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From YouTube: Email Marketing Sync with Growth Marketing
Description
First sync between Demand Gen and Growth Marketing about overall plans for emailing our userbase (free, trial, paid, etc.), including a brief history, conversations in progress, ideal state planning, and discussion of Free Trial update MVC as part of Strengthen Our Inbound Core agility project to be complete end of June.
Attendees: Jackie, Nout, Danielle, Shane B, Shane R, Becky
A
All
right
so
was
hoping
that
we
that
Newton
I
would
have
something
more
to
just
kind
of
share
with
the
epics
and
issues
for
trial
and
some
of
the
free
email
paths.
Email
nurtures
that
we
could
do
that.
We
could
ID
eight
on
right
now,
she's
been
like,
she
said,
heads
down
in
pricing
updates,
so
that's
completely
been
like
pushed
inside,
but
will
become
a
focus
again
what
she
does.
A
Some
of
the
really
critical
things
for
the
pricing
email,
but
I
kind
of
just
wanted
to
set
a
regular
cadence
of
meeting
together
to
talk
about
overlapping
email,
nurture
programs
that
would
that
really
I
would
say
news
kind
of
trying
to
architect
the
entire
like.
Let's
make
sure
we
know
exactly
how
we're
messaging
to
each
audience
in
our
database
and
that's
something
that
we
need
to
team
with
marketing
operations
on
making
sure
we
actually
have
them
clearly
defined
someone.
We
want
to
do
an
email
we
have
that
already
built
in.
A
We
can
immediately
go
target
and
so
saying
hey
we
want
to
do
this.
We
have
two
MVC
it
because
you
don't
have
it
set
up.
Let's
go
figure
out
a
way
to
do
it
ad-hoc
and
then
that
actually
takes
a
lot
of
time,
so
kind
of
just
wanted
a
level
set.
But
a
lot
of
that
work
needs
to
be
done
and
I
think
a
big.
The
big
switchover
of
users
to
Marketo
is
going
to
help
enable
us
to
actually
be
more
agile
and
in
trying
new
processes
or
new
programs
with
different
segments
within
our
database.
A
So
if
users
prospects
partners,
community
customers,
like
all
of
those
we
need,
we
need
to
outline
so
I've
been
working
with
new
non
overarching
like
let's
get
the
audience's
figured
out
and
then
work
with
the
teams
that
really
dig
into
each
of
those
audiences
and
for
growth.
I.
Think
that
that
having
a
clear
idea
of
where
that
overlap
is
and
wife
have,
your
chartered
with
would
be
helpful
and
then
some
immediate
NB,
c--'s
I
do
in
a
touch
on
our
trial
and
demo,
which
Todd
brought
up
in
the
agility
project.
B
B
So
it's
like,
we
want
to
be
a
good
partner
and
ideally
be
like
hey,
like
let's
build
audiences
in
Marketo
together
that
we
both
care
about
and
then
I
would
love
a
world
where
you
know
similar
how
we
have
the
homepage
hero
request,
it's
like
if
we
have
an
email
request
that
we
can
just
say.
You
know
here's
kind
of
the
goal
we're
thinking
about
in
the
audience
and
a
rough
sense
of
the
content
and
then
kind
of
running
that
by
you,
so
that
we're
cuz
I
think
there's
such
a
risk
of
over
emailing.
But.
C
B
Like
it's
I
kind
of
feel
like
it's
still
lives
with
campaigns
like,
even
if
we're
doing
things
I
think
it
still
probably
should
always
be
kind
of
going
through
some
a
DRI.
That
I
think
makes
more
sense
to
be
you
because
I
think
your
team
is
sending
a
lot
more
emails
than
we
are
historically.
Is
that
true
I
don't
actually
know?
You
definitely
will.
A
Be
so
again,
this
historical
context
is
that
we
have
a
lot
of
records
in
our
database.
The
can
we
email
them
as
a
huge
question
like
did
they
actually
opt-in?
