Case study · CRM & Retention · Discord
Engineering owned the calendar. We fixed that.
Every Discord lifecycle email needed an engineering ticket. Sprints, code reviews, deploys — a one-line copy change took a week. We migrated marketing off the legacy stack onto Iterable + Hightouch, rewired the data model, and handed campaign launches back to the team that owns the calendar. Launch time dropped 85% and engagement climbed 40+ points.
100%
Self-service achieved
+85%
Faster launches
+40%
Engagement increase
0
Engineering dependencies
Service
CRM & Retention
Engagement
Migration
Platforms
Iterable · Hightouch · Snowflake
Primary success metric
Self-service achieved.
Marketing autonomy
100%
Zero engineering dependencies
The marketing team now builds audiences, creates campaigns, and deploys across channels without a single engineering ticket — campaign launch times cut by 85%.
The challenges
Engineering was the bottleneck.
01
Engineering bottleneck
Marketing was completely dependent on engineering for every campaign launch — weeks of delays before anything went live.
02
Slow time-to-market
Campaign creation needed extensive engineering work, so the team kept missing time-sensitive opportunities.
03
Limited flexibility
The legacy CRM lacked the modern features needed for sophisticated lifecycle marketing at Discord's scale.
The solution
Modern stack. Marketing in control.
01
Iterable migration
Migrated to a flexible, marketer-friendly platform — full self-service campaign creation and management.
- Visual workflow builder for complex journeys
- Built-in A/B testing and experimentation
- Real-time segmentation and personalization
- Cross-channel orchestration
02
Hightouch CDP integration
Connected the Snowflake data warehouse directly to Iterable so audience creation needs no engineering.
- Direct Snowflake → Iterable sync
- Self-service audience building
- Real-time data activation
- No-code segment creation
03
Measurement framework
Comprehensive tracking and attribution so the team could measure campaign impact and optimize.
- End-to-end campaign analytics
- Conversion attribution modeling
- Engagement scoring system
- Revenue impact tracking
- Full migration from legacy CRM to Iterable: visual workflow builder, built-in A/B testing, real-time segmentation
- Hightouch CDP integration syncing Snowflake data warehouse directly to Iterable
- Self-service audience building with no-code segment creation for the marketing team
- Cross-channel orchestration across email, push, and in-app messaging
- End-to-end campaign analytics with conversion attribution and engagement scoring
- Measurement framework with revenue impact tracking across all campaigns
Technologies & platforms
The stack we ran.
The result
Full campaign velocity. Zero dependencies.
By migrating to Iterable and integrating Hightouch CDP, Discord's marketing team achieved 100% self-service. Engineering dependencies eliminated. Campaign launch times cut by 85%. The team now builds audiences, creates campaigns, and deploys across channels without waiting on a single ticket.
100%
Self-service achieved
+85%
Faster launches
+40%
Engagement increase
0
Engineering dependencies
What the team said
In their words.
Before BRCG, marketing couldn't launch a campaign without engineering. Now we ship in days, not weeks. The migration to Iterable plus Hightouch is the highest-leverage thing we've done for the marketing org.
Director of Lifecycle
Discord
Discord · CRM & Retention
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