Building Marketing Ops and Martech at Plaid | Kiki Burton (Plaid, Credit Karma, Adobe)

Kiki spent her career in various marketing and product roles spanning both B2B and B2C companies. She currently leads growth marketing, new business, and content marketing at Plaid. Prior to Plaid, Kiki led growth marketing at Credit Karma, which was subsequently acquired by Intuit.  Prior to her roles on the brand side, Kiki led product management for Adobe’s data platform products. 

This was a pretty topic dense conversation. We go through: 

• Building a centralized marketing ops function that covers creative production and martech capabilities for Plaid, which has three customer motions 
• The core components of a Martech stack 
• Measuring both brand and growth specific marketing initiatives for business customers, partners, and end consumers
• Establishing the models for retention and lifecycle marketing 

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Where to find Kiki: 

Kiki's LinkedIn Profile

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Where to find Patrick: 

Patrick's LinkedIn Profile

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(2:49) Overview of Plaid's business model, their core audiences, and primary revenue drivers

(5:53) The role of marketing in driving revenue

(6:44) How marketing operations is structured 

(7:40) The efficiencies or unlocks that an actual operations team can provide and a look at how the structure works from the inside

(10:01) Structuring the martech team  

(11:23) A usual case scenario versus a realization for Marteach team being separate

(12:29) The approach on building out the Martech stack for Plaid

(16:53) The specific capabilities through these phases, the types of Martech components as solutions, and consideration of CDP in phase two

(19:44) Value based bidding, optimizing for LTV cohorts, being sophisticated with the amount of data, and frequency of doing that

(22:11) MarTech dynamics of the lifecycle component for B2B and for B2C and the approach used

(26:14) The core solutions that are common across both B2B and B2C companies include a CDP, CRM, and ESP

(27:41) Using the CDP for both engagement/retention side and the acquisition side

(29:15) Measurement from a performance and growth standpoint on the acquisition side and on the brand side

(33:42) The process in identifying the right KPIs or metrics to correlate against

(36:03) Measuring the impact of lifecycle campaigns on the plan business

(38:35) A governance centralized model

(42:34) Where to find Kiki!