We
have
a
new
person,
that's
started
in
compliance
and
you're,
well
aware
of
this
from
the
agility
project,
the
boring,
agility,
agility
project
but
they're,
taking
a
keen
eye
to
how
we're
instrumenting
our
GPR
castle-like,
all
of
our
email,
opt-in
requirements
and
the
challenge
has
been
for
the
records
that
exist
like
we'll
have
a
point
in
time.
A
Where
say,
we
are
confident
that
everything
moving
forward
like
they
are
often
practice
ready
for
the
ones
that
are
existing.
Can
we
email
them
number
two
is:
do
we
have
the
data
to
actually
target
them
in
a
strategic
way?
A
lot
of
records
are
missing
their
job
title
a
lot.
We
need
to
do
kind
of
a
clean-up
on
lead
lifecycle.
A
And
that
way,
when
you
have
an
idea
of
a
campaign
that
you
say
hey,
we
really
think
that
targeting
this
specific
audience
in
this
way
is
going
to
help
us
increase
SEO
so,
for
example,
or
inquiry
time
killed
like
you
define
that
conversion
rate
that
we're
trying
to
change
and
we'll
be
able
to
partner
with
you
to
say:
okay,
here's
here's
what
we
can
do,
let's
move
forward-
and
hopefully
we
already
have
those
audiences
defined.
So
it's
not
it
right.
Now,
it's
very
ad
hoc
and
ever
come
through
and
it'll
be
a
well
let's
research.
A
If
we
have
that
group
and
that
we
can
actually
email
them.
So
that's
the
ideal
state,
but
the
couple
steps
to
get
there
is
define
the
strategy
of
targeting
socialize
it
with
all
the
relevant
teams.
Agree
to
it,
then
it
will
need
to
be
instrumented
by
marketing
operations
and
I
didn't
think,
that's
so
much
on
their
plate
right
now
that
I
don't
want
to
give
any
sort
of
timeline
on
when
that
ideal
state
will
come,
because
we
would
need
to
negotiate
that
with
them
against
other
priorities.
B
So
I
think
the
only
other
big
bucket
I
mean
there's
definitely
a
lot
here,
but
so
the
dot-com
users
is
a
big
bucket,
I.
Think
another
big
bucket
is.
We
have
a
lot
of
people
who
come
in
as
like
raw
email,
inquiries
and
I
think
are
you
know
sorry,
inbound
conversion
is
gonna,
be
a
little
bit
lower.
Like
the
buying
intents
just
not
always
there
so
I
think.
There's
lots
of
good
reasons.
They
don't
convert
to
MQL
I.
B
Think
one
of
the
things
I'd
love
to
move
us
towards
is
more
nurture
so
that
we're
continuing
to
educate
and
I
don't
feel
like
I've
seen,
I,
don't
know
if
I
actually
am
knowledgeable
enough
here,
but
I
don't
feel
like
I've
seen
like
really
clear,
nurture
tracks
for
inbounds
where
they
get
like.
You
know.
Ten
touches,
but
I
wouldn't
be
shocked
if
it
takes
seven
to
ten
touches
to
actually
MQL
so
just
being
able
to
do
drips,
like
basic
drips
were
like
or
past
factory
I,
actually
don't
have
a
strong
preference.
B
A
That's
definitely
something
that
has
been
talking
about
and
that's
something
that's
of
interest.
I,
said:
I
think
we're
building
the
infrastructure
to
be
able
to
sit,
save
that
a
bit
but
better
when
it
comes
a
factory
versus
email.
I
still
want
to
understand
fully
what
dunk
is
meaning
by
using
path
factoring
more
in
places.
You
know
because
I
think
of
email
as
the
channel.
A
A
When
it
comes
to
having
like
nurture
paths,
we
are
moving
that
direction.
I
would
say
the
plan
was
and
is
currently
that
the
use
case
campaigns
are
essentially
a
way
to
rally
our
teams
together
to
build
those
umbrella
use
case
based,
nurture
programs
and
we're
doing
it
a
bit
slower
like
I'm,
going
to
actually
talk
to
dunk
about
and
be
seeing
like.
