Podcast Summary: Voices of Search – "One Major Shift in Data-Driven Marketing Campaigns in Five Years"

Date: September 3, 2025
Host: Jordan Cooney
Guest: Eddie Patch (Optimove)

Overview

In this insightful lightning-round episode, the Voices of Search Podcast tackles the evolving relationship between marketing and product teams in the context of data-driven marketing campaigns. The conversation centers on how artificial intelligence (AI), zero-party data, and cross-functional work will drive a major shift in the next five years. The episode offers forward-looking strategies and reflections for marketers navigating an increasingly integrated digital landscape.

Key Discussion Points & Insights

1. The Future of Data-Driven Marketing: Product Teams Step In

• Prediction: In the next five years, performance marketing will become increasingly intertwined with product teams, especially in B2B and product-led growth (PLG) organizations.
• Key Insight:
  “Product teams are going to start owning...more of the performance marketing—like directly tied to the product team on the B2B side, PLG like that.”
  — Eddie Patch [00:56]
• Explanation: AI-driven workflows are breaking down traditional silos between marketing, product, and search, making campaigns more cross-functional and directly linked with revenue lift.
• Notable Quote:
  “With AI coming more into the workplace, it’s actually reducing the silos between each team...and I think the performance of how a campaign does...is just going to keep falling more and more into the product world.”
  — Eddie Patch [01:22]

2. Zero-Party Data as a Catalyst for Integration

• Host’s Question: How will zero-party data help bring marketing and product teams closer together? [01:53]
• Key Insight: To fully leverage zero-party data, marketing needs product team collaboration on data collection, storage, and access.
• Details: Most marketers still rely on product/data analysts for in-depth data while only some are running their own technical queries.
• Notable Quote:
  “In order to truly leverage the zero party data in a way that people want to, you’re going to need as a marketer, you’re going to need the product team behind you.”
  — Eddie Patch [02:12]
• Follow-up:
  “So the two really need to work...closely. Most marketers today...are still relying on a product team or a data analyst to pull [data] for them...they need to be on the same page with zero party data because they’re kind of leaning on each other for it in many ways.”
  — Eddie Patch [02:25]

3. The Marketer–Product Team Partnership: The New Success Formula

• Ongoing Trend:
  “It’s one of those journeys that we’re gonna continue to see unfold...how you take zero-party data or even first-party data...and utilize that to convince product teams to invest, to expand the initiatives that marketing teams have.”
  — Jordan Cooney [02:51]
• Summary: The partnership is essential for both storing, refining, and activating data. The evolving relationship will underpin any successful modern marketing team.
• Emphasized:
  “It’s a critical partnership to the success of any marketing team?”
  — Jordan Cooney [03:16]
  “Oh, for sure. No, a hundred percent.”
  — Eddie Patch [03:23]

Notable Quotes & Memorable Moments

| Timestamp | Quote | Speaker | |-----------|-------|---------| | 00:56 | “Product teams are going to start owning...more of the performance marketing—like directly tied to the product team on the B2B side, PLG like that.” | Eddie Patch | | 01:22 | “With AI coming more into the workplace, it’s actually reducing the silos between each team...and I think the performance of how a campaign does...is just going to keep falling more and more into the product world.” | Eddie Patch | | 02:12 | “In order to truly leverage the zero party data in a way that people want to, you’re going to need as a marketer, you’re going to need the product team behind you.” | Eddie Patch | | 02:25 | “So the two really need to work...closely. Most marketers today...are still relying on a product team or a data analyst to pull [data] for them...they need to be on the same page with zero party data because they’re kind of leaning on each other for it in many ways.” | Eddie Patch | | 02:51 | “It’s one of those journeys that we’re gonna continue to see unfold...how you take zero-party data or even first-party data...and utilize that to convince product teams to invest, to expand the initiatives that marketing teams have.” | Jordan Cooney | | 03:16 | “It’s a critical partnership to the success of any marketing team?” | Jordan Cooney | | 03:23 | “Oh, for sure. No, a hundred percent.” | Eddie Patch |

Timestamps for Important Segments

• 00:43 – Topic introduction: The major data-driven marketing shift in the next five years.
• 00:55–01:53 – Prediction: Product teams’ growing ownership in performance marketing & role of AI.
• 01:53–02:51 – Deep dive: Zero-party data’s role and the necessity of closer collaboration.
• 02:51–03:23 – The future: Building and maintaining effective partnerships between marketing and product/data teams for marketing success.

Conclusion

This episode highlights a significant structural shift in data-driven marketing: performance marketing will be increasingly managed by product teams, with zero-party data serving as a critical bridge between disciplines. AI will continue to dissolve the walls between roles, making collaboration not just beneficial but essential. For marketers, the message is clear—success in SEO and content marketing will depend on an integrated partnership with product and data professionals, driven by smarter, tighter management of first- and zero-party data.