You can't you can't get away from that. And so the with AI coming into more of the workplace, it's actually reducing the silos between each team, between as a search, between marketing, between product. Um and it's becoming more cross functional.
In what ways can zero‑party data bring product and marketing teams closer together?
And I and I think the the performance of how a campaign does and how what kind of revenue lift it has is just gonna keep falling more and more into the product world.
Historically, especially in larger organizations, this relationship between product and marketing has been very, very strained. Sometimes competing priorities, sometimes uh differentiated needs between the organizations. How will zero party data help bring those teams closer together?
It's a good question. I think um in order to truly leverage the the zero party data in a way that they people want to, you're gonna need as a marketer, you're you're gonna need the the product team behind you, uh whether it's the way you're collecting it. Where you're storing it, how you're accessing it. So the the two really need to to work with really closely.
Why is a close partnership between product and marketing essential for leveraging first‑ and zero‑party data?
Uh Most marketers today, some of the more technical ones are running SQL script and like doing their own thing. Most of them are still relying on a product team or a data uh analyst to to pool that for them. So the they need to be on the same page with zero party data because they're they're kind of leaning on each other for it in in many ways.
Yeah, no question. I I think I think it's one of those journeys that we're gonna continue to see unfold, which is how you take this zero party data or even first party data to some extent and utilize that to convince product teams to invest, to expand the the initiatives that marketing teams have have. And then again, like you said in the beginning, like rely on that relationship to store, maintain, and then refine that data to help. expand marketing efforts. So it's it's a it's a critical partnership to to the success of any marketing team.
What are the key takeaways and next steps for listeners after this episode?
Oh for sure, no a hundred percent. And that wraps up this episode of the Voice of Search Podcast. A huge thank you to Eddie Patch from Optimove for joining us. If you'd like to contact Eddie, you can find a link to his LinkedIn profile in our show notes, or you can find his information on voicesofsearch.com. For more information about Optimove, visit optimove.com. If you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube, and we'll be back in your feed soon. Okay, that's all for today, but until next time, remember the answers are always in the data.
No segments match your search.
Select any passage to copy it with its citation or turn it into a shareable card.
Chapters
6 chapters
1
What is the main topic discussed in this episode?
0:00–0:43
2
What major shift does Eddie Patzsch predict for data‑driven marketing in the next five years?
0:43–0:57
3
How will product teams begin to own performance marketing and tie it directly to product outcomes?
0:57–1:42
4
In what ways can zero‑party data bring product and marketing teams closer together?
1:42–2:33
5
Why is a close partnership between product and marketing essential for leveraging first‑ and zero‑party data?
2:33–3:23
6
What are the key takeaways and next steps for listeners after this episode?
3:23–4:00