Positioning a Developer Darling for a $3.2 Billion Acquisition

Challenge + Strategy

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Positioning Pillars

• Tagline: Customer data, simplified.
• Category: The Customer Data Platform.
• Problem: Companies fail to deliver the brand experiences their customers want because it is too hard to unify and act on their customer data.
• Promise: Segment helps any business deliver great customer experiences by instantly connecting all of their user data with their marketing and analytics applications.
• Product Magic: Built by developers for developers, Segment’s elegant APIs automate tedious, repetitive engineering work, allowing teams to focus on building great products.
• Proof: Segment provides more than 11,000 engineers and analysts at 7,000 companies the data infrastructure needed to architect great customer experiences.

Storylines

• Headline 1: Twilio Set To Acquire Cloud Customer Data Startup Segment For $3.2 Billion -- Forbes
• Headline 3: Startup Segment Is Worth $1.5 Billion, Thanks to Companies’ Troves of Customer Data -- Bloomberg
• Headline 2: This former Twitter exec thinks he's found the next Salesforce — and it just hit $109 million in funding -- Business Insider

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