Heap Unlocks Data Sharing and Activation with Snowflake and Hightouch

The Results

• Unlocked data sharing with Snowflake so Heap customers could access copies of their data in their own Snowflake instances
• Created personalized marketing campaigns powered by rich customer data
• Enriched Salesforce and Zendesk with key account data to drive renewals and improve all SLAs

The Challenge

Heap’s customers wanted access to the data they collected within their own data warehouses, but this wasn’t easily accessible. Additionally, Heap had trouble delivering data to various downstream business tools to drive operational use cases across sales, support, and marketing. To solve this challenge, Heap turned to Hightouch to create a Composable CDP on Snowflake.

The Solution

Unlocking Data Sharing with Snowflake

Heap chose Snowflake because it offers unmatched scalability that empowers dynamic workload handling and refined pricing structures. Snowflake offers a perfect location to store all their data, providing a centralized hub that fuels activations and analysis across departments.

Fulfilling customer demands for access to Heap’s captured data in each customer’s own data warehouse became seamless with Snowflake. Snowflake enabled a straightforward solution for Heap: customers marked a checkbox, and Snowflake data flowed into their own instances. This innovative feature relies on Snowflake’s data-sharing capabilities, facilitating data distribution without write access requirements.

Snowflake was an easy choice for us because it gives us granular control over our billing and infinite scalability. It’s powering everything we do at Heap, from analytics to activation to data sharing.

Garrett McClintock

Analytics Engineering Manager

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Heap

Migrating Reverse ETL Tools

Heap had been relying on Reverse ETL to sync data to various operational tools for some time. However, their platform was causing several challenges because the pricing wasn’t scalable, and the product lacked the core capabilities the data team needed to scale their use cases reliably.

We migrated from another Reverse ETL vendor to Hightouch because the pricing simply wasn’t scalable, and the platform was missing key features for our data team. Hightouch is leap years ahead of any Data Activation platform.

Garrett McClintock

Analytics Engineering Manager

•

Heap

With Hightouch, Heap can power three core use cases across Salesforce, Zendesk, and Marketo.

• Data Enrichment: Before embracing Hightouch, Heap manually inputted crucial sales data into Salesforce, which played a vital role in the renewal process. This laborious effort consumed several days of work each month. Hightouch now seamlessly syncs data directly from Snowflake into Salesforce, preventing missed opportunities to engage with customers during account renewals.
• Customer Support: Keeping up to date with the thoughtfully tailored customer SLAs involved unreliable integrations that frequently failed. With Hightouch, Heap can now capture any updates, enabling the support team to be equipped with the most up-to-date information in Zendesk to provide exceptional customer service.
• Email Marketing: Heap creates audiences in Hightouch and syncs this data to Marketo to drive targeted campaigns such as trial-ending notifications and onboarding sequences to improve customer retention.

Hightouch lets us define exactly how and where we want to sync our data using simple SQL, the lowest common denominator in most organizations. We can empower our sales team, improve our customer SLAs, and personalize our marketing campaigns without needing specialized platform-specific skill sets.

Garrett McClintock

Analytics Engineering Manager

•

Heap

What’s Next

Heap is building on their existing data infrastructure and creating a Composable CDP. This unlocks more value and enables more use cases across different business teams. The goal is to turn Snowflake into a single source of truth for audience management to power all of Heap’s downstream operational tools.