What’s harder than finding the right data architecture? Finding the right dedicated partner. Adverity gets both with Snowflake. Learn how the two organizations are moving into new markets and supplying even more reliable marketing data to Adverity customers.
When a fast-growing SaaS business looks to expand its client base, it normally encounters two major challenges:
- Scaling up infrastructure to support escalating data volumes
- Successfully bringing products to market in new regions and across new industries
In many cases, an external data solution provider can only help solve the scalability challenge. But by working with Snowflake, Adverity addresses both at the same time. Now, it gets the near-limitless scalability it needs to support large and rapidly growing customers, while also finding a committed go-to-market partner that aligns with its commercial interests.
Adverity stays committed to helping clients make informed decisions
“At a high level, we provide data and marketing analytics,” Drew Johansson, Director of Partnerships and Alliances at Adverity, explained. “But really, we help businesses make the best, most informed decisions by making it easy to connect all marketing data in a single source of truth.”
Offering this level of insight to customers demands extensive datasets, and Adverity quickly found its legacy database couldn’t keep up with increasing demands. “When we sold into a large consumer brand, we started working with their global marketing team to expand their campaigns,” Johansson said. “And at that point we definitely noticed performance and scale issues as we onboarded more workloads for them.”
A partnership opportunity emerges
While Adverity was assessing new tools to replace its database backend, Johansson saw a trend across the company’s customer base. “We’d been selling into Snowflake customers for quite some time,” Johansson said. “So our technical teams began talking with Snowflake to understand how we could work more effectively together across mutual customers.”
As these talks continued, Adverity began to see the benefits of choosing Snowflake as its data solution provider.
“Our engineering and operations teams found it really easy to work with,” Johansson recalled. “Snowflake just works.”
From Snowflake startup to Powered by Snowflake partner
“We joined the Snowflake for Startups program during our evaluation period,” Johansson explained. “That really helped us get the technical resources and understanding we needed to design our replacement backend while keeping our initial costs down .”
But Snowflake partners are for life, not just for the startup period. “The continued support from Snowflake has been great,” Johansson said. “They saw the direction we were going and pointed us to the Powered by Snowflake program so we could further develop our application and business proposition. Once we joined the Powered by Snowflake program, we had access to even more resources that helped us fully move off our legacy database.”
“The continued support from Snowflake has been great. They saw the direction we were going and pointed us to the Powered by Snowflake program so we could further develop our application and business proposition.”
More exposure, more opportunities, and even more success
Now it’s Powered by Snowflake, Adverity sees several technical, marketing, and business benefits that will only grow over time.
“We’re very aligned with Snowflake, both on verticals we’re strong on, and ones we want to move to,” Johansson explained. “For instance, we have a lot of experience in retail and CPG accounts, and that’s an area Snowflake is pushing towards with its retail cloud offering. So that’s a great fit.”
“As we expand our core focus industries and start working with media and entertainment customers, we’ve been having great conversations with vertical leads at Snowflake about how we can get the right messaging for these customers.”
The mutual benefits also apply to new regional and vertical opportunities. “As we expand our core focus industries and start working with FinServ customers, we’ve been having great conversations with vertical leads at Snowflake about how we can get the right messaging for these customers,” Johansson said.
In the meantime, Snowflake and Adverity continue to work together to increase recognition for both brands. “We have some great marketing plans in place for the next 6-18 months,” Johansson explained. “We’re working together on videos and written content (including this story you’re reading now). And we’re also excited about other potential opportunities through Snowflake’s digital and in-person events.”
The best part for Johansson and the Adverity team is the level of commitment they see in the partnership. “Snowflake and Adverity are both all-in on this partnership. I’ve spoken with my Snowflake counterpart each day, and they’ve been a huge help,” Johansson said. “It’s certainly been faster to deliver value than other partnerships I’ve seen in the past.”
A deeper commitment leads to a deeper partnership
The Adverity-Snowflake partnership is already delivering technical innovation, robust go-to-market plans, and even deeper satisfaction across Adverity’s customers. But that’s just the beginning.
“My goal is for Snowflake to be the top partnership within Adverity,” Johansson said. “Our initial investment is substantial, but as we iron out elements of our architecture and strategy that will only grow. And I know Snowflake is making a similar commitment to us.”
“We see that customers trust us over the long term because of our technology and business partnership with Snowflake.”
“For example, we deeply believe that the future of data is enterprises keeping control of their own data sets,” Johansson continued. “We’re keen to explore Snowflake’s Data Collaboration capabilities and Connected Applications in Snowflake to give our customers more control of their data.”
The partnership has unlocked technical and strategic resources for Adverity and its customers. But for Johansson, the most significant benefit is increased engagement from customers. “We see that customers trust us over the long term because of our technology and business partnership with Snowflake. And I know that while we’ve landed some large accounts on our own, we wouldn’t have been able to grow them to what they are today without Snowflake.”
Originally posted on September 16, 2022 @ 12:10 am