Let's
just
get
a
focus
on
the
nurtured,
but
a
lot
of
them
don't
have
content
yet
that
really
strain
strictly
aligns
to
use
case.
A
So,
let's
start
to
plan
out
when
we'll
have
those
in
place,
there's
nurture
that
you
can
do
by
source
so
trial
demo,
some
of
those
that
aren't
really
aligned
to
a
product
interest,
but
then
the
most
natural
I
think
way
to
build
out
topic.
Beast
nurtures
where
someone's
raising
hand
is
showing
interest
in
see
I,
for
example,
or
Deb
suck-ups.
You
can
kind
of
structure
the
website
to
say
these
are
these
are
the
key
focuses
of
each
of
these
pages?
A
Let's
drive
the
right
content
for
them,
which
is
what
the
strength
in
our
inbound
core
seems
to
be
focusing
on.
In
addition
to
driving
more
trials
when
they
fill
out
those
forms,
we've
already
aligned
them
to
the
use
cases
so
that
they
fill
out
that
form
there
they're
now
in
that
nurture,
and
they
get
reason
they
receive
related
content.
But
then
there's
some
other
things.
B
A
I
know
I,
don't
see
it
as
criticism.
I'm
I
think
that
it's
what
hopefully
we
all
want,
but
I,
don't
think
it's
easy
to
give
a
great
like
outline
of
here's.
What
we
have
here
is
everyone
again,
here's
the
actual
timeline
to
get
there.
That's
something
that
working
with
you
all.
It
can
help
us
I
think
drive
what
are
the
top
priorities
and
working
with
product
marketing
to
like
she's
young
thing
on
really
every
team
should
be
in
the
loop
on
what
do
we
see
as
the
biggest
opportunities?
What
should
we
bite
off
next?
One.
B
Question
I
have
is
I
I'm
a
little
nervous
that
so
I
there's
a
lot
I
don't
know,
so
this
might
not
be
right,
but
I'm
nervous
that
we
seem
to
have
these
very
big
scope
like
cleanup
projects
that
we
kind
of
have
to
do,
and
I
scares
me
because
I
want
to
be
able
to
kind
of
MVC
like
I.
Don't
want
to
invest
a
ton.
It's
like
a
campaign
turns
out
to
not
even
really
you
know,
drive
value,
but
we
do
have
from
a
volume
perspective,
just
so
many
inbound
contacts,
so
ignorant
like
every
day.
B
D
D
I've
worked
on
very
similar
projects
multiple
times
before,
and
the
key
is
to
take
these
very
large
products
and
just
break
them
into
like
MVC
chunks
like
milestone
sized
chunks,
but
at
the
end
everything
rolls
up
to
the
strategy
that
we've
all
agreed
on.
I
want
to
get
away
from
MVC
in
a
way
without
like
some
sort
of
overall
strategy
in
place,
because
that
kind
of
is
what
got
us
in
this
mess
to
begin
with,
and
so,
let's
not
think
about
it,
as
like
I
was
told.
This
is
like
getting.
D
And-
and
you
know,
stepping
away
from
our
culture
not
necessarily
doing
that,
but
we're
taking
a
strategy
and
turning
that
into
NBC
chunks,
because
we
might
try
something
and
it
may
not
work,
and
that
really
puts
us
in
a
place
to
quickly
be
able
to
like
iterate
and
try
something
else,
but
when
it
comes
to
the
database
like
that
is
just
something
that
has
to
happen
to
work
needs
to.
We
just
need
to
do
it,
it's
a
little
overdue,
but
if
we
don't
do
it
now,
it's
never
it's
gonna.
D
D
You
know
build
a
second
level
on
top
of
your
house,
that
sort
of
thing
and
so
I
think
like
when
we're
gonna
have
a
strategic
plan,
a
plan,
all
I
think
we're
gonna
get
buy-in,
hopefully
from
all
the
teams
that
you
know
and
all
the
stakeholders
and
then
we're
gonna
go
to
the
people
that
actually
do
work.
Like
potentially
I
mean
us
marketing
ops,
if
sales
ops
is
involved
and
say
what
can
we
do
in-house
like?
