Airtable CMO Archana Agrawal

2. The Secrets to Building Your
Marketing Engine To Drive Scale
Archana Agrawal
CMO
Airtable
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3. 43
Creators in our private
beta
Metrics that Matter
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0
Status meetings
73%
Increase in YouTube
watch time

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Customer Operations Data
Modernization of Marketing

5. Customer
centricity
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6. Customer centricity in our
marketing process
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Research Customer
interactions
Product
programs
Customer centricity
beta

7. Focus on the customer to drive growth
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Customer centricity
Roadmap investment insight Product alpha feedback
“The ability to get stuff out of Airtable into a
more digestible format, I think is critical for
me... I'm for sure interested in using it and
seeing if I can solve the stakeholder side. It
spins the flywheel for getting more people.”

8. 43
creators in our private
beta
Use customer feedback to inform
your product roadmap
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Customer centricity
60+
meetings with
customers
130+
points of product
feedback from
customers

9. Operational
rigor
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10. Why operations is a challenge
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Operational rigor
Content
Campaigns
Creative
Comms
The average marketing
team uses 23 tools

11. How we improved operations
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Operational rigor
INFORM
C-suite
Need to edit for ID
REVIEW
Product
APPROVE
Marketing

12. Streamlined Operations Helps Netflix
Tell Great Stories
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Operational rigor
Consolidate original
content tracker
Manage editorial
calendar
Consolidate PR and
press hubs
Centralize facilities
management
Centralize consumer
insights
Manage all legal deal
and contracts

13. Data-driven
marketing
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14. How we use data to inform marketing
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Data-driven marketing

15. How we use data to inform marketing
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Data-driven marketing

16. To be competitive and drive growth,
marketers need to...
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Conclusion
Focus on the
customer
Drive
operational rigor
Rely on data-
driven marketing
strategies

17. THANK YOU
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