Challenge

Prior to using Seam, Redpanda’s customer data was siloed across different systems. Reporting across these sources involved manual processes that weren’t scalable. Tracking attribution was the top priority, as identifying marketing-sourced pipeline involved digging through Salesforce to uncover all the marketing touch points for high-value deals.

Redpanda wanted a solution that was flexible, quick to implement, and able to cover multiple use cases. Most importantly, they wanted reporting to live in their system of record, Salesforce.

Outcome

After two days with Seam, Redpanda generated six custom attribution models that sync to objects in Salesforce, centralizing reporting in their source-of-truth database. They then mapped each UTM parameter from HubSpot into the individual campaign member level within 10 minutes of a unique form fill, enabling transparency at the source of the marketing touch. Today, marketing attribution reporting is closely integrated within Salesforce and can be viewed at the account, lead, or campaign level.

Meanwhile, Redpanda’s Growth Team saw an opportunity to use Seam to incorporate more buying signals into their ABM strategy and sales processes. Seam is now syncing product usage data to the CRM, with plans to incorporate community engagement data to help sales and marketing target more effectively.

Introduction

Redpanda provides a data streaming platform, a foundational technology for modern application development, that is cheaper and easier to use than the existing alternatives. Over a 16-month period, they quadrupled their revenue, raised $150M, and doubled employee count. Hyper growth generated a tremendous amount of customer data – across product, marketing, community, sales – as well as an ever-growing number of employees who needed to leverage it. Like many companies, their RevOps team strives to make their CRM the source of truth for all customer data. But combining data across sources, generating the right output, and getting that output into Salesforce, wasn’t easy.

“When vital data lives in a third-party app, team members tend to refer to it once in a while and can quickly forget about it. However, once it's integrated into Salesforce, it's at the forefront of your day-to-day workflow.”

Yuliya manages all marketing reporting and technology and was on the hunt for an attribution solution. As a marketing ops veteran, she’s implemented analytics tools before and knew some of the pitfalls. “I’ve used tools that weren’t very customizable, took six weeks to implement, had a 24-hour delay in showing changes, and lived in a third-party app that was difficult to manage – with a cumbersome SLA.”

“Seam was the clear winner for ease of use and flexibility. We could tweak it, audit it, and iterate on it on a consistent basis. We are in full control of how we push custom data and display marketing insights.”

Implementation

Implementing Seam was fast and efficient.

“I think it took two days, if that. You just connect Seam to your tools by signing in with OAuth, and you're basically done. You get on a quick onboarding call and you're rocking and rolling that same day. It was pretty seamless.”

Roman, Redpanda’s Head of Growth, recognized how Seam could help with his initiative to surface more intent signals for the sales executives. “One of our key goals at Redpanda has been to aggregate our intent sources into one clear, useful measure for our sales team. But it’s tough to get our scattered data to align and into a single trusted comprehensive view,” said Roman.

A few days later, his team was successfully syncing live data from various sources into Salesforce, providing the sales team a unified view of their territory.

“With Seam, we've cut down on hours of manual work every week and unlocked insights we would've otherwise missed due to the time, effort, and scale it would take to dig them out. Seam has become a crucial piece of our signals-based GTM strategy. I can’t imagine building a modern GTM stack without it.”

Impact

Seam’s value was realized across the business. Within two months, Redpanda was automating processes and using Seam to build use cases instead of buying more tools.

“Seam is powering multiple use cases that are $50,000 - $100,000 platforms on their own. It’s been exciting to see it organically grow across teams. The savings are huge.”

Results that Redpanda achieved in a couple of months:

• 60 hours/month reduction in time spent doing manual data work
• $100,000 saved in tooling by building solutions in Seam

Redpanda is excited about the future with Seam.

“We have so much data in systems and we want everyone – sellers, marketers, CSMs, SDRs, executives – to have that data at their fingertips. We want them to wake up and know what’s happening in their territory. Seam is going to be a huge part of getting there.”