D
What
can
we
accomplish
in
milestones
and
something
as
simple
as
a
fielder
two
fields
in
the
database
can
be
very
helpful,
like,
for
example,
just
giving
you
an
example
here.
Job
title
is
really
important
for
us
to
be
able
to
mark
it
properly
and
target
properly,
and
if
and
something
as
simple
as
fixing
that
field
and
assigning
it
values
that
are
clean.
That
can
really
help
us
go
an
extra
mile
when
it
comes
to
our
targeting,
so
that's
kind
of
how
I'm
thinking
about
it.
B
I'll
just
share
one
point
of
pressure
I'm
getting
just
so
you
know
cuz
I,
probably
every
meeting
we
have
I'll
ask
this
question
and
you'll
be
like
gosh
Danielle
like
we
have
so
many
other
things
to
do.
I
think
there's
a
lot
of
pressure,
because
I
think
you're
all
aware
get
lab
comm
the
free
service.
B
These
users
I
think
we're
going
to
continue
to
get
pressure
and,
like
all
the
way
from
CID
and
I,
don't
mind
getting
pressure
from
CID.
What
I
like
to
try
to
answer
his
questions?
I'm,
just
like
hey,
why
aren't
we
emailing
these
people?
Yet
right
now,
I
have
good
answers
because
it's
like
well,
they
were
in
MailChimp
and
we're
not
sure
we
have
permission
to
email
them
and
we
need
to
sort
that
out,
but
definitely
there's.
You
know
some
amount
of
pressure
around.
B
What's
just
the
timeline
to
being
able
to
leverage
that
asset,
so
we
can
try
to
make
basically
try
to
turn
the
free
users
into
a
bit
more
of
a
channel
where
we
can
say
hey,
there's
some
ROI
here
so
I
when
I
bring
this
up.
It's
definitely
not
me
harping
on
it
for,
like
any
personal
reason
other
than
like
there's
definitely
pressure
in
the
company
around
it.
So
I
just
want
to
I.
Guess
raise
that
one
as
something
that
we,
probably
probably
don't
have
cold
months.
You
know
yeah.
D
Absolutely
and
that
I
think
of
that.
Actually
it
was
something
separate,
so
I'm,
not
thinking
of
the
overall
database
like
demand
gem
engine
data
life
cycle,
like
that's
yeah,
that's
part
of
it,
but
that's
it's
not
gonna,
take
12
months
to
do
that.
I.
Think
of
the
the
free
com
users
is
its
kind
of
gonna,
be
two
concurrent
paths.
One
is
the
actual
messaging
like.
What
do
we
want
to
say?
Who
do
you
want
to
say
it
to
you?
When
are
we
saying
it?
D
And
the
second
part
is
the
data
and
the
infrastructure
to
do
the
first
path
and
they
can
happen
the
planning.
Sorry,
the
planning
for
both
can
happen
at
the
same
time,
but
then
we're
gonna
have
some
dependencies
like
in
order
to
actually
execute
some
automation.
You
know
email,
automated
emails
to
users,
we're
gonna
need
the
database
to
be
able
to
do
that.
So
I
think
we
can.
If
we
want
to
say
that
is
our
priority,
which
I
recommend
doing
that,
because
otherwise
it's
like
how
many
per
like
you
just
have
to
juggling
too
many
priorities.
D
If
we
say
within
this
project
that
that
is
a
priority,
then
we
like
I
can
start
once
this
pricing
thing
is
done,
because
I
really
do
need.
My
all
my
brain
cells
for
that
I
can
start
like
creating
the
epics,
and
the
issues
like
Jackie
was
saying,
and
thinking
through,
like
I,
want
to
understand
what
date
is
available
like
what
do
we
actually
capture?
D
D
D
B
So,
just
to
put,
we
don't
have
to
I,
don't
want
to
rebel
on
this,
but
there
are
some
people
in
product
growth
who
are
basically
there
to
PM's,
who
does
their
jobs
to
make
this
conversion
of
the
trial,
successful
Sam,
yeah,
Jenson
and
Sam
and
I
think
what
one
thing
we
should
probably
be
doing
is
building
a
list
of
like
our
wish
list.
