How Vimeo built a composable MAP to unlock PLG and enterprise growth | MOpza25 скачать в хорошем качестве

How Vimeo built a composable MAP to unlock PLG and enterprise growth | MOpza25

All-in-one MAPs weren’t built for PLG at scale. In this MOps-Apalooza session, JD Nelson and Mitch Janning show how Vimeo replaced brittle “do-everything” suites with a composable marketing automation platform—pairing best-in-class tools and data orchestration to power both self-serve PLG and enterprise motions. You’ll learn how Vimeo: • Mapped the “four stages of MarTech grief” and proved when “good” tools block great outcomes. • Evaluated architecture options (expand MAP, shrink MAP, go monolith, go composable) and built the business case. • Centralized campaign management with reference sheets (not 100s of smart campaigns), then pushed clean instructions to MAP/CRM. • Used product-usage in Snowflake + orchestration to surface PLG signals, enrich identities, and create sales-ready records. • Reduced their existing MAP to what it does best (enterprise email/APIs) while offloading SCALE email and complex orchestration elsewhere. • Improved speed-to-lead by enriching, matching, and routing before hitting Salesforce—no 10-minute sync tax. • Made identity resolution + multi-vendor enrichment the backbone for PLG → enterprise handoffs. • Ran change management the smart way: protect marketers’ workflows, automate list loads, and communicate early/often with leadership. Ideal for: Marketing/Ops leaders navigating PLG, teams stuck in brittle stacks, and anyone weighing monolith vs. composable decisions. 🎤 Speakers • JD Nelson, Sr. Manager, Marketing Operations • Mitch Janning, Sr. Manager, MOPs (Platform Enablement), Vimeo #MOpza25 #PLG #ComposableMAP #MarketingOps #RevOps #DataOrchestration #MarTech #Vimeo