Challenge

Vimeo is a leading video software and hosting platform serving creators, businesses, and enterprises worldwide. Their GTM motion runs across two distinct segments — a product-led growth self-serve motion and an enterprise sales motion — and both depended on a Marketo instance that was increasingly unable to support what the business actually needed. Product engagement data lived in Snowflake with no native connection to Marketo, which meant the PLG users who were most engaged with the product were invisible in the marketing pipeline. Users signed up with only a name and email address — which meant identity resolution, company matching, and enrichment all had to happen before anyone could act on those records. And because that logic required engineering involvement with Snowflake, iteration was slow. Campaign management in Marketo had grown into a structure of large folder hierarchies and program libraries that took significant effort to change. List loading had become a de facto bottleneck — one or two people handling every upload for the entire company. The team knew that patching Marketo with more workarounds was not the answer. The architecture needed to change.

Solution

Vimeo's answer was to build a composable MAP — not rip Marketo out entirely, but reduce it to what it did best and route everything else through Openprise. "Option B was to reduce Marketo down, keep what it was doing best at, bring in another orchestration platform, expand that orchestration platform," said JD Nelson, Former Sr. Manager of Marketing Operations. "For us, it was Openprise." Campaign management moved entirely into Openprise. Where Marketo had required complex folder structures and program libraries, Openprise used reference sheets. "When a new marketing program comes along, we just add another line of data and Openprise processes that into Marketo and Salesforce," said Mitch Janning, Former Sr. Manager of MOps. A process that previously required navigating Marketo's program architecture became a single line entry.

The PLG unlock was the most architecturally significant change. Openprise was configured to read product engagement data directly from Snowflake — giving the Ops team the ability to identify active users, run enrichment and identity resolution, and move those users into the marketing funnel without engineering involvement. A signup form collecting only a name and email became a starting point, not a dead end. Multi-vendor enrichment filled the business data, standardized and normalized the record, and by the time a user was linked to an owned account, they were ready for outreach that day. List loading was automated through apps built outside Marketo entirely — removing the demand gen dependency that had been slowing the team down for every campaign cycle.

Our signup form is name and email — it's not even first name, last name, and email. Openprise works miracles in the multi-vendor enrichment, in the data standardization and normalization. We actually get these people from our database to be sales-ready, and when we put them onto an owned account, they are ready to be reached out to that day.

We're doing identity resolution and segmentation in Openprise. Our recipes are much easier to deal with there than going to engineering for opaque Snowflake logic. Doing that with Openprise has really unlocked a lot of things.

Mitch Janning, Former Sr. Manager, MOps (Platform Enablement), Vimeo

Impact

Campaign management is faster and simpler. The Marketo folder structure that required significant effort to navigate and update has been replaced by Openprise reference sheets — adding a new marketing program is a single line of data, and Openprise processes it into both Marketo and Salesforce automatically. The Ops team controls the logic and can update it without touching Marketo directly, which means fewer dependencies, faster iteration, and less risk of breaking something upstream.

The PLG motion is now connected to the rest of the GTM stack. Product engagement data from Snowflake, marketing engagement from Marketo, and sales data from Salesforce all flow through Openprise — giving the team a unified view of user behavior that neither system could provide on its own. "We're looking at these active users, we're moving them into the funnel," Janning said. "Openprise reads this, we do the full enrichment — so that immediately becomes available to report on in all of our systems and platforms across the GTM. This is just one of the orchestrations we're running in Openprise." PLG users who would previously have required manual intervention to enrich and match are now ready for sales outreach the same day they are linked to an owned account.

List loading is no longer a bottleneck. The apps Vimeo built in Openprise handle all uploads outside Marketo — removing the one-or-two-person dependency that had constrained every campaign cycle. The broader outcome is an Ops team that owns the entire GTM orchestration stack without an engineering dependency at any step. "I do consider Openprise best-in-class orchestration," Janning said. "I don't think anything is as flexible as this can be."

We utilized Openprise for the list load, which I think was a big unlock for us… When you have one or two people uploading every list for your company, that became the demand gen bottleneck. We were able to build the apps outside of Marketo to keep marketers out of it and let Openprise handle the list loading.

JD Nelson, Former Sr. Manager, Marketing Operations, Vimeo