A Programmatic SEO Experiment by Tom Granot ↗
Syntax GTM

Data Infrastructure Marketing

Platforms for moving, storing, transforming, and managing data at scale. Data infrastructure tools form the backbone of modern data stacks, enabling analytics, machine learning, and business intelligence.

3
Personas
3
Use Cases
3
Examples

Target Personas

Understanding your target personas is critical for data infrastructure marketing. Here are the key decision-makers and influencers you'll need to reach:

Data Engineers

Key pain points:

  • → Pipeline reliability and monitoring
  • → Schema management complexity
  • → Performance optimization
  • → Tool sprawl and integration

Analytics Engineers

Key pain points:

  • → Data quality issues
  • → Documentation and discovery
  • → Version control for transformations
  • → Collaboration with stakeholders

Data Leaders

Key pain points:

  • → Total cost of ownership
  • → Team productivity
  • → Governance and compliance
  • → Proving ROI to leadership

Marketing Challenges

Data Infrastructure products face unique marketing challenges. Understanding these upfront will help you create more effective messaging:

  • ! Standing out in a crowded market
  • ! Explaining technical differentiation clearly
  • ! Addressing build vs buy skepticism
  • ! Quantifying time and cost savings

Common Use Cases

When marketing data infrastructure, focus your messaging on these key use cases:

Modern Data Stack Setup

Building a complete data infrastructure from scratch using best-of-breed tools

Workflow: Extract → Load → Transform → Serve

Data Migration

Moving from legacy data infrastructure to modern cloud-native solutions

Workflow: Assess → Plan → Migrate → Validate

Real-time Analytics

Building streaming data pipelines for real-time insights and actions

Workflow: Ingest → Process → Store → Query

Content Priorities

Based on what works for data infrastructure companies, here's what content you should prioritize:

Must Have

  • ✓ Architecture diagrams showing data flow
  • ✓ Getting started quickstart
  • ✓ Integration documentation
  • ✓ Performance benchmarks
  • ✓ Pricing calculator

Should Have

  • → Technical blog posts on data engineering
  • → Comparison pages vs alternatives
  • → Case studies with metrics
  • → Video tutorials for common workflows
  • → Community resources

Product Features to Highlight

Most data infrastructure products share these capabilities. Consider how your messaging differentiates on these:

Data connectors Transformation layer Orchestration Data catalog Lineage tracking Quality monitoring Access controls

Companies Doing It Well

Study these data infrastructure companies for marketing inspiration:

Fivetran ↗

Series D

Connector-focused messaging, reliability emphasis, enterprise push

dbt Labs ↗

Series D

Community-led growth, transformation focus, strong brand

Airbyte ↗

Series B

Open-source alternative positioning, connector quantity focus

Guides for Data Infrastructure

Ready to create marketing content? Start with these guides:

Messaging Framework for Data Infrastructure → Demo Video for Data Infrastructure → Sales Deck for Data Infrastructure → Website Copy for Data Infrastructure → Technical Whitepaper for Data Infrastructure →

Related Categories

API Platforms Developer infrastructure for building and scaling APIs Developer Tools Software helping developers write, test, and deploy code Cloud Security Tools protecting cloud infrastructure and applications from threats

Need help with Data Infrastructure?

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