Landbot uses Segment to unlock its customer data and put the customer at the heart of its operations

With Segment, Landbot was able to democratize its customer data and enable teams to rapidly integrate the tools they need to engage customers.

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“Segment has given us the foundation to become a genuinely customer-centric, data-driven business. We now have a far deeper understanding of our customers’ needs and drivers and this insight is enabling us to ensure that everything we do is aimed at providing our clients with the products and support that will deliver most value to them.”

— Arnau Tibau Puig, Head of Data, Landbot

Landbot is a cloud-based solution that enables businesses to create conversational websites, landing pages, surveys and lead generation chat-bots to engage with customers, facilitating an improved user interface experience and conversion rates.

Headquartered in Barcelona, Landbot offers a self-service, ‘no code’ chatbot builder tool, which enables non-technical staff to design immersive web page experiences filled with gifs and visual elements to capture the attention of end users. This allows businesses to have truly frictionless conversations with their customers.

Since launching in 2017, Landbot has achieved rapid year-on-year growth and recently completed an $8 million Series A investment round

However, Landbot’s tech stack was struggling to keep up with the speed of growth that the company was achieving. It had become very difficult for teams to access customer data and this was hampering the company’s efforts to track marketing campaign performance and, ultimately, to drive customer retention. 

Landbot needed to unify and standardize customer data and enable its marketing teams to easily integrate the tools they needed to drive customer engagement, without having to rely on internal engineering resources. 

Landbot turned to Segment in March 2021 to build a reliable and compliant tech stack. In doing so, it was able to:

  • Save 8 hours a day of engineering time by eliminating the need to focus on product integration

  • Increase accessibility to customer data by 80% to democratize access to consistent, high quality data for all teams.

  • Enable marketing teams to easily integrate 12 new tools in 6 months to measure, evaluate and optimize campaign performance.

Integrating data sources and opening up access to data

Landbot was struggling to achieve its key strategic objective of driving close engagement with customers because its teams didn’t have fast and easy access to trusted customer data. They couldn’t build up a deep understanding of customers or accurately define and build audiences for marketing campaigns. This was proving a barrier to achieving the company’s goal of boosting net retention from 60% to 100%. 

Landbot needed to implement a data platform to consolidate and standardize data from multiple sources, to provide a single source of truth for all customer data. This would provide a foundation for downstream marketing automation tools and enable teams to track the impact of all customer activity. This was particularly important as teams looked to bring on innovative new tools to support the company’s accelerated growth plans.

Based on his positive experiences of using Segment in a previous role, Fernando Guirao, VP Product at Landbot, understood the benefits that Segment could deliver in centralizing and democratizing customer data, and in enabling the marketing team to access the tools they needed at speed and scale. He also knew how Segment could free up time within the engineering and data teams by eliminating the need to manually integrate new tools and filter data to build audiences.

Fernando knew that Segment could deliver exactly what Landbot needed to generate complete visibility of its data and trigger a new level of customer engagement. 

Building a high-performing, compliant tech stack

Landbot immediately brought in Segment to integrate its data sources into a single Customer Data Platform (CDP) and manage all event and behavioral data across its channels. 

Segment Connections enables Landbot to collect, unify and connect all of its customer data, and Segment Functions allows teams to integrate new applications quickly and easily, with minimal involvement from engineering teams. 

The company uses AutopilotHQ as its marketing automation tool, and Intercom as its messaging platform for customer success and support. 

Alongside this, Landbot deploys a wide variety of analytics and tracking tools, including Google Analytics, Facebook Manager, LinkedIn Manager. It uses Mixpanel for product analytics, BigQuery as its data warehouse, and ad management platforms such as Twitter Ads and Google Ads.

Landbot - Teck Stack Screenshot

Segment is now used widely across the organization. Within marketing, all event data captured within Segment is passed back into downstream marketing tools, allowing teams to understand exactly where traffic is coming from and tailor campaigns accordingly, across all channels. Segment data is also used by the sales team to qualify leads. 

Elsewhere, the customer success and product teams are using an increasing number of tools which are connected by Segment. In fact, more than 90% of Landbot’s workforce are now regularly using third party tools supported by Segment. 

Transitioning to a data-driven, customer-centric organization

By implementing Segment, Landbot has ensured that all of its teams have access to accurate, real-time customer data. In fact, the amount of accessible customer data across the business has increased by more than 80%. This has transformed operational efficiency and productivity throughout the business and, most importantly, enabled teams to take a data-driven approach to customer engagement.

Within marketing, teams have been able to optimize campaigns and boost performance due to having a much deeper understanding of user behavior. And the sales team has been able to analyze behavioral data tracked in Segment to identify prospects that are most likely to convert and focus their efforts in the right places. Using Segment data, Landbot is able to continually validate its Ideal Customer Profile (ICP) according to use case, company size, location, industry and persona.

Landbot Screenshot Google Analytics Dashboard

Segment data is also being used to guide product development. Landbot can now pinpoint which features can be improved to drive greater customer value and engagement. And on a broader level, Segment is helping business leaders to manage day-to-day operations by enabling them to easily track and report on key business metrics and identify potential red flags that need to be addressed.

Landbot Screenshot Business Dashboard

Having access to unified customer data is enabling more experimentation across the business. Landbot has already launched an experimental onboarding process via Appcues and there is an appetite to use Segment as the foundation for ongoing experimentation and A/B testing across all departments. 

Segment is also making it much easier and faster for teams to bring in the tools they need to drive performance. Already, Landbot has integrated 12 new tools into Segment. At the same time, teams no longer need to rely on engineering support to integrate these new tools. This has freed up around 8 hours a day of engineering time which can now be focused on product development rather than manual integration of tools and data. 

What’s next? Landbot will continue to deploy Segment to integrate new technology platforms and maintain a single, reliable and real-time view of the customer. And with this foundation in place, Landbot is now looking to implement Segment Protocols to optimize data governance and centrally manage policies around data security and privacy.

“Segment has provided us with fast and easy access to high quality data. This is allowing us to develop our product based directly according to customer needs and to track and measure the performance of all our marketing activity. Plus we now have a way to integrate new tools at speed and this is having a massive impact on how we can engage customers on an ongoing basis.” - Xavier Ribas Pey, Marketing Operations Analyst, Landbot

Industry: B2B Tech
Location: Barcelona, Spain