Zapier's Research Department faced challenges due to fragmented participant recruitment and isolated research data. This hindered coordination between Sales, Success, and Research teams, leading to inefficient communication with potential participants. The detachment of research outreach data from Hubspot created multiple data pools, making it difficult for customer-facing teams to engage cohesively. This approach risked fatiguing participants due to disjointed communications.

Solution

First, we migrated the research email system to Hubspot, centralizing their data with the company's. In here, we engineered an automated email throttling system to ensure the right emails were being delivered to the right people at the right time.

Next, we shifted from a DIY approach to a centralized system, akin to most marketing departments, by building an intake process with Airtable and Slack. This gave time back to the team, allowed better QA and coordination, and gave us analytics.

Now, rather than setting up their own systems and blindly BCCing 100K customers, researchers simply submit an email request, the email pros review it, and click send and watch the responses pour in.

Outcome

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