In conversations with enterprise marketing teams, one theme comes up consistently: every investment has to earn its place.
Signal loss has made performance harder to sustain. Data environments are more complex than ever. Executive teams expect measurable return from every incremental dollar. In that environment, expanding a contract without clear evidence is both difficult and risky.
Yet many SaaS pricing and packaging models still ask customers to do exactly that.
Across the CDP landscape, the capabilities that drive the most meaningful performance improvements are often gated behind higher pricing tiers or short-term trials. Teams are asked to increase their investment before they’ve validated impact in their own environment, or to evaluate powerful capabilities within timelines that don’t reflect how audience strategies actually perform.
That sequencing puts customers in a difficult position. It forces them to justify spend without outcome data. It introduces friction with finance and procurement. And it turns what should be a performance decision into a negotiation about risk.
We believe it should work differently.
If a capability has the potential to drive measurable impact, customers should be able to actually use it for long enough to see that impact clearly. Adoption should follow evidence, not precede it.
That principle is guiding how we’re broadening access to two of our most impactful capabilities: Match Boost and Composable Audiences.
Rather than limiting them to higher contract tiers or short evaluation windows, we’re enabling customers to apply them in day-to-day workflows with clear guardrails. Teams can activate them in live campaigns, measure results across a full performance cycle, and determine the right level of investment based on observed outcomes.
Commercial design should support how enterprise teams actually make decisions. That means driving results before asking for expansion.
Why traditional models create friction
Time-bound trials and strict tiering simplify packaging. They do not reflect how performance improvements unfold.
Audience strategy does not operate on a 30-day clock. Teams define segments, activate across paid and owned channels, measure downstream results, and refine over time. When access ends before that cycle is complete, evaluation is partial by definition.
Feature gating creates a different challenge. It requires broader commitment before stakeholders are aligned around proof. In large organizations, that often means navigating procurement and budget scrutiny without outcome data grounded in real use and results.
When evidence comes after commitment, expansion feels speculative. When evidence comes first, expansion becomes a logical continuation of performance.
What this looks like in practice
Match Boost and Composable Audiences illustrate why this matters.
Match Boost: Validating performance through higher match fidelity
Declining match rates directly affect paid media efficiency. Lower match fidelity limits reach, constrains optimization, and erodes return on ad spend.
Match Boost improves match rates to paid destinations without requiring teams to redesign their setup. By strengthening signal fidelity, it increases the addressable portion of activated audiences and supports stronger downstream performance. In one enterprise deployment, improved match fidelity more than doubled reachable audience size on a key paid platform and led to substantial efficiency gains, including CPM declining by nearly half and CPC reductions of nearly 80% compared to the prior period.
The impact is visible in campaign results, including improvements in reach, conversion efficiency and ROAS that build over sustained activation. That kind of improvement cannot be fully understood in a narrow trial window. It needs production conditions and time.
Structured access allows customers to evaluate performance in the context that matters: their own campaigns, their own data, their own benchmarks.
Composable Audiences: Bringing hybrid strategy into practice
Enterprise data environments are already hybrid. Historical depth lives in the warehouse. Real-time signals drive activation. Most teams rely on both.
Composable Audiences gives marketing and data teams structured control across that environment. Teams can define audiences directly from warehouse data while incorporating real-time signals where responsiveness matters. The result is a coordinated strategy that reflects how enterprise architectures operate today.
By broadening access to Composable Audiences, customers can validate hybrid audience strategies within their existing stack. They can apply advanced logic, leverage richer datasets and maintain governance standards without duplicating data or restructuring workflows.
Hybrid strategy delivers the most value when applied in production, not evaluated in isolation.
Building expansion on evidence
Our responsibility as a partner is not only to deliver powerful capabilities. It is to create the conditions under which customers can evaluate them with confidence.
Enterprise teams expand their investment when measurable impact reduces uncertainty and builds internal consensus. They move forward when performance is visible and defensible.
By making high-impact capabilities usable within everyday workflows, with guardrails instead of artificial deadlines, we are aligning access with how enterprise organizations actually make decisions.
When customers can prove the value in their own environment, expansion stops being a leap. It becomes a next step grounded in evidence.
