Summary4 min read

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.

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Transcript9 lines

[00:00]
A
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
[00:43]
B
All right, on to our next lightning round question. Crystal Ball predict one major data driven marketing shift that will happen in the next five years.
[00:55]
C
Ooh, okay, five years. So I would say the way that things are going, it seems like the product team and product teams are going to start owning increasingly owning more of the performance marketing like directly tied to the, to the product team on the B2B side PLG like that. That's, that's that example how you're funneling people in, how you're, what experience you're building for them. It's a direct tie into the product team. You can't, can't get away from that. And so with AI coming into more in the workplace, it's actually reducing the silos between each team between as a search between marketing between product and it's becoming more cross functional and I think the performance of how a campaign does and how what kind of revenue lift it has is just going to keep falling more and more into the product world.
[01:53]
B
Historically, especially in larger organizations, this relationship between product and marketing has been very, very strained. Sometimes competing priorities, sometimes differentiated needs between the organizations. How will zero party data help bring those teams closer together?
[02:12]
C
It's a good question. I think 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 whether it's the way you're collecting it, where you're storing it, how you're accessing it. So the two really need to work with it really closely. Most marketers today, some of the more technical ones are running SQL script and doing their own thing. Most of them are still relying on a product team or a data analyst to pull that for them. So 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.
[02:52]
B
Yeah, no question. I think it's one of those journeys that we're gonna continue to see unfold, which is how you take the zero party data or even first party data to some extent and utilize that to convince product teams to invest to expand the initiatives that marketing teams have. And then again, like you said in the beginning, rely on that relationship to store, maintain, and then refine that data to help expand marketing efforts. So it's a critical partnership to the success of any marketing team?
[03:23]
C
Oh, for sure. No, a hundred percent.
[03:25]
B
And that wraps up this episode of the Voice to Search Podcast. A huge thank you to Eddie Patch from Optimove for joining us. If you'd like to contact Eddie, you can find a link to his LinkedIn profile in our show notes, or you can find his information on voicesofsearch.com for more information about Optimove, visit optimove.com if you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed soon. Okay, that's all for today, but until next time, remember, the answers are always in the data.
[04:08]
D
Sam.