Okay,
I
wish,
you
had
set
it
up
this
way.
B
These
fields,
these
opt-ins,
whatever
brokenness
we
find
because
they
are
super
invested
in
this
also
and
we're
starting
to
talk
to
them
a
lot
so
I
know
that
even
though
they're
not
on
this
call,
there
will
always
be
representing
for
them,
because
I
think
that
part
of
this
is,
you
might
not
be.
You
know,
from
a
resources
perspective.
B
You
might
not
be
alone
in
that,
like
we
might
be
able
to
get
some
of
that
team
to
be
helping
here
with
fixing
some
of
those
things
for
you,
so
just
want
to
make
sure
that
it
sounds
like
you're
already
talking
to
them,
but
I
think
like
we
should
as
much
as
possible.
Just
tell
them
like
here.
Here's
why
there
were
consequences
to
some
of
the
choices
that
we
made
in
the
past,
so
that
we
can
stop
making
those
choices.
That's.
C
A
When
so
training
in
a
couple
things,
we
have
future
planning
future
architecture
of
future
like
what
we
should
be
doing
with
growth.
I
see
that
as
a
separate
thing,
then,
when
we
say
MVC,
let's
MVC
figure
out
an
audience
that
we
can
target
and
go
after
it,
and
the
pre
trial
is
one
we
do
have
an
existing
free
trial.
I
think
it's
a
revision
of
that
Becky
I!
Think
you
have
an
epic
for
that.
A
C
D
A
C
A
Let's,
let's
maybe
pick
off
the
pre
trial
as
the
number
one.
Would
you
agree
that
that's
more
important
than
the
demo
nurture
argue
that
it
is
so,
and
we
already
have
some
some
research
done
on
what
that
structure
looks
like
I
know
we
have
it
documented
in
our
handbook,
but
there's
also
some
notes
already
taken
on
how
we
can
improve
that
process.
So
I
would
want.
Maybe
new
can
help
with
the
structure
of
the
epic
and
then
let's
work
with?
B
A
Okay,
all
right
so
next
steps
here
we
like
well
once
the
pricing
update,
which
is
really
number
one
and
it
can't
change
it
for
new-
is
to
work
through
the
epic,
the
related
issues
of
what
we
need
to
do
to
get
there.
It's
kind
of
like
what
we're
doing
at
the
pricing
up
to
just
like
what
are
all
the
dependencies.
A
E
Just
to
keep
us
out,
but
yes,
that
epoch
is
set
up
that
way
where
it
was
like.
We
went
through
everything
and
then
the
decision
was
basically.
We
need
to
just
update
the
content
for
this,
because
the
whole
database
of
people
is
a
bigger
mess.
The
other
thing
I
want
to
make
sure-
and
this
might
have
been
discussed-
is
that
I
want
to
get
the
forms
and
the
backend
fixed
now,
so
that
new
people
that
are
coming
in,
we
can
email
to
so
that
we
can
say
there's
an
entire
database.
We
will
deal
with
that.
E
That's
a
lot,
there's
a
lot
of
dependencies,
but
the
people
that
are
coming
in
now.
We
know
that
everything
is
set
up
the
right
way
for
them.
So
I
think
that
that's
the
most
important
thing
for
us
to
like
begin
with,
so
that,
though,
every
day
it
doesn't
go
by
with
more
people
going
into
this
black
hole
of
things
that
are
not
set
up
properly
and
do.
A
A
Item
yeah
actually
I'm
to
dig
into
that,
and
maybe
Luke
product
growth
into
this
well
they'll
have
a
lot
of
insights.
They
know
the
customer
base
I
think
better
than
anyone
yep
great
well
in
over
one
minute,
/.
So
any
parting
thoughts
or
we
have
the
slack
group
I,
think
everyone
should
be
on
it.
If
not,
let's
add
them
and
I
will
upload
this
and
filtered
for
everyone's
